CRM And Social Media -- A Few Guiding Thoughts

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CRM is an established tool in the marketer's toolbox.

How does the tsunami that is social media affect CRM best practices? Here are a few thoughts for both social media strategists and CRM practitioners to consider.

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CRM And Social Media -- A Few Guiding Thoughts

  1. 1. A Few Thoughts on Social Media and CRM April 2009
  2. 2. typical customer’s view of crm noise Equivalent of 370+ emails 1.5 trees worth of per week mail every year Natural Outcome: Direct I value Marketing mail tossed mktg email email without I receive received, opening 33% not viewed 44% 80% Source / Epsilon Consumer Email Study 2008, Center for the New American Dream © 2008 McKinney
  3. 3. so, what’s a marketer to do?
  4. 4. Perceived value of what What the customer the customer gets from must give to you: your brand Personal info Time
  5. 5. traditional crm paradigm Your Brand Your brand speaks to customers © 2008 McKinney
  6. 6. new paradigm accelerated by social media Your Brand In turn, today customers can share with others very easily © 2008 McKinney
  7. 7. new paradigm Now, which customer is the most valuable? Your Brand © 2008 McKinney
  8. 8. new paradigm Classic CRM view is based on LTV. How does that change $600 in the social world? LTV $300 Your Brand LTV $0 LTV © 2008 McKinney
  9. 9. Net take-away: evaluate monetary value and social value
  10. 10. next steps Let’s have conversation. Contact us at: becky.minervino@mckinney.com Senior Interactive Strategist 919-313-4035 © 2008 McKinney

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