Facebook as a crm channel
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An overview of the Social CRM opportunity, reviewing what Social CRM really is, debunking some of the myths and providing practical ways for marketers to deploy in social and manage real customer segments.
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Facebook as a crm channel
- 1. Using Facebook as a Real CRM Channel Paul Cowan @cowanpkc
- 2. Social CRM is a loaded term that is loosely defined and is largely misused by most social media marketers. © Paul Cowan 2012 -‐ @cowanpkc
- 3. But really, what is Social CRM? Social CRM is the ability to harvest informaJon at an individual level to sell more and drive increased loyalty. © Paul Cowan 2012 -‐ @cowanpkc
- 4. Social CRM… IS NOT: Monitoring It is not simply scraping the newsfeeds of your prospects and customers and presenJng them in a contact management database. IS: Value Exchange Increasing the value an organizaJon can bring prospect and customers. And in turn, increasing the resulJng value a customer brings and organizaJon. © Paul Cowan 2012 -‐ @cowanpkc
- 5. Yep. That’s it… So why all the fuss? © Paul Cowan 2012 -‐ @cowanpkc
- 6. It’s hard. © Paul Cowan 2012 -‐ @cowanpkc
- 7. Brands have spent millions of dollars to aRract millions of fans that they know nothing about. © Paul Cowan 2012 -‐ @cowanpkc
- 8. Facebook remains a one-‐to-‐many markeJng channel with no customer intelligence or insights feeding strategies. © Paul Cowan 2012 -‐ @cowanpkc
- 9. And this is the opportunity… to tap into the Graph and turn Facebook into a true CRM Channel. © Paul Cowan 2012 -‐ @cowanpkc
- 10. To capture the rich behavioral informaJon on consumers and use this data to understand them and manage the relaJonship with them. © Paul Cowan 2012 -‐ @cowanpkc
- 11. How Should Companies Approach It? Social CRM is an opera9ng model, not a collecJon of tools, technologies and business processes. Social CRM must integrate with an organizaJon’s exisJng business strategies and tradiJonal CRM methods. Social CRM is an open dialogue with a clear, present and evident value exchange between the consumer and brand. © Paul Cowan 2012 -‐ @cowanpkc
- 12. What makes it hard? CREATING Defining the social strategy in relaJon to core business objecJves – the Social Value Exchange that the brand will provide the customer in exchange for their personal informaJon. INTEGRATING IdenJfying the data that should be integrated with exisJng systems and the infrastructure to support passing the data between systems. COMMUNICATING Develop the social programs, business rules, tools and technologies to establish the dialogue with the consumer at various points in the lifecycle © Paul Cowan 2012 -‐ @cowanpkc
- 13. How do brands get started? © Paul Cowan 2012 -‐ @cowanpkc
- 14. 1. ANALYZE Get to know the data points that are available to you and hypothesize ways that you want to use them. 3. PERSONALIZE Develop a systems to drive the value exchange between the consumer and brand, delivering personalized content that is highly relevant. 4. REWARD Harvest the data to understand the value of fans and reward acJviJes that are valuable to your business. © Paul Cowan 2012 -‐ @cowanpkc
- 15. 1. Analyze: What can we know about our customers? Get to Know Colt -‐ Name -‐ About Me -‐Gender -‐ LocaJon -‐ Age -‐ Birthday -‐ Status -‐ Time Zone -‐ Photo Why? -‐ Personalized Content -‐ Targeted AdverJsing -‐ Display Local Content -‐ Birthday GreeJngs Colt’s Likes/Interests Meet Colt’s Friends -‐ Rodeos -‐ How many -‐ Sprite -‐ How oben do they interact -‐ NFL -‐ Unicorns Why? -‐ Invite Friends to community Why? -‐ Display friends acJvity -‐ Suggest Related Products -‐ Understand influence -‐ Display Related Content -‐ Foster Community -‐ Targeted AdverJsing © Paul Cowan 2012 -‐ @cowanpkc
- 16. 2. Analyze: How can we use the data? TONE PosiJve NegaJve Consumer Tone Neutral SEGMENT Producer Engager Social SegmentaJon ParJcipant Lurker SOCIAL ACTIVITY Likes CompeJJve Likes Social Behaviors Demographics AcJviJes INFLUENCE Heavy/Wide Consumer Influence Heavy/Narrow Moderate/Wide Moderate/Narrow Light/Wide Light/Narrow 16 © Paul Cowan 2012 -‐ @cowanpkc
- 17. 2. Personalize: Social Segment TargeJng Through Media Once we know our customers, we can leverage media channels to target key profiles within the fan base in a closed loop system. Colt Steele Top Brands Liked NFL WWE HYPER-‐TARGETED MEDIA Rolling Rock Red Bull Total Likes: 58 Most Recent: YahooNews INTELLIGENT SEGMENTING CREATIVE TESTING & OPTIMIZATION Colt Steele ANALYZE ROI & IMPACT © Paul Cowan 2012 -‐ @cowanpkc
- 18. 2. Personalize: Social Segment TargeJng Through Apps & Mobile Once we know our customers, we can leverage applicaJons to provide messaging against the profile of the consumer. Content, Loyalty and Reward Personaliza9on Colt Steele Segment V1, N2: -‐ Value: High -‐ Social: Producer -‐ PropagaJon: 9 -‐ App Usage: High -‐ Content Preference: Fashion/ Lifestyle -‐ Content TerJary: Technology Content, Offers, and U9lity © Paul Cowan 2012 -‐ @cowanpkc
- 19. 3. Reward: Rewarding Through Engagement Once we know our customers, we can provide virtual, digital and monetary rewards based on the value they bring the organizaJon. Colt Steele Segment V1, N2: -‐ Value: High -‐ Social: Producer -‐ PropagaJon: 9 -‐ App Usage: High -‐ Content Preference: Fashion/ Lifestyle -‐ Content TerJary: Technology © Paul Cowan 2012 -‐ @cowanpkc
- 20. In PracJce: Amex -‐ Link, Like Love Consumers connect their Amex card and Facebook account. They then receive personalized offers based on their likes and interests In this example, the consumer likes ‘fashion’ and ‘H&M’. They are presented with a personalized dashboard © Paul Cowan 2012 -‐ @cowanpkc
- 21. In PracJce: BlackBerry Insider Consumers add the applicaJon and parJcipate in content and add content to the community, gemng rewards for valuable behavior. Rewards are linked to value of the consumer, not points and gamificaJon. © Paul Cowan 2012 -‐ @cowanpkc
- 22. In PracJce: LabaR Order of the Stag Consumers add the applicaJon and parJcipate in guided acJviJes, unlocking valuable badges once they have completed tasks. In this example, the consumer posts a statement to the wall and is rewarded with a “XXXX” badge. © Paul Cowan 2012 -‐ @cowanpkc
- 23. In PracJce – 7UP and Facebook Credits Consumers enter their 7UP BoRle Cap Code and with their Facebook account. They have a chance to win Facebook Credits for providing their data. In this example, Consumers are asks to provide addiJonal informaJon to compliment Facebook Data. © Paul Cowan 2012 -‐ @cowanpkc
- 24. Thanks! Paul Cowan @cowanpkc