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Social CRMSocial CRM
December 2012December 2012
Extract from various presentations: Altimeter, Forrester, Teradata Aster, …
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What is Social CRM?What is Social CRM?
CRM was about managing the customer
Social CRM is about engaging with the customer“Social CRM is a business strategy designed to engage the customer in a
collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.
It's the company's response to the customer's ownership of the conversation.”
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What are your targets?What are your targets?
Anyone who takes an interest in your organization should be considered as a target
– Follower• Facebook Page Member• Reads your blog• Signs up for Newsletter
– Supporter• Donor• Volunteer• Advocate• Event Goer
– Organizer• More involved• Plans meet-ups / events
– Leader• Cream of the crop• May actually become a part of the organization
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Most important shiftMost important shift
Outreach
Supporters
VolunteersDonors
AdvocatesEvents
Followers
NewslettersWeb Site
Organizers
Chosen Few
Leaders
Lucky to get one or two
Targets Targets PyramidPyramid
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Advocates are created through continuous– Engagement (conversation)
– Transparency (visibility)
– Authenticity (honesty, straightforward behavior)
Approach to Advocacy - Strategy– Value Proposition: Creation of experiences and tools with products and services designed to
appeal to a commonwealth of interest based on unique insights
– Customer Strategy: Outreach to customers/potential advocates, Property development for customers – communities, tools, products, services available via company, Godin: Date your customers
– Continuous Effort: Ongoing feedback, outreach, data tracking, program development, Constant desire for customer insight – not just data collection
The metrics of advocacy - Net Promoter Score – Referrals as metrics– The one question that you need to ask your customer is “Would you recommend my company
to someone you know?”
– Measured against the detractors to come up with score, Word of Mouth most influential, Customer Lifetime Value (CLV), Customer Referral Value (CRV), Customer Brand Value (CBV)
Advocacy: the Social CustomerAdvocacy: the Social Customer
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Consumer Social Web ToolsConsumer Social Web Tools
BlogsBlogs PodcastsPodcastsSocial Social
NetworkNetworkServicesServices
WikisWikis MicroBlogMicroBlogss VideoVideo DiscussioDiscussio
n Forumsn Forums WidgetsWidgets
Online Online Reviews Reviews
& & RatingsRatings
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What Is Your Content Strategy?What Is Your Content Strategy?
Twitter, Facebook, Blogs – all tactical ways to spread the word
All too often people focus on the method of delivery and not the content!
WhoWho WhatWhat HowHow
WhitepapersAnnual ReportsBreaking NewsEvent Invites
WhitepapersAnnual ReportsBreaking NewsEvent Invites
TwitterFacebook
EmailBlog
TwitterFacebook
EmailBlog
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Outbound-initiated Marketing(via asynchronous channels)
Inbound-initiated Marketing (via Synchronous channels)
Inbound Interaction Management
Deploy event-driven, 1:1, “best-next-action” recommendations at the point of interaction
– during the interaction
Mail Email SMS Web 2.0 Call Ctr Branch IVR ATMWeb SlfSvc
Real-timeJust-in-time
Goal is to create a customer engagement
You ARE engaged
Marketing Campaign Management
Convert outbound campaigns into 1:1, event-driven, connected customer conversations – over
time
Customer Analytics
Population targeting & segmentation analysis
SCRM: Touch-point ManagementSCRM: Touch-point Management
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Customer Behavior AnalysisCustomer Behavior Analysis
BI Tools Database Tools Monitoring Tools
STORE VISION PLATFORM
DATA
CALL CENTER DATA
EMAIL CORRESPOND-
ENCE DATA
BRANCH TELLER DATA
ONLINE BANKING DATA
CUSTOMER PROFILE DATA
CUSTOMER SURVEY DATA
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Aster MapReduce Analytics Aster MapReduce Analytics PortfolioPortfolio
PATH ANALYSISDiscover Patterns in Rows of
Sequential Data
TEXT ANALYSISDerive Patterns and Extract
Features in Textual Data
STATISTICAL ANALYSISHigh-Performance Processing
of Common Statistical Calculations
SEGMENTATIONDiscover Natural Groupings
of Data Points
