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A Marketer's Guide to Social CRM

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Social CRM presents email marketers with an unprecedented opportunity to improve the performance of their campaigns by leveraging data from their customers' most recent social media activities. At the heart of social CRM is the ability to identify, engage and influence your best customers, and this on-demand webinar will show you how. Join recognized social media industry analyst Jeremiah Owyang and learn the core building blocks of a successful social CRM strategy, then see how a major brand applied those principles to dramatically improve their results in an in-depth case study. Find out why everyone is talking about social CRM and learn insights from an informative Q&A session.

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[object Object],September 22, 2010 #socialcrm
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#socialcrm
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Social Business Does Not Scale
Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917 To Scale, Companies Must Invest in Social CRM © 2010 Altimeter Group
[object Object],Social CRM represents a continuing journey by organizations to deliver the right customer experience at the right time . It’s NOT just about technologies. It’s NOT just about business processes . It’s fundamentally how to predict customer needs in social channels and the traditional world.
Social CRM Framework: How it works © 2010 Altimeter Group Image by Hexadecimal Time used with a Attribution as directed by Creative http://www.flickr.com/photos/hexadecimal_time/3238546967
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
Marketing Sales Service & Support Innovation Collaboration Customer Experience © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
Marketing Sales Service & Support Innovation Collaboration Customer Experience 2. Social Marketing Insights 3. Rapid Social Marketing Response 4. Social Campaign Tracking 5. Social Event Management 6. Social Sales Insights 7. Rapid Social Sales Response 8. Proactive Social Lead Generation 9. Social Support Insights 10. Rapid Social Response 11. Peer-to-Peer Unpaid Armies 12. Innovations Insights 13. Crowdsourced R&D 14. Collaboration Insights 15. Enterprise Collaboration 17. Seamless Customer Experience 18. VIP Experience 16. Extended Collaboration © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
Marketing Sales Service & Support Innovation Collaboration Customer Experience 2. Social Marketing Insights 3. Rapid Social Marketing Response 4. Social Campaign Tracking 5. Social Event Management 6. Social Sales Insights 7. Rapid Social Sales Response 8. Proactive Social Lead Generation 9. Social Support Insights 10. Rapid Social Response 11. Peer-to-Peer Unpaid Armies 12. Innovations Insights 13. Crowdsourced R&D 14. Collaboration Insights 15. Enterprise Collaboration 17. Seamless Customer Experience 18. VIP Experience 16. Extended Collaboration © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States Not All 18 Social CRM Use Cases are Market Ready
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States Not All 18 Social CRM Use Cases are Market Ready
Baseline: Starting with the 5 Ms © 2010 Altimeter Group
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Social CRM Marketing Use Cases © 2010 Altimeter Group
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Not All Marketing Use Cases are Market Ready © 2010 Altimeter Group
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[object Object],Market Demand Index: 4.00 Tech Maturity Index: 4.00
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[object Object],Market Demand Index: 3.50 Tech Maturity Index: 1.75
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[object Object],Market Demand Index: 1.00 Tech Maturity Index: 1.00
Next Steps © 2010 Altimeter Group
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Thank you Jeremiah Owyang [email_address] web-strategist.com/blog Twitter: jowyang With assistance from Christine Tran, Researcher
Social CRM: Driving Conversations, Conversions & Commerce
Aligning strategy, vision, goals influence A Social CRM Partnership We’re
Aligning strategy, vision, goals Our Approach & Framework to Social CRM influence influence listen learn engage
Aligning strategy, vision, goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Wrong people/wrong approach Aligning Strategy, Vision, Goals – Focus Best Customers
Objective: tap into peoples passion cars/racing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: *Yahoo,, **Razorfish, ***Radian6 Objective: Tap Into People’s Passion - Cars/Racing listen
Our journey started with our customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Our Journey Started With Our Customers learn
Strategy – Be everywhere our customers are Strategy – Be Everywhere Our Customers Are
Each community serves a unique purpose ,[object Object],[object Object],[object Object],[object Object],Each Community Serves a Unique Purpose
Facebook discussions, polls Forums, car care, special offers Sign up for email newsletter/alerts Real-time feed from Twitter Exclusive racing content & updates Join, Share, Get Rewarded Create a Unique Experience for Best Customers engage
Query Tool Activity table Social table (Rapleaf) Source LEC CPLE Warranty Building Insights and Customer Intelligence Survey table Loyalty Engine Profile table
Remarket & Facilitate Sharing influence ,[object Object],[object Object],Twitter Facebook SYNTEC Scholarship 3 1 $20 Rebate 4 2 $15 Rebate 6* 2
Reward participation ,[object Object],[object Object],[object Object],[object Object],[object Object],Reward Participation
Meet Chuck Social Graph Insights Long term Opportunity: LTV Loyalty Profile Loyalty/Web Activity Email/ Social Activity Social CRM Leverages Data & Drives LTV
How will we drive additional participation, advocacy, sales?
Leveraging existing subscribers/assets Where Do We Go Next? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Test & experiment Measurement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You Rob Krin Castrol twitter.com/robatcastrol Michael Della Penna StrongMail [email_address] Jeremiah Owyang Altimeter Group [email_address] http://bit.ly/socialcrmpaper http://bit.ly/facebook-bp #socialcrm

