An often overlooked tool when developing a customer loyalty strategy is social media. This presentation describes how you can develop your social media CRM strategy to enhance and maximize customer loyalty.
Executing a Billion Dollar Customer StrategyBill Lee
Our newest publication on building a robust customer strategy. This is a major missing link in most firms trying to engage with today's empowered buyers and customers. Both the C-suite, and executives and managers executing the firm’s total customer experience (TCE) operations will want to ready this carefully.
How to Improve Your Loyalty Program
Refresh yourself on new trends and why loyalty programs are important. Whether you’re just starting out with a customer loyalty initiative or you recognize that the one you already have needs reworked, this presentation will provide valuable insight into where your next steps should be.
Who is Customer Insight Group, Inc.?
Customer Insight Group is a leader in building brand loyalty for the world’s most influential and valuable brands. We help companies engage, keep and grow more profitable customer relationships. We leverage customer insight to deliver the right message to the right customer via the right channel at the right time. The bottom line is we focus your marketing dollars to get the biggest bang for your buck. The result? Long-term customer relationships and maximized margins.
More Resources:
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
Loyalty eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Loyalty Program Audit: http://www.customerinsightgroup.com/don%E2%80%99t-enter-battle-customer-loyalty-unarmed-audit-your-loyalty-marketing-strategies
Transforming Advocacy from Marketing Tactic
to Competitive Advantage
Key results from the 2015 Study on Customer Advocacy and Engagement
By The Center for Customer Engagement and SiriusDecisions
Everybody's talkin': what consumers are saying about your mobile CRM and cust...Rachel Aldighieri
The DMA Mobile and Connected Council Research Hub will present new insights into the role of mobile in customer loyalty and CRM programmes. Our expert panel will share their own experiences and best practices to ensure you leave with clear, actionable ideas to improve your brand-customer relationships.
Our industry speakers include:
Barclaycard - Using mobile in consumer relationships
Martin Miller, Head of Product and Innovation (Mobile)
Textlocal - Using mobile to develop B2B relationships
Jason Palgrave-Jones, Business Development & Client Services Director
Meet the next generation loyalty system with PayFlex Customer Acquisition and Retention Suite for all sectors such as banking, telecoms, retail and many more...
1. PayFlex OfferMe: The loyalty system based on Beacon Technology helps companies know when the customer approaches the store, and allows the company to define personalized campaigns and make instant offers flexibly.
2. PayFlex Discount: Cross-selling and up-selling techniques bring more profitable operations. With PayFlex Discount, companies can offer special discounts to each customer, and can encourage them to move to a higher tariff or to add new packages and services to their existing contract.
3. PayFlex Relationship Loyalty: PayFlex Relationship Loyalty offers more than rewards and points. Focusing on customers’ interaction with the brand, the program allows customers to collect points on customer behavior, utilizing different channels.
3. PayFlex Product-based Loyalty: By helping companies give right offers to the right customers at the right time, PayFlex increases repeated purchases,enhances personalized experiences, and expands product lines and inventories.
PayFlex Loyalty is also available on cloud. Please check out our e-brochure for detailed information about PayFlex Loyalty and see how it can add value to your business...
Visit our website for more information: www.payflexinnova.com
Loyalty in Mobile: How to increase LTV and boost loyaltyFollowAnalytics
Slides from our meetup on September 20, 2016
Make your app so addictive, they'll need rehab to quit! Join our panel of experts who will be sharing their experiences using mobile to boost long term value and increase customer loyalty.
Panelists
• Roxanne Ong has headed up mobile strategy for the likes of General Assembly, Hailo, Ogilvy & Mather and Estée Lauder.
• Adam Hadi is a performance marketing specialist and user acquisition and retention expert that has advanced Draft.com and Topps digital's acquisition, retention and influencer marketing programs.
• Ray Beharry is Head of Marketing at Pollfish, an author, consultant and adjunct faculty member at New York University.
Agenda
6:00pm - 6:30pm - Pizza, beer and wine
6:30pm - 7:30pm - Panelist presentations and discussion
7:30pm - 8:00pm - Networking
Want to converting the contact between brands and consumers
into a valuable dialogue? WYZ.be is your dialogue marketing agency, specialized in digital 1 to 1 communication.
