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PROPRIETARY AND CONFIDENTIAL
A Marketer’s Guide to Social CRM
September 22, 2010
#socialcrm
2
Agenda
• Introduction
• The Social CRM Framework• Jeremiah Owyang, Altimeter Group
• Castrol Case Study• Rob Krin, Castrol• Michael Della Penna, ThreadMarketing
• Conclusion
• Q & A
#socialcrm
The Social CRM Framework Scaling Social Business by Connecting Customers and Companies
For StrongMailSept 22, 2010
Jeremiah OwyangPartner
More people visit Facebook and YouTube than Yahoo! (July 2010)
There are over 65 million tweets a day (June 2010)
When every ‘thing’ tweets, the Tsunami grows
Twettle
Twog
Twlant
1. Increase in volume unmanageable
• ComcastCares has a team of 12 – but can they scale?
2. Companies unable to respond in real time
• Motrin responded in under 24 hours to angry, moms, yet it wasn’t enough
3. Data is spread in disparate system:
• Facebook, Twitter, Tweetdeck, Radian6, Email.
4. Customers don’t care what department you’re in
• Whirlpool and Southwest Airlines unable to identify influencers –until it was too late.
Four Key Challenges:
Social Business Does Not
Scale
Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
To Scale, Companies Must
Invest in Social CRM
© 2010 Altimeter Group
Social CRM represents a continuing journey by
organizations to deliver the right customer
experience at the right time. It’s NOT just about
technologies. It’s NOT just about business
processes. It’s fundamentally how to predict
customer needs in social channels and the
traditional world.
To scale social business, companies must invest in Social CRM.
Social CRM Framework: How it works
© 2010 Altimeter Group
Image by Hexadecimal Time used with a Attribution as directed by Creative http://www.flickr.com/photos/hexadecimal_time/3238546967
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
The 18 Use Cases of Social CRM
1. Social Customer Insights: The 5M’s
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
The 18 Use Cases of Social CRM
Marketing Sales Service & Support Innovation Collaboration
CustomerExperience
1. Social Customer Insights: The 5M’s
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
The 18 Use Cases of Social CRM
Marketing Sales Service & Support Innovation Collaboration
CustomerExperience
2. Social Marketing
Insights
3. Rapid Social Marketing Response
4. Social Campaign Tracking
1. Social Customer Insights: The 5M’s
5. Social Event Management
6. Social Sales Insights
7. Rapid Social Sales Response
8. Proactive Social Lead Generation
9. Social Support Insights
10. Rapid Social Response
11. Peer-to-Peer Unpaid
Armies
12. Innovations Insights
13.Crowdsourced
R&D
14. Collaboration
Insights
15. Enterprise Collaboration
17. Seamless Customer
Experience
18. VIP Experience
16. ExtendedCollaboration
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
The 18 Use Cases of Social CRM
Marketing Sales Service & Support Innovation Collaboration
CustomerExperience
2. Social Marketing
Insights
3. Rapid Social Marketing Response
4. Social Campaign Tracking
1. Social Customer Insights: The 5M’s
5. Social Event Management
6. Social Sales Insights
7. Rapid Social Sales Response
8. Proactive Social Lead Generation
9. Social Support Insights
10. Rapid Social Response
11. Peer-to-Peer Unpaid
Armies
12. Innovations Insights
13.Crowdsourced
R&D
14. Collaboration
Insights
15. Enterprise Collaboration
17. Seamless Customer
Experience
18. VIP Experience
16. ExtendedCollaboration
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.
The 18 Use Cases of Social CRM
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
Not All 18 Social CRM Use Cases are Market Ready
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
Not All 18 Social CRM Use Cases are Market Ready
Baseline: Starting with the 5 Ms
© 2010 Altimeter Group
Start with the Five 5Ms
Social CRM Marketing Use Cases
© 2010 Altimeter Group
Social CRM Marketing Use Cases
Not All Marketing Use Cases are Market Ready
© 2010 Altimeter Group
"Listen before talking."
To be effective, marketers must listen to what consumers are already saying, making them relevant when they deploy their social marketing efforts.
Identify top influencers, rank top conversations, prioritize top channels, identify velocity of discussion, and gauge the tone of topics.
