Social is growing up - Social CRM

Social is growing up - Social CRM
April 17

Our
We’re a global social business consultancy... Vision
A future in which all businesses are social businesses.
What does that look like?
CUSTOMERS
- We are the leading global,
integrated, end-to-end social
PEERS PARTNERS
business consultancy. We are not
just another traditional agency that is
“transitioning to social”.

- We are leaders in social business EMPLOYEES INFLUENCERS

strategy, not just tactical
implementation. PEOPLE
and their networks power
how business gets done.
- We help clients design social
ecosystems and build real-world
business cases for social media.

- We connect the social media PROCESSES
are designed for
TECHNOLOGIES
enable and optimize

presence of an organisation with collaboration the ecosystem

internal functions, by leveraging
WE TRANSFORM COMPANIES TO
internal capabilities and value to drive THRIVE IN A SOCIAL WORLD
more powerful external engagement.
® 2012 Dachis Group. Conﬁdential and Proprietary 3

Dachis Group London: some of our customers


“Social media is growing up”

The Situation
We’re all on-line providing lots of data and insight

- 800 million active users -250 million tweets per day -2 billion views per day
- 350 million active users -100 million active users -15 mins: the average time
through mobile devices -182% increase in mobile spent per user per day
- Present in over 200 users over past year -23 countries and 24
countries, covering over languages
70 languages


The Problem
Today, every business and brand is social

® 2012 Dachis Group. Conﬁdential and Proprietary
7

The Problem
In 2012, “the social honeymoon is over”

2012
Social migrates from experimentation to mission critical

8

The Problem
“Likes” and “Followers” metrics fall short, don’t relate to brand outcomes

The Maturity of Social Metrics

Pressure on social programs as execs push for ROI
9

The Problem
“Likes” and “Followers” metrics fall short, don’t relate to brand outcomes

The Maturity of Social Metrics

Brand Brand Brand Brand
Awareness Love Mindshare Advocacy
Business Value

Time

Pressure on social programs as execs push for ROI
9

The Problem
It’s very difficult to connect social activity to business outcomes

Activities & Activities &
Behaviors Behaviors

Consumers Company

® 2012 ® 2012 Dachis Group. Confidential and Proprietary
Dachis Group. Conﬁdential and Proprietary
10

With a few early exceptions

For example, driving sales through a
Facebook product launch:

Platform of 8.4m fans globally who
love Burberry and are passionate
about the products.
Burberry introduces “Body” on
YouTube, to 20,000 subscribers, 8m
views with a Facebook campaign.
Samples available through FB only.
25,000 samples in three days, 40%
increase in FB likes.
Announcing a 29% rise in sales and a
24% rise in pre-tax proﬁts in the six
months, Burberry said its use of social
media and its investment in improving its
ecommerce website, burberry.com, were
part of the key strategies that had helped it
boost performance”.

So is SCRM really the answer?


To provide customer intimacy at scale...

20th century commerce was about
scale; 21st century models are
about customer intimacy at scale.

Social commerce is not only about
e-commerce - it is about the
whole relationship with the
customer across every
touchpoint, and how this affects
satisfaction, recommendation and
inﬂuence.

Organising for social commerce
means building on existing
strengths and developing deeper
relationships online and ofﬂine.


What is different in the new world of sCRM?


Moving towards a “social business”- social inside and
out

- Moving from a siloed environment
towards a social internally

- Connecting employees to the market
“real-time”

- Delivering on the social brand
promise by being “social on the
inside, social on the outside”

- Requires change not only of tools
and systems, but more importantly
mentality


Longer term social business requires strategy

Phase 3

Organising for Social
Long-term visionary and strategic
approach
Phase 1 Phase 2

Social Media Communications Social Company
Leveraging customer relationships,
web analytics and expert product
- Developing and implementing the
knowledge to operate “real-time”:
infrastructure to be present on key
- Social analytics to inﬂuence
social channels
decisions (e.g.purchasing and
- Developing and curating relevant
supply chain)
content
- Product selection tool for
- Real-time engagement with
customers based on social and
customers
sales trends, availability, and
- Conﬁrm the roles
expert reviews


Foundations of the strategy are key

In these ﬁrst three components, we have
focused on:
- Developing the social channels
- Creating and conﬁrming governance
and roles Campaigns and Activation
- Internal knowledge community
required to make strategy work

Curation and Customer
Community
Product experience
broker
selection online/offline

Social tech Connected
Governance company
infrastructure


Combined with value add for customers

- Using analytics to add value to customers
information needs
- Facilitating customers access to the
relevant communities
- Ensuring a consistent, fantastic Campaigns and Activation
experience online and offline

Curation Customer
Community
and Product experience
broker
selection online/offline

Social tech Connected
Governance infrastructure company


Curation and product selection
Sephora
- More ways to shop inspires customers and
drives them to relevant shopping experiences
- Editor’s picks is a curated selection of products
that the brand explicitly pushes to customers
- http://www.sephora.com/

Foot Locker
- Sneakerpedia allows sneaker-lovers to access
detailed information around sneakers that are
not mainstream but really cool
- Collection points customers to interest speciﬁc
communities to buy their products
- Top sellers is a good example of applying
analytics to the sales offer
- http://www.footlocker.com/


Community Broker
Mumsnet:
- Blogger network section is specifically dedicated to
the curation of content
- Blog directory is set up as a handy tool with the
option of keyword search, alphabetical, by category
and a “random generator” button to access content
you might haven’t thought of
- Bloggers in the News highlights big, credible
names in the blogosphere
- http://www.mumsnet.com/bloggers-network

Cisco
- Blog directory offers a good idea of content at
first glance (form generic to specific)
- Blogs at a glance and featured bloggers
highlights a curated selection of blogs that are
well respected in the blogosphere, and quick
ways to share that content on Twitter and
Facebook
- http://blogs.cisco.com/


Customer experience online/offline
Walmart:
The Wish list lets customers compile a list
of desired items that can at any point in
time be purchased in store, moreover
other people could access somebody’s
wish list and purchase items for them as a
gift.
http://www.walmart.com/wishlist

Sephora
Mobile instant reviews is an application on
mobile that lets customers in store access rates
and reviews from the online with regards to
product that are in the store; the app also
suggests other items that could be of interest to
the shopper.
http://m.sephora.com/


Final thoughts

• SCRM requires a longer
term social strategy
which goes beyond likes
and followers to
differentiated value
• To provide customer
intimacy that scales,
involvement needs to go
beyond marketing
• Delivering on sCRM is as
much if not more about
cultural change and
transformation not tools
and processes


Questions?
dominika.tomek@dachisgroup.com
@dominikatomek

Social is growing up - Social CRM

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