#socialcrm<br />A Marketer’s Guide to Social CRM<br />September 22, 2010<br />
Agenda<br />#socialcrm<br /><ul><li>Introduction
The Social CRM Framework
Jeremiah Owyang, Altimeter Group
Castrol Case Study
Rob Krin, Castrol
Michael Della Penna, ThreadMarketing
Conclusion
Q & A</li></ul>2<br />
The Social CRM Framework<br /> Scaling Social Business by Connecting Customers and Companies<br />For StrongMailSept 22, 2...
More people visit Facebook and YouTube than Yahoo! (July 2010)<br />
There are over 65 million tweets a day (June 2010)<br />
When every ‘thing’ tweets, the Tsunami grows<br />Twettle<br />Twlant<br />Twog<br />
Increase in volume unmanageable<br /><ul><li>ComcastCares has a team of 12 – but can they scale?</li></ul>Companies unable...
Social Business Does Not Scale<br />
Image by iandavidused with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917<br...
To scale social business, companies must invest in Social CRM.<br />Social CRM represents a continuing journey by organiza...
Image by Hexadecimal Time used with a Attribution as directed by Creative http://www.flickr.com/photos/hexadecimal_time/32...
The 18 Use Cases of Social CRM<br />Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.<br />© 2010 Altimeter G...
The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Social Web: Facebook, Twitter, Foursquare, ...
The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Social Web: Facebook, Twitter, Foursquare, ...
The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Social Web: Facebook, Twitter, Foursquare, ...
The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Social Web: Facebook, Twitter, Foursquare, ...
Not All 18 Social CRM Use Cases are Market Ready<br />© 2010 Altimeter Group  <br />Attribution-Noncommercial-Share Alike ...
Not All 18 Social CRM Use Cases are Market Ready<br />© 2010 Altimeter Group  <br />Attribution-Noncommercial-Share Alike ...
Baseline: Starting with the 5 Ms<br />© 2010 Altimeter Group<br />
Start with the Five 5Ms<br />
Social CRM Marketing Use Cases<br />© 2010 Altimeter Group<br />
Social CRM Marketing Use Cases<br />
Not All Marketing Use Cases are Market Ready<br />© 2010 Altimeter Group<br />
"Listen before talking." <br />To be effective, marketers must listen to what consumers are already saying, making them re...
High tech firm discovers 70% of market spend is not reaching target audience.<br />Example Social Marketing Insights (M1)<...
Social Marketing Insights (M1)<br />Market Demand Index: 4.00 Tech Maturity Index: 4.00 <br />
“Defending the brand." <br />Companies can no longer afford to slowly respond to customers, as a blogger can trigger a dis...
Brands Are Getting Punk’d By Social http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-...
Rapid Social Marketing Response (M2)<br />Market Demand Index: 3.50 Tech Maturity Index: 1.75 <br />
"Optimizing in flight." <br />Unlike traditional advertising, social marketing is constantly changing and requires constan...
Restaurant tests offer effectiveness in different Facebook Fan Pages and discovers a new cash and carry market.<br />Savvy...
Social Campaign Tracking (M3)<br />Market Demand Index: 1.00 Tech Maturity Index: 1.00 <br />
Next Steps<br />© 2010 Altimeter Group<br />
Pragmatic Next Steps<br />34<br />Start now by augmenting your existing customer database now: Add social media fields<br ...
Thank you<br />Jeremiah Owyang<br />jeremiah@altimetergroup.com<br />web-strategist.com/blog<br />Twitter: jowyang<br />Wi...
Social CRM: Driving Conversations, Conversions & Commerce<br />
Aligning strategy, vision, goals <br />A Social CRM Partnership<br />We’re<br />influence<br />
Aligning strategy, vision, goals <br />Our Approach & Framework to Social CRM<br />influence<br />learn<br />engage<br />l...
Aligning strategy, vision, goals <br />Aligning Strategy, Vision, Goals – Focus Best Customers <br /><ul><li>Vision: Align...
Increase share in mature market
Increase # of oil changes
Up-sell – conventional to synthetic
Objective: Product/sweeps to interest/conversations
Strategy: Be where our customers are. Create a unique & engaging experience with value
Measurement: Growth, engagement, sales, satisfaction</li></ul>Wrong people/wrong approach<br />
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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 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/
  • A Marketer's Guide to Social CRM

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