A Case Study In Social CRM Without Technology: The Green Bay Packers

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Social CRM is a strategy for customer engagement not a technology per se. This is an SCRM success story that didn't use SCRM tools to be successful. A case in point case study.

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A Case Study In Social CRM Without Technology: The Green Bay Packers

  1. 1. The GreenBay Packers<br />A Unique Case Study<br />
  2. 2. Strategic, ongoing program, long term – not a database project with an end.<br />Since 1919, Green Bay football (became the Packers in 1935) and the community have been mutually embedded. Landmark names like Holmgren Way or Vince Lombardi Middle School abound throughout city.<br />LongTerm<br />
  3. 3. The citizens of Green Bay support the purchase of Packer merchandise as both an extended sales force and buyer.<br />Packer goods and colors are omnipresent in the form of key chains, jackets, cars, calendars, bobble heads and beer bottles, among many other things. Purchases are a staple, not a big deal, discretionary spend.<br />MerchandisingIsACommunity Venture<br />
  4. 4. The Packers release the details of the personal lives of their players (with permission) to increase the intensity of the interactions between the fans and players.<br />In 2004, Ahman Green loved deviled eggs for Thanksgiving; Ryan Longwellchowed down on cornbread casserole for the Christmas season. Current and past Packers are routinely met and greeted on the street – and glad for the interaction.<br />Highly Personalized Experience<br />
  5. 5. Team members settle in and open businesses; the team is involved philanthropically deep into the city’s pores.<br />There is a Green Bay Packers Foundation; 4000 signed items provided for auction; Special Olympics; Pop Warner football leagues; Feed the Children; school appearances, etc. Ex-Packers (Willie Wood, Herb Adderley, Willie Davis, etc.) all live in and contribute to Green Bay. Donald Driver, and James Jones<br />Intense Community Involvement = Value Given<br />
  6. 6. Results using social networks: Meh<br />Use of Social Media Channels<br />Facebook: 221,843 fans<br />Twitter: 14,682 followers<br />But…<br />
  7. 7. ValueReceived<br />Amazing return for this successful “SCRM” program.<br />FY2009 revenue was roughly $248 million in a town of 106,000 hearty souls – about $2340 per citizen!<br />
  8. 8. Close to 100 percent brand recognition makes them not only a regional but a nationally recognized team.<br />Don’t need to say more than that about the Packers, do I?<br />BrandRecognition<br />

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