Just the Facts: From Social to Funnel:Connecting Social Buyers to the CustomerCreation ProcessGeorge Sadler, Director, Soc...
Marketing:Powerful, Loud,Reach &Awareness2
Web Marketing = Traffic and Clicks 3
CRM for Tracking & Maybe Some InsightsTraditional CRM and Case Management Systems                     Physical            ...
More Than Traffic/Clicks: People Sharing5    Source: Shanghai Web designers via Neville Hobson
Value ofCustomerConversationsRealtime, unaided, personalized experiences                           Where to find you      ...
Listening is a full-time commitment       Application of Analytics + Modeling:Making for Meaningful, Measurable Business A...
Social Media commentary contains valuable andactionable information• Identified 27 new product search • Product use issues...
This is a New    Road,    The Infrastructure    is evolving    Experiment and    Fail Fast…LEARN9                        G...
The Journey of Social Business Metrics             Experiment & Pilot                 Application                  Build O...
Challenge: Social CRM is Currently not areality, but critical to unlocking key insightsTechnology and connection of these ...
Improving SocialData’s Usability &Application+ Merging withtraditionalmarketing data                     Delivering unifor...
Sizzle? or The Hard Work of Getting it Done forBetter Business 13                                  Global Marketing
Thank You
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Idcsadlerfeb2012

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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

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Idcsadlerfeb2012

  1. 1. 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
  2. 2. Marketing:Powerful, Loud,Reach &Awareness2
  3. 3. Web Marketing = Traffic and Clicks 3
  4. 4. 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
  5. 5. More Than Traffic/Clicks: People Sharing5 Source: Shanghai Web designers via Neville Hobson
  6. 6. Value ofCustomerConversationsRealtime, unaided, personalized experiences Where to find you Share with others how & whyBut not organized by you have great products/servicesbusiness functions orsegments6 Graphic thanks to @Gapingvoid Global Marketing
  7. 7. Listening is a full-time commitment Application of Analytics + Modeling:Making for Meaningful, Measurable Business Actions7 Confidential Global Marketing
  8. 8. 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
  9. 9. This is a New Road, The Infrastructure is evolving Experiment and Fail Fast…LEARN9 Global Marketing
  10. 10. The Journey of Social Business Metrics Experiment & Pilot Application Build Out Operationalize & Scaling Global Marketing
  11. 11. 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
  12. 12. Improving SocialData’s Usability &Application+ Merging withtraditionalmarketing data Delivering uniform and actionable data: More value to business functions12 Global Marketing
  13. 13. Sizzle? or The Hard Work of Getting it Done forBetter Business 13 Global Marketing
  14. 14. Thank You

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