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Above The Funnel: Integrating Social and CRM


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Chris Selland (Terrametric) ex

Published in: Business, Technology

Above The Funnel: Integrating Social and CRM

  1. 1. Chris Selland, Chief Marketing Officer November 5, 2011 Above the Funnel – Integrating Social & CRM
  2. 2. A Bit About Me… CONFIDENTIAL | terametric | <ul><li>CRM </li></ul><ul><li>VP of CRM at the Yankee Group </li></ul><ul><li>Founder of Reservoir Partners </li></ul><ul><ul><li>Sold to Aberdeen Group </li></ul></ul><ul><li>Past President CRMA </li></ul><ul><li>Editorial Board CRM Magazine </li></ul><ul><li>Chair of DCI CRM, DestinationCRM, Linkage Sales & Marketing & other events </li></ul><ul><li>Social </li></ul><ul><li>Senior Marketing & BusDev Roles at SoundBite Communications, Constant Contact, Snow Beverages, Lumigent Technologies </li></ul><ul><li>Expert Advisor at </li></ul><ul><ul><li>(S)CRM </li></ul></ul><ul><ul><li>Sales, Marketing, Customer Service </li></ul></ul><ul><li>CMO at Terametric </li></ul>
  3. 3. The Promise & The Reality of CRM CONFIDENTIAL | terametric |
  4. 4. <ul><li>The Opportunity </li></ul><ul><li>Social Network use exploding </li></ul><ul><li>Customers are conversing, and companies must participate </li></ul><ul><li>New ‘influencers’ drive discussions </li></ul><ul><li>The Challenge(s) </li></ul><ul><li>Fuzzy metrics & the ‘ROI’ challenge </li></ul><ul><li>Patchwork of consumer & ‘free' </li></ul><ul><li>Junior-level and/or outsourced staff – little to no control </li></ul><ul><li>Skeptical management </li></ul><ul><li>Social is not 9-5 </li></ul>Social Media Marketing today CONFIDENTIAL | terametric |
  5. 5. Influence is Specific, not General CONFIDENTIAL | terametric | “ Does Ashton Kutcher (7.3M Twitter followers at the time of this writing) influence car buyers? Stroller buyers? Computer buyers? Does Lady Gaga influence headache sufferers?” Source: A Framework for Social Analytics Altimeter Group, August 2011 Source: – September 6, 2011
  6. 6. The ‘Big Data’ Challenge CONFIDENTIAL | terametric | “ The killer app of big data is the detailed analysis of customer behaviour, and one of the richest sources of information about what people really think is to be found in social media, be that Twitter, Facebook or YouTube etc. ” Source: David Norris – Bloor Research August 23, 2011 “… 90% of the data in the world today has been created in the last two years alone” Source: Smarter Computing Builds a Smarter Planet IBM, 2011
  7. 7. Personal Meets Professional CONFIDENTIAL | terametric |
  8. 8. Enabled, but not Driven, by Technology CONFIDENTIAL | terametric | “ The lesson for business, in terms of Social CRM is that we are now at a point that the customers’ expectations are so great and their demands so empowered that our SCRM business strategy needs to be built around collaboration and customer engagement, not traditional operational customer management.” Paul Greenberg, Time to Put a Stake in the Ground on Social CRM - ZDNet
  9. 9. Social Sales & Marketing Ecosystem CONFIDENTIAL | terametric |
  10. 10. Takeaways CONFIDENTIAL | terametric | “… Social media isn't simply a sales and marketing channel; it is also a medium for relationships, reputation, community, service, advice, education, recruiting and awareness. This puts social media in the same category as other investments that firms typically will make without an eye to financial ROI. For example, customer service, employee education, hiring, corporate giving, sponsorships and public relations are rarely held to hard standards of ROI, yet that doesn't prevent businesses from investing as necessary.” ─ “ Five Reasons NOT to Monetize Social Media” Augie Ray, Experience: The Blog September 2, 2011 <ul><li>Customers are Social, CRM must Evolve </li></ul><ul><li>Doing nothing is not an option </li></ul><ul><li>Influence is Specific, not General </li></ul><ul><li>Discover and engage with influencers in your market </li></ul><ul><li>Focus Your Efforts </li></ul><ul><li>Don’t micromanage, but focus efforts of frontline personnel </li></ul><ul><li>Doing It is Easy, Scaling It is Hard </li></ul><ul><li>Set and continuously measure metrics (including, but not limited to, ROI) </li></ul><ul><li>Align with traditional CRM & Operational systems </li></ul>
  11. 11. Terametric Inbox Influencer CONFIDENTIAL | terametric | Sign up for free at
  12. 12. CONFIDENTIAL | terametric | Chris Selland CMO 617.500.3465 [email_address] @terametric @cselland