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An overview of the Social CRM opportunity, reviewing what Social CRM really is, debunking some of the myths and providing practical ways for marketers to deploy in social and manage real customer ...

An overview of the Social CRM opportunity, reviewing what Social CRM really is, debunking some of the myths and providing practical ways for marketers to deploy in social and manage real customer segments.

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    Facebook as a crm channel Facebook as a crm channel Presentation Transcript

    • Using  Facebook  as  a  Real  CRM  Channel     Paul  Cowan   @cowanpkc    
    • Social  CRM  is  a  loaded  term   that  is  loosely  defined     and  is  largely  misused     by  most  social  media  marketers.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • But  really,  what  is  Social  CRM?   Social  CRM  is  the  ability  to  harvest   informaJon  at  an  individual  level  to   sell  more  and  drive  increased  loyalty.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • Social  CRM…  IS  NOT:  Monitoring    It  is  not  simply  scraping  the  newsfeeds  of  your  prospects  and  customers  and  presenJng  them  in  a  contact  management  database.     IS:  Value  Exchange     Increasing  the  value  an  organizaJon  can  bring   prospect  and  customers.  And  in  turn,  increasing   the  resulJng  value  a  customer  brings  and   organizaJon.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • Yep.    That’s  it…      So  why  all  the  fuss?   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • It’s  hard.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • Brands  have  spent  millions  of  dollars  to  aRract  millions  of  fans  that  they  know  nothing  about.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • Facebook  remains  a  one-­‐to-­‐many  markeJng  channel  with  no  customer  intelligence  or  insights  feeding  strategies.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • And  this  is  the  opportunity…  to  tap  into  the  Graph  and  turn  Facebook  into  a  true  CRM  Channel.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • To  capture  the  rich  behavioral  informaJon  on  consumers  and  use  this  data  to  understand  them  and  manage  the  relaJonship  with  them.     ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • How  Should  Companies  Approach  It?  Social  CRM  is  an  opera9ng  model,  not  a  collecJon  of  tools,  technologies  and  business  processes.    Social  CRM  must  integrate  with  an  organizaJon’s  exisJng  business  strategies  and  tradiJonal  CRM  methods.      Social  CRM  is  an  open  dialogue  with  a  clear,  present  and  evident  value  exchange  between  the  consumer  and  brand.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • What  makes  it  hard?  CREATING  Defining  the  social  strategy  in  relaJon  to  core  business  objecJves  –  the  Social  Value  Exchange  that  the  brand  will  provide  the  customer  in  exchange  for  their  personal  informaJon.    INTEGRATING  IdenJfying  the  data  that  should  be  integrated  with  exisJng  systems  and  the  infrastructure  to  support  passing  the  data  between  systems.    COMMUNICATING  Develop  the  social  programs,  business  rules,  tools  and  technologies  to  establish  the  dialogue  with  the  consumer  at  various  points  in  the  lifecycle     ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • How  do  brands  get  started?   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • 1. ANALYZE   Get  to  know  the  data  points  that  are  available  to  you  and  hypothesize  ways  that  you   want  to  use  them.    3. PERSONALIZE   Develop  a  systems  to  drive  the  value  exchange  between  the  consumer  and  brand,   delivering  personalized  content  that  is  highly  relevant.    4. REWARD   Harvest  the  data  to  understand  the  value  of  fans  and  reward  acJviJes  that  are   valuable  to  your  business.     ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • 1.  Analyze:     What  can  we  know  about  our  customers?   