SOCIAL CRM How to stop playing and link social media to ROI
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The document discusses how to link social media to ROI through social CRM. It provides a brief history of direct marketing and CRM from the 1990s to present. The CEO's primary budget is allocated to the core business, with winners getting funding. Social media must justify its budget and ROI. Measuring social ROI involves tracking social costs and revenues. Opportunities for social CRM include persona segmentation, reactive/predictive trigger campaigns using customer data. Integrating social data into a CRM allows for mobile and social campaign optimization. The future involves SOLOMO CRM combining local, mobile and social channels. Companies are advised to implement social CRM to capitalize on these opportunities.
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SOCIAL CRM How to stop playing and link social media to ROI
- 1. SOCIAL CRM How to stop playing and link social media to ROI
- 2. A BRIEF HISTORY OF DIRECT MARKETING ‘90s ‘10s ‘00s Single Customer View Email Social Media Experimentation Integration Experimentation Integration CRM eCRM Social CRM Clients prospects Clients Clients ProspectsFans ?
- 3. LIVE FROM THE HEAD OF YOUR CEO… ‘‘The Organisation overall budget is finite’’ Rule 1: Primary Budget is allocated to the core of the business Rule 2: Winners get funding. Losers don’t Hint: this is usualy NOT Social media Justify Budget Justify Business Show your ROI Show Financial outcome And show it quicker because… (Source: Social Media ROI – Olivier Blanchard)
- 5. Reaction GO ONE STEP FURTHER # Fans # Likes # Shares Investment $$$$$ Action Non Financial Impact Financial Impact Experimentation Integration Cost Reduction $$$$$ Increased Revenue The Investment-return Relationship (Source: Social Media ROI – Olivier Blanchard) You have Fans, now what? NOT The Investment-return Relationship
- 6. HOW TO MEASURE SOCIAL ROI? From… Bring Fans into the Single Customer View … To Social Costs Social Revenue Social Revenue Social Costs- = Social ROI Personnel Technology Time other
- 7. CHALLENGE: MAKE THE LINK CRM eCRM Social CRM Automatic Manual Apps / FB Login / API … PR Company / Community Manager
- 8. CHALLENGE: STORE & PROCESS SOCIAL DATA Mobile Data Social Data Email Data Customer Data Real Time Mobile Campaign Social Campaign Email Campaign Campaign data hub
- 9. OPPORTUNITY: CALCULATE SOCIAL ROI data hub
- 10. OPPORTUNITY: PERSONA SEGMENTATION Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden
- 11. OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Reactivation
- 12. OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Business Intelligence Churn Prevention
- 13. WHAT FOR? A few cases…
- 14. ECOUPON VALUE
- 16. CONTEST PRIZE
- 17. WHAT ABOUT THE FUTURE?
- 18. MOBILE IS SWITCHING TOO ‘90s ‘10s ‘00s Single Customer View Email Social Media Experimentation Integration Experimentation Integration CRM eCRM Social CRM Local & Mobile Experimentation Integration SOLOMO CRM‘10s Your Next Challenge!
- 19. CONCLUSION Don’t be late! Have your Social CRM ready So you can start your SOLOMO CRM on time!