Metrics social crm - myths and realities - march 2011 final

PREPARED BY:
Dean Westervelt

Social CRM: Metrics Marketing Group
905 Corporate Way
Westlake, Ohio 44145
877.332.9222

Myths and Realities March 17th, 2011

www.metricmarketing.com

CONFIDENTIAL © Metrics Marketing 2010

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©2010 Metrics Marketing Group | All Rights Reserved 2

Today’s Presenter: Dean Westervelt

Dean Westervelt works as a consultant in Metrics' consulting and
analytical services group, with a focus on both interactive and
traditional marketing.

Dean's career includes more than 12 years in database marketing
analytics and strategic consulting with a particular focus on social
media marketing analytics and strategy. His work on synthesizing
traditional marketing measurement with digital and social media
metrics has made him particularly acquainted with concepts like
“social CRM.”

Prior to joining Metrics Marketing, Dean was on the management team for a social media
analytics firm, managing the client services group and providing thought leadership in terms
of measuring and quantifying social media marketing analytics. Dean also worked for ten
years for a leading marketing services firm in the database marketing analytics group,
providing strategic recommendations based on predictive analytics.

Dean enjoys creating webcasts and occasional blogging about social media and marketing
analytics.


About Metrics Marketing Group
Measurable Marketing Success

• Analytics-Driven Database Marketing &
Interactive Services Firm

• Focused on improving marketing ROI
through customer insights and
implementation of personalized, multi-
channel communications

• Founded in 1998
• Stable, consistent growth
• Locations in Cleveland, Chicago,
San Francisco, Portland and Dallas

Social CRM
Definitions

• “…the company’s programmatic response to the customer’s
control of the conversation” – Paul Greenberg (July, 2010)

• “…a back-end process and system for managing customer
relationships…a component for developing a social or
collaborative business” – Social Media Examiner (November, 2010)

• “A fully integrated solution, combining real-time Listening,
Engagement and Measurement to effectively collaborate with
your customers, prospects, influencers and employees in an
ever-evolving socially connected world” – Don Springer,
Collective Intellect (February, 2011)


Social CRM
Definitions - MINE

• “…social CRM (sCRM) is simply the application of emerging social
technologies and data to traditional customer relationship marketing
(CRM) strategy – which is both an extension and a cultural shift in the
way companies interact 1:1 with their customers” – Dean Westervelt
(today)


Social CRM
CRM Solution Ecosystem

• CRM Solution Ecosystem:
key technologies that
support the business
processes for targeting,
acquiring, retaining,
understanding, and — very
importantly — collaborating
“socially” with customers

Source: Forrester, “Social CRM Goes Mainstream (January 2011)

Social CRM
Social Maturity Curve

Source: Collective Intellect, “Social Business Process
©2010 Metrics Marketing Group | All Rights Reserved Management”, (February 2011) 8

Social CRM
Components

Strategy

Technology

Data


Social CRM
Myths and Realities

• Product Development
Strategy • Customer Service
• “Marketing” or CRM

• Social Media Monitoring (SMM)
Technology • Platform
• Workflow

• Sources
Data • Database Enhancement
• Data Management Platforms (DMP)


Social CRM Strategy

sCRM strategy starts with an organization placing importance on social data
about customers as a fundamental aspect of marketing mix

Current reality Future state
• Customer Service

Social as new channel; empower customers

• Product Development 
Crowdsourcing

• “Marketing” 
Collaborative, data-driven, capitalizing on
traditional CRM approaches to customer insight

Organizing strategic methods such as Forrester’s Technographics and POST
and Attensity’s LARA help frame your social approach…


Social CRM Technology

Technology supporting any sCRM approach needs to be scalable and flexible
to adjust to light-speed changes in the social landscape

• Social Media Monitoring

Unstructured text analysis = sCRM foundation

• Platforms 
Internal enterprise, external MROCs

• Workflow 
Organizing, collaborating, delegating, and taking
action on socially-driven data

No end-to-end sCRM solution technology exists today for customer intelligence
professionals* - automating flow from analysis to coordinated action
remains a future state
©2010 Metrics Marketing Group | All Rights Reserved *Source: Forrester, “What Social CRM means to Customer 12
Intelligence”, (January 2011)

Social CRM Database

By definition, CRM is based on data-driven analytics to distinguish between
and among customers – sCRM starts with a socially-appended database

• Sources

Web, communities, online events

• Database Enhancement 
Social affinity, Twitter handles, LinkedIn

• Database Management Platforms 
Unified view – antithesis of siloed information

Management platforms for data are crucial to the success of sCRM – without
enterprise organization of the insight foundation, presenting “one view” to
the customer becomes impossible to execute on…

