Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social CRM - #Datamarketing @DM2013Toronto


Published on

CRM is not a new concept, but with the emergence of Big Data, it has the ability to transform organizations more than ever.

The rise of the social customer has also given rise to communities, friends, and recommendation sites having profound influence in their purchase decision. Companies have gotten too big to think about the individual customer. Companies have ignored the statistically insignificant.

These days, that same customer has the ability to bring down Goliath. I always come back to United Breaks Guitars incident. The truth is that we've now come full circle and these days in order to get a customer and keep them you have to go beyond just meeting their expectations.

A recent article: "The Reason So Many Brands Fail On Social Media Is That They Don't Actually Talk To Their Customers" indicated the following:

The wealth of data on customer desires being generated is helping organizations work more effectively, and achieve better results.
Social customer management doubles the percentage of sales leads that result in actual sales, relative to traditional CRM approaches.
Corporations are starting to recognize that paying attention to customer comments, interests and preferences–once deemed "irrelevant" by brands– becomes the competitive differentiator.

Published in: Social Media, Business, Technology
  • Be the first to comment

Social CRM - #Datamarketing @DM2013Toronto

  1. 1. Social CRM (sCRM) Data Marketing Conference Toronto December 10, 2013
  2. 2. Today’s Truisms: · · · · · Content is everywhere; it’s accessible; it’s free. People are more informed than ever before. We’re moving from an era of mass communications to being a mass of communicators, with more people trusting the communicators. This wealth of content and conversations has enabled datadriven solutions to filter out the noise and provide companies actionable insights. It is eliminating the guesswork for all of us. It has the ability to allow business to make smarter decisions.
  3. 3. ONE-to-ONE Marketing has evolved from Transaction to Interaction...
  4. 4. …With Customers becoming increasingly part of the communication/offer message.
  5. 5. “ Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer's ownership of the conversation. ” Paul Greenberg, Social CRM Author
  6. 6. Social data gives brands the opportunity to move from segments to individuals
  7. 7. Social data gives brands the opportunity to move from demographics to actual consumer insights in real time.
  8. 8. Social media intelligence is defining the way business is structured, as a dynamic, customer centric and responsive culture. Look and Listen Establish a Social Footprint Basic consumer expectations Engage Increase Your Social Currency Build Your Community Differentiating Experiences Social Enterprise Operational Sustainability
  9. 9. Social Media Maturity Look and Listen Establish a Social Footprint Engage Increase Your Social Currency Build Your Community Social Enterprise Monitor conversation Social platforms: FB, LI, Twitter, Foursquare Define voice and tone Start conversations Reach out to brand advocates Address issues driving complaints Regular reporting Media sites: Youtube, Flickr, Instagram, Pinterest Engage existing networks Custom response Empower external advocates Social commerce Social media education Blogs and podcasts, forums and boards Participate in existing conversations Non-social content goes social Empower internal advocates Develop internal data workflow processes Monitor growth of emerging technology Supported by SEO Respond to wall, comments Geo-targeting social, mobile Allow for community defense Adapt products, services and policies Clear ownership and governance Active growth of social asset base Quality vs. quantity follower refinement Appropriate staffing (governance) Location-based community building Collaboration systems among all stakeholders Designate community manager Design for social longevity Social and web integration Identify social influence Social CRM Social marketing tools Advanced social analytics Content management and curation Social Media ROI Social media monitoring tools Source: Social Wisdom, Laurie Dillon Schalk
  10. 10. Traditional CRM Inquiries Purchases Returns Invoices Complaints Phone Calls Emails Transaction s
  11. 11. Social CRM refined Inquiries Purchases Returns Invoices Complaints Phone Calls Emails Transactions Where does s/he go? What does s/he do? What does s/he like? What TV program(s) does s/he watch? What are the favourite movie genres? What does s/he hate? Who does s/he speak to? What does s/he talk about? What does s/he share? What are his/her hobbies? What events does s/he attend? What else does s/he buy? What does s/he search for? Plus: How often does s/he check-in at XYZ? What does s/he say about the products? What does s/he say about the company? What does s/he say about the prices? Does s/he go to the competition? When? How often? What does s/he say about the competition?
  12. 12. The shorter the time between the customer’s “stated need” and the ensuing relevant response increases the probability of response.
  13. 13. Tap into the data generated at each touch point along the customer decision journey 65% learn about brand products/ser vices 70% listen to other experiences 50% 53% compliment brands express complaints/co ncerns about brands
  14. 14. Leverage Interactions and Insights to Optimize Response Probabilities
  15. 15. Social CRM can complement existing internal operations by enriching them with client-facing external activities Social CRM (External) Enterprise 2.0 (Internal) Client Facing Operations Internal Operations
  16. 16. How to continuously leverage social customer insights to develop a Social CRM Strategy Monitor Map Manage Middlewar e Measur e What is being said? Who is saying it? Where should it go? How do I get it there? Is it working? Listening capabilities in social media. Linking social profiles to company records. Mgt systems to provide insights to the right teams at the right times. Data seamlessly flows from external to internal Tracking the effectiveness of CRM goals. Resource: Altimeter: New rules for relationship mgt.
  17. 17. We consistently upload our identities and propensities ….They, in turn, become quantified
  18. 18. Advocacy Identification and Social Profiles
  19. 19. Meet Kevin Patrick Robbins 4,047 Tweets 883 followers on Twitter 74 friends on Facebook
  20. 20. A local guy, Kevin appears to have grown up in Toronto. He talks about Toronto a lot. He also does comedy, video/photography and theatre. He’s also clearly a big dog fan.
  21. 21. Yesterday on Facebook
  22. 22. To which his friends responded:
  23. 23. To which his friends responded:
  24. 24. Here are Kevin’s other social accounts:
  25. 25. Task: Use mobile data to identify people within proximity of Bank X Queens Quay location
  26. 26. Validate demographics, how long they’re in the Queens Quay Bank X Location
  27. 27. Identify home and shopping patterns
  28. 28. • What if we overlaid social accounts against those who visited those users? • What if we further identified who were existing customers?
  29. 29. Priorities in enabling customer centric organization: · · · · · Enable social marketing to the branch/franchise levels Reduce silos in social channels and integrate into customer decision journey Deliver deeper engagement and value Move from push marketing in social channels to embedding social at all touch points Creating a single view of the customer
  30. 30. Hessie Jones 647-999-2348 @hessiejones