Executing a Billion Dollar Customer StrategyBill Lee
Our newest publication on building a robust customer strategy. This is a major missing link in most firms trying to engage with today's empowered buyers and customers. Both the C-suite, and executives and managers executing the firm’s total customer experience (TCE) operations will want to ready this carefully.
How to Improve Your Loyalty Program
Refresh yourself on new trends and why loyalty programs are important. Whether you’re just starting out with a customer loyalty initiative or you recognize that the one you already have needs reworked, this presentation will provide valuable insight into where your next steps should be.
Who is Customer Insight Group, Inc.?
Customer Insight Group is a leader in building brand loyalty for the world’s most influential and valuable brands. We help companies engage, keep and grow more profitable customer relationships. We leverage customer insight to deliver the right message to the right customer via the right channel at the right time. The bottom line is we focus your marketing dollars to get the biggest bang for your buck. The result? Long-term customer relationships and maximized margins.
More Resources:
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
Loyalty eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Loyalty Program Audit: http://www.customerinsightgroup.com/don%E2%80%99t-enter-battle-customer-loyalty-unarmed-audit-your-loyalty-marketing-strategies
Transforming Advocacy from Marketing Tactic
to Competitive Advantage
Key results from the 2015 Study on Customer Advocacy and Engagement
By The Center for Customer Engagement and SiriusDecisions
Everybody's talkin': what consumers are saying about your mobile CRM and cust...Rachel Aldighieri
The DMA Mobile and Connected Council Research Hub will present new insights into the role of mobile in customer loyalty and CRM programmes. Our expert panel will share their own experiences and best practices to ensure you leave with clear, actionable ideas to improve your brand-customer relationships.
Our industry speakers include:
Barclaycard - Using mobile in consumer relationships
Martin Miller, Head of Product and Innovation (Mobile)
Textlocal - Using mobile to develop B2B relationships
Jason Palgrave-Jones, Business Development & Client Services Director
Meet the next generation loyalty system with PayFlex Customer Acquisition and Retention Suite for all sectors such as banking, telecoms, retail and many more...
1. PayFlex OfferMe: The loyalty system based on Beacon Technology helps companies know when the customer approaches the store, and allows the company to define personalized campaigns and make instant offers flexibly.
2. PayFlex Discount: Cross-selling and up-selling techniques bring more profitable operations. With PayFlex Discount, companies can offer special discounts to each customer, and can encourage them to move to a higher tariff or to add new packages and services to their existing contract.
3. PayFlex Relationship Loyalty: PayFlex Relationship Loyalty offers more than rewards and points. Focusing on customers’ interaction with the brand, the program allows customers to collect points on customer behavior, utilizing different channels.
3. PayFlex Product-based Loyalty: By helping companies give right offers to the right customers at the right time, PayFlex increases repeated purchases,enhances personalized experiences, and expands product lines and inventories.
PayFlex Loyalty is also available on cloud. Please check out our e-brochure for detailed information about PayFlex Loyalty and see how it can add value to your business...
Visit our website for more information: www.payflexinnova.com
Loyalty in Mobile: How to increase LTV and boost loyaltyFollowAnalytics
Slides from our meetup on September 20, 2016
Make your app so addictive, they'll need rehab to quit! Join our panel of experts who will be sharing their experiences using mobile to boost long term value and increase customer loyalty.
Panelists
• Roxanne Ong has headed up mobile strategy for the likes of General Assembly, Hailo, Ogilvy & Mather and Estée Lauder.
• Adam Hadi is a performance marketing specialist and user acquisition and retention expert that has advanced Draft.com and Topps digital's acquisition, retention and influencer marketing programs.
• Ray Beharry is Head of Marketing at Pollfish, an author, consultant and adjunct faculty member at New York University.
Agenda
6:00pm - 6:30pm - Pizza, beer and wine
6:30pm - 7:30pm - Panelist presentations and discussion
7:30pm - 8:00pm - Networking
Want to converting the contact between brands and consumers
into a valuable dialogue? WYZ.be is your dialogue marketing agency, specialized in digital 1 to 1 communication.
