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A Marketer's Guide to Social CRM

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Social CRM presents email marketers with an unprecedented opportunity to improve the performance of their campaigns by leveraging data from their customers' most recent social media activities. At the …

Social CRM presents email marketers with an unprecedented opportunity to improve the performance of their campaigns by leveraging data from their customers' most recent social media activities. At the heart of social CRM is the ability to identify, engage and influence your best customers, and this on-demand webinar will show you how.

Join recognized social media industry analyst Jeremiah Owyang and learn the core building blocks of a successful social CRM strategy, then see how a major brand applied those principles to dramatically improve their results in an in-depth case study. Find out why everyone is talking about social CRM and learn insights from an informative Q&A session.

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  • http://www.alexa.com/topsites
  • http://techcrunch.com/2010/06/08/twitter-190-million-users/
  • http://www.wired.com/gadgetlab/2010/04/twettle-the-story-of-a-tweeting-kettle/Mattel: Puppy Tweetshttp://www.botanicalls.com/
  • Transcript

    • 1. #socialcrm
      A Marketer’s Guide to Social CRM
      September 22, 2010
    • 2. Agenda
      #socialcrm
      • Introduction
      • 3. The Social CRM Framework
      • 4. Jeremiah Owyang, Altimeter Group
      • 5. Castrol Case Study
      • 6. Rob Krin, Castrol
      • 7. Michael Della Penna, ThreadMarketing
      • 8. Conclusion
      • 9. Q & A
      2
    • 10. The Social CRM Framework
      Scaling Social Business by Connecting Customers and Companies
      For StrongMailSept 22, 2010
      Jeremiah Owyang
      Partner
    • 11. More people visit Facebook and YouTube than Yahoo! (July 2010)
    • 12. There are over 65 million tweets a day (June 2010)
    • 13. When every ‘thing’ tweets, the Tsunami grows
      Twettle
      Twlant
      Twog
    • 14. Increase in volume unmanageable
      • ComcastCares has a team of 12 – but can they scale?
      Companies unable to respond in real time
      • Motrin responded in under 24 hours to angry, moms, yet it wasn’t enough
      Data is spread in disparate system:
      • Facebook, Twitter, Tweetdeck, Radian6, Email.
      Customers don’t care what department you’re in
      • Whirlpool and Southwest Airlines unable to identify influencers –until it was too late.
      Four Key Challenges:
    • 15. Social Business Does Not Scale
    • 16. Image by iandavidused with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
      To Scale, Companies Must Invest in Social CRM
      © 2010 Altimeter Group
    • 17. To scale social business, companies must invest in Social CRM.
      Social CRM represents a continuing journey by organizations to deliver the right customer experience at the right time. It’s NOT just about technologies. It’s NOT just about business processes. It’s fundamentally how to predict customer needs in social channels and the traditional world.
    • 18. Image by Hexadecimal Time used with a Attribution as directed by Creative http://www.flickr.com/photos/hexadecimal_time/3238546967
      Social CRM Framework: How it works
      © 2010 Altimeter Group
    • 19. The 18 Use Cases of Social CRM
      Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
      © 2010 Altimeter Group
      Attribution-Noncommercial-Share Alike 3.0 United States
    • 20. The 18 Use Cases of Social CRM
      1. Social Customer Insights: The 5M’s
      Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
      © 2010 Altimeter Group
      Attribution-Noncommercial-Share Alike 3.0 United States
    • 21. The 18 Use Cases of Social CRM
      1. Social Customer Insights: The 5M’s
      Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
      Marketing
      Sales
      Service & Support
      Innovation
      Collaboration
      CustomerExperience
      © 2010 Altimeter Group
      Attribution-Noncommercial-Share Alike 3.0 United States
    • 22. The 18 Use Cases of Social CRM
      1. Social Customer Insights: The 5M’s
      Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
      Marketing
      Sales
      Service & Support
      Innovation
      Collaboration
      CustomerExperience
      2. Social Marketing Insights
      6. Social Sales Insights
      9. Social Support Insights
      12. Innovations Insights
      14. Collaboration Insights
      17. Seamless Customer Experience
