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SOCIAL MEDIA MARKETING IS NOT CRM
Coined by Oracle in 2008 
38,000,000 results in google
Social CRM is a philosophy and a business strategy supported by a technology platform, business rules, workflow, processes...
The first CRM evolution, centeredon the widespread use of call centersand sales force automation (SFA), lasted 10 years. 
...
Gartner’s CRM Capability Model
4 Levels of Social CRM Maturity -Atos
Source: Chess Media Group
The problem with Social CRM is two-fold: 
1.Tacking “social” on the front of CRM doesn’t change the market perception that...
DATAOWNERSHIPACCESSDEPTH
CORE CRM 
SOCIAL DATA
•Country 
•City 
•Language 
•Gender 
•Age 
•Interests 
Contact 
Lifestyle 
Demographic 
Transactional 
Behavioural
12.7 mn 
47k 
1 mn 
23.2 mn 
But Fiona, why does it matter?
COMMUNICATINGwith 
PEOPLE on a 
ONE-TO-ONE BASIS 
in a way that’s 
RELEVANT 
TO THEM AND THEIR NEEDS
CRM PROVIDES YOU WITH THE INFORMATION YOU NEED TO: 
 MAKE THE RIGHT DECISIONS 
 GET THE RIGHT MESSAGE TO THE RIGHT PERSO...
STRATEGY 
DATA 
THE CRM PERFECT CIRCLE
DATA 
CULTURE 
STRATEGY 
TECHNOLOGY
CULTURE 
STRATEGY 
TECHNOLOGY 
PROCESS 
DATA
TV Viewers/Passive Fans/Participants 
Digitally engaged, 
non-transacting fans, 
parents/family of participants 
Casual 
C...
Playing, Coaching & Education 
Community & CSR 
Event Tickets & Merchandise Sales 
Leagues 
& Clubs 
Social Channels 
& Ap...
Demographics 
Lifestyle 
Behaviour 
–offline 
Behaviour 
–online 
Transactional
Playing, Coaching & Education 
Community & CSR 
Event Tickets & Merchandise Sales 
Leagues 
& Clubs 
Social Channels 
& Ap...
CRM DATA WAREHOUSE
(That’s what we do)
fiona.green@winnersfdd.com 
@fionagreen66 
Tel: +44 7739 570599 
Contact details 
for questions/follow-up
Fiona Green: "Social Media Marketing Is Not CRM"
Fiona Green: "Social Media Marketing Is Not CRM"
Fiona Green: "Social Media Marketing Is Not CRM"
Fiona Green: "Social Media Marketing Is Not CRM"
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Fiona Green: "Social Media Marketing Is Not CRM"

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What is Social CRM, does it exist? Fiona looks at the problems with the buzz term and what she believes is the difference between CRM and social media marketing.

Publié dans : Marketing

Fiona Green: "Social Media Marketing Is Not CRM"

  1. 1. SOCIAL MEDIA MARKETING IS NOT CRM
  2. 2. Coined by Oracle in 2008 38,000,000 results in google
  3. 3. Social CRM is a philosophy and a business strategy supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation. Paul Greenberg, CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers
  4. 4. The first CRM evolution, centeredon the widespread use of call centersand sales force automation (SFA), lasted 10 years. The second evolution, based on the Internet and more globally, on multichannel marketing, took 5 years. We believe that the current Social CRM revolution will take a maximum of 2 to 3 years to become a practice used by the majority of companies. ATOS Consulting
  5. 5. Gartner’s CRM Capability Model
  6. 6. 4 Levels of Social CRM Maturity -Atos
  7. 7. Source: Chess Media Group
  8. 8. The problem with Social CRM is two-fold: 1.Tacking “social” on the front of CRM doesn’t change the market perception that CRM is about front-office (mainly sales) automation. 2.“Social CRM” proponentscan’t seem to agreeon a concise definition. The only thing (almost) for certain is that Social CRM includes some usage of social media. Bob Thompson, CustomerThink.com (No Bob, it’s three-fold……..)
  9. 9. DATAOWNERSHIPACCESSDEPTH
  10. 10. CORE CRM SOCIAL DATA
  11. 11. •Country •City •Language •Gender •Age •Interests Contact Lifestyle Demographic Transactional Behavioural
  12. 12. 12.7 mn 47k 1 mn 23.2 mn But Fiona, why does it matter?
  13. 13. COMMUNICATINGwith PEOPLE on a ONE-TO-ONE BASIS in a way that’s RELEVANT TO THEM AND THEIR NEEDS
  14. 14. CRM PROVIDES YOU WITH THE INFORMATION YOU NEED TO:  MAKE THE RIGHT DECISIONS  GET THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME  ENGAGE, NOT JUST INFORM  UNDERSTAND YOUR FANS/CUSTOMERS/STAKEHOLDERS WANTS AND NEEDS  IDENTIFY YOUR MOST LOYAL FANS -AND GET MORE OF THEM  TRACK RETURN ON INVESTMENT  DELIVER SPONSOR / PARTNER VALUE
  15. 15. STRATEGY DATA THE CRM PERFECT CIRCLE
  16. 16. DATA CULTURE STRATEGY TECHNOLOGY
  17. 17. CULTURE STRATEGY TECHNOLOGY PROCESS DATA
  18. 18. TV Viewers/Passive Fans/Participants Digitally engaged, non-transacting fans, parents/family of participants Casual Customers/Participants Frequent Customers/Participants LOYAL CUSTOMERS
  19. 19. Playing, Coaching & Education Community & CSR Event Tickets & Merchandise Sales Leagues & Clubs Social Channels & Apps Memberships& Fan Clubs Marketing SCV Name, Address, email Address, Mobile Number, Sales History SINGLE CUSTOMER VIEW Operational SCV Communications SCV Permission-based (or soft opt-in)
  20. 20. Demographics Lifestyle Behaviour –offline Behaviour –online Transactional
  21. 21. Playing, Coaching & Education Community & CSR Event Tickets & Merchandise Sales Leagues & Clubs Social Channels & Apps Memberships& Fan Clubs Marketing SCV Name, Address, email Address, Mobile Number, Sales History SINGLE CUSTOMER VIEW Operational SCV Communications SCV Permission-based (or soft opt-in)
  22. 22. CRM DATA WAREHOUSE
  23. 23. (That’s what we do)
  24. 24. fiona.green@winnersfdd.com @fionagreen66 Tel: +44 7739 570599 Contact details for questions/follow-up

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