CUSTOMERRELATIONSHIPMANAGEMENT ≠ SOCIAL MEDIA MANAGEMENT Declared actions, preferences orActual behavior of customers intentions of those who may or may not be customersMultichannel but generates a May be across one or more social Single customer view channels Segmentation via recency, Difficult to segment audience and frequency, content Value One-to-one targeting One-to-many conversations Direct Open Accepted ROI models Evolving ROI models Clear legislation Grey area
Allowing to extend CRM programmes onto social platforms Applying the principles of CRM to social media at scale SOCIAL CRM
OPENING A WORLD OF NEW ENGAGEMENT POSSIBILITIES
ONLY 0.5% OF FANSFROM THE TOP 200 BRAND PAGES ON FACEBOOK ARE ENGAGING WITH THE BRAND
“FOCUSING REACH AND FREQUENCY IS WHATDRIVES EFFECTIVENESS. ENGAGEMENT IS ANINTERESTING AND IMPORTANT METRIC FOR SOMEMARKETERS AND CAMPAIGNS. BUT ITSHOULDNT BE STANDARD BY WHICH FACEBOOKAS A MARKETING PLATFORM IS EVALUATED”
65 % of business leaders believe that consumersfollow their brands because they want to be a part of a community. Only 25% of consumers agree. The top reason consumers follow a brand?
65 % of business leaders believe that consumersfollow their brands because they want to be a part of a community. Only 25% of consumers agree. The top reason consumers follow a brand?To get discounts – not exactly ideal for a company’s bottom line. IBM Institute for Business Value