      3. Rapid Social Marketing Response
      7. Rapid Social Sales Response
      10. Rapid Social Response
      13.Crowdsourced R&D
      15. Enterprise Collaboration
      18. VIP Experience
      4. Social Campaign Tracking
      8. Proactive Social Lead Generation
      11. Peer-to-Peer Unpaid Armies
      16. ExtendedCollaboration
      5. Social Event Management
      © 2010 Altimeter Group
      Attribution-Noncommercial-Share Alike 3.0 United States
    • 23. The 18 Use Cases of Social CRM
      1. Social Customer Insights: The 5M’s
      Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
      Marketing
      Sales
      Service & Support
      Innovation
      Collaboration
      CustomerExperience
      2. Social Marketing Insights
      6. Social Sales Insights
      9. Social Support Insights
      12. Innovations Insights
      14. Collaboration Insights
      17. Seamless Customer Experience
      3. Rapid Social Marketing Response
      7. Rapid Social Sales Response
      10. Rapid Social Response
      13.Crowdsourced R&D
      15. Enterprise Collaboration
      18. VIP Experience
      4. Social Campaign Tracking
      8. Proactive Social Lead Generation
      11. Peer-to-Peer Unpaid Armies
      16. ExtendedCollaboration
      5. Social Event Management
      © 2010 Altimeter Group
      Attribution-Noncommercial-Share Alike 3.0 United States
    • 24. Not All 18 Social CRM Use Cases are Market Ready
      © 2010 Altimeter Group
      Attribution-Noncommercial-Share Alike 3.0 United States
    • 25. Not All 18 Social CRM Use Cases are Market Ready
      © 2010 Altimeter Group
      Attribution-Noncommercial-Share Alike 3.0 United States
    • 26. Baseline: Starting with the 5 Ms
      © 2010 Altimeter Group
    • 27. Start with the Five 5Ms
    • 28. Social CRM Marketing Use Cases
      © 2010 Altimeter Group
    • 29. Social CRM Marketing Use Cases
    • 30. Not All Marketing Use Cases are Market Ready
      © 2010 Altimeter Group
    • 31. "Listen before talking."
      To be effective, marketers must listen to what consumers are already saying, making them relevant when they deploy their social marketing efforts.
      Identify top influencers, rank top conversations, prioritize top channels, identify velocity of discussion, and gauge the tone of topics.
      Sophisticated marketers will create their own “private focus groups” using insight community vendors.
      Social Marketing Insights (M1)
    • 32. High tech firm discovers 70% of market spend is not reaching target audience.
      Example Social Marketing Insights (M1)
    • 33. Social Marketing Insights (M1)
      Market Demand Index: 4.00 Tech Maturity Index: 4.00
    • 34. “Defending the brand."
      Companies can no longer afford to slowly respond to customers, as a blogger can trigger a discussion that results in mainstream PR crises
      Brands will have to identify what's being said, the severity of the information, the influence of that person, and context of previous interactions.  They must quickly triage to respond in near real-time. 
      The Social CRM system provides coordination among teams.
      Rapid Social Marketing Response (M2)
    • 35. Brands Are Getting Punk’d By Social http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-media/
      Rapid Social Marketing Response (M2)
    • 36. Rapid Social Marketing Response (M2)
      Market Demand Index: 3.50 Tech Maturity Index: 1.75
    • 37. "Optimizing in flight."
      Unlike traditional advertising, social marketing is constantly changing and requires constant attention and massaging.
      Track what's being said in order to quickly respond. Constantly monitor sentiment, velocity, discussion, and relationships in order to make real-time course corrections.
      For example, a social gaming company used Social Campaign Tracking to learn about the right language and conversations to participate in. It changed key elements of its product launch – shifting from a print campaign to an actual offer in a country specific multi-player environment which led to a 23% increase in sales.
      Social Campaign Tracking (M3)
    • 38. Restaurant tests offer effectiveness in different Facebook Fan Pages and discovers a new cash and carry market.
      Savvy brands will look for conversation hot spots and amplify that activity.
      Build your marketing plan with flexibility as part of the program – don’t be rigid.
      Social Campaign Tracking (M3)
    • 39. Social Campaign Tracking (M3)
      Market Demand Index: 1.00 Tech Maturity Index: 1.00
    • 40. Next Steps
      © 2010 Altimeter Group
    • 41. Pragmatic Next Steps
      34
