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IT’S ONLY
SOCIAL CRM!
SOCIAL CRM
THE PEAK OF
INFLATED EXPECTATIONS
CUSTOMER
RELATIONSHIP
MANAGEMENT
                               ≠    SOCIAL MEDIA
                                    MANAGEMENT
                                 Declared actions, preferences or
Actual behavior of customers   intentions of those who may or may
                                        not be customers

Multichannel but generates a   May be across one or more social
   Single customer view                   channels

 Segmentation via recency,         Difficult to segment audience and
       frequency,                                 content
          Value

   One-to-one targeting              One-to-many conversations
           Direct                               Open
   Accepted ROI models                   Evolving ROI models
      Clear legislation                       Grey area
^
KEEP
CALM
 AND

CHILL
OUT
Allowing to extend CRM programmes onto social platforms




  Applying the principles of CRM to social media at scale




            SOCIAL                CRM
OPENING A WORLD OF
 NEW ENGAGEMENT
   POSSIBILITIES
ONLY 0.5% OF FANS
FROM THE TOP 200 BRAND
  PAGES ON FACEBOOK
 ARE ENGAGING WITH THE
        BRAND
“FOCUSING  REACH AND FREQUENCY IS WHAT
DRIVES EFFECTIVENESS. ENGAGEMENT IS AN
INTERESTING AND IMPORTANT METRIC FOR SOME
MARKETERS AND CAMPAIGNS. BUT IT
SHOULDN'T BE STANDARD BY WHICH FACEBOOK
AS A MARKETING PLATFORM IS EVALUATED”
65 % of business leaders believe that consumers
follow their brands because they want to be a part
                  of a community.

         Only 25% of consumers agree.
   The top reason consumers follow a brand?
65 % of business leaders believe that consumers
follow their brands because they want to be a part
                  of a community.

          Only 25% of consumers agree.
    The top reason consumers follow a brand?

To get discounts – not exactly ideal for a company’s
                    bottom line.

                             IBM Institute for Business Value
WHAT’S IN IT FOR ME?
ONLY 23% OF CONSUMERS HAVE A
RELATIONSHIP WITH A BRAND.
IN THE TYPICAL CONSUMER'S WORLD,
RELATIONSHIPS ARE RESERVED FOR FRIENDS,
FAMILY AND COLLEAGUES.


                        Harvard Business Review Survey
FOCUS ON THE 23% THAT CARE
ENGAGING FOR THE
SAKE OF ENGAGING
^
   START
  HAVING MORE

MEANINGFUL
 CONVERSATIONS
…that drive more value for your business
…that drive more value for your business
   … that serve your product’s users
…that drive more value for your business
   … that serve your product’s users
       … have a purpose to fulfill
…that drive more value for your business
    … that serve your product’s users
        … have a purpose to fulfill
                    &
GO BEYOND MARKETING
^
    FIVE
  C.H.I.L.L.
 WAYS TO START

MEANINGFUL
 CONVERSATIONS
CLOSE THE DEAL
HELP THEM WHEN NEEDED
INTRIGUE THEM OVER TIME
LISTEN TO WHAT’S REALLY BEING SAID
LINK THEM TOGHETHER
THANKS

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Chill out dude, it’s only Social CRM

  • 2.
  • 3.
  • 4.
  • 6.
  • 7. THE PEAK OF INFLATED EXPECTATIONS
  • 8. CUSTOMER RELATIONSHIP MANAGEMENT ≠ SOCIAL MEDIA MANAGEMENT Declared actions, preferences or Actual behavior of customers intentions of those who may or may not be customers Multichannel but generates a May be across one or more social Single customer view channels Segmentation via recency, Difficult to segment audience and frequency, content Value One-to-one targeting One-to-many conversations Direct Open Accepted ROI models Evolving ROI models Clear legislation Grey area
  • 10. Allowing to extend CRM programmes onto social platforms Applying the principles of CRM to social media at scale SOCIAL CRM
  • 11. OPENING A WORLD OF NEW ENGAGEMENT POSSIBILITIES
  • 12.
  • 13. ONLY 0.5% OF FANS FROM THE TOP 200 BRAND PAGES ON FACEBOOK ARE ENGAGING WITH THE BRAND
  • 14. “FOCUSING REACH AND FREQUENCY IS WHAT DRIVES EFFECTIVENESS. ENGAGEMENT IS AN INTERESTING AND IMPORTANT METRIC FOR SOME MARKETERS AND CAMPAIGNS. BUT IT SHOULDN'T BE STANDARD BY WHICH FACEBOOK AS A MARKETING PLATFORM IS EVALUATED”
  • 15. 65 % of business leaders believe that consumers follow their brands because they want to be a part of a community. Only 25% of consumers agree. The top reason consumers follow a brand?
  • 16. 65 % of business leaders believe that consumers follow their brands because they want to be a part of a community. Only 25% of consumers agree. The top reason consumers follow a brand? To get discounts – not exactly ideal for a company’s bottom line. IBM Institute for Business Value
  • 17. WHAT’S IN IT FOR ME?
  • 18. ONLY 23% OF CONSUMERS HAVE A RELATIONSHIP WITH A BRAND. IN THE TYPICAL CONSUMER'S WORLD, RELATIONSHIPS ARE RESERVED FOR FRIENDS, FAMILY AND COLLEAGUES. Harvard Business Review Survey
  • 19.
  • 20. FOCUS ON THE 23% THAT CARE
  • 21. ENGAGING FOR THE SAKE OF ENGAGING
  • 22.
  • 23. ^ START HAVING MORE MEANINGFUL CONVERSATIONS
  • 24. …that drive more value for your business
  • 25. …that drive more value for your business … that serve your product’s users
  • 26. …that drive more value for your business … that serve your product’s users … have a purpose to fulfill
  • 27. …that drive more value for your business … that serve your product’s users … have a purpose to fulfill & GO BEYOND MARKETING
  • 28. ^ FIVE C.H.I.L.L. WAYS TO START MEANINGFUL CONVERSATIONS
  • 30. HELP THEM WHEN NEEDED
  • 32. LISTEN TO WHAT’S REALLY BEING SAID
  • 34.
  • 35.