Effective Social Media in Your CRM: Loyalty Management

EFFECTIVE SOCIAL MEDIA IN YOUR CRM:
LOYALTY MANAGEMENT
Simon Chapman, Sales Engineering Manager EMEA
SugarCRM
@cr38web #SugarCon

Some High Level Statistics
3.2bn interactions on Facebook
Which is how many there would be if every single „tall‟ person in the world commented once and liked a status once.
1.3bn smart phone app downloads (Apple & Android)
Imagine if every inhabitant of China downloaded one a day. Or if everyone who had watched Gangnam Style did.
500,000 new Android phones are registered
That‟s more than the number of people being born, right now..
270m hours of TV watched in the UK a day.
The same length of time as one person watching every single NFL game ever played, including ads and stoppages. At least 80 times
over.
300bn emails are sent
That‟s 20 emails for every cigarette smoked.
16bn texts sent
That‟s a text for each of the cells in an average human‟s cerebral cortex, the part of the brain that we use to think…!
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Courtesy of Personalize Media.

Some High Level Statistics
2m blog posts are published
That‟s how many iPhone 5s were sold in China the first weekend it was on sale and over double the approximate volume of words in the
English language.
Over half a billion tweets are posted
More tweets than there there are books in the world.
300m photos on Facebook
That‟s roughly the same amount of photos as there are newspapers printed each day.
5m images uploaded to Instagram
More than the number of pages currently on Wikipedia,...
10m mins of Skype calls
Roughly how many minutes you‟ll have to wait after birth until you can legally drink alcohol in most countries (18).
2bn Google searches
That‟s also how many YouTube videos are watched each day, but less than the total dollars the world‟s governments spend on military each
day
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Courtesy of Personalize Media.

But specifically…
Social CRM is still confusing. Only 16% of companies say they currently have a social CRM system in place. 21% plan
to implement such a system in the coming year, but another 17% “don‟t know what a social CRM system is and why
businesses need it.” (Convince & Convert)
Everyone knows women vastly outnumber men on Pinterest, but how about on other social networks? Women make up
the larger share of users on Facebook (58% to 42%) and are a slightly larger share on Twitter (52% to 48%) while men
are the predominate users of LinkedIn (63% to 37%) and Google+ (71% to 29%). Furthermore, half of all Google+
users are under 25 years old. (iMedia Connection)
Only a quarter of all U.S. small businesses (20-99 employees) and a third of midsized companies say they use social
media “to engage with customers and prospects in a strategic and structured way.” Another 20% of both groups say
they use social media, but in an ad hoc manner. (eMarketer)
The average user spends nearly 7 hours per month on Facebook, just 21 minutes on Twitter, 17 on LinkedIn, and 3
minutes on Google+. (WP Hosting SEO)
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And finally…
There are 1 billion posts per day made on Facebook. One out of every five page views on the Internet is
on…Facebook. It‟s used by more than half of all people in North America, more than a third of all citizens in Australia
and New Zealand, and more than a quarter of the population in Europe, and of Facebook‟s one billion-plus users, 57%
access the site at least occasionally from mobile devices. The most popular operating systems for mobile Facebook
access are iOS (26%) and Android (21%). (Visual.ly/iMedia Connection/Jeff Dullas)
Twitter grew more than 55% on 2012-13 and there are 400 million tweets per day on Twitter. A million new Twitter
accounts are opened each day. The average user spends nearly and hour and a half on the site each month. Twitter
now has more than 500 million users worldwide, including more than 100 million in the U.S. Twitter‟s second-largest
user base is in Brazil. (Visual.ly / Jeff Bullas)
42% of companies have acquired at least one customer through Twitter. (Polaris B)
5

Customer service: an industry that developed by mistake
This phrase was coined by Martin Hill-Wilson ofBrainfood Consulting, who
described customer service as something that has needed tackling for a long
time, with an attitude of cost containment at most big companies for the past 30
years.
The emergence of social media 'has suddenly made customer service a
spectator sport’. One example is Next Flowers, where one customer had
complained on Facebook and a friend had chimed in with similar negative
feedback, creating a snowball effect.
This is common as anyone who has visited TripAdvisor will tell you, people are
more interested in the negatives, than something positive.
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Customer service: an industry that developed by mistake
There are other examples of success, such as
KLM’s work in assisting customers in the
aftermath of Iceland‟s Eyjafjallajökull volcano
erupting. In comparison however, Qantas‟
response was poor.
KLM is one of the better brands, with airlines
in general particularly good at responding
quickly on social media. Just 54 Minutes is the
average response time on Twitter and
Facebook, with a 96% response rate
altogether.
This leads us on to some interesting stats
shared by Social Bakers. Financial Services
are currently the leading industry for response
rate on Facebook, at 79.9%.
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This seems good until you compare the 20.1% not
responded to with the less than 4% of calls that are
abandoned in the call centre…not so good.

So what do you suggest…?
#1 Social Media is not an option, it’s a requirement
Businesses must integrate social media into their marketing and business development plans. It is expected
and will hinder sales if it isn‟t present.
#2: Mobile Growth
Businesses need a website that works on both desktop and mobile
Forbes predicts that by 2017 Mobile Sales will grow by 87%
#3: Google+ needs to be integrated into your Social Media Efforts
It‟s Google…of course!
Google+ Local is merged with Google Places
Google Authorship is merged with the Google+ Page
Google+ Hangouts are merged with Youtube
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So what do you suggest…?
#4: Images will be used more and more across the internet
Pinterest and Instagram will continue to grow
Images will continue to be the top content to grab people‟s attention on all social networks
#5: Video
SEO Benefits of Youtube (Google owns Youtube)
Google+ Hangouts will grow in use due to the simplification of creating videos with it
Vine and Instagram videos simplify video creation
#6: Continuously evolve
All businesses need a social strategy, but it always needs refinement.
Protects reputation, drives business development
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…but how does this relate to CRM?
Sugar allows you to build the single customer
view, targeting them with specific
campaigns, responding to individual
messages, developing new business relationships
and enhancing networks, and dealing with issues
before they get out of hand.
Social CRM is about enhancing my CRM data by
using real-time data to give me insight into not only
what they are doing now, but what they might be
interested in in the future.
Let me give you some insight into how SocialCRM
works in Sugar in a Retail & Loyalty Management
context.
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Customer Overview
For more information please visit http://apidocs.sugarcrm.com

Highlighting Relationships + Maps

Or Maybe It Relates To Cards & Points?

And Tweet Them Directly From CRM

Integration to E-commerce and Back Office

Reporting Dashboards

Integrations with Product Catalogues

Classification Of Products By Store

Loyalty Campaigns – Personalised.

Maybe you need to plan a visit?

DEMONSTRATION
Retail, Loyalty and Retaining
Customers

Effective Social Media in Your CRM: Loyalty Management

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Effective Social Media in Your CRM: Loyalty Management