Customer relationship management and Social media

1. WHERE TRADITIONAL CRM MEETS SOCIAL
ADMA | 27th May 2011

2. /ADMA
To get in contact , connect with me on LinkedIn:
http://www.linkedin.com/in/emilyryan1

3. /ADMA
THE LANDSCAPE

4. /ADMA
Social media are
primarily Internet and
mobile-based tools for
sharing and discussing
information and
content amongst
people

5. THE FACTS
/ADMA
• There are roughly 13.4 million regular social media users
in Australia1
• 70.6% of Australian online usersregularaccessed a member
There are roughly 13.4 million have social media
community site1 in Feb 20112
users in Australia
• 61.5% of Australian online users now use Facebook3
70.6% of Australian online users have accessed a member
• There are 866,520 20112
community site in Feb facebook users in WA, April 20114
IMAGE CREDIT: http://furnishedapartments.net.au/wp-content/uploads/2010/08/map-of-Australia.jpg

6. 61.5% of Australian online users now use
Facebook3
There are 866,520 facebook users in WA, April
20114
IMAGE CREDIT: http://pamoirs.files.wordpress.com/2008/11/facebook-friends.jpg

7. 2 million Australians check facebook before
they get out of bed

8. 25 hours and 17 mins - the time it took Charlie
Sheen to reach 1 million Twitter followers
8

9. MOST ONLINE AUSTRALIAN ADULTS USE SOCIAL
/ADMA
MEDIA AT LEAST WEEKLY

10. TRUSTED STRANGERS
• 90% of people trust recommendations from
people they know
• 70% trust consumer opinion posted online
• Word of mouth helps 53% of people make
purchase decisions
• Only 56% of people trust advertisements
Source: NIELSEN “TRUST IN ADVERTISING” REPORT, JULY 2009, e-marketer

11. /ADMA
CRM entails all aspects of interaction that a company
has with its customer, whether it is sales or service-
related.

12. /ADMA
TRADITIONAL
TODAY

13. /ADMA
Social CRM represents a continuing journey by
organizations to deliver the right customer experience
at the right time…
It’s fundamentally how to and where to reengage with
customers in both social channels and the traditional
world.
Credit: R Wang, Jeremiah Owyang, Altimeter, Social CRM Use Cases: 5Ms and Marketing, April 2010

14. /ADMA
GETTING YOUR ORGANISATION
READY

15. /ADMA
A METHODICAL APPROACH
Listen
Evolve Goals
Promote Management Planning Team
Develop Strategy
Educate

16. WHERE DO YOU THINK A LOT OF
/ADMA
MARKETERS BEGIN?
Listen
Goals &
Evolve
Opportunity
Promote “Let’s start a facebook page”
Management Planning Team
“Let’s create a blog”
“Let’s get onto twitter”
Develop Strategy
Educate

17. /ADMA
1: LISTEN: Instead of ‘just jumping in’
brands are learning how people are
using social media in their category
IMAGE CREDIT: http://www.promediaklipsch.com/wp-content/uploads/monkey-with-headphones.jpg

18. PROFILE YOUR CUSTOMERS
/ADMA
http://www.forrester.com/empowered/tool_consumer.html

19. 2: SETTING SOCIAL CRM GOALS
/ADMA
Social Customer • Understanding customer needs and social
Insights media behaviour
• Extend reach and interactivity of your
Social Marketing marketing messages
•Leverage enthusiastic customers and using
Social Sales them to persuade others
Social Service •Provide customer support through social
channels and Making it possible for customers
and Support to help each other
Social •Turning customers into a resource for
innovation (collaboration and crowdsourcing)
Innovation
Credit: Forrester Research

20. 3: COMMIT TO RESOURCES & ROLES
/ADMA
Program Technology Support Social
Leader Correspondent

21. 4: PLANNING THE CONVERSATION
/ADMA
Conversation Theme
Content Plan
Media Channels
Influencers
Issues Management

22. 4: ISSUES MANAGEMENT
/ADMA
.
“To be prepared is half the victory”
Miguel De Cervantes

23. /ADMA
WHO’S DOING IT SUCCESSFULLY

24. GATORADE MISSION CONTROL
/ADMA
Social Customer • Understanding customer needs and social
Insights media behaviour

25. THE FORD STORY
/ADMA
Social Customer • Understanding customer needs and social
Insights media behaviour
Social •Turning customers into a resource for
Innovation innovation (collaboration and crowdsourcing

26. FORD FIESTA AGENTS
/ADMA
•Leverage enthusiastic customers and using
Social Sales them to persuade others

27. INTERFLORA
/ADMA
• Extend reach and interactivity of your
Social Marketing marketing messages

28. KLM ROYAL DUTCH AIRLINES
• Extend reach and interactivity of your
Social Marketing marketing messages

29. TWELPFORCE
/ADMA
Social Service •Provide customer support through social
channels and Making it possible for customers
and Support to help each other

30. OLD SPICE

31. OLD SPICE RESPONSES
• Extend reach and interactivity of your
Social Marketing marketing messages

32. OLD SPICE SUPERFAN
• Extend reach and interactivity of your
Social Marketing marketing messages

33. UNIQLO’S LUCKY CAMPAIGN
•Leverage enthusiastic customers and using
Social Sales them to persuade others

34. HIPPO FIGHT HUNGER
/ADMA
•Leverage enthusiastic customers and using
Social Sales them to persuade others

35. LEVIS FRIENDS STORE
•Leverage enthusiastic customers and using
Social Sales them to persuade others

36. BE THE BUYER
•Leverage enthusiastic customers and using
Social Sales them to persuade others

37. KEY TAKE AWAYS
• Listen
• Be prepared
• Be social
To get in contact , connect with me on LinkedIn:
• Real-time
http://www.linkedin.com/in/emilyryan1