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile WorldDaniel Caridi
Marketers of all stripes know that keeping an existing customer is easier and more lucrative than finding a new one, but fostering loyalty can be tough. Topics in this webinar include: What consumers want from loyalty programs; What marketers can do to increase consumer loyalty; How personalization can contribute to loyalty; How mobile has changed loyalty marketing.
With the advent of digital marketing, a growing number of marketing software is released. This is what we call MarTech for Marketing Technologies. But there is a problem...
Read the related article (French) here: http://www.afelio.be/fr/news/le-probleme-avec-les-martech
Loyalty is more than just a program it is becoming a vehicle for brand philosophy. The new breed of successful loyalty programs go beyond perks to build impactful emotional connections with customers. Unparalleled customer loyalty begins and ends with the quality of your relationships with customers.
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...Marketo
Did you know that 20% of all mobile apps are only used once? With most consumers having 50-100 apps on their phones, how can your company's mobile app stand out from the competition?
Mobile app developers face many unique marketing challenges, including the need to drive ongoing app downloads, installs, and usability improvements.
Check out this presentation from Mike Stocker that will provide examples of companies with mobile apps that have used marketing automation to drive app downloads, user retention, engagement, and monetization.
In this deck you will find best practices for marketing in the high tech industries. See how the NHL, Samsung, Nikon and more are using techniques such as contextual marketing and predictive analytics to be more relevant to their customers.
Ransys Feedback Technology is a leading global provider of Enterprise Feedback Management solutions that has developed Attentive ACE® (Attentive® Customer Experience); a platform that allows organizations to reduce costs by managing all of their feedback needs using one consolidated feedback platform.
Attentive ACE® is a daily operational tool for front line mangers that improves employees’ and customers’ engagement by utilizing the voice of the customer at the right time and place. Attentive ACE® built-in coaching, recovery, and change requests workflows, which are based on aggregated front line managers’ conclusions and recommendations, drives higher customer satisfaction, loyalty and retention and leads to operational cost savings and improved revenues.
Ebook Perilaku Konsumen ini merupakan sebuah ebook yang berguna bagi kalian para mahasiswa ekonomi yang terjun di bidang pemasaran. Karena dengan mempelajari ebook perilaku konsumen ini, kalian akan mengetahui perilaku apa saja bisa menarik minat konsumen untuk membeli, mengulang kegiatan pembelian tersebut dan masih banyak lagi. Bagi kalian yang bukan mahasiswa ekonomipun dipersilahkan untuk mendownload ebook ini sebagai bahan pembelajaran kalian dan informasi baru.
We live in a world of ‘digital immersion’ and today’s customers don’t see your company through a channel-focused lens – they view the experience they have as ‘one experience’, irrespective of channel.
This presentation will explore the challenges that not only lay ahead, but also probe some ideas on how you can foster the type of engagement which moves beyond the traditional view of customer loyalty and into the world of cultivating fanatical brand advocacy.
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
Supercharging Business Retention and Expansion with Social MediaAtlas Integrated
With majority of businesses online, EDOs cannot afford not to connect through social media. A key tool to support local businesses, social media allows economic developers to connect with owners, stay up to date on news impacting the business and discover opportunities to help companies expand locally. Discover how to super charge your organization's BRE program using social media.
For 21st-century marketers, having a strong social media strategy is crucial. This presentation will provide all the tips and tools you need to ensure you're getting the most out of your social media efforts.
Evolution Not Revolution: The Social Intelligence Maturity ModelTodd Todd
http://synthesio.com/corporate/en/resources/#guides | Intelligence on social media interaction is constantly evolving. In the increasingly interconnected world we live in today, the need for a model to encompass this topic has become very relevant for businesses and organizations. Synthesio answers this with the social intelligence maturity model.
2014 Demand Metric Outlook Study: Highlights & HorizonsDemand Metric
There’s little doubt that 2013 was the Year of the Customer. Successful companies have always known that the “Customer is King.” What was different about 2013 was that companies, particularly their marketing and sales organizations, had better tools with which to understand their needs, wants and desires and better ways to serve these needs.
2013 was also the year in which the Modern Marketing Organization consolidated and deepened its role within large and mid-sized organizations as the owner and driver of revenue-producing initiatives and programs. More than ever before, Marketing has direct control over the sales/buying process and with it the customer journey. That change has given Marketing more opportunity to prove its value to the company, while at the same time increasing pressure to deliver results with measureable advances in performance and productivity.
