The document discusses the differences between social CRM and social media management. Social CRM involves applying CRM principles like segmentation, targeting, and analytics to social media platforms at scale. However, social media interactions are often one-to-many conversations rather than one-to-one. The document also notes that while most brands think customers follow them for a sense of community, customers actually follow brands primarily to get discounts. It suggests that brands should focus on having more meaningful conversations that drive business value and serve customers rather than just engaging for engagement's sake.

1. IT’S ONLY
SOCIAL CRM!

5. SOCIAL CRM

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

9. ^
KEEP
CALM
AND
CHILL
OUT

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

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

20. FOCUS ON THE 23% THAT CARE

21. ENGAGING FOR THE
SAKE OF ENGAGING

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

29. CLOSE THE DEAL

30. HELP THEM WHEN NEEDED

31. INTRIGUE THEM OVER TIME

32. LISTEN TO WHAT’S REALLY BEING SAID

33. LINK THEM TOGHETHER

36. THANKS