Utilizing Social Analyticsto Enhance CRM

1. Know Thy Customer:
Utilizing Social Analytics
to Enhance CRM
October 17, 2012
Presented by:
Shannon Aronson,
VP, Customer Experience Design,
Epsilon

2. Agenda
• Defining social CRM (sCRM)
• Today and tomorrow
• Getting started
•Changing the way we think
• Unleashing the power of the data
•Social anthropology
•Segmentation
•Channel integration
• I get it - now what?
•Activating the data
• 5 key takeaways
• Questions

3. Defining Social CRM
Still a mystery?

4. Defining Social CRM (sCRM)
Social CRM is a philosophy and a business
strategy, supported by a system and a
technology, designed to improve human
interaction in a business environment.

5. What does that mean?
A shift in power:
• Social CRM is about customer involvement
not supervision
• Brands can no longer control conversations;
they need to curate, respond and inspire
conversations
• Relationship building, loyalty and
1:1 marketing is front and center
• Social CRM goes beyond social listening
and customer service

6. Navigating sCRM in the future
Increased data and insights:
• Offline & online data coupled with social data
(Facebook ads)
• Open graph and APIs
• Deeper segmentation & targeting
Improved customized marketing:
• Marketing channels will continue to play less of a role
• Marketers will be forced to bring all the pieces together
(including social media) and give the customer a unified
experience based on their behaviors and preferences

7. Getting started

8. Change is never easy
• Social CRM can NOT be looked at in a
silo and is not a silver bullet
• Understand the role social media
plays within the overall customer
experience and eco-system
• How do different customer
segments react across different
channels?
• Social media networks are a
tool/channel to deliver the
message, not a communication
stream…

9. Benefits of Social CRM
• Real-time customer insights and rapid response
• Identify audience segments and engage them
• Influencers/Advocates
• Distracters
• MVC
•Reaching the customer with the right message
at the right time in the right channel
• Increased loyalty and engagement
•Deeper understanding of the role of social media

10. Steps to get started
• Find your friends & influencers…get help and buy-in
• Think strategy not just data & technology
• Define why sCRM is important to your brand
• SWOT (compliance)
• Ask the right questions
• Set goals
• Warning: Do not set false goals such as: get a million fans
• Understand your audience and the social landscape
• Where should you focus/invest
• Dive into the data-Start mapping your social data
• What are you currently collecting
• Where are the gaps/opportunities

11. Unleashing the power of social data

12. Increasing ROI through social anthropology
Brand • Leverage social anthropology to
Anthropology understand culture, human behavior
and how consumers interact with your
brand
• Develop strategies that help you curate
Strategy the brand experience for your
consumers
• Monitor consumer activity and provide
analytics and insights in an effort to
Analytics drive the larger vision of enhancing
brand reputation and the bottom line

13. Using social segmentation
to drive communications
• Create social profiles
• Customers vs. prospects
• MVC customers
• Demographic profiles
• Does your active social base trend younger?
• Omni-channel customers
• Behaviors
• Channel preferences by content type
• What role does mobile play
• Who is saying what
• Newbies, Advocates , Detractors
• How can this data be used to adjust communication stream

14. Integration is key to provide
customized consumer experiences

15. The circle of marketing does not only include
social media
Search:
• How can social help optimize your search
program
• Keywords
• SEO/Link building
• Understand the questions that are
being asked
• How can search help social media
• What questions are on customers
minds the most
• Driving traffic and new customers to
social media

16. The circle of marketing does not only include
social media
Email:
• How can social media drive email metrics
• Engagement
• Hot topics
• Reviews drive conversions
• Amplify conversations
• Encouraging sharing and interacting
• Acquisition and retention
• Help make email more of 2-way conversation
• Better customer experience
• How can email help social success metrics
• Drive traffic
• Increase fans
• Extend the conversations to a larger audience
• Encourage sharing to a larger audience outside of social eco-system
• Better customer experience

17. Activating the data

18. Social data coupled with CRM data to adjust
communication plans across segments
Challenge: Determine right channel for customer with right message
and value of cross-channel customers
• Overlay social activity and data onto CRM database Email
Subscribers
• Email addresses are matched to Social URLs
(Twitter & Facebook)
• Outline brand goals Tweeters/ Mobile
Followers Interactions
• Increased social engagement
• ROI measurement
• Audience segmentation/profiling
SMASH Segment Over Time
• Channel communication optimization
100%
Fading Voices
• MVC modeling
Percent of Twitter
population
50%
• Create testing plans to drive communication streams Newbies
0%
2011-…
2011-…
2011-…
2011-…
2011-…
2011-…
2011-…
• Track trending over time Revived
Discussers
• Adjust strategy based on trending
• Identify lifecycle trends across channel

19. Activating your customers through
omnichannel influencer programs
Challenge:
Connect 1:1 with most valuable consumers who could best
drive volume, buzz and market share across all channels
Solution:
First Taste: Get new products, coupons and content into the hands of the
best customers, those most likely to sample, purchase and influence others.
Developed a multi-touch plan that included all digital channels, full-size product
samples, personalized landing page and e-commerce website to facilitate the
payment of the shipping costs.
Results:
 1.5+ million total brand impressions
 282,000 product trials
 74% of those who tried each product plan to purchase it
 279,000 Households reached directly by Key Influencers alone
 98% of survey respondents rate the program between good-excellent

20. 5 key takeaways

21. 5 key things to remember
1. Social CRM is a strategy not a technology or process
2. There is no silver bullet and one size does not fit all
3. sCRM is not just social….Social media cannot
support a brand on its own --integration is key
4. Take inventory of what data you currently have and
start collecting as much social data as possible even
if you are not completely ready for sCRM
5. Friends are important
• Find experts that are passionate about CRM
• Get buy-in from key players
• The more people the are part of the process the
easier the buy-in and business case

22. Questions