SOCIAL CRM - How to stop playing and link Social Media to ROI
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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!