bitb -- social crm

SOCIAL CRM

DEFINITION

3 Takeaways

1. The secret to getting ROI out of Social is data

2. Personalization driven from Social CRM will be the best differentiator

3. We have to stop being reactive and start taking a proactive approach to social media

What it is | Jay Baer

“2011 will be the year that we begin to have a unified view of subscribers, fans, and followers. API-driven advances in CRM and databases will enable companies to better understand the full array of their digital marketing and social media relationships.”

>> We’ve been talking about “one to one” marketing for 20 years. It’s finally here…<<

Jay BaerTHE NOW REVOLUTION (2010)

>> It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few…<<

M. Lawrence LightFormer CMO McDonalds

WHY SOCIAL CRM

Why Social CRM | Social CRM is a Win-Win

WHAT’S IN IT FOR THE CUSTOMER

WHAT’S IN IT FOR THE BRAND

Increased Relevance Higher engagement & response rates

Increased satisfaction

Higher brand loyalty & advocacy

Better customer service

Know more about your most profitable

customers

Easier sign-up process

More data for messaging and segmentation

MAPPING USERS ACROSS THE WEB

Mapping Users Across the Web

Connected through professional e-mail

Connected through personal e-mail

Social CRM

Mapping Users Across the Web

$

Use Social Sign On 41%

Create a New Account 24%

Use Guest Account 35%

SSO is Preferred over New or Guest Account

Social Sign On

20-30% increase in Registrations with Social Sign

On

SSO

48% of respondents said I am more likely to buy at a site

that automatically recognized me

Source: Janrain

Gather | Social Sign On

Share

Facebook 46%

Google 17%

Twitter 14%

Yahoo 13%

Myspace 7%

Linkedin 2%

Aol 1%

Social Sign On

Social Sign On

About MeAddressesBooksCurrent LocationEmailsFriends ListInterested In MeetingInterestsLast UpdatedMoviesMusicOrganizationsPhotosRelationship StatusStatusTV ShowsURLs

Social Sign On

About MeAddressesBooksCurrent LocationEmailsFriends ListInterested In MeetingInterestsLast UpdatedMoviesMusicOrganizationsPhotosRelationship StatusStatusTV ShowsURLs

STRATEGIC APPROACH

Reactive Proactive

Social CRM | Reactive/Proactive

Gather

Message Mine

Cluster

PublishListen

Identify

Evaluate

Assign

Engage

Gather | Gamification

ga-mi-fi-ca-tionIntegrating game dynamics into your site, service, community, content or campaign, in order to drive participation, loyalty and data collection

Gather | Gamification

Registering

Taking a quiz

SharingVisiting more Often

Rating Watching a video

Subscribing

Writing a comment

Other Action

Mine

Shopping|Experian HHI|Zip Code Marital Status|Facebook

Tom

@g

mail.c

om

++Employer|Facebook

+ +Personality|Gamification Preferences|Profile

Cluster

Married

Style: Traditional

Style: Modern

Style: Traditional

Style: Modern

No Kids

2+ Kids

RFM

RFM

RFM

• Recency - The length of time since the audience’s last desired behavior (page view, sign-up, survey completion, order, etc.).  Customers that have ____ recently are more likely to ____ again versus customers that have not _____ in a while.

RFM

RFM

RFM

• Frequency - The rate at which the audience is exhibiting those desired behaviors.  Customers that ____ frequently are more likely to ____ again than customers that have only ____ once or twice.

RFM

RFM • Monetary Value - The sum of the

value of the audience’s desired behaviors.  Customers that have ____ the most in total are more likely to ____ again

EXAMPLES

Examples

GETTING STARTED

The Road Map

Level 5• Proactive

Engagement

Level 4• Social Media

Customer Care

Level 3• Social Media

Marketing

Level 2• Social Media

broadcasting

Level 1• Listening (or

ignoring)

THANK YOU.

sitewire.com@sitewireagencyfacebook.com/sitewireyoutube.com/sitewire

Social CRM Players