Technology, marketing, and social crm
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Social customer relationship management is offering operators more ways to connect and engage customers. Presentation for MURTEC conference.
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Technology, marketing, and social crm
- 1. TECHNOLOGY, MARKETING, AND SOCIAL CRM Social customer relationship management is offering operators more ways to connect and engage customers
- 2. SOCIAL MARKETING TECHNOLOGY FUSION VIDEO Play Video
- 3. The Ultimate Experience Marketing designs the Experience Technology builds the Experience Consumers control the Experience
- 4. MARKETING DESIGNS THE EXPERIENCE Evolution of SCRM
- 6. 6 Everything we do touches the customer. Be consistent – brand image, voice, and promise. Make the experience enjoyable, user-friendly and memorable. Connect with your customers where they feel most comfortable. Consistent, Enjoyable Experience
- 7. Engagement with Social Media Get found by people who are searching for your products or services Connect and engage with current and potential customers Create a community around your business Promote other content you create – photos, video, news and articles Promote contests, offers, and store events Post jobs, and promote new products 7
- 8. TECHNOLOGY BUILDS THE EXPERIENCE Infrastructure and Integration
- 9. Technology Architecture Consumer Communication Order Touchpoints Engagement Touchpoints Technology Integration Points
- 10. Experience Touchpoints 10 Website • Brand Site • Online Ordering Social Media • Facebook • Twitter • Foursquare • Urbanspoon • Yelp • Pinterest • Instagram Interactive Marketing • Email Campaigns • Digital Signage • Paid Search • Mobile Media • Online Banners Customer Loyalty • Gift Cards / eGift Cards • Refer-a-Friend • Brand Ambassador • Rewards Program In Store • Digital Boards • POS System • Staff / QSC Mobile • Mobile App • Tablet App • Mobile Version of Site
- 11. Social CRM 11 Affinity Conversation Participation Engagement Interaction Community Awareness End-to-End Process of Social CRM: Listen to customer conversations Social Media Monitoring Tool Analyze those conversations Social Media Analytics Tool Relate this information to existing information within your enterprise Data Warehouse Dashboard Reports Act on those customer conversations Tailor the message, content, offer Deliver the experience in the relevant channel Drive innovation based on consumer insight
- 12. CONSUMERS CONTROL THE EXPERIENCE Customer Decision Journey
- 14. Influential Touchpoints 14 39 26 22 28 10 5 21 37 31 12 26 43 Initial Consideration SetActive Evaluation Purchase Most Influential Touchpoints by Stage in Journey Traditional advertising Direct marketing Sponsorship In-store product experience Salesperson contact WOM Online Research Reviews Store interactions Consumer-driven marketing Past Experience Company-driven marketing
- 15. Conclusion Conserve Your Energy • Spend time where it matters • You can’t be everywhere all the time; so don’t Live the Dream • Best customers are your biggest advocates • Army of brand champions Your Social Community Is Family • KEEP Listening • ALWAYS Monitor • REMEMBER to Engage
Notas do Editor
- Your website is no longer the hub and other online channels are the spokes driving traffic and initiatives. Rather think of it as people, more specifically your customers, are really the center and everywhere else are online and social spaces your customer immerses themselves in. Join them in the conversation they are already having, make a positive impact.