Social CRM


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I presented this to University of Toronto Business Class in March of this year... coming out of an amazing talk by GaryVee at Art of Marketing in TO.

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Social CRM

  1. 1. SOCIAL MEDIA AND THE NEW CRM Hessie Jones Due North CommunicationsTuesday, June 14, 2011
  2. 2. TRADITIONAL ENGAGEMENT MODEL The institutions traditionally defined and controlled the Brand. But traditional marketers are realizing that product sales were not necessarily the result of messaging from the marketers to the consumer….Tuesday, June 14, 2011
  3. 3. NEW PARADIGMS Traditional SOCIAL NETWORKING Conversations Digital Conversations Visit My Facebook Profile Search for Reviews I Wrote Read My Tweets Read My Blog Participate in a Community Ask Me Conversation Directly The game is changing…social computing has made it easier to amplify conversation and influence…..Tuesday, June 14, 2011
  4. 4. Access Proliferation has put Consumers in Control of How, When and What Kind of Media they ConsumeTuesday, June 14, 2011
  5. 5. DIGITAL EVOLUTION Old Media Reach Mass Media Niche MediaTuesday, June 14, 2011
  6. 6. DIGITAL EVOLUTION New Media Reach Mass Media Niche MediaTuesday, June 14, 2011
  7. 7. How long does it take to reach 50 million users? TV: 13 years Radio: 38 years Internet: 4 years! iPod: 3 years Facebook added 200 million users in less than a yearTuesday, June 14, 2011
  8. 8. Social Media is Impacting Corporate Messaging 34% of bloggers post opinion about products and brands 78% of consumers trust peer recommendations! Only 14% trust advertisements 90% of people skip ads via TIVO or DVR!Tuesday, June 14, 2011
  9. 9. News Travels Fast… Search and Social are interconnected Increasingly, product quality and what a brand stands for is determined by GoogleTuesday, June 14, 2011
  10. 10. MY DEFINING MOMENTTuesday, June 14, 2011
  11. 11. SOCIAL MEDIA MODEL A distinct opportunity in the Canadian marketplace is created for companies who can act as brand stewards … … and influence consumer perceptions, attitudes and behaviours to create brand advocatesTuesday, June 14, 2011
  12. 12. THE NEW CUSTOMER RELATIONSHIP Social MarketingTuesday, June 14, 2011
  13. 13. BENEFITS ARE CLEARTuesday, June 14, 2011
  14. 14. MEDIA DEFINED IN THE NEW CUSTOMER WORLDTuesday, June 14, 2011
  15. 15. THE EVOLUTION OF SOCIALTuesday, June 14, 2011
  16. 16. OLD GUARD VS. NEW GUARDTuesday, June 14, 2011
  17. 17. THE INFLUENCE OF INTERACTIONTuesday, June 14, 2011
  18. 18. THE EVOLUTION FROM CRMTuesday, June 14, 2011
  19. 19. EGYPTIAN CRISIS: THE DATATuesday, June 14, 2011
  20. 20. HOW THE SOCIAL WEB REACTED TO THE JAPANESE TSUNAMI • Less than an hour after the quake, with the • Lady Gaga created a Fundraising country’s phone system knocked out, the campaign on Twitter to raise donations number of tweets coming from Tokyo were through a Japan Prayer bracelet topping 1200 per minute • By March 13th, FB Causes raised • Hashtags #prayforjapan, #Fukushima, $31,130 for Japan, donated by 897 #Sundai rose to the top of the site’s people and almost 3K promoters trending topics • Zynga, Facebook and Save the Children • Google set up “Person Finder” web app to through the purchase of virtual goods on link victims with their families on their Zynga home page. Within a few hours over 7000 • The Animated reaction on Facebook: names were