Just the Facts: From Social to Funnel: Connecting Social Buyers to the Customer Creation Process

Just the Facts: From Social to Funnel:Connecting Social Buyers to the CustomerCreation ProcessGeorge Sadler, Director, Social Media InsightsIDC CMO Advisory Board, Best Practices in Channel Marketing, SocialMedia Monitoring & Metrics, San Jose, CA, February 28, 2012

Marketing:Powerful, Loud,Reach &Awareness2

Web Marketing = Traffic and Clicks 3

CRM for Tracking & Maybe Some InsightsTraditional CRM and Case Management Systems Physical persona • B2C • Name • Home address • B2B • Employer • Job role (ITDM?) • Work address • Email • Ecommerce: Dell account • Support Documentation CRM4 Global Marketing

More Than Traffic/Clicks: People Sharing5 Source: Shanghai Web designers via Neville Hobson

Value ofCustomerConversationsReal time, unaided,personalized experiences Where to find youBut not organized by Share with others how & whybusiness functions or you have great products/servicessegments6 Graphic thanks to @Gapingvoid Global Marketing

Listening is a full-time commitment Application of Analytics + Modeling:Making for Meaningful, Measurable Business Actions7 Confidential Global Marketing

Social Media commentary contains valuable andactionable information• Identified 27 new product search • Product use issues identified and terms based on how customers talk addressed in social media earlier about products than other feedback channels – Increased SEM campaign impressions by 27% • Preliminary analysis of customer sentiment trends have shown potential correlation with NPS8 Confidential Global Marketing

This is a New Road, The Infrastructure is evolving Experiment and Fail Fast…LEARN9 Global Marketing

The Journey of Social Business Metrics Experiment & Pilot Application Build Out Operationalize & Scaling Global Marketing

Challenge: Social CRM is Currently not areality, but critical to unlocking key insightsTechnology and connection of these dots from social profiles and data to traditionalCRM systems Physical • B2C persona • B2B • Name • Home address • Employer • Job role (ITDM?) • Work address • Email CRM • Dell.com account Social persona • Support case info + Commentary11 Global Marketing

Improving SocialData’s Usability &Application+ Merging withtraditionalmarketing data Delivering uniform and actionable data: More value to business functions12 Global Marketing

Sizzle? or The Hard Work of Getting it Done forBetter Business 13 Global Marketing

Thank You

Just the Facts: From Social to Funnel: Connecting Social Buyers to the Customer Creation Process

by Dell Social Media

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Just the Facts: From Social to Funnel: Connecting Social Buyers to the Customer Creation Process Presentation Transcript