      Start now by augmenting your existing customer database now: Add social media fields
      Next, deploy ‘Marketing Insights’ use case listen and record the interactions to your customer database.
      Then record the interactions you have with customers in social channels (marketing, sales, support), helping pave a stronger reporting solution.
    • 42. Thank you
      Jeremiah Owyang
      jeremiah@altimetergroup.com
      web-strategist.com/blog
      Twitter: jowyang
      With assistance from Christine Tran, Researcher
    • 43. Social CRM: Driving Conversations, Conversions & Commerce
    • 44. Aligning strategy, vision, goals
      A Social CRM Partnership
      We’re
      influence
    • 45. Aligning strategy, vision, goals
      Our Approach & Framework to Social CRM
      influence
      learn
      engage
      listen
      influence
    • 46. Aligning strategy, vision, goals
      Aligning Strategy, Vision, Goals – Focus Best Customers
      • Vision: Align & support corporate goals & consumer needs
      • 47. Increase share in mature market
      • 48. Increase # of oil changes
      • 49. Up-sell – conventional to synthetic
      • 50. Objective: Product/sweeps to interest/conversations
      • 51. Strategy: Be where our customers are. Create a unique & engaging experience with value
      • 52. Measurement: Growth, engagement, sales, satisfaction
      Wrong people/wrong approach
    • 53. Objective: tap into peoples passion cars/racing
      Objective: Tap Into People’s Passion - Cars/Racing
      listen
      • NASCAR – 9thmost popular Search in 2009*
      • 54. 2.1 million auto-related conversations online every month**
      • 55. 8,204 Motor Oil***
      • 56. 5,897 Synthetic Oil
      • 57. 3,607 Change Oil
      • 58. 1,000 brand mentions every day!
      Source: *Yahoo,, **Razorfish, ***Radian6
    • 59. Our journey started with our customers
      Our Journey Started With Our Customers
      learn
      • Personas: Understanding our customers/prospects
      • 60. Behaviors – what they do online
      • 61. Motives – what excites them
      • 62. Needs – what they need/want/seek
      • 63. Interests – what is their relationship with their automobile
      Achievers
      My vehicle is a symbol of my achievements, who I am (and how I want to be perceived)
    • 64. Strategy – Be everywhere our customers are
      Strategy – Be Everywhere Our Customers Are
    • 65. Each community serves a unique purpose
      Each Community Serves a Unique Purpose
      • Facebook: discussions, polls
      • 66. Twitter: breaking auto news, racing updates/results, promotions
      • 67. YouTube: TV Commercials
      • 68. Flickr: Racing photos
    • Create a Unique Experience for Best Customers
      engage
      Join, Share, Get Rewarded
      Real-time feed from Twitter
      Exclusive racing content & updates
      Facebook discussions, polls
      Sign up for email newsletter/alerts
      Forums, car care, special offers
    • 69. Building Insights and Customer Intelligence
      Survey table
      Profile table
      Loyalty
      Engine
      Source
      LEC
      CPLE
      Warranty
      Activity
      table
      Social table (Rapleaf)
      Query Tool
    • 70. Remarket & Facilitate Sharing
      influence
      Results
      • Sharing & Social contributes 4% to 12.5%, Loyalty 7.8% to 21% additional
    • Reward participation
      Reward Participation
      • Castrol Credits
      • 71. Tell us more about yourself
      • 72. Post a topic
      • 73. Tell a friend
      • 74. Tweet from the street
    • Social CRM Leverages Data & Drives LTV
      Meet Chuck
      Long term Opportunity:
      LTV
      Loyalty Profile
      Loyalty/Web Activity
      Insights
      Social Graph
      Email/ Social Activity
    • 75. How will we drive additional participation, advocacy, sales?
    • 76. Leveraging existing subscribers/assets
      Where Do We Go Next?
      • Leveraging existing assets
      • 77. Customer database
      • 78. Key relationships & partnerships
      • 79. Socialize existing marketing efforts
      • 80. Test & experiment
    • Test & experiment
      Measurement
      Engagement
      • High/low & impact on business
      Models:
    • Thank You
      #socialcrm
      Michael Della Penna
      ThreadMarketing, A StrongMail Company
      Mdellapenna@threadmarketing.com
      http://bit.ly/facebook-bp
      Rob Krin
      Castrol
      twitter.com/robatcastrol
      Jeremiah Owyang
      Altimeter Group
      jeremiah@altimetergroup.com
      http://bit.ly/socialcrmpaper

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