Sophisticated marketers will create their own “private focus groups” using insight community vendors.
Social Marketing Insights (M1)
High tech firm discovers 70% of market spend is not reaching target audience.
Example Social Marketing Insights (M1)
Social Marketing Insights (M1)
Market Demand Index: 4.00 Tech Maturity Index: 4.00
“Defending the brand."
Companies can no longer afford to slowly respond to customers, as a blogger can trigger a discussion that results in mainstream PR crises
Brands will have to identify what's being said, the severity of the information, the influence of that person, and context of previous interactions. They must quickly triage to respond in near real-time.
The Social CRM system provides coordination among teams.
Rapid Social Marketing Response (M2)
Brands Are Getting Punk’d By Social http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-
brands-that-got-punkd-by-social-media/
Rapid Social Marketing Response (M2)
Rapid Social Marketing Response (M2)
Market Demand Index: 3.50 Tech Maturity Index: 1.75
"Optimizing in flight."
Unlike traditional advertising, social marketing is constantly changing and requires constant attention and massaging.
Track what's being said in order to quickly respond. Constantly monitor sentiment, velocity, discussion, and relationships in order to make real-time course corrections.
For example, a social gaming company used Social Campaign Tracking to learn about the right language and conversations to participate in. It changed key elements of its product launch – shifting from a print campaign to an actual offer in a country specific multi-player environment which led to a 23% increase in sales.
Social Campaign Tracking (M3)
Restaurant tests offer effectiveness in different Facebook Fan Pages and discovers a new cash and carry market.
Savvy brands will look for conversation hot spots and amplify that activity.
Build your marketing plan with flexibility as part of the program – don’t be rigid.
Social Campaign Tracking (M3)
Social Campaign Tracking (M3)
Market Demand Index: 1.00 Tech Maturity Index: 1.00
Next Steps
© 2010 Altimeter Group
Pragmatic Next Steps34
1. Start now by augmenting your existing customer database now: Add social media fields
2. Next, deploy ‘Marketing Insights’ use case listen and record the interactions to your customer database.
3. Then record the interactions you have with customers in social channels (marketing, sales, support), helping pave a stronger reporting solution.
Thank you
Jeremiah Owyangjeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
With assistance from Christine Tran, Researcher
Social CRM: Driving Conversations, Conversions & Commerce
Aligning strategy, vision, goals
influence
A Social CRM Partnership
We’re
Aligning strategy, vision, goals Our Approach & Framework to Social CRM
influenceinfluence
listen learn engage
Aligning strategy, vision, goals
• Vision: Align & support corporate goals & consumer needs
• Increase share in mature market
• Increase # of oil changes• Up-sell – conventional to
synthetic• Objective: Product/sweeps to
interest/conversations• Strategy: Be where our
customers are. Create a unique & engaging experience with value
• Measurement: Growth, engagement, sales, satisfaction
Wrong people/wrong approach
Aligning Strategy, Vision, Goals – Focus Best Customers
Objective: tap into peoples passion cars/racing
• NASCAR – 9th most popular Search in 2009*
• 2.1 million auto-related conversations online every month**• 8,204 Motor Oil***• 5,897 Synthetic Oil• 3,607 Change Oil• 1,000 brand mentions
every day!
Source: *Yahoo,, **Razorfish, ***Radian6
Objective: Tap Into People’s Passion - Cars/Racing
listen
Our journey started with our customers
Achievers
My vehicle is a symbol of my achievements, who I am (and how I want to be perceived)
• Personas: Understanding our customers/prospects
• Behaviors – what they do online• Motives – what excites them• Needs – what they
need/want/seek• Interests – what is their
relationship with their automobile
Our Journey Started With Our Customers
learn
Strategy – Be everywhere our customers areStrategy – Be Everywhere Our Customers Are
Each community serves a unique purpose
• Facebook: discussions, polls• Twitter: breaking auto news,
racing updates/results, promotions
• YouTube: TV Commercials• Flickr: Racing photos
Each Community Serves a Unique Purpose
Facebook discussions, polls
Forums, car care, special offers
Sign up for email newsletter/alerts
Real-time feed from Twitter
Exclusive racing content & updates
Join, Share, Get Rewarded
Create a Unique Experience for