Basic marketing concept applied to social media

1. MORE BANG FOR YOUR VIRTUAL BUCK:
CRM AND USING SOCIAL MEDIA
Presented by
Vanessa Womack Easter, Consultant
for the SBDC – Longwood University, Petersburg, VA
Thursday, October 28, 2010

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UNDERSTANDING CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
 CRM is about creating sustainable
connections between an organization and its
customers.
 It evolved in the late 1990s as a way to
redefine customer and company relations,
mostly with the help of computerized
measurement tools.

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UNDERSTANDING CRM
CRM theory includes:
• Recording every customer and company interaction.
• Development of sophisticated database
measurement tools to demonstrate consumer
preferences.
• Collecting data for a blatant purpose: shrink cost and
increase employee productivity.
• A focus on servicing existing customers (retention)
rather than recruiting new ones.
• Reliance on highly skilled use of resources at
significant price.

4. vanessa womack consulting
UNDERSTANDING CRM
• Businesses want things that they can
implement to come pre-packaged or in a way
that can be easily setup. CRM is not like that.
• CRM motivates customers to buy more
products and spend more money. It raises
customer satisfactions scores on surveys.
• CRM helps companies to understand which
customers to focus their efforts on, and which
efforts to put their money into.

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CUSTOMER LOYALTY
 Think of the name of a loyalty program.
 How many different elements had to go into
developing that program?

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CUSTOMER SCENARIO
 Start by mapping some simple scenarios and
then ask for people’s input so that you are
sure to include everything.
 How and where will you find your customers
in social media networking?

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HOW DOES CRM FIT WITH
SOCIAL MEDIA MARKETING?

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10. vanessa womack consulting
LET’S GOOGLE IT!
 Explore social media marketing websites
 Which ones might be best for you?
 Wrap-up