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A Marketer's Guide to Social CRM

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 9. Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917 To Scale, Companies Must Invest in Social CRM © 2010 Altimeter Group
  • 10.
  • 11. Social CRM Framework: How it works © 2010 Altimeter Group Image by Hexadecimal Time used with a Attribution as directed by Creative http://www.flickr.com/photos/hexadecimal_time/3238546967
  • 12. © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
  • 13. © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
  • 14. Marketing Sales Service & Support Innovation Collaboration Customer Experience © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
  • 15. Marketing Sales Service & Support Innovation Collaboration Customer Experience 2. Social Marketing Insights 3. Rapid Social Marketing Response 4. Social Campaign Tracking 5. Social Event Management 6. Social Sales Insights 7. Rapid Social Sales Response 8. Proactive Social Lead Generation 9. Social Support Insights 10. Rapid Social Response 11. Peer-to-Peer Unpaid Armies 12. Innovations Insights 13. Crowdsourced R&D 14. Collaboration Insights 15. Enterprise Collaboration 17. Seamless Customer Experience 18. VIP Experience 16. Extended Collaboration © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
  • 16. Marketing Sales Service & Support Innovation Collaboration Customer Experience 2. Social Marketing Insights 3. Rapid Social Marketing Response 4. Social Campaign Tracking 5. Social Event Management 6. Social Sales Insights 7. Rapid Social Sales Response 8. Proactive Social Lead Generation 9. Social Support Insights 10. Rapid Social Response 11. Peer-to-Peer Unpaid Armies 12. Innovations Insights 13. Crowdsourced R&D 14. Collaboration Insights 15. Enterprise Collaboration 17. Seamless Customer Experience 18. VIP Experience 16. Extended Collaboration © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
  • 17. © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States Not All 18 Social CRM Use Cases are Market Ready
  • 18. © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States Not All 18 Social CRM Use Cases are Market Ready
  • 19. Baseline: Starting with the 5 Ms © 2010 Altimeter Group
  • 20.
  • 21. Social CRM Marketing Use Cases © 2010 Altimeter Group
  • 22.
  • 23. Not All Marketing Use Cases are Market Ready © 2010 Altimeter Group
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. Next Steps © 2010 Altimeter Group
  • 34.
  • 35. Thank you Jeremiah Owyang [email_address] web-strategist.com/blog Twitter: jowyang With assistance from Christine Tran, Researcher
  • 36. Social CRM: Driving Conversations, Conversions & Commerce
  • 37. Aligning strategy, vision, goals influence A Social CRM Partnership We’re
  • 38. Aligning strategy, vision, goals Our Approach & Framework to Social CRM influence influence listen learn engage
  • 39.
  • 40.
  • 41.
  • 42. Strategy – Be everywhere our customers are Strategy – Be Everywhere Our Customers Are
  • 43.
  • 44. Facebook discussions, polls Forums, car care, special offers Sign up for email newsletter/alerts Real-time feed from Twitter Exclusive racing content & updates Join, Share, Get Rewarded Create a Unique Experience for Best Customers engage
  • 45. Query Tool Activity table Social table (Rapleaf) Source LEC CPLE Warranty Building Insights and Customer Intelligence Survey table Loyalty Engine Profile table
  • 46.
  • 47.
  • 48. Meet Chuck Social Graph Insights Long term Opportunity: LTV Loyalty Profile Loyalty/Web Activity Email/ Social Activity Social CRM Leverages Data & Drives LTV
  • 49. How will we drive additional participation, advocacy, sales?
  • 50.
  • 51.
  • 52. Thank You Rob Krin Castrol twitter.com/robatcastrol Michael Della Penna StrongMail [email_address] Jeremiah Owyang Altimeter Group [email_address] http://bit.ly/socialcrmpaper http://bit.ly/facebook-bp #socialcrm

Notas do Editor

  1. http://www.alexa.com/topsites
  2. http://techcrunch.com/2010/06/08/twitter-190-million-users/
  3. http://www.wired.com/gadgetlab/2010/04/twettle-the-story-of-a-tweeting-kettle/Mattel: Puppy Tweetshttp://www.botanicalls.com/