SHAWN G.
YOUR FRIENDS
   FROM _
SOCIAL CRM:
  RESPECT THE
     CLASSICS
       @eswayne
#SMCDALLAS #SCRM
BENOIT MANDELBROT
STAN RAPP
1. TARGETING
2. MEASUREMENT
3. REPORTING
4. ACCOUNTABILITY
Customer Touchpoints




                                Batch/Online Inbound Data
Interaction Processing




            ...
1. TARGETING
2. MEASUREMENT
3. REPORTING
4. ACCOUNTABILITY
SOCIAL MEDIA ARE
      TARGETED:
 TARGETED TO MINDS, TO
IDEAS, AND TO PASSIONS.
• DELL IT EXPERT FORUM
RAPLEAF
SOCIAL MEDIA DOESN’T
HAVE AN R.O.I. PROBLEM
IT HAS AN ATTRIBUTION
       PROBLEM
REPORTING IS NOT JUST
ABOUT “THE NUMBERS”
 IT IS ABOUT PROVING
YOU’RE WORTH THE $$$
“We’ve left the world of K.P.I.s, and 
  entered the world of P.K.I.s…”
FINANCIAL          SOCIAL
    OUTCOMES           METRICS

•   Revenue      •   Friends
•   Sales        •   Followers
•   ...
FINANCIAL        BEHAVIORAL           ATTITUDINAL               SOCIAL
    OUTCOMES         OBJECTIVES           OBJECTIVE...
FINANCIAL        BEHAVIORAL           ATTITUDINAL               SOCIAL
    OUTCOMES         OBJECTIVES           OBJECTIVE...
ULTIMATELY, MARKETERS
 ARE RESPONSIBLE FOR
  CHANGING BEHAVIOR.
WATCHING FOR CHANGES
Let the users define
DEFINITION OF INSANITY
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
Social CRM: Respect the Classics
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Social CRM: Respect the Classics

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Presented to Social Media Club of Dallas 4/22/2010

