wtf is social crm? the evolution of social data

WTF IS SOCIAL CRM?!

ANISH KATTUKARANDIRECTOR, PRODUCT MARKETING

CLIENT LIST FUNDING LED BY

@AnishKattukaran

INFLUENCE CUSTOMER DECISIONS

#socialCRM@AnishKattukaran

INFLUENCE CUSTOMER DECISIONS

#socialCRM

FAVORABLY

@AnishKattukaran

AWARENESS

FAMILIARITY

CONSIDERATION

PURCHASE

LOYALTY

PURCHASE FUNNEL

AWARENESS

FAMILIARITY

CONSIDERATION

PURCHASE

LOYALTY

EVALUATE

COMMIT

EXPERIENCE

CONSIDER

DECISION TRIGGER

INTEREST TRIGGER

PURCHASE FUNNEL CONSUMER DECISION JOURNEY

MESSAGES THAT INFLUENCE CUSTOMERS’ DECISIONS

WHAT? WHERE? WHEN?

The content of the message

The channel through which it’s delivered

The time the message is received

1.Broad targeting!2.Difficult to measure!3.Expensive

MASS MEDIA

1.Broad targeting!2.Difficult to measure!3.Expensive

MASS MEDIA

TWEETABLE MOMENTFact: Advertising spend for all media has increased year over year since the dawn of the Internet. #socialCRM #FutureM

1.Narrower targeting!2.Tighter controls!3.Difficult to tie to offline

behavior

DIGITAL MEDIA

1.Cluttered environment!2.Fuzzy ROI!3.Requires dedicated staff

that can’t scale

SOCIAL MEDIA

YOUR CUSTOMERS

GETTING CLOSER TO THE CUSTOMER

DEMOGRAPHIC DATA• Age, gender, zip!• One-dimensional

YOUR CUSTOMERS

PSYCHOGRAPHIC DATA• Household-level

interests, education, MRI!

• Static, limitingYOUR

CUSTOMERS

• Static, limiting

TRANSACTIONAL DATA• Card-level data!• What is purchased,

when, how much

YOUR CUSTOMERS

when, how much

Advocacy

SOCIALGRAPHIC DATA

Competitor Brands

Brand AffinitiesInfluenceInterests

Media HabitsPlaces & Venues

Intents

YOUR CUSTOMERS

when, how much

Advocacy

SOCIALGRAPHIC DATA

Competitor Brands

Brand AffinitiesInfluenceInterests

Media HabitsPlaces & Venues

Intents

YOUR CUSTOMERS

TWEETABLE MOMENT

#SocialCRM is social insight, not just Twitter handles, connected to customers in your CRM. #FutureM

YOUR DATABASE TODAY

NAME EMAIL AGE INCOME

John Doe JohnDoe@email.com 35 $100k-$150k

Jane Doe JaneDoe@gmail.com 32 $75k-$100k

Jim Doe JimDoe@email.com 54 $100k-$150k

ADVOCACY INTENT BRAND AFFINITY INTERESTS

Strong Advocate

!!Go to the beach!Buy a new laptop

Advocate

!!Travel to Hawaii

Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

CHEVY’S DATABASE COMES ALIVEWITH SOCIALGRAPHICS

Strong Advocate

Advocate

!!Travel to Hawaii

Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

CHEVY’S DATABASE COMES ALIVEWITH SOCIALGRAPHICS

Strong Advocate

Advocate

!!Travel to Hawaii

Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

CHEVY’S DATABASE COMES ALIVE...AND CHANGES WITH LIFE EXPERIENCES

Strong Advocate

Advocate

!!Test drive Toyota minivan

Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

CHEVY’S DATABASE COMES ALIVE...AND CHANGES WITH EXPRESSED INTENT

Strong Advocate

Detractor

Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

...AND CHANGES WITH CUSTOMER EXPERIENCECHEVY’S DATABASE COMES ALIVE

Strong Advocate

Detractor

Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

CHEVY’S DATABASE COMES ALIVE

YOUR DATABASE TODAY

MASS MEDIA SOCIAL MEDIADIGITAL MEDIA

CHALLENGES

MASS MEDIA SOCIAL MEDIADIGITAL MEDIA

WHAT’S NEXT?

TREND TO REAL TIME

DATA TO ACTIONABLE INTELLIGENCE

AUTOMATION #socialCRM@AnishKattukaran

TWEETABLE MOMENT

The future of #SocialCRM is real time, intelligent and automated. #FutureM

Upwards of 200,000 versions of a single mailing

Macy’s Ubër Versioning

1. THE WAY MARKETERS ARE INFLUENCING CUSTOMER DECISIONS IS CHANGING.

2. THE FUTURE OF MARKETING POINTS TO SOCIAL INSIGHTS APPENDED TO CRM DATA (“SOCIALCRM”).

3. AUTOMATION IS THE KEY TO MAKING CUSTOMER INTELLIGENCE ACTIONABLE AT SCALE ACROSS CHANNELS.

KEY TAKEAWAYS

Q&A: For answers, tweet your questions to us:

@AnishKattukaran

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