WTF is Social CRM? The Evolution of Social Data.
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Social CRM is not what you think it is. It's not just more customer service through social monitoring services. Nor is it jamming customers' social media profiles into your CRM. It is far more than that. It is the Interest Graph brought to life within your CRM through ongoing updates on your actual customers' influence, brand preferences and buying intent. Today, access to that knowledge is possible. Tomorrow, application of that knowledge will be the secret to smarter, scalable 1-to-1 marketing. This slide deck is adapted from a presentation I made at FutureM 2012
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WTF is Social CRM? The Evolution of Social Data.
- 2. ANISH KATTUKARAN DIRECTOR, PRODUCT MARKETING @AnishKattukaran CLIENT LIST FUNDING LED BY
- 6. PURCHASE FUNNEL CONSUMER DECISION JOURNEY AWARENESS EVALUATE FAMILIARITY CONSIDERATION PURCHASE CONSIDER R ES NTE I COMMIT GER RIG TT DECI SION TRIG G ER BUY EXPERIENCE LOYALTY @AnishKattukaran #socialCRM
- 8. MESSAGES THAT INFLUENCE CUSTOMERS’ DECISIONS WHAT? WHERE? WHEN? The content of the message The channel through which it’s delivered The time the message is received @AnishKattukaran #socialCRM
- 9. MASS MEDIA 1.Broad targeting! 2.Difficult to measure! 3.Expensive @AnishKattukaran #socialCRM
- 10. MASS MEDIA TWEETABLE MOMENT 1.Broad targeting! Fact: Advertising spend for all 2.Difficult to measure! media has increased year over 3.Expensive year since the dawn of the Internet. #socialCRM #FutureM @AnishKattukaran #socialCRM
- 11. DIGITAL MEDIA 1.Narrower targeting! 2.Tighter controls! 3.Difficult to tie to offline behavior @AnishKattukaran #socialCRM
- 12. SOCIAL MEDIA 1.Cluttered environment! 2.Fuzzy ROI! 3.Requires dedicated staff that can’t scale @AnishKattukaran #socialCRM
- 14. GETTING CLOSER TO THE CUSTOMER YOUR CUSTOMERS @AnishKattukaran #socialCRM
- 15. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional YOUR CUSTOMERS @AnishKattukaran #socialCRM
- 16. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional PSYCHOGRAPHIC DATA • • Household-level interests, education, MRI! Static, limiting @AnishKattukaran YOUR CUSTOMERS #socialCRM
- 17. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional PSYCHOGRAPHIC DATA • • Household-level interests, education, MRI! Static, limiting YOUR CUSTOMERS TRANSACTIONAL DATA • • Card-level data! What is purchased, when, how much @AnishKattukaran #socialCRM
- 18. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional SOCIALGRAPHIC DATA PSYCHOGRAPHIC DATA • • Household-level interests, education, MRI! Static, limiting TRANSACTIONAL DATA • • Card-level data! What is purchased, when, how much Intents YOUR CUSTOMERS Interests Influence Brand Affinities Advocacy Media Habits Places & Venues Competitor Brands @AnishKattukaran #socialCRM
- 19. GETTING CLOSER TO THE CUSTOMER DEMOGRAPHIC DATA • • Age, gender, zip! One-dimensional TWEETABLE MOMENT PSYCHOGRAPHIC DATA • • Household-level interests, education, MRI! Static, limiting TRANSACTIONAL DATA • • Card-level data! What is purchased, when, how much SOCIALGRAPHIC DATA Intents #SocialCRM is social insight, not Interests justYOUR Twitter handles, connected to Influence CUSTOMERS customers in your CRM. #FutureM Brand Affinities Advocacy Media Habits Places & Venues Competitor Brands @AnishKattukaran #socialCRM
- 20. YOUR DATABASE TODAY NAME John Doe EMAIL JohnDoe@email.com AGE INCOME 35 $100k$150k Jane Doe JaneDoe@gmail.com 32 $75k$100k Jim Doe JimDoe@email.com 54 $100k$150k @AnishKattukaran #socialCRM
- 21. CHEVY’S DATABASE COMES ALIVE WITH SOCIALGRAPHICS NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Advocate Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Travel to Hawaii ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
- 22. CHEVY’S DATABASE COMES ALIVE WITH SOCIALGRAPHICS NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Advocate Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Travel to Hawaii ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
- 23. CHEVY’S DATABASE COMES ALIVE ...AND CHANGES WITH LIFE EXPERIENCES NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Advocate Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Travel to Hawaii ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
- 24. CHEVY’S DATABASE COMES ALIVE ...AND CHANGES WITH EXPRESSED INTENT NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Advocate Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Test drive Toyota minivan ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
- 25. CHEVY’S DATABASE COMES ALIVE ...AND CHANGES WITH CUSTOMER EXPERIENCE NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Detractor Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Test drive Toyota minivan ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
- 26. CHEVY’S DATABASE COMES ALIVE NAME John Doe Jane Doe Jim Doe EMAIL JohnDoe@email.com JaneDoe@gmail.com JimDoe@email.com AGE INCOME 35 32 54 $100k$150k $75k$100k $100k$150k ADVOCACY Strong Advocate Detractor Advocate INTENT ! ! Go to the beach! Buy a new laptop ! ! Test drive Toyota minivan ! ! Buy new gym shoes BRAND AFFINITY INTERESTS Food Trucks Mobile Technology Basketball
- 27. YOUR DATABASE TODAY NAME John Doe EMAIL JohnDoe@email.com AGE INCOME 35 $100k$150k Jane Doe JaneDoe@gmail.com 32 $75k$100k Jim Doe JimDoe@email.com 54 $100k$150k
- 28. CHALLENGES MASS MEDIA @AnishKattukaran DIGITAL MEDIA SOCIAL MEDIA #socialCRM
- 29. WHAT’S NEXT? MASS MEDIA @AnishKattukaran DIGITAL MEDIA SOCIAL MEDIA #socialCRM
- 33. TWEETABLE MOMENT The future of #SocialCRM is real time, intelligent and automated. #FutureM AUTOMATION @AnishKattukaran #socialCRM
- 34. Macy’s Ubër Versioning Upwards of 200,000 versions of a single mailing @AnishKattukaran #socialCRM
- 35. KEY TAKEAWAYS 1. THE WAY MARKETERS ARE INFLUENCING CUSTOMER DECISIONS IS CHANGING. 2. THE FUTURE OF MARKETING POINTS TO SOCIAL INSIGHTS APPENDED TO CRM DATA (“SOCIALCRM”). 3. AUTOMATION IS THE KEY TO MAKING CUSTOMER INTELLIGENCE ACTIONABLE AT SCALE ACROSS CHANNELS. Q&A: For answers, tweet your questions to us: @AnishKattukaran