Published in: Business

Social CRM: Respect the Classics

  1. 1. SHAWN G.
  2. 2. YOUR FRIENDS FROM _
  3. 3. SOCIAL CRM: RESPECT THE CLASSICS @eswayne #SMCDALLAS #SCRM
  4. 4. BENOIT MANDELBROT
  5. 5. STAN RAPP
  6. 6. 1. TARGETING 2. MEASUREMENT 3. REPORTING 4. ACCOUNTABILITY
  7. 7. Customer Touchpoints Batch/Online Inbound Data Interaction Processing Information and Insights Marketing Automation sales_type_dim PK sales _type_dim_id sales _type_id sales _type_code sales _type_descr basket_detail_fact PK basket _detail _fact _id FK2 date_dim_id FK3 hour _dim_id product _dim FK5 product _dim_id FK6 sales _type_dim_id PK product _dim_id location_dim FK4 location_dim_id FK1 consumer _dim_id upc PK location_dim_id consumer _transaction _detail _id item_descr consumer _transaction _id manufacturer _code location_id line_num manufacturer _name location_num actual _sales _price department _num location_name weight department _name market_name item_qty sub_department _code active _ind item_cost sub_department _name line_of_business _num discount _amt class _num line_of_business _name sales _category _num class _name district_num pss_sub_department _num commodity _num district_name commodity _name region_num sub_commodity_code region_name sub_commodity _name address_line1 category _num address _line2 category _name address _line3 unit_of_measure city_locality item_size state_region hour _dim own _brand _ind postal_code date_dim rapp _own_brand _ind county_name PK hour _dim_id active _ind country_code PK date_dim_id country_descr_short hour fips_code time_of_day calendar _date geo_latitude calendar _month geo_longitude calendar _day phone _num calendar _year calendar _quarter day_of_week day_of_year isholiday isweekend week_of_year basket _fact fiscal_year_period fiscal_year_week PK basket _fact_id fiscal_year_year FK2 date_dim_id FK3 hour _dim_id consumer_dim FK4 location _dim_id PK consumer _dim_id FK1 consumer_dim_id consumer _transaction _id consumer _id consumer_identifier household _id consumer_loyalty_account _id name _prefix primary _consumer_loyalty_account_id name _last order_num name _first order_total name _middle order_total _with_exclusions consumer_loyalty_account_fact birth_date tax_amt gender gasoline_total PK consumer _loyalty _account_fact_id consumer _status _code gasoline_item _qty consumer _type _code market _total FK2 enrollment _date_dim_id consumer_type_descr market _item_qty FK3 enrollment _location_dim_id date_of_last_purchase bakery _total FK1 consumer_dim_id amount _of_last_purchase bakery _item_qty consumer _loyalty _account_id location_of_last_purchase drug _store _total loyalty_account_num ethnicity_code drug _store _item_qty primary _consumer _loyalty_account _id ethnicity_descr pharmacy _total loyalty_account _status language _code pharmacy _item_qty current _balance home _phone _num deli_total household _income_level_descr work_phone _num deli_item_qty loyalty_program _code mobile_phone_num grocery _total loyalty_program _descr home _address _line1 grocery _item_qty home _address _line2 service _total home _address _line3 service _item_qty home _city_locality produce _total home _state_region produce _item_qty home _postal _code general _mercha_total home _country_code general _mercha_item_qty home _fips_code greats_total home _geo_latitude greats_item _qty home _geo_longitude cm_chef_prep _total email _address cm_chef_prep _item_qty no_call_ind na_no_total no_mail _ind na_no_item _qty no_email _ind distinct_commodities no_name _rental _ind total_num_of_items member _access_only_ind primary _consumer _loyalty_account_summary total _cash _eqv_amt send_all _mail_ind total _credit _card _amt no_ncoa_ind PK primary_consumer _loyalty_account _summary_id total _food _stamps_amt control _group_status total _vendor _coupon _amt household _size_level primary _consumer_loyalty_account _id total _wic_amt household _number _of_adults loyalty_account_num total _tyc_amt household _number _of_infants consumer _id total _other _amt household _number _of_children loyalty_program _code cash _back_amt household _number _of_teens loyalty_program _descr instore_coupons household _income_level enrollment _location_dim _id instore_coupons_amt enrollment _date_dim _id manufacturer _coupons loyalty_account_status manufacturer _coupons_amt current _balance free_offer _coupons household _size_level free_offer _coupons_amt household _income_level fixed_price_offer _coupons language _code fixed_price_offer _coupons_amt ethnicity_descr dollar_off_product _offer _coupons total _spend_with_exclusions dollar_off_product _offer _coupons _amt total _num _of_items dollar_off_basket _offer _coupons total _baskets dollar_off_basket _offer _coupons_amt primary _location_dim_id product _bonus_point_coupons secondary _location_dim_id product _bonus_point_coupons _val segment product _group _bonus_point_coupons segment _category product _group _bonus_point_coupons_val decile_total_spend basket _bonus_point_coupons tier basket _bonus_point_coupons_val start_date_dim_id restricted _product _bonus_point_offers end_date_dim_id restricted _product _bonus_point_offers _val basket _bonus_point_offers _val total _base _value_earned total _bonus_value_earned business_center _offer_value_earned created _date
  8. 8. 1. TARGETING 2. MEASUREMENT 3. REPORTING 4. ACCOUNTABILITY
  9. 9. SOCIAL MEDIA ARE TARGETED: TARGETED TO MINDS, TO IDEAS, AND TO PASSIONS.
  10. 10. • DELL IT EXPERT FORUM
  11. 11. RAPLEAF
  12. 12. SOCIAL MEDIA DOESN’T HAVE AN R.O.I. PROBLEM IT HAS AN ATTRIBUTION PROBLEM
  13. 13. REPORTING IS NOT JUST ABOUT “THE NUMBERS” IT IS ABOUT PROVING YOU’RE WORTH THE $$$
  14. 14. “We’ve left the world of K.P.I.s, and  entered the world of P.K.I.s…”
  15. 15. FINANCIAL SOCIAL OUTCOMES METRICS • Revenue • Friends • Sales • Followers • Customers • Fans • Renewals • Likes • Upsell • Comments • Cross-sell • ReTweets • Replys
  16. 16. FINANCIAL BEHAVIORAL ATTITUDINAL SOCIAL OUTCOMES OBJECTIVES OBJECTIVES METRICS • Revenue • Site Traffic • Net Promoter • Friends • Sales • Store Traffic Scores • Followers • Customers • Downloads • Brand Recognition • Fans • Renewals • Signups • Q Scores • Likes • Upsell • Send-to-a-friend • Brand Affinity • Comments • Cross-sell • Referrals • Ad Retention • ReTweets • Mindshare • Replys
  17. 17. FINANCIAL BEHAVIORAL ATTITUDINAL SOCIAL OUTCOMES OBJECTIVES OBJECTIVES METRICS • Revenue • Site Traffic • Net Promoter • Friends • Sales • Store Traffic Scores • Followers • Customers • Downloads • Brand Recognition • Fans • Renewals • Signups • Q Scores • Likes • Upsell • Send-to-a-friend • Brand Affinity • Comments • Cross-sell • Referrals • Ad Retention • ReTweets • Mindshare • Replys
  18. 18. ULTIMATELY, MARKETERS ARE RESPONSIBLE FOR CHANGING BEHAVIOR.
  19. 19. WATCHING FOR CHANGES
  20. 20. Let the users define
  21. 21. DEFINITION OF INSANITY

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