1. How Can Social CRM Drive
Marketing Results?
Will Simpson
@EngageSciences

2. Sony Activation Process
Social

3. Methods of Social CRM
Audience
Amplification Profiling
= =
Population of Direct
marketing customer
databases messaging

4. Are you
collecting
the best
data for
your brand?

5. Sony of dataCapture
Control Data capture
Control
Whether you
need to build
simple forms
for data
capture or
complex
question and
answer quiz
formats,
business users
are in control
of what data
they want to
capture from
social media
followers.

6. Lastminute.com Example

7. Lastminute.com Example

8. Lastminute.com Example

9. Sony
Do you know
your fans?

10. Audience & Community

11. Fan Value & Activity
Being able to
execute a social
campaign is only
the beginning...
We create a record
for every fan who
interacts with your
campaigns, so you
can understand
who they are over
time and the
conversions they
drive amongst
their friends. It is a
goldmine of data
that can be used to
drive marketing on
other channels

12. Audience & Community
Social marketing is about
relationships.
Without a single customer
record what do you know
about how that person is
connecting with you as a
brand?

13. Sony CRM Lifecycle
Social

14. Visualisation

15. Mobile Users Can Participate
Facebook doesn’t support tabs on We use smartURL’s
mobile. People are not able to interact and device
with your content and campaigns. detection to serve
Clicking on a link in the newsfeed will not up a mobile view of
show your tab. your tabs

16. Reward Programs
Refer a friend
Start: Understand the program and get incentivised to start
Refer a friend
Reward dashboard: Check your rewards and earnings
Creator: Lee Shepstone | Modified: Tue Apr 03 2012 Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Refer a friend Share
Refer a friend Share
Share. Reward. Earn.
Refer
hello alex
Welcome back to your reward dashboard.
9 Friends invited so far. You can always
invite more.
one
Refer just one friend to
five
Refer five friends to Nokia
win
Our top referrers can win
1 Referral unlocked. Get 25% off any
Nokia speakers or headphones
accessories.
Claim
Nokia, and claim your and you'll get an fabulous prizes. Each
reward. Your friend gets exclusive reward only month we give out
a deal too. available here. amazing and exclusive
prizes to our most loyal
fans. 2 More referrals to go. Unlock your next reward
when you reach 5 referrals.
Your friends who've joined
Nokia refer a friend
Recent fans collecting
rewards
Refer
Invite more friends Share to all
Get more friends on board Post to your wall, earn
when friends click through
Invite Share

17. Sony Activation Process
Social

18. Sony CRMarketing
Social
Strategize
Publish
Communicate
Engage
Collect
Respond
Activate Amplify

19. Use The Buzz 10