A Case Study In Social CRM Without Technology: The Green Bay Packers
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![The GreenBay Packers,[object Object],A Unique Case Study,[object Object]](https://image.slidesharecdn.com/greenbaypackerscs-100330071700-phpapp01/75/a-case-study-in-social-crm-without-technology-the-green-bay-packers-1-2048.jpg?cb=1668093251)
![Strategic, ongoing program, long term – not a database project with an end.,[object Object],Since 1919, Green Bay football (became the Packers in 1935) and the community have been mutually embedded. Landmark names like Holmgren Way or Vince Lombardi Middle School abound throughout city.,[object Object],LongTerm,[object Object]](https://image.slidesharecdn.com/greenbaypackerscs-100330071700-phpapp01/75/a-case-study-in-social-crm-without-technology-the-green-bay-packers-2-2048.jpg?cb=1668093251)
![The citizens of Green Bay support the purchase of Packer merchandise as both an extended sales force and buyer.,[object Object],Packer goods and colors are omnipresent in the form of key chains, jackets, cars, calendars, bobble heads and beer bottles, among many other things. Purchases are a staple, not a big deal, discretionary spend.,[object Object],MerchandisingIsACommunity Venture,[object Object]](https://image.slidesharecdn.com/greenbaypackerscs-100330071700-phpapp01/75/a-case-study-in-social-crm-without-technology-the-green-bay-packers-3-2048.jpg?cb=1668093251)
![The Packers release the details of the personal lives of their players (with permission) to increase the intensity of the interactions between the fans and players.,[object Object],In 2004, Ahman Green loved deviled eggs for Thanksgiving; Ryan Longwellchowed down on cornbread casserole for the Christmas season. Current and past Packers are routinely met and greeted on the street – and glad for the interaction.,[object Object],Highly Personalized Experience,[object Object]](https://image.slidesharecdn.com/greenbaypackerscs-100330071700-phpapp01/75/a-case-study-in-social-crm-without-technology-the-green-bay-packers-4-2048.jpg?cb=1668093251)
![Team members settle in and open businesses; the team is involved philanthropically deep into the city’s pores.,[object Object],There is a Green Bay Packers Foundation; 4000 signed items provided for auction; Special Olympics; Pop Warner football leagues; Feed the Children; school appearances, etc. Ex-Packers (Willie Wood, Herb Adderley, Willie Davis, etc.) all live in and contribute to Green Bay. Donald Driver, and James Jones,[object Object],Intense Community Involvement = Value Given,[object Object]](https://image.slidesharecdn.com/greenbaypackerscs-100330071700-phpapp01/75/a-case-study-in-social-crm-without-technology-the-green-bay-packers-5-2048.jpg?cb=1668093251)
![Results using social networks: Meh,[object Object],Use of Social Media Channels,[object Object],Facebook: 221,843 fans,[object Object],Twitter: 14,682 followers,[object Object],But…,[object Object]](https://image.slidesharecdn.com/greenbaypackerscs-100330071700-phpapp01/75/a-case-study-in-social-crm-without-technology-the-green-bay-packers-6-2048.jpg?cb=1668093251)
![ValueReceived,[object Object],Amazing return for this successful “SCRM” program.,[object Object],FY2009 revenue was roughly $248 million in a town of 106,000 hearty souls – about $2340 per citizen!,[object Object]](https://image.slidesharecdn.com/greenbaypackerscs-100330071700-phpapp01/75/a-case-study-in-social-crm-without-technology-the-green-bay-packers-7-2048.jpg?cb=1668093251)
![Close to 100 percent brand recognition makes them not only a regional but a nationally recognized team.,[object Object],Don’t need to say more than that about the Packers, do I?,[object Object],BrandRecognition,[object Object]](https://image.slidesharecdn.com/greenbaypackerscs-100330071700-phpapp01/75/a-case-study-in-social-crm-without-technology-the-green-bay-packers-8-2048.jpg?cb=1668093251)
A Case Study In Social CRM Without Technology: The Green Bay Packers
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Social CRM is a strategy for customer engagement not a technology per se. This is an SCRM success story that didn't use SCRM tools to be successful. A case in point case study.
