workshop bisnode the loop 30/04/2015 from crm to social crm and beyond
TRANSCRIPT
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SOCIAL CRMFrom CRM to Social CRM… and beyond!
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A BRIEF HISTORY OF DIRECT MARKETING
Clients prospectsClients
Clients
ProspectsFans
90’s 00’s 10’s
Single Customer
ViewEmail Social
CRM eCRMSocial CRM
Decade
Challenge
Database
Content
Integration Experiment Intégration Experiment Intégration
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A BRIEF HISTORY OF DIRECT MARKETING
Experiment Intégration
InnovationBudget
MarketingBudget
Social media
manager
MarketingDirector
CEO
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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
NOTSocial media
Justify Budget
Justify Business
Show your ROI
Show Financial outcome
And show it quicker because…
(Source: Social Media ROI – Olivier Blanchard)
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Reaction
GO ONE STEP FURTHER
# Fans# Likes
# Shares
Investment$$$$$
Action
Non Financial Impact
Financial Impact
Experimentation Integration
Cost Reduction$$$$$
Increased Revenue
(Source: Social Media ROI – Olivier Blanchard)
You have Fans, now what?
NOT The Investment-return Relationship
Go the extra step
The Investment-return Relationship
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HOW TO MEASURE SOCIAL ROI?
From…
Bring Fans into the Single Customer View
… To
Social Costs
Social Revenue
Social Revenue
Social Costs- =
Social ROI
PersonnelTechnology
Timeother
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CHALLENGE: MAKE THE LINK
CRM eCRM Social CRM
Automatic
Manual
Apps / FB Login / API …
PR Company / Community Manager
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CHALLENGE: STORE & PROCESS SOCIAL DATA
Mobile Data
SocialData
Email Data
CustomerData
Real Time
Mobile Campaign
SocialCampaign
Email Campaign
Campaign
data hub
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OPPORTUNITY: CALCULATE SOCIAL ROI
data hub
Social Revenue
Social Costs- =
Social ROI
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Prospects
ClientsFans
UpsellCandidates
Hot Leads
Ambassadors
Golden
OPPORTUNITY: PERSONA SEGMENTATION
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OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN
Prospects
ClientsFans
UpsellCandidates
Hot Leads
Ambassadors
Golden
Reactivation
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OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN
Prospects
ClientsFans
UpsellCandidates
Hot Leads
Ambassadors
GoldenBusiness
Intelligence
Churn Prevention
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WHAT FOR?A few cases…
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ECOUPON VALUE
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TV PRODUCT PLACEMENT
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CONTEST PRIZE
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INTEGRATED CRM INTEGRATED CAMPAIGNS
Open
ClickNo Click
Remail
Open
Click
Analyze
Email Marketing 2010
Email Marketing 2015
Website Visit
Banner Retargeting
Facebook Custom
Audience
Facebook Ads Retargeting
Custom Audience
Look-a-like
Extra targeting
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RETARGET
Email Marketing 2010 Email Marketing 2015
EmailEmail+Social Networks+ Bannering
Channel ROI
MultichannelCampaign
ROI
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WHAT ABOUT THE FUTURE?
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MOBILE IS SWITCHING TOO
Your Next Challenge!
Email SocialLocal & Mobile
eCRMSocial CRM
Solomo CRM
Challenge
Database
Position
Context
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CONCLUSION
Don’t be late!Have your Social CRM ready
So you can be SOLOMO ready
Before your competition
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