This premier Demand Metric Outlook Study will examine Highlights of 2013: Our best research, great marketing moments and major
influencers in our industry as shared by our Research Directors and Senior Analyst Network.
In the Horizons section of this study, we pull out our crystal balls and share our predictions for trends, new ideas and emerging vendors and
products we see on the Horizon for 2014.
To obtain this document, visit us at http://www.demandmetric.com/register
Similar to Harnessing the full power of social media to drive customer loyalty (20)
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
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Tools to create, manage and publish 3D and AR in Digital Commerce.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
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2. Find ways to show EEAT
3. Repurpose across all platforms
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Title One is a comprehensive examination of the impact of digital technologies on
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Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
15 ideas and frameworks on the art of storytelling
Harnessing the full power of social media to drive customer loyalty
1. Harnessing the Full Power of Social
Media to Drive Customer Loyalty
Marc Steiner, Principal
Clay Walton-House, Senior Manager
Antje Helfrich, Manager
1
Social CRM Strategy for Loyalty Marketers
2. Defining Social CRM Strategy
Deliberate integration of social media into
a comprehensive multi-channel CRM
strategy, taking advantage of social media’s
unique characteristics to maximize
customer loyalty.
2
3. Social Media Requires Special Focus
from Loyalty Marketing
Social represents a large opportunity for driving loyalty, but…
Is often underutilized by loyalty marketers:
• Historically a channel focused on brand and acquisition
• An organizational function often separate from Loyalty Marketing teams
• Often integrated with loyalty strategies on ad hoc basis
Converting on the opportunity presented by social media requires an
intentional approach.
3
4. The Opportunity at Hand
What Social Media Presents to Loyalty Marketers
4
5. 5
The Social Media Landscape
Continues to Mature
65% of consumers use social to
connect with brands and research
products
One in five customers engage with a
brand on social media after a purchase
to make sure they are getting as much
value out of their purchase as possible
Brand fans are 11% more likely to
continue using the brand, and spend
43% more than non-fans!
6. 6
The Social Media Landscape
Continues to Mature
65% of consumers use social to
connect with brands and research
products
One in five customers engage with a
brand on social media after a purchase
to make sure they are getting as much
value out of their purchase as possible
Brand fans are 11% more likely to
continue using the brand, and spend
43% more than non-fans!
Social is the second fastest
growing marketing channel
(after Mobile)
Social Media spend expected to
double by 2016
40% of “leader” companies
prioritize incorporating social
media touch points into CRM
(compared to 26% of “follower”
companies)
7. 7
As a Channel, Social Media Presents Unique
Advantages for Loyalty Marketers
NEAR REAL TIME PROVIDES IMMEDIACY
PEER TO PEER
ENABLES TWO-WAY CONVERSATION
CUSTOMERS OWN AND INFLUENCE THE
EXPERIENCE
8. 8
As Functional Disciplines, Social Media &
Loyalty Marketing Intersect in Three Key Areas
ENGAGING & BUILDING RELATIONSHIPS WITH THE BASE
Retention & loyalty optimized content
Exclusive offers
Loyalty program integration
Peer to peer engagement: building a community around the brand
INTERCEPTING DETRACTORS & MITIGATING CHURN
Identify at-risk customers
Mitigate low engagement / churn risk
Mitigate detrimental brand impact
LEVERAGING PROMOTERS
Identify influential promoters
Amplify promoters’ voices programmatically
Leverage promoters for acquisition
9. 9
A Social CRM Strategy Framework
Helps Define Key Activities for
Leveraging Social in Loyalty Marketing
DRIVE CUSTOMERS
TO SOCIAL
CHANNELS
ENGAGE &
SUPPORT BASE
INTERCEPT
DETRACTORS
LEVERAGE
PROMOTERS
BUILD CAPABILITIES TO SUPPORT TRUE SOCIAL CRM
2 3 4
5
1
“Pillars” 2, 3, and 4 in the framework represent the primary focus of loyalty
marketers in developing and executing a defined Social CRM strategy.
