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Above The Funnel: Integrating Social and CRM

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Our Social Times
Our Social Times

The document discusses how social media is changing customer behavior and expectations, and the challenges companies face in integrating social and CRM strategies. It emphasizes that social media is about relationships and engagement, not just marketing. Companies need to discover and engage influencers in their markets, focus social media efforts, and align social strategies with traditional CRM and operational systems while continuously measuring metrics.

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Chris Selland, Chief Marketing Officer November 5, 2011 Above the Funnel – Integrating Social & CRM
A Bit About Me… CONFIDENTIAL | terametric | ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Promise & The Reality of CRM CONFIDENTIAL | terametric |
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media Marketing today CONFIDENTIAL | terametric |
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: Gillin.com – September 6, 2011
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: IT-Director.com 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
Personal Meets Professional CONFIDENTIAL | terametric |
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
Social Sales & Marketing Ecosystem CONFIDENTIAL | terametric |
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Terametric Inbox Influencer CONFIDENTIAL | terametric | Sign up for free at www.terametric.com/Influencer
CONFIDENTIAL | terametric | Chris Selland CMO 617.500.3465 [email_address] @terametric @cselland

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Above The Funnel: Integrating Social and CRM

  • 1. Chris Selland, Chief Marketing Officer November 5, 2011 Above the Funnel – Integrating Social & CRM
  • 2.
  • 3. The Promise & The Reality of CRM CONFIDENTIAL | terametric |
  • 4.
  • 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: Gillin.com – September 6, 2011
  • 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: IT-Director.com 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. Personal Meets Professional CONFIDENTIAL | terametric |
  • 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. Social Sales & Marketing Ecosystem CONFIDENTIAL | terametric |
  • 10.
  • 11. Terametric Inbox Influencer CONFIDENTIAL | terametric | Sign up for free at www.terametric.com/Influencer
  • 12. CONFIDENTIAL | terametric | Chris Selland CMO 617.500.3465 [email_address] @terametric @cselland