Just the Facts: From Social to Funnel: Connecting Social Buyers to the Customer Creation Process
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George Sadler, Director, Social Media Insights at Dell discusses how effectively listening to customer conversations leads to valuable and actionable information that enables businesses to achieve success in today's "social" era.
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Just the Facts: From Social to Funnel: Connecting Social Buyers to the Customer Creation Process
- 1. Just the Facts: From Social to Funnel: Connecting Social Buyers to the Customer Creation Process George Sadler, Director, Social Media Insights IDC CMO Advisory Board, Best Practices in Channel Marketing, Social Media Monitoring & Metrics, San Jose, CA, February 28, 2012
- 3. Web Marketing = Traffic and Clicks 3
- 4. CRM for Tracking & Maybe Some Insights Traditional CRM and Case Management Systems Physical persona • B2C • Name • Home address • B2B • Employer • Job role (ITDM?) • Work address • Email • Ecommerce: Dell account • Support Documentation CRM 4 Global Marketing
- 5. More Than Traffic/Clicks: People Sharing 5 Source: Shanghai Web designers via Neville Hobson
- 6. Value of Customer Conversations Real time, unaided, personalized experiences Where to find you But not organized by Share with others how & why business functions or you have great products/services segments 6 Graphic thanks to @Gapingvoid Global Marketing
- 7. Listening is a full-time commitment Application of Analytics + Modeling: Making for Meaningful, Measurable Business Actions 7 Confidential Global Marketing
- 8. Social Media commentary contains valuable and actionable 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 NPS 8 Confidential Global Marketing
- 9. This is a New Road, The Infrastructure is evolving Experiment and Fail Fast…LEARN 9 Global Marketing
- 10. The Journey of Social Business Metrics Experiment & Pilot Application Build Out Operationalize & Scaling Global Marketing
- 11. Challenge: Social CRM is Currently not a reality, but critical to unlocking key insights Technology and connection of these dots from social profiles and data to traditional CRM systems Physical • B2C persona • B2B • Name • Home address • Employer • Job role (ITDM?) • Work address • Email CRM • Dell.com account Social persona • Support case info + Commentary 11 Global Marketing
- 12. Improving Social Data’s Usability & Application + Merging with traditional marketing data Delivering uniform and actionable data: More value to business functions 12 Global Marketing
- 13. Sizzle? or The Hard Work of Getting it Done for Better Business 13 Global Marketing
- 14. Thank You