CRM And Social Media -- A Few Guiding Thoughts
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CRM And Social Media -- A Few Guiding Thoughts

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CRM is an established tool in the marketer's toolbox. ...

CRM is an established tool in the marketer's toolbox.

How does the tsunami that is social media affect CRM best practices? Here are a few thoughts for both social media strategists and CRM practitioners to consider.

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  • 1. A Few Thoughts on Social Media and CRM April 2009
  • 2. typical customer’s view of crm noise Equivalent of 370+ emails 1.5 trees worth of per week mail every year Natural Outcome: Direct I value Marketing mail tossed mktg email email without I receive received, opening 33% not viewed 44% 80% Source / Epsilon Consumer Email Study 2008, Center for the New American Dream © 2008 McKinney
  • 3. so, what’s a marketer to do?
  • 4. Perceived value of what What the customer the customer gets from must give to you: your brand Personal info Time
  • 5. traditional crm paradigm Your Brand Your brand speaks to customers © 2008 McKinney
  • 6. new paradigm accelerated by social media Your Brand In turn, today customers can share with others very easily © 2008 McKinney
  • 7. new paradigm Now, which customer is the most valuable? Your Brand © 2008 McKinney
  • 8. new paradigm Classic CRM view is based on LTV. How does that change $600 in the social world? LTV $300 Your Brand LTV $0 LTV © 2008 McKinney
  • 9. Net take-away: evaluate monetary value and social value
  • 10. next steps Let’s have conversation. Contact us at: becky.minervino@mckinney.com Senior Interactive Strategist 919-313-4035 © 2008 McKinney