11. Many Companies Face Significant
Challenges in Harnessing Social Media
Only 52% of companies have executives that are
informed, engaged, and aligned with social strategy
Only 48% of companies state that they have a clear
vision of how social media will improve customer
relationships
Only 34% of companies have clear metrics that associate
social activities with business outcomes
11
12. Challenges Fall within Three Key Areas
#1 – LACK OF ORGANIZATIONAL ALIGNMENT
#2 – LACK OF CUSTOMER INSIGHTS RELATED TO
SOCIAL MEDIA
#3 – TECHNOLOGY & DATA LIMITATIONS
12
13. Challenge #1: Lack of
Organizational Alignment
Social media functionally siloed or highly matrixed
Social KPIs not aligned to overarching business objectives
Executive skepticism
Unknown ROI
Weariness over less controlled conversations & properties
13
14. Challenge #2: Lack of Customer
Insights Related to Social Media
Customer Desires for Social Engagement are Unknown
Customer Social Usage Behaviors are Unknown
Types of social properties used
Type of devices used
Types of conversations customers have in social channels
Who they talk to, and how often
14
15. Challenge #3: Technology & Data Limitations
Social Media Technologies have not Reached Scale
Social Listening
Tracking, Measuring, & Reporting
Automation
Data is Distributed & Difficult to Leverage
Social media data is separate from other customer data sources
Difficult to append data from social properties to broader customer data
Difficult to identify and match customers to social media profiles
Test & Learn Capabilities Lack Scale
15
16. From Opportunity to Strategy
Developing a Social CRM Strategy to Harness the
Full Power of Social for Loyalty
16
17. 4 Steps to a Develop a Social CRM Strategy
17
4. Prioritize & Plan Implementation
1. Confirm Customer Base Marketing Goals
2. Assess Current State
3. Identify Opportunities & Required
Investments
18. 1. Confirm Customer Base Marketing Goals
REDUCE
CHURN
NPS
Key Drivers
Renewal
Save/Winback
DRIVE
SAVINGS
Care Call
Deflection
INCREASE
REVENUE
X-Sell /
Upsell
Referred
Subscribers
BUSINESS OUTCOMES
KPIs
Loyalty objectives will vary by company / product / industry –
e.g.: Subscription business with high cost of care (telecom, cable, SaaS)
KPIs should tie to measurable business outcomes that drive bottom-line impact; though
seemingly obvious, this is a common misstep that companies make; e.g. using number
of Facebook fans as desired business outcome.
18
19. 19
2. Assess Current State
Understand your
audience
Loyalty insights
Social media technographics
Social media coverage
Behavioral data
Assess programs
and capabilities
Social footprint
Programs, campaigns, content
Teams, agencies
Operating model, processes, governance
Data, systems, tools
Survey the
landscape
Internal: executive support, social competencies
Competitors
Best practices
Once overarching desired business outcomes have been established, a
comprehensive understanding of the Current State must be achieved.
20. 20
Potential programs and tactics
should be informed by:
Competitors
Best Practices
Internal Inventory
Opportunity assessment includes
review of investments needed:
No New Capabilities
Required
Requires Realignment
of Existing Capabilities
Requires Net New
Capabilities
3. Identify Opportunities & Required
Investments
Audience Insights
Current State understanding then informs identification of potential Social CRM
programs and required resources needed to deliver results.
21. 21
3. Identify Opportunities & Required
Investments
Identification of new Social CRM programs and tactics can be facilitated by
use of the Social CRM Strategy Framework; e.g. what tactics will best
address “pillar” #2—engaging and supporting your customer base?
DRIVE CUSTOMERS
TO SOCIAL
CHANNELS
ENGAGE &
SUPPORT BASE
INTERCEPT
DETRACTORS
LEVERAGE
PROMOTERS
BUILD CAPABILITIES TO SUPPORT TRUE SOCIAL CRM
2 3 4
5
1
POTENTIAL PROGRAMS & TACTICS
REQUIRED CAPABILITIES
22. 22
SOCIAL KPIs & METRICS
REDUCE
CHURN
NPS
Key Drivers
Renewal
Save/Winback
DRIVE
SAVINGS
Care Call
Deflection
INCREASE
REVENUE
X-Sell /
Upsell
Referred
Subscribers
• NPS among Followers / Non-followers
• Correlation with Engagement
• Renewal Offers by Channel
• Content Views x Topic
• Call Volume x Topic
• Campaign/ Offer
Performance
• Offer Shares
• Referrals
4. Prioritize & Plan Implementation
New Social CRM programs and tactics should be prioritized based on how
effectively they support the desired business outcomes and KPIs established
earlier in the strategy development process.