Get  to  Know  Colt   -­‐  Name           -­‐  About  Me   -­‐Gender   -­‐  LocaJon   -­‐  Age   -­‐  Birthday   -­‐  Status   -­‐  Time  Zone   -­‐  Photo     Why?   -­‐  Personalized  Content   -­‐  Targeted  AdverJsing   -­‐  Display  Local  Content   -­‐  Birthday  GreeJngs   Colt’s  Likes/Interests     Meet  Colt’s  Friends   -­‐  Rodeos   -­‐  How  many   -­‐  Sprite   -­‐  How  oben  do  they  interact   -­‐  NFL     -­‐  Unicorns   Why?     -­‐  Invite  Friends  to  community   Why?   -­‐  Display  friends  acJvity   -­‐  Suggest  Related  Products   -­‐  Understand  influence   -­‐  Display  Related  Content   -­‐  Foster  Community   -­‐  Targeted  AdverJsing   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • 2.  Analyze:     How  can  we  use  the  data?   TONE   PosiJve     NegaJve     Consumer  Tone   Neutral   SEGMENT   Producer   Engager   Social  SegmentaJon   ParJcipant   Lurker   SOCIAL  ACTIVITY   Likes   CompeJJve  Likes   Social  Behaviors   Demographics   AcJviJes   INFLUENCE   Heavy/Wide   Consumer  Influence   Heavy/Narrow   Moderate/Wide   Moderate/Narrow   Light/Wide   Light/Narrow   16   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • 2.  Personalize:   Social  Segment  TargeJng  Through  Media   Once  we  know  our  customers,  we  can  leverage  media  channels  to  target  key   profiles  within  the  fan  base  in  a  closed  loop  system.   Colt  Steele   Top  Brands  Liked   NFL   WWE   HYPER-­‐TARGETED  MEDIA     Rolling  Rock   Red  Bull     Total  Likes:  58   Most  Recent:   YahooNews   INTELLIGENT  SEGMENTING   CREATIVE  TESTING  &   OPTIMIZATION   Colt  Steele   ANALYZE  ROI  &   IMPACT   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • 2.  Personalize:   Social  Segment  TargeJng  Through  Apps  &  Mobile   Once  we  know  our  customers,  we  can  leverage  applicaJons  to  provide  messaging   against  the  profile  of  the  consumer.   Content,  Loyalty   and  Reward   Personaliza9on   Colt  Steele   Segment  V1,  N2:   -­‐  Value:  High     -­‐  Social:  Producer   -­‐  PropagaJon:  9   -­‐  App  Usage:  High   -­‐  Content  Preference:  Fashion/ Lifestyle   -­‐  Content  TerJary:  Technology   Content,  Offers,   and  U9lity   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • 3.  Reward:   Rewarding  Through  Engagement   Once  we  know  our  customers,  we  can  provide  virtual,  digital  and  monetary   rewards  based  on  the  value  they  bring  the  organizaJon.   Colt  Steele   Segment  V1,  N2:   -­‐  Value:  High     -­‐  Social:  Producer   -­‐  PropagaJon:  9   -­‐  App  Usage:  High   -­‐  Content  Preference:  Fashion/ Lifestyle   -­‐  Content  TerJary:  Technology   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • In  PracJce:  Amex  -­‐  Link,  Like  Love  Consumers  connect  their  Amex  card  and  Facebook  account.  They  then  receive  personalized  offers  based  on  their  likes  and  interests   In  this  example,  the   consumer  likes  ‘fashion’   and  ‘H&M’.    They  are   presented  with  a   personalized  dashboard   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • In  PracJce:  BlackBerry  Insider  Consumers  add  the  applicaJon  and  parJcipate  in  content  and  add  content  to  the  community,  gemng  rewards  for  valuable  behavior.   Rewards  are  linked  to   value  of  the   consumer,  not  points   and  gamificaJon.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • In  PracJce:  LabaR  Order  of  the  Stag  Consumers  add  the  applicaJon  and  parJcipate  in  guided  acJviJes,  unlocking  valuable  badges  once  they  have  completed  tasks.   In  this  example,  the   consumer  posts  a   statement  to  the  wall  and  is   rewarded  with  a  “XXXX”   badge.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • In  PracJce  –  7UP  and  Facebook  Credits   Consumers  enter  their  7UP  BoRle  Cap   Code  and  with  their  Facebook  account.   They  have  a  chance  to  win  Facebook   Credits  for  providing  their  data.   In  this  example,  Consumers   are  asks  to  provide   addiJonal  informaJon  to   compliment  Facebook  Data.   ©  Paul  Cowan  2012  -­‐  @cowanpkc  
    • Thanks!    Paul  Cowan  @cowanpkc