Above The Funnel: Integrating Social and CRM

Chris Selland, Chief Marketing Officer November 5, 2011 Above the Funnel – Integrating Social & CRM

A Bit About Me… CONFIDENTIAL | terametric |
CRM
VP of CRM at the Yankee Group
Founder of Reservoir Partners
Sold to Aberdeen Group
Past President CRMA
Editorial Board CRM Magazine
Chair of DCI CRM, DestinationCRM, Linkage Sales & Marketing & other events
Social
Senior Marketing & BusDev Roles at SoundBite Communications, Constant Contact, Snow Beverages, Lumigent Technologies
Expert Advisor at Focus.com
(S)CRM
Sales, Marketing, Customer Service
CMO at Terametric

The Promise & The Reality of CRM CONFIDENTIAL | terametric |

The Opportunity
Social Network use exploding
Customers are conversing, and companies must participate
New ‘influencers’ drive discussions
The Challenge(s)
Fuzzy metrics & the ‘ROI’ challenge
Patchwork of consumer & ‘free'
Junior-level and/or outsourced staff – little to no control
Skeptical management
Social is not 9-5
Social Media Marketing today CONFIDENTIAL | terametric |

Influence is Specific, not General CONFIDENTIAL | terametric | “ Does Ashton Kutcher (7.3M Twitter followers at the time of this writing) influence car buyers? Stroller buyers? Computer buyers? Does Lady Gaga influence headache sufferers?” Source: A Framework for Social Analytics Altimeter Group, August 2011 Source: Gillin.com – September 6, 2011

The ‘Big Data’ Challenge CONFIDENTIAL | terametric | “ The killer app of big data is the detailed analysis of customer behaviour, and one of the richest sources of information about what people really think is to be found in social media, be that Twitter, Facebook or YouTube etc. ” Source: IT-Director.com David Norris – Bloor Research August 23, 2011 “… 90% of the data in the world today has been created in the last two years alone” Source: Smarter Computing Builds a Smarter Planet IBM, 2011

Personal Meets Professional CONFIDENTIAL | terametric |

Enabled, but not Driven, by Technology CONFIDENTIAL | terametric | “ The lesson for business, in terms of Social CRM is that we are now at a point that the customers’ expectations are so great and their demands so empowered that our SCRM business strategy needs to be built around collaboration and customer engagement, not traditional operational customer management.” Paul Greenberg, Time to Put a Stake in the Ground on Social CRM - ZDNet

Social Sales & Marketing Ecosystem CONFIDENTIAL | terametric |

Takeaways CONFIDENTIAL | terametric | “… Social media isn't simply a sales and marketing channel; it is also a medium for relationships, reputation, community, service, advice, education, recruiting and awareness. This puts social media in the same category as other investments that firms typically will make without an eye to financial ROI. For example, customer service, employee education, hiring, corporate giving, sponsorships and public relations are rarely held to hard standards of ROI, yet that doesn't prevent businesses from investing as necessary.” ─ “ Five Reasons NOT to Monetize Social Media” Augie Ray, Experience: The Blog September 2, 2011
Customers are Social, CRM must Evolve
Doing nothing is not an option
Influence is Specific, not General
Discover and engage with influencers in your market
Focus Your Efforts
Don’t micromanage, but focus efforts of frontline personnel
Doing It is Easy, Scaling It is Hard
Set and continuously measure metrics (including, but not limited to, ROI)
Align with traditional CRM & Operational systems

Terametric Inbox Influencer CONFIDENTIAL | terametric | Sign up for free at www.terametric.com/Influencer

CONFIDENTIAL | terametric | Chris Selland CMO 617.500.3465 [email_address] @terametric @cselland

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Above The Funnel: Integrating Social and CRM

by Our Social Times on Nov 05, 2011

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Above The Funnel: Integrating Social and CRM — Presentation Transcript