23. 23
Following this Process to Define a Social CRM
Strategy Delivers Significant Business Value
CLEAR “CHARTER” FOR HOW SOCIAL MEDIA CAN DRIVE LOYALTY
ALIGNMENT OF FUNCTIONAL RESOURCES WITH CLEAR MAPPING
TO OVERARCHING BUSINESS OBJECTIVES
IMPROVED CUSTOMER EXPERIENCE
IMPROVED CUSTOMER INSIGHTS
25. Who We Are
Lenati partners with clients to develop innovative sales and marketing strategies, elevating customer
experience and transforming how companies go to market. We help organizations build stronger
customer connections.
Our Expertise
Lenati’s services address four broad areas of
customer need:
Select Clients
Lenati works with a variety of Fortune 500
companies:
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26. What We Do
Tailored to the unique needs of our clients, we provide deep expertise centered
on creating customer connections through four primary solution areas:
Helping clients confront common
challenges:
New product introductions & product revitalization
Expansion to new markets and new channels
Customer acquisition, retention & growth
Marketing and sales execution, optimization &
measurement
Sales team creation, transformation & enablement
Loyalty and retention strategies and programs
Channel partner selection, on-boarding &
management
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27. Customer Retention & Loyalty Services
Loyalty Insights & Analytics – Develop a 360° profile of your customers
Customer Research
Segmentation & Modeling
Data Mining
Retention & Loyalty Strategy – Build the vision to improve customer engagement
Strategy Definition
Segment-Specific Models
Business Valuation
Loyalty Program Design – Build, launch, enhance or retire a program
Program Design
Program Optimization
Re-launch or Retirement
Streamlined CRM Operations – Get the most out of your people & process
Organizational Design
Process Improvement
Program Integration & Consolidation
Technology Platforms – Evaluation & selection of supporting technologies
Mobile Strategy
Social CRM Strategy
CRM & Marketing Automation Platforms
Loyalty Program Platforms
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28. About the Authors
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Clay Walton-House, Senior Manager
Retention & Loyalty Services
As the leader of Lenati’s Customer
Retention & Loyalty Team, Clay helps
Fortune 500 companies create and
implement new and interesting
customer engagement strategies that
accelerate growth and build loyalty. His
expertise lies in understanding
consumer behavior and translating it
into actionable customer insights. Clay
has a proven track record of successful
program design & optimization and
CRM operations, helping uncover ways
to build retention and loyalty strategies
into a company’s broader business
model.
Marc Steiner, Principal
Customer & Product Strategy Services
Marc leads Lenati’s Customer &
Product Strategy Team, and has a
passion for combining his 20 years of
management consulting expertise with
insights from fields as diverse as
demography, anthropology, military
strategy, and religious studies to help
rethink fundamental approaches to
product and customer strategy. Marc
has been an advisor to companies
across numerous industries, including
leading brands like Starbucks, T-
Mobile, Microsoft, and Adobe.
Antje Helfrich, Manager
Social Media Marketing Services
Antje has over 15 years of experience
working in the intersection of business,
technology and consumers, both inside
corporations and as a consultant. She
has an extensive track record in
strategic planning, market and
customer research, and marketing and
program management. As head of
Lenati’s Social Marketing practice,
Antje has recently developed a Social
Marketing Operating Model and a
Social Measurement Framework for a
Fortune 50 global company, and a
Social CRM Strategy for a leading
wireless carrier.
29. Connect with Us
Headquartered in Seattle
1300 Dexter Ave N. #100
Seattle WA 98109
Phone: (800) 848-1449
Email: info@lenati.com
Lenati.com
Twitter.com/LenatiLLC
LinkedIn.com/company/Lenati-LLC
Facebook.com/LenatiLLC
www.lenati.com/blog
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