Just the Facts: From Social to Funnel: Connecting Social Buyers to the Customer Creation Process; George Sadler, Director, Social Media Insights; IDC CMO Advisory Board, Best Practices in Channel Marketing, Social Media Monitoring & Metrics, San Jose, CA, February 28, 2012

1. Just the Facts: From Social to Funnel:
Connecting Social Buyers to the Customer
Creation Process
George Sadler, Director, Social Media Insights
IDC CMO Advisory Board, Best Practices in Channel Marketing, Social
Media Monitoring & Metrics, San Jose, CA, February 28, 2012

2. Marketing:
Powerful, Loud,
Reach &
Awareness
2

3. Web Marketing = Traffic and Clicks
3

4. CRM for Tracking & Maybe Some Insights
Traditional CRM and Case Management Systems
Physical
persona
• B2C
• Name
• Home address • B2B
• Employer
• Job role (ITDM?)
• Work address
• Email
• Ecommerce: Dell account
• Support Documentation
CRM
4 Global Marketing

5. More Than Traffic/Clicks: People Sharing
5
Source: Shanghai Web designers via Neville Hobson

6. Value of
Customer
Conversations
Real
time, unaided, personaliz
ed experiences Where to find you
Share with others how & why
But not organized by you have great products/services
business functions or
segments
6
Graphic thanks to @Gapingvoid
Global Marketing

7. Listening is a full-time commitment
Application of Analytics + Modeling:
Making for Meaningful, Measurable Business Actions
7 Confidential Global Marketing

8. Social Media commentary contains valuable and
actionable information
• Identified 27 new product search • Product use issues identified and
terms based on how customers talk addressed in social media earlier
about products than other feedback channels
– Increased SEM campaign
impressions by 27%
• Preliminary analysis of customer
sentiment trends have shown
potential correlation with NPS
8 Confidential Global Marketing

9. This is a New
Road,
The Infrastructure
is evolving
Experiment and
Fail Fast…LEARN
9 Global Marketing

10. The Journey of Social Business Metrics
Experiment & Pilot
Application
Build Out
Operationalize & Scaling
Global Marketing

11. Challenge: Social CRM is Currently not a
reality, but critical to unlocking key insights
Technology and connection of these dots from social profiles and data to traditional
CRM systems
Physical • B2C
persona • B2B
• Name
• Home address
• Employer
• Job role (ITDM?)
• Work address
• Email CRM
• Dell.com account
Social persona • Support case info
+ Commentary
11 Global Marketing

12. Improving Social
Data’s Usability &
Application
+ Merging with
traditional
marketing data
Delivering uniform and actionable data:
More value to business functions
12 Global Marketing

13. Sizzle? or The Hard Work of Getting it Done for
Better Business
13 Global Marketing

14. Thank You