WTF is Social CRM? The Evolution of Social Data.

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Social CRM is not what you think it is. It's not just more customer service through social monitoring services. Nor is it jamming customers' social media profiles into your CRM. It is far more than that.

It is the Interest Graph brought to life within your CRM through ongoing updates on your actual customers' influence, brand preferences and buying intent. Today, access to that knowledge is possible. Tomorrow, application of that knowledge will be the secret to smarter, scalable 1-to-1 marketing.

This slide deck is adapted from a presentation I made at FutureM 2012

Published in: Marketing, Business, Technology
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WTF is Social CRM? The Evolution of Social Data.

  1. 1. WTF IS SOCIAL CRM?!
  2. 2. ANISH KATTUKARAN DIRECTOR, PRODUCT MARKETING @AnishKattukaran CLIENT LIST FUNDING LED BY
  3. 3. INFLUENCE CUSTOMER DECISIONS @AnishKattukaran #socialCRM
  4. 4. FAVORABLY INFLUENCE CUSTOMER DECISIONS @AnishKattukaran #socialCRM
  5. 5. PURCHASE FUNNEL AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY @AnishKattukaran #socialCRM
  6. 6. PURCHASE FUNNEL CONSUMER DECISION JOURNEY AWARENESS EVALUATE FAMILIARITY CONSIDERATION PURCHASE CONSIDER R ES NTE I COMMIT GER RIG TT DECI SION TRIG G ER BUY EXPERIENCE LOYALTY @AnishKattukaran #socialCRM
  7. 7. MESSAGES THAT INFLUENCE CUSTOMERS’ DECISIONS WHAT? WHERE? WHEN? The content of the message The channel through which it’s delivered The time the message is received @AnishKattukaran #socialCRM
  8. 8. MASS MEDIA 1.Broad targeting! 2.Difficult to measure! 3.Expensive @AnishKattukaran #socialCRM
  9. 9. MASS MEDIA TWEETABLE MOMENT 1.Broad targeting! Fact: Advertising spend for all 2.Difficult to measure! media has increased year over 3.Expensive year since the dawn of the Internet. #socialCRM #FutureM @AnishKattukaran #socialCRM
  10. 10. DIGITAL MEDIA 1.Narrower targeting! 2.Tighter controls! 3.Difficult to tie to offline behavior @AnishKattukaran #socialCRM
  11. 11. SOCIAL MEDIA 1.Cluttered environment! 2.Fuzzy ROI! 3.Requires dedicated staff that can’t scale @AnishKattukaran #socialCRM
  12. 12. GETTING CLOSER TO THE CUSTOMER YOUR CUSTOMERS @AnishKattukaran #socialCRM
  13. 13. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional YOUR CUSTOMERS @AnishKattukaran #socialCRM
  14. 14. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional PSYCHOGRAPHIC DATA • • Household-level interests, education, MRI! Static, limiting @AnishKattukaran YOUR CUSTOMERS #socialCRM
  15. 15. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional PSYCHOGRAPHIC DATA • • Household-level interests, education, MRI! Static, limiting YOUR CUSTOMERS TRANSACTIONAL DATA • • Card-level data! What is purchased, when, how much @AnishKattukaran #socialCRM
  16. 16. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional SOCIALGRAPHIC DATA PSYCHOGRAPHIC DATA • • Household-level interests, education, MRI! Static, limiting TRANSACTIONAL DATA • • Card-level data! What is purchased, when, how much Intents YOUR CUSTOMERS Interests Influence Brand Affinities Advocacy Media Habits Places & Venues Competitor Brands @AnishKattukaran #socialCRM
  17. 17. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional TWEETABLE MOMENT PSYCHOGRAPHIC DATA • • Household-level interests, education, MRI! Static, limiting TRANSACTIONAL DATA • • Card-level data! What is purchased, when, how much SOCIALGRAPHIC DATA Intents #SocialCRM is social insight, not Interests justYOUR Twitter handles, connected to Influence CUSTOMERS customers in your CRM. #FutureM Brand Affinities Advocacy Media Habits Places & Venues Competitor Brands @AnishKattukaran #socialCRM
  18. 18. YOUR DATABASE TODAY NAME John Doe EMAIL JohnDoe@email.com AGE INCOME 35 $100k$150k Jane Doe JaneDoe@gmail.com 32 $75k$100k Jim Doe JimDoe@email.com 54 $100k$150k @AnishKattukaran #socialCRM
  19. 19. CHEVY’S DATABASE COMES ALIVE WITH SOCIALGRAPHICS NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Advocate Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Travel to Hawaii ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
  20. 20. CHEVY’S DATABASE COMES ALIVE WITH SOCIALGRAPHICS NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Advocate Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Travel to Hawaii ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
  21. 21. CHEVY’S DATABASE COMES ALIVE ...AND CHANGES WITH LIFE EXPERIENCES NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Advocate Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Travel to Hawaii ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
  22. 22. CHEVY’S DATABASE COMES ALIVE ...AND CHANGES WITH EXPRESSED INTENT NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Advocate Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Test drive Toyota minivan ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
  23. 23. CHEVY’S DATABASE COMES ALIVE ...AND CHANGES WITH CUSTOMER EXPERIENCE NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Detractor Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Test drive Toyota minivan ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
  24. 24. CHEVY’S DATABASE COMES ALIVE NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Detractor Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Test drive Toyota minivan ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
  25. 25. YOUR DATABASE TODAY NAME John Doe EMAIL JohnDoe@email.com AGE INCOME 35 $100k$150k Jane Doe JaneDoe@gmail.com 32 $75k$100k Jim Doe JimDoe@email.com 54 $100k$150k
  26. 26. CHALLENGES MASS MEDIA @AnishKattukaran DIGITAL MEDIA SOCIAL MEDIA #socialCRM
  27. 27. WHAT’S NEXT? MASS MEDIA @AnishKattukaran DIGITAL MEDIA SOCIAL MEDIA #socialCRM
  28. 28. TREND TO REAL TIME @AnishKattukaran #socialCRM
  29. 29. DATA TO ACTIONABLE INTELLIGENCE @AnishKattukaran #socialCRM
  30. 30. AUTOMATION @AnishKattukaran #socialCRM
  31. 31. TWEETABLE MOMENT The future of #SocialCRM is real time, intelligent and automated. #FutureM AUTOMATION @AnishKattukaran #socialCRM
  32. 32. Macy’s Ubër Versioning Upwards of 200,000 versions of a single mailing @AnishKattukaran #socialCRM
  33. 33. KEY TAKEAWAYS 1. THE WAY MARKETERS ARE INFLUENCING CUSTOMER DECISIONS IS CHANGING. 2. THE FUTURE OF MARKETING POINTS TO SOCIAL INSIGHTS APPENDED TO CRM DATA (“SOCIALCRM”). 3. AUTOMATION IS THE KEY TO MAKING CUSTOMER INTELLIGENCE ACTIONABLE AT SCALE ACROSS CHANNELS. Q&A: For answers, tweet your questions to us: @AnishKattukaran
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