entered. • On the day it happened, over 9000 facebook-users-reacted-to-the-japan- earthquake-related videos and 7,000 earthquake-tsunami-animated-graphic/ tsunami-related videos were posted to • In days following the disaster, top iphone Youtube downloads included safety, first aid apps • Facebook: 4.5 M updates from 3.5 M as top itune downlaods: earthquake people mentioning Japan, March 11 notification, flashlight-4, Twitter client to tweet status of train lines/stations, • Dog Bless You on Facebook. Click like and Disaster message board, location app will donate $1 up to 100,000 to send search and rescue dogs to Japan.Tuesday, June 14, 2011
  21. 21. CASE STUDY: COLUMBIA HOUSE •  !"#$%&(()*+),$$ –  !"#$%&($)"*)$+"*,"&-" $./&0+1.2$)"0#&-)"&##$)"03" 21./*#3"*,")$4$(5%$"06.1-$.." (#&454$."-$$)$)"/*"*%$#4*$"/21." 26#)+$7"&-)"4*-%1-4$"46./*$#."1/" 42&-8$)"0$,*#$"/2$3"4*6+)"2*($"/*" )#1%$"/*"/2$"-$9"*)$+:" •  -./)012),$$ –  ;-4#$&.$"4*-.6$#"&9&#$-$.."*,"/2$" -$9"<="<&-&)&"921+$"$(2&.1>1-8" )1?$#$-5&5*-",#*"<*+601&"=*6.$" –  @21A"4*-.6$#B."-$8&5%$"($#4$(5*-""Tuesday, June 14, 2011
  22. 22. STELLAR RESULTS !"#$%#&()"* •  !"#$%&()*")"*+&) Just another vote FOR CH Canada. ,+%--./0)12.3%*)%-()44!5) /",3%.)#(3%)(&"6) Ive had no problem with numerous +,-+"./*012*/*34* orders from them, along with great •  789+&):&)/+3$$3-;)"<&/) =3.(()3564*,()#"."* prices, occasional free shipping, and %7"#*7"#-"*8,9:* bonus DVDs. %#8"#.>) •  ?"*%.)&6-@)A&"#)78):&) I’m amazed at how much they /+3$$3-;)"<&/)B@36%.-*) try to make everyone happy *")554*%$*#"7"(;"* & take in their input. They’re -"("#/"8*$%#*(* doing a great job at trying 7"#-"*&%(/+<* to get everything right.! ….short version, I give a while i haven’t ordered from chcanada in thumbs-up to CH Canada…. I quite some time, i still frequent the thread have no complaints and would and certainly appreciate the comments and easily recommend CHC. ! inititiave shown by the chcanada staff. when is the last time you saw an amazon or futureshop/BB rep come in and ask us what we like? NEVER!!Tuesday, June 14, 2011
  23. 23. GARY VAYNERCHUCK When he was not yet 30, he grew his company from 2 million a year to over 50 million in 7 years “We are verging on the thank you economy.... give a shit about your customers.... care about them”Tuesday, June 14, 2011
  24. 24. GARY (VEE) VAYNERCHUK We’re not really good at knowing what we want, and we are very quick to say “this sucks”. That’s where the opportunity lies. It’s not about what you’re saying, it’s about how you listen. Customer service is the new business. All marketing is going to get back to the way it used to be in the Butcher Shop or Mom and Pop store where they knew your name, your kids name and your dogs name. That’s the way humans like it and this is what twitter and facebook can provide businesses today.Tuesday, June 14, 2011
  25. 25. GARY (VEE) VAYNERCHUK I could care less about the platform. Its all about the message. Legacy is greater than currency. Your brand equity is everything and sustainable. Dont cheese it up. Peoples bullshit radars are insane. Marketing is about to get really, really hard. If youre just doing social media to keep up with the Joneses - dont We are massively underestimating this culture shift... We are in the era of the humanization of business. Were living by small town rules again.Tuesday, June 14, 2011
  26. 26. twitter: @hessiejones facebook:, June 14, 2011
  27. 27. Tuesday, June 14, 2011