Social CRM Database
Sources – Facebook and Online Privacy


Social CRM Database
Database Enhancement

 = Socially appended
database


Social CRM Database
Socially appended CRM database

Client or CRM Data Analytics
Traditional Inputs Partner

Transaction Cookie
Web Analytics
History History

Social Inputs
Intentions Customer Identities & Contacts
Interests Targeted Communication
Customer Customer Customer Preferred
Social Influence
Preferences Activity Social, Traditional
Sentiment

Passion Demo/Psychographic Data
Consumer
Categorization/Segmentation Data Analytics
Themes
Qualitative/Quant.
Behavioral Data Research - Scorecards
Terms


Social CRM Database
Database Management Platforms

• Focus is on information relevant to
marketing – foundation for sCRM
• Combines disparate data
• More insights through [brand]
information ownership
• Supports multi-channel analysis and
modeling
• Drive action
• Supports execution and “one view”
perception by customer
• First buyers: direct response
marketers (CRM)

Source: iMedia Connection, “The ABCs of the DMP”
©2010 Metrics Marketing Group | All Rights Reserved (March, 2011) 17

Social CRM
Future is Now: A March 2011 Gartner report states…

• “…during next two years, 30% of leading companies will extend goals
of online community activities to include social CRM”
• “met with significant hype despite limited number of field
deployments”
• “lack of broad scale adoption of the supporting technology makes
business case more theoretical than proven”
• “only 5% of organizations took advantage of social/collaborative
customer action to improve customer service processes…community
peer-to-peer support projects will supplement or replace Tier 1
contact center support in more than 40 percent of top 1,000
companies with a contact center"

Source: WebWire, “Use of Social CRM for Customer Service will
©2010 Metrics Marketing Group | All Rights Reserved Grow Rapidly Over the Next Two Years”, (Gartner, March, 2011) 18

Social CRM
Startups versus Old Guard

Social CRM vendors have mostly come from one of two directions — traditional
CRM vendors who are adding Social CRM capabilities and social software
startups who center upon customer engagement.

"I don't feel that either category has all the pieces in place yet. Traditional CRM
vendors lack the customer community capability; social startups lack the
enterprise-level integration capabilities to link the customer community back to
enterprise systems. All the big CRM vendors are lagging behind. The social
startups are closest to achieving true social CRM…”
-
Richard Hughes (director of product strategy and BroadVision)
http://www.ecrmguide.com/article.php/11222_3924391_2

19

Social CRM
Collective Intellect – Social Business Collaboration

Configure &
1 Set Goals 2 3 Measurement 4 Action
Discover
Team Analysts Bus. Mgmt. Operations

Define Select Dash- Respond
Text Mining System

Intelligence
KPIs Sources

Business
board 1
Social Seed &
CRM

Workflow
Influence
Define Dash- System
Topics board n Target
Campaign
“Tag”
Customers
Build
Influencers Social
Platforms
Scheduled Data Central
Runs
Repository
20

Social CRM
sCRM Challenges

• sCRM Data – evolution, signal-to-noise,
integration, privacy, match rates
• sCRM enterprise-wide adoption –
requires buy-in across the organization,
traditionally difficult
• Rapidly evolving social network
technology and space – Second Life from
prominence to niche, e.g.
• Customer experience – higher risk of
fragmented customer experience


Social CRM
Social…everything

“At the end of the day, you must ask yourself if the steps above help you enrich the two-
way relationship between the social customer and your social business.” - Mashable

Metrics can help…
sCRM

Metrics can combine traditional database and CRM experience
with digital expertise to…
• …help build a socially-appended CRM database or analytic
workbench for reporting and analysis
• …to understand how far down the 1:1 sCRM path you can go with
new data sources
• …augment, or create, traditional or digital (email) segmentation
with augmented social data
• …help quantify the success of your program by measuring the
success at building “relationships of value”


Contact Information

Dean Westervelt
VP, Strategy and Analytics
978.807.0435

dwestervelt@metricsmarketing.com
TWITTER: @dean_westervelt


Social CRM
Metrics Offerings – general SMM and Audit

• Strategic Audit “I've had the pleasure to work with
Metrics Marketing Group as one of our key
• Customized Policies and Procedures Guide partners. They have strong social media
monitoring capabilities and expertise that
• Campaign Development and Execution gives us an in-depth look into the
conversations surrounding our brand and
– Monitoring and custom reporting messaging for one of our strategic product
– Blog Relations sets. The monitoring reports enabled us to
listen, measure and engage with our
– Social Media Asset Creation viewers online. Ultimately, Metrics
Marketing Group provided us with
– Social Media Influencers outreach actionable data and real results."
- James Miller, VP-Technology Industry,
• Ongoing Maintenance & Consulting BrightTALK, Inc.

3/17/2011 25

Social CRM
Metrics Offerings – Social Media Integration

26

Metrics social crm - myths and realities - march 2011 final

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