1. Social: The CRM Game Changer
February 23, 2012
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2. About Engauge
We leverage creativity,
insight and technology to
help brands thrive in a digital
world.
Offices in Atlanta, Columbus,
Orlando, Austin and
Pittsburgh
285 employees
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3. Today’s presenters
Teresa Caro, VP Social Marketing, Engauge
@TeresaCaro
/in/TeresaCaro
Zoe Levine, Interactive/Online
Marketing Manager, Coca-Cola
@SkinnyPeaches
/in/ZoeLevine
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4. What are we talking about today?
Social CRM Game Changer
• Today’s social requires a strategic approach
• Branding beyond the platform
• Keeping social integrated into the overall approach
• Rewarding relationships that drive loyalty and consumption
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5. Engauge highlights
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6. Social Requires A Strategic Approach
We hated spam on email (still do).We don’t like it any more
in the era of social networking. So stop it already! Yes, we
know you have a “great way to make money on Twitter” on
your site but frankly, we’re tired of hearing it! Instead,
promote serious ways people can solve problems in their
business. You add to your credibility and avoid being seen as
a spammer.
- Terry Brock, Marketing Coach
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7. Social is no longer new media
7 Source: drewamgrow.com

8. Social is a playground for the organization
Marketing Partnerships
Promotions Customer Service
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9. Social is integral to your relationship marketing strategy
type of action
Coupon Customer Recipe Word of
Clipping Service Sharing Mouth
Traditional
Engager
type of engagement
Socially
Savvy
Up-and-
Comer
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10. Requiring a strategic approach, where every channel has its purpose
Targeted
Offers - Direct
Visual Curation
- Categorized
Targeted Offers
- Email
Timely Online Media
Promotions
Database
Exclusivity Timely
Promotions -
Local
Content Curation
Influencer Outreach Visual Curation
- Original Art
Visual Curation
- Teens 10

11. Understanding not all content is for all channels
Communication Type Content Examples Channels
• Benefits
Product Info • Did You Know
• New Functionality
• New Launches • Sweeps
News & Announcements • New Partnerships • Promotions
• New Partners • Offers
• FAQ’s
Customer Service • Channel Options
• Contact Methods
• First to know info • Campaigns
Exclusives • Behind the scenes • Sweeps
• Coupons • Promotions
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12. Ensuring the conversation is balanced
Relational
20%
Promotional
30%
Events
15%
Promotional
Products Partnerships Partnerships
15% 20% Products
Events
Relational
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13. Extending the brand appropriately
Voice & Tone: Moving from
monologue to dialogue
The voice and tone defines the online
brand expression in the social space
and is true reflection of the beliefs and
attitudes of the brand, as well as the
behaviors of the audience that is being
engaged.
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14. Branding Beyond the Platform
The brand was really built on social media and PR strategies. Social media is an
opportunity for us to engage with consumers and have a conversation, which is
different than paid media, when you're just shouting through a bullhorn.
- Jeremy Morgan, SVP of Marketing & Consumer Insights,
Smash Burger
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15. GE inspires to build, power, move and cure the world
GE - Pinterest
• Creative board content and
titles
• Gives insight into company
culture
• Utilizes search tool by
commenting on user uploads
involving GE
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16. Red Bull strengthens its relationship with its consumers through
relevant visuals
Red Bull - Instagram
• Contest influenced by
following, not product
• Content consistent across all
channels
• Utilize athletes’ networks
• Insight into company culture
“behind the scenes”
• 110,000 Followers
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17. NikeID extends the value of its brand by making it easy for
consumer to create content
NIKEiD - Tumblr
• Hosts company blog on Tumblr
• Allow users to submit content
for blog
• UGC posted daily
• Blend of news, tips and UGC
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18. Keeping Social Integrated Into The
Overall Approach
Evolution is evolution – and it’s happened before us and will
continue after we’re gone. But, what’s taking place now is
much more than change for the sake of change. The
socialization of content creation, consumption and
participation, is hastening the metamorphosis that
transforms everyday people into participants of a powerful
and valuable media literate society.
- Brian Solis
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19. Trump increased brand awareness and revenue with
curated luxury content
90% of companies believe brand building to be the greatest benefit
Access brand through Actively managed as a Promoting the brand
channel of choice guest first, promotion across YouTube and
Curated travel second Facebook
recommendations
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20. Weego commercial drove 800,000 video views
96% of companies using social media to support advertising objectives
Weego commercial - 800,000 views
(10x 2nd most viewed video on channel)
Personalize star of campaign on
Facebook re-design after airing of Facebook tab
commercial
Data sourced from Booz & Company 20

21. Social strategies still need work
• 57% there is not enough cross-departmental collaboration to
get the best from social channels
• 55% did not have sufficient resources to run and engage
communities
• 51% point to a lack of buy-in at the highest level of
management
• 43% reported social media was not yet core to their strategy
Data sourced from Booz & Company 21

22. Social may be a CRM game changer, yet it can’t happen overnight
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