A Marketer's Guide to Social CRM
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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/

A Marketer's Guide to Social CRM A Marketer's Guide to Social CRM Presentation Transcript

  • #socialcrm
    A Marketer’s Guide to Social CRM
    September 22, 2010
  • Agenda
    #socialcrm
    • Introduction
    • The Social CRM Framework
    • Jeremiah Owyang, Altimeter Group
    • Castrol Case Study
    • Rob Krin, Castrol
    • Michael Della Penna, ThreadMarketing
    • Conclusion
    • Q & A
    2
  • The Social CRM Framework
    Scaling Social Business by Connecting Customers and Companies
    For StrongMailSept 22, 2010
    Jeremiah Owyang
    Partner
  • More people visit Facebook and YouTube than Yahoo! (July 2010)
  • There are over 65 million tweets a day (June 2010)
  • When every ‘thing’ tweets, the Tsunami grows
    Twettle
    Twlant
    Twog
  • 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:
  • Social Business Does Not Scale
  • 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
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Not All 18 Social CRM Use Cases are Market Ready
    © 2010 Altimeter Group
    Attribution-Noncommercial-Share Alike 3.0 United States
  • Not All 18 Social CRM Use Cases are Market Ready
    © 2010 Altimeter Group
    Attribution-Noncommercial-Share Alike 3.0 United States
  • Baseline: Starting with the 5 Ms
    © 2010 Altimeter Group
  • Start with the Five 5Ms
  • Social CRM Marketing Use Cases
    © 2010 Altimeter Group
  • Social CRM Marketing Use Cases
  • Not All Marketing Use Cases are Market Ready
    © 2010 Altimeter Group
  • "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)
  • High tech firm discovers 70% of market spend is not reaching target audience.
    Example Social Marketing Insights (M1)
  • Social Marketing Insights (M1)
    Market Demand Index: 4.00 Tech Maturity Index: 4.00
  • “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)
  • 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)
  • Rapid Social Marketing Response (M2)
    Market Demand Index: 3.50 Tech Maturity Index: 1.75
  • "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)
  • 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)
  • Social Campaign Tracking (M3)
    Market Demand Index: 1.00 Tech Maturity Index: 1.00
  • Next Steps
    © 2010 Altimeter Group
  • 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.
  • Thank you
    Jeremiah Owyang
    jeremiah@altimetergroup.com
    web-strategist.com/blog
    Twitter: jowyang
    With assistance from Christine Tran, Researcher
  • Social CRM: Driving Conversations, Conversions & Commerce
  • Aligning strategy, vision, goals
    A Social CRM Partnership
    We’re
    influence
  • Aligning strategy, vision, goals
    Our Approach & Framework to Social CRM
    influence
    learn
    engage
    listen
    influence
  • Aligning strategy, vision, goals
    Aligning Strategy, Vision, Goals – Focus Best Customers
    • Vision: Align & support corporate goals & consumer needs
    • 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
    Wrong people/wrong approach
  • Objective: tap into peoples passion cars/racing
    Objective: Tap Into People’s Passion - Cars/Racing
    listen
    • NASCAR – 9thmost popular Search in 2009*
    • 2.1 million auto-related conversations online every month**
    • 8,204 Motor Oil***
    • 5,897 Synthetic Oil
    • 3,607 Change Oil
    • 1,000 brand mentions every day!
    Source: *Yahoo,, **Razorfish, ***Radian6
  • Our journey started with our customers
    Our Journey Started With Our Customers
    learn
    • Personas: Understanding our customers/prospects
    • Behaviors – what they do online
    • Motives – what excites them
    • Needs – what they need/want/seek
    • 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)
  • Strategy – Be everywhere our customers are
    Strategy – Be Everywhere Our Customers Are
  • Each community serves a unique purpose
    Each Community Serves a Unique Purpose
    • Facebook: discussions, polls
    • Twitter: breaking auto news, racing updates/results, promotions
    • YouTube: TV Commercials
    • 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
  • Building Insights and Customer Intelligence
    Survey table
    Profile table
    Loyalty
    Engine
    Source
    LEC
    CPLE
    Warranty
    Activity
    table
    Social table (Rapleaf)
    Query Tool
  • Remarket & Facilitate Sharing
    influence
    Results
    • Sharing & Social contributes 4% to 12.5%, Loyalty 7.8% to 21% additional
  • Reward participation
    Reward Participation
    • Castrol Credits
    • Tell us more about yourself
    • Post a topic
    • Tell a friend
    • 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
  • How will we drive additional participation, advocacy, sales?
  • Leveraging existing subscribers/assets
    Where Do We Go Next?
    • Leveraging existing assets
    • Customer database
    • Key relationships & partnerships
    • Socialize existing marketing efforts
    • Test & experiment
  • Test & experiment
    Measurement
    Engagement
    • High/low & impact on business
    Models:
    • Look-a-like
    • Propensity models
    • Upgrade
    • Purchase
    • Recommend
  • 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