PREPARED BY:                                        Dean WesterveltSocial CRM:                             Metrics Marketi...
Webcast “Housekeeping”• Ask questions throughout the presentation using the  “Questions” button at the top of the screen• ...
Today’s Presenter: Dean Westervelt                                  Dean Westervelt works as a consultant in Metrics consu...
About Metrics Marketing GroupMeasurable Marketing Success•    Analytics-Driven Database Marketing &     Interactive Servic...
Social CRM Definitions• “…the company’s programmatic response to the customer’s  control of the conversation” – Paul Green...
Social CRM Definitions - MINE• “…social CRM (sCRM) is simply the application of emerging social  technologies and data to ...
Social CRM    CRM Solution Ecosystem•      CRM Solution Ecosystem:       key technologies that       support the business ...
Social CRMSocial Maturity Curve                                                      Source: Collective Intellect, “Social...
Social CRMComponents                                                       Strategy                                       ...
Social CRMMyths and Realities                                                  • Product Development         Strategy     ...
Social CRM StrategysCRM strategy starts with an organization placing importance on social data   about customers as a fund...
Social CRM TechnologyTechnology supporting any sCRM approach needs to be scalable and flexible   to adjust to light-speed ...
Social CRM DatabaseBy definition, CRM is based on data-driven analytics to distinguish between   and among customers – sCR...
Social CRM Database                 Sources – Facebook and Online Privacy©2010 Metrics Marketing Group | All Rights Reserv...
Social CRM Database                 Database Enhancement                                                     =   Socially...
Social CRM Database                    Socially appended CRM database                                                     ...
Social CRM Database                 Database Management Platforms                              • Focus is on information r...
Social CRM Future is Now: A March 2011 Gartner report states…• “…during next two years, 30% of leading companies will exte...
Social CRMStartups versus Old GuardSocial CRM vendors have mostly come from one of two directions — traditionalCRM vendors...
Social CRM     Collective Intellect – Social Business Collaboration                            Configure &1   Set Goals   ...
Social CRM sCRM Challenges• sCRM Data – evolution, signal-to-noise,  integration, privacy, match rates• sCRM enterprise-wi...
Social CRMSocial…everything“At the end of the day, you must ask yourself if the steps above help you enrich the two-way re...
Metrics can help…sCRMMetrics can combine traditional database and CRM experience  with digital expertise to…• …help build ...
Contact Information                                                            Dean Westervelt                            ...
Social CRM    Metrics Offerings – general SMM and Audit•      Strategic Audit                            “Ive had the plea...
Social CRMMetrics Offerings – Social Media Integration                                               26
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Metrics social crm - myths and realities - march 2011 final

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Metrics social crm - myths and realities - march 2011 final

  1. 1. PREPARED BY: Dean WesterveltSocial CRM: Metrics Marketing Group 905 Corporate Way Westlake, Ohio 44145 877.332.9222Myths and Realities March 17th, 2011 www.metricmarketing.comCONFIDENTIAL © Metrics Marketing 2010
  2. 2. Webcast “Housekeeping”• Ask questions throughout the presentation using the “Questions” button at the top of the screen• All questions will be answered at the end of the presentation• Please report any technical difficulties to seminars@metricsmarketing.com©2010 Metrics Marketing Group | All Rights Reserved 2
  3. 3. Today’s Presenter: Dean Westervelt Dean Westervelt works as a consultant in Metrics consulting and analytical services group, with a focus on both interactive and traditional marketing. Deans career includes more than 12 years in database marketing analytics and strategic consulting with a particular focus on social media marketing analytics and strategy. His work on synthesizing traditional marketing measurement with digital and social media metrics has made him particularly acquainted with concepts like “social CRM.”Prior to joining Metrics Marketing, Dean was on the management team for a social mediaanalytics firm, managing the client services group and providing thought leadership in termsof measuring and quantifying social media marketing analytics. Dean also worked for tenyears for a leading marketing services firm in the database marketing analytics group,providing strategic recommendations based on predictive analytics.Dean enjoys creating webcasts and occasional blogging about social media and marketinganalytics.©2010 Metrics Marketing Group | All Rights Reserved 3
  4. 4. About Metrics Marketing GroupMeasurable Marketing Success• Analytics-Driven Database Marketing & Interactive Services Firm• Focused on improving marketing ROI through customer insights and implementation of personalized, multi- channel communications• Founded in 1998 • Stable, consistent growth • Locations in Cleveland, Chicago, San Francisco, Portland and Dallas
  5. 5. Social CRM Definitions• “…the company’s programmatic response to the customer’s control of the conversation” – Paul Greenberg (July, 2010)• “…a back-end process and system for managing customer relationships…a component for developing a social or collaborative business” – Social Media Examiner (November, 2010)• “A fully integrated solution, combining real-time Listening, Engagement and Measurement to effectively collaborate with your customers, prospects, influencers and employees in an ever-evolving socially connected world” – Don Springer, Collective Intellect (February, 2011) ©2010 Metrics Marketing Group | All Rights Reserved 5
  6. 6. Social CRM Definitions - MINE• “…social CRM (sCRM) is simply the application of emerging social technologies and data to traditional customer relationship marketing (CRM) strategy – which is both an extension and a cultural shift in the way companies interact 1:1 with their customers” – Dean Westervelt (today) ©2010 Metrics Marketing Group | All Rights Reserved 6
  7. 7. Social CRM CRM Solution Ecosystem• CRM Solution Ecosystem: key technologies that support the business processes for targeting, acquiring, retaining, understanding, and — very importantly — collaborating “socially” with customers Source: Forrester, “Social CRM Goes Mainstream (January 2011) ©2010 Metrics Marketing Group | All Rights Reserved 7
  8. 8. Social CRMSocial Maturity Curve Source: Collective Intellect, “Social Business Process©2010 Metrics Marketing Group | All Rights Reserved Management”, (February 2011) 8
  9. 9. Social CRMComponents Strategy Technology Data©2010 Metrics Marketing Group | All Rights Reserved 9
  10. 10. Social CRMMyths and Realities • Product Development Strategy • Customer Service • “Marketing” or CRM • Social Media Monitoring (SMM) Technology • Platform • Workflow • Sources Data • Database Enhancement • Data Management Platforms (DMP)©2010 Metrics Marketing Group | All Rights Reserved 10
  11. 11. Social CRM StrategysCRM strategy starts with an organization placing importance on social data about customers as a fundamental aspect of marketing mix Current reality Future state• Customer Service  Social as new channel; empower customers• Product Development  Crowdsourcing• “Marketing”  Collaborative, data-driven, capitalizing on traditional CRM approaches to customer insightOrganizing strategic methods such as Forrester’s Technographics and POST and Attensity’s LARA help frame your social approach… ©2010 Metrics Marketing Group | All Rights Reserved 11
  12. 12. Social CRM TechnologyTechnology supporting any sCRM approach needs to be scalable and flexible to adjust to light-speed changes in the social landscape Current reality Future state• Social Media Monitoring  Unstructured text analysis = sCRM foundation• Platforms  Internal enterprise, external MROCs• Workflow  Organizing, collaborating, delegating, and taking action on socially-driven dataNo end-to-end sCRM solution technology exists today for customer intelligence professionals* - automating flow from analysis to coordinated action remains a future state ©2010 Metrics Marketing Group | All Rights Reserved *Source: Forrester, “What Social CRM means to Customer 12 Intelligence”, (January 2011)
  13. 13. Social CRM DatabaseBy definition, CRM is based on data-driven analytics to distinguish between and among customers – sCRM starts with a socially-appended database Current reality Future state• Sources  Web, communities, online events• Database Enhancement  Social affinity, Twitter handles, LinkedIn• Database Management Platforms  Unified view – antithesis of siloed informationManagement platforms for data are crucial to the success of sCRM – without enterprise organization of the insight foundation, presenting “one view” to the customer becomes impossible to execute on… ©2010 Metrics Marketing Group | All Rights Reserved 13
  14. 14. Social CRM Database Sources – Facebook and Online Privacy©2010 Metrics Marketing Group | All Rights Reserved 14
  15. 15. Social CRM Database Database Enhancement  = Socially appended database©2010 Metrics Marketing Group | All Rights Reserved 15
  16. 16. Social CRM Database Socially appended CRM database Client or CRM Data Analytics Traditional Inputs Partner Transaction Cookie Web Analytics History HistorySocial Inputs Intentions Customer Identities & Contacts Interests Targeted Communication Customer Customer Customer Preferred Social Influence Preferences Activity Social, Traditional Sentiment Passion Demo/Psychographic Data Consumer Categorization/Segmentation Data Analytics Themes Qualitative/Quant. Behavioral Data Research - Scorecards Terms ©2010 Metrics Marketing Group | All Rights Reserved 16
  17. 17. Social CRM Database Database Management Platforms • Focus is on information relevant to marketing – foundation for sCRM • Combines disparate data • More insights through [brand] information ownership • Supports multi-channel analysis and modeling • Drive action • Supports execution and “one view” perception by customer • First buyers: direct response marketers (CRM) Source: iMedia Connection, “The ABCs of the DMP”©2010 Metrics Marketing Group | All Rights Reserved (March, 2011) 17
  18. 18. Social CRM Future is Now: A March 2011 Gartner report states…• “…during next two years, 30% of leading companies will extend goals of online community activities to include social CRM”• “met with significant hype despite limited number of field deployments”• “lack of broad scale adoption of the supporting technology makes business case more theoretical than proven”• “only 5% of organizations took advantage of social/collaborative customer action to improve customer service processes…community peer-to-peer support projects will supplement or replace Tier 1 contact center support in more than 40 percent of top 1,000 companies with a contact center" Source: WebWire, “Use of Social CRM for Customer Service will ©2010 Metrics Marketing Group | All Rights Reserved Grow Rapidly Over the Next Two Years”, (Gartner, March, 2011) 18
  19. 19. Social CRMStartups versus Old GuardSocial CRM vendors have mostly come from one of two directions — traditionalCRM vendors who are adding Social CRM capabilities and social softwarestartups who center upon customer engagement."I dont feel that either category has all the pieces in place yet. Traditional CRMvendors lack the customer community capability; social startups lack theenterprise-level integration capabilities to link the customer community back toenterprise systems. All the big CRM vendors are lagging behind. The socialstartups are closest to achieving true social CRM…” - Richard Hughes (director of product strategy and BroadVision) http://www.ecrmguide.com/article.php/11222_3924391_2 19
  20. 20. Social CRM Collective Intellect – Social Business Collaboration Configure &1 Set Goals 2 3 Measurement 4 Action Discover Team Analysts Bus. Mgmt. Operations Define Select Dash- Respond Text Mining System Intelligence KPIs Sources Business board 1 Social Seed & CRM Workflow Influence Define Dash- System Topics board n Target Campaign “Tag” Customers Build Influencers Social Platforms Scheduled Data Central Runs Repository 20
  21. 21. Social CRM sCRM Challenges• sCRM Data – evolution, signal-to-noise, integration, privacy, match rates• sCRM enterprise-wide adoption – requires buy-in across the organization, traditionally difficult• Rapidly evolving social network technology and space – Second Life from prominence to niche, e.g.• Customer experience – higher risk of fragmented customer experience ©2010 Metrics Marketing Group | All Rights Reserved 21
  22. 22. Social CRMSocial…everything“At the end of the day, you must ask yourself if the steps above help you enrich the two-way relationship between the social customer and your social business.” - Mashable
  23. 23. Metrics can help…sCRMMetrics can combine traditional database and CRM experience with digital expertise to…• …help build a socially-appended CRM database or analytic workbench for reporting and analysis• …to understand how far down the 1:1 sCRM path you can go with new data sources• …augment, or create, traditional or digital (email) segmentation with augmented social data• …help quantify the success of your program by measuring the success at building “relationships of value”©2010 Metrics Marketing Group | All Rights Reserved 23
  24. 24. Contact Information Dean Westervelt VP, Strategy and Analytics 978.807.0435 dwestervelt@metricsmarketing.com TWITTER: @dean_westervelt©2010 Metrics Marketing Group | All Rights Reserved 24
  25. 25. Social CRM Metrics Offerings – general SMM and Audit• Strategic Audit “Ive had the pleasure to work with Metrics Marketing Group as one of our key• Customized Policies and Procedures Guide partners. They have strong social media monitoring capabilities and expertise that• Campaign Development and Execution gives us an in-depth look into the conversations surrounding our brand and – Monitoring and custom reporting messaging for one of our strategic product – Blog Relations sets. The monitoring reports enabled us to listen, measure and engage with our – Social Media Asset Creation viewers online. Ultimately, Metrics Marketing Group provided us with – Social Media Influencers outreach actionable data and real results." - James Miller, VP-Technology Industry,• Ongoing Maintenance & Consulting BrightTALK, Inc. 3/17/2011 25
  26. 26. Social CRMMetrics Offerings – Social Media Integration 26

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