MARKETING ANALYTICSAnalyze Customer
Interactions to Optimize Marketing Decisions
DATA TRANSFORMATIONTransform Data for More
Advanced Analysis
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ExamplesExamplesChallenges• Large number of entities with rapidly
growing amount of data for each
• Connectivity changing constantly
Aster Data Value•SQL-MapReduce® function for Graph Analysis eases and accelerates analysis•Ability to store and analyze massive volumes of data about users and connections
• High loading throughput and incremental loading to bring new data into analysis
Big Data Social Analysis: See the Big Data Social Analysis: See the NetworkNetwork
Understand connections among users and organizations
• Link analysis: predicting connections (among people, products, etc.) that are likely to be of
interest by looking at known connections
• Influence analysis: identifying clusters and influencers in social networks
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• Data transformation utilities
- Pack: compress multi-column data into a single column
- Unpack: extract nested data for further analysis
• Web log analysis
- Sessionization: identify unique browsing sessions in clickstream data
• Text analysis
- Text parser: general tool for tokenizing, stemming, and counting text data
- nGram: split text into component parts (words & phrases)
- Levenstein distance: compute “distance” between words
Aster Data Capabilities for Text Aster Data Capabilities for Text DataData
Pre-built SQL-MapReduce functions for text processing
Data Data Data
Aster Data Analytic Foundation
SQL SQL-MapReduce
App App AppApp App App
Custom and Packaged Analytics
Aster Data nCluster
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Building Visitor Paths from Clickstream Building Visitor Paths from Clickstream DataData
nPath Time Series Analysis identifies customer transitions between departmentsnPath Time Series Analysis identifies customer transitions between departments
Clickstream Data
hit_time_gmt visid prop1
2012-03-06 20:42:07 138 Bedding & Bath
2012-03-06 20:43:03 138 Bedding & Bath
2012-03-06 20:46:55 138 Sports & Toys
2012-03-06 20:47:32 138 Bedding & Bath
2012-03-06 20:47:53 138 Bedding & Bath
2012-03-06 20:48:42 138 Bedding & Bath
2012-03-06 20:52:04 138 Home & Garden
2012-03-06 20:57:32 138 Home & Garden
prop1 visid hit_time_gmt
[Bedding & Bath, Sports & Toys] 138 2012-03-06 20:42:07
[Sports & Toys, Bedding & Bath] 138 2012-03-06 20:46:55
[Bedding & Bath, Home & Garden] 138 2012-03-06 20:47:32
nPath Function
nPath Results
Teradata Aster nPath AnalysisDiscover Patterns in Rows of Sequential Data
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What were Shoppers Searching What were Shoppers Searching for?for?
Find “serious shoppers” who browse 5+ products in a
session.
After browsing, they perform 2+ fruitless searches, within 10 pages of each other.
Within 5 pages of the last fruitless search,
they abandon the site, perhaps frustrated.
Comparison of Fruitless Searches by Serious Comparison of Fruitless Searches by Serious ShoppersShoppers
• Slope trend down indicating Serious
Shoppers outside the norm
• Likely to search for higher priced items
• Slope trend down indicating Serious
Shoppers outside the norm
• Likely to search for higher priced items
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Marketing Strategy for SuccessMarketing Strategy for Success
Multi-Touch AttributionMulti-Touch Attribution Go beyond “last click” and identify which ads and
channels perform the best Quantify which ads lead (attribute) to conversion Calculate true ROI on a per ad basis Run time-sensitive promotions by knowing which ads
convert the fastest.
Where should I increase my Marketing Where should I increase my Marketing Spend to drive higher ROI?Spend to drive higher ROI?
Customer Journey Leading to Purchase on Online StoreCustomer Journey Leading to Purchase on Online Store
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SCRM Analytics, Insight, and SCRM Analytics, Insight, and IntelligenceIntelligence
Enrich traditional approaches:• Customer Profiling• Value Segmentation
• Behavioral Segmentation• Propensity Modeling
• Clustering• Basket Analysis
• Risk & Churn Modeling• Response Modeling
• Recommendation Engines (Next Best Offer)
Social Media Analytics: Analyze conversation data, Identify advocates of, and threats to, corporate reputation and brand, Quantify interaction among traditional media/campaigns and social media activity, Establish a platform for social CRM strategy