Social CRM

SOCIAL MEDIA
AND THE NEW CRM

Hessie Jones
Due North Communications

Tuesday, June 14, 2011

TRADITIONAL ENGAGEMENT
MODEL
The institutions traditionally defined and
controlled the Brand.

But traditional marketers are realizing that product sales were not
necessarily the result of messaging from the marketers to the
consumer….


NEW PARADIGMS
Traditional SOCIAL NETWORKING
Conversations Digital Conversations Visit My Facebook
Profile

Search for
Reviews I Wrote

Read My Tweets

Read My Blog

Participate in a
Community
Ask Me Conversation
Directly

The game is changing…social computing has made it easier to amplify
conversation and influence…..


Access Proliferation has put Consumers in
Control of How, When and What Kind of Media
they Consume


DIGITAL EVOLUTION

Old Media
Reach

Mass Media Niche Media


DIGITAL EVOLUTION
New Media
Reach

Mass Media Niche Media


How long does it take to reach 50 million
users?

TV: 13 years
Radio: 38 years

Internet:
4 years!

iPod: 3 years

Facebook added 200
million users in less
than a year


Social Media is Impacting Corporate
Messaging

34% of bloggers post opinion
about products and brands
78% of consumers
trust peer
recommendations!
Only 14% trust advertisements

90% of people skip ads via
TIVO or DVR!


News Travels Fast… Search and Social are
interconnected

Increasingly,
product quality and
what a brand
stands for is
determined by
Google


MY DEFINING MOMENT


SOCIAL MEDIA MODEL
A distinct opportunity in the Canadian
marketplace is created for companies who can
act as brand stewards …

… and influence consumer
perceptions, attitudes and
behaviours to create brand
advocates


THE NEW CUSTOMER
RELATIONSHIP
Social Marketing


BENEFITS ARE CLEAR


MEDIA DEFINED IN THE NEW
CUSTOMER WORLD


THE EVOLUTION OF SOCIAL


OLD
GUARD
VS. NEW
GUARD


THE
INFLUENCE
OF
INTERACTION


THE EVOLUTION FROM CRM


EGYPTIAN CRISIS: THE DATA


HOW THE SOCIAL WEB REACTED
TO THE JAPANESE TSUNAMI
• Less than an hour after the quake, with the • Lady Gaga created a Fundraising
country’s phone system knocked out, the campaign on Twitter to raise donations
number of tweets coming from Tokyo were through a Japan Prayer bracelet
topping 1200 per minute • By March 13th, FB Causes raised
• Hashtags #prayforjapan, #Fukushima, $31,130 for Japan, donated by 897
#Sundai rose to the top of the site’s people and almost 3K promoters
trending topics • Zynga, Facebook and Save the Children
• Google set up “Person Finder” web app to through the purchase of virtual goods on
link victims with their families on their Zynga
home page. Within a few hours over 7000 • The Animated reaction on Facebook:
names were entered. http://mashable.com/2011/03/14/how-
• On the day it happened, over 9000 facebook-users-reacted-to-the-japan-
earthquake-related videos and 7,000 earthquake-tsunami-animated-graphic/
tsunami-related videos were posted to • In days following the disaster, top iphone
Youtube downloads included safety, first aid apps
• Facebook: 4.5 M updates from 3.5 M as top itune downlaods: earthquake
people mentioning Japan, March 11 notification, flashlight-4, Twitter client to
tweet status of train lines/stations,
• Dog Bless You on Facebook. Click like and
Disaster message board, location app
explore.org will donate $1 up to 100,000 to
send search and rescue dogs to Japan.


CASE STUDY: COLUMBIA HOUSE
•  !"#$%&'(()*+),$$
–  !"#$%&'($)"'*)$+"*,"&-"
$./&0+1.2$)"0#&-)"'&##$)"03"
21./*#3"*,")$4$(5%$"06.1-$.."
(#&454$."-$$)$)"/*"*%$#4*'$"/21."
26#)+$7"&-)"4*-%1-4$"46./*'$#."1/"
42&-8$)"0$,*#$"/2$3"4*6+)"2*($"/*"
)#1%$"/*"/2$"-$9"'*)$+:"

•  -./)012),$$
–  ;-4#$&.$"4*-.6'$#"&9&#$-$.."*,"/2$"
-$9"<="<&-&)&"921+$"$'(2&.1>1-8"
)1?$#$-5&5*-",#*'"<*+6'01&"=*6.$"
–  @21A"4*-.6'$#B."-$8&5%$"($#4$(5*-""


STELLAR RESULTS
!"#$%#&'()"*
•  !"#$%&'()*")"*+'&) Just another vote FOR CH Canada.
,+%--'./0)12.3%*')%-()44!5)
/",3%.)#'(3%)(&"6') I've had no problem with numerous
+,-+"./*012*'/*34* orders from them, along with great
•  789+&):&'')/+3$$3-;)"<'&/)
=3'.('()3564*,()#"'."* prices, occasional free shipping, and
%7"#*'7"#'-"*8',9:* bonus DVDs.
%#8"#.>)
•  ?"*%.)&'6'-@')A&"#)78):&'') I’m amazed at how much they
/+3$$3-;)"<'&/)'B@36%.'-*) try to make everyone happy
*")554*%$*#"7"(;"* & take in their input. They’re
-"("#'/"8*$%#*'(* doing a great job at trying
'7"#'-"*&%(/+<*
to get everything right.!

….short version, I give a while i haven’t ordered from chcanada in
thumbs-up to CH Canada…. I quite some time, i still frequent the thread
have no complaints and would and certainly appreciate the comments and
easily recommend CHC. ! inititiave shown by the chcanada staff.
when is the last time you saw an amazon
or futureshop/BB rep come in and ask us
what we like? NEVER!!

GARY VAYNERCHUCK
When he was not yet 30,
he grew his company from
2 million a year to over 50
million in 7 years

“We are verging on the thank you
economy.... give a shit about your
customers.... care about them”

GARY (VEE) VAYNERCHUK
We’re not really good at knowing what
we want, and we are very quick to say
“this sucks”. That’s where the
opportunity lies.

It’s not about what you’re saying, it’s
about how you listen. Customer service is
the new business.

All marketing is going to get back to the way it used to be in the
Butcher Shop or Mom and Pop store where they knew your name,
your kids name and your dogs name. That’s the way humans like it
and this is what twitter and facebook can provide businesses today.


GARY (VEE) VAYNERCHUK

I could care less about the platform. It's all
about the message.
Legacy is greater than currency. Your brand equity is
everything and sustainable.
Don't cheese it up. People's bullshit radars
are insane. Marketing is about to get really,
really hard. If you're just doing social media
to keep up with the Joneses - don't

We are massively underestimating this culture
shift... We are in the era of the humanization of
business. We're living by small town rules again.

twitter: @hessiejones
facebook: http://facebook.com/hessie.jones


Social CRM

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (19)

Semelhante a Social CRM

Semelhante a Social CRM (20)

Mais de hessiej.com

Mais de hessiej.com (14)

Último

Último (20)

Social CRM