Here is the presentation that I gave at Ad-Tech Singapore in June 2012 about the shifting of B2C CRM to the cloud, and 8 key things marketers can do to make their mobile CRM programs more engaging and effective.

1. Empowering Your Mobile
CRM and Loyalty Strategy
Andy Chang, I-Influence
andy@i-influence.com

2. Reward points for:
Buying at
stores
HK VIP program
adidas.com.hk Visiting website
2008 Referring friends to
join and buy

3. US $100K
6 months to
launch
Mobile. Card-less.

4. CRM is entering a new age
Cloud-based
Cheaper Faster Multi-Channel Mobile Social

5. CMO’s top 4 areas of tech investment
Social media Customer analytics CRM Mobile
82% 81% 81% 80%
Technology that CMOs Worldwide Plan to Increase Use of in the Next 3-5 Years.
“From Stretched to Strengthened: Insights from the Global CMO Study.” IBM Study, Oct 11, 2011

6. Just getting more fans is not enough
#1 priority:
Enhance brand loyalty & advocacy
67% of CMOs. IBM Study

7. 8
Mobile CRM and Loyalty Shifts

8. 1. Less marketing – More branded utility
“Larger ads on Facebook are not
the answer... Marketers should
aim to build relationship over
time using social stories and
apps...small frequent interactions.”
- Paul Adams
Facebook Global Brand Experience Manager
Author, “Grouped”

9. Push Pull

10. 2. Fill the pre-purchase data gap
Prospect Social Customer
?
Likes, comments, shares,
mentions
Mobile & Local
You You In-store visits You
got on visited our Location history made a
our list website purchase

11. 3. Identify and engage your influencers
Lifetime value calculation:
You Total spend
made a Customers Frequency
purchase Recency
Network
You
Relevance
talked Advocates & Activity
about us Influencers Impact

12. 4. Engage & track across multiple channels
Social Websites Offline
properties & Apps
Like Download Check in
Comment Visit Scan
Share Register Purchase

13. 5. Incentivize & reward frequent
interactions
Idle time > potential engagement time

14. 6. Add value to location data provided
Where to get our product?

15. Enable social discovery
Where to use our product?
Meet other customers like you

16. 7. More interactive offline CRM
Tesco Korea

17. 8. Exchange more data with users
NFC (Near Field Communication)
identity | upload | download

18. Small frequent interactions
Multi-channel tracking
Social data integration
Influencers & advocates
Rewards
Data exchange
Branded utility
Social discovery

19. Thank You
Andy Chang
I-Influence
andy@i-influence.com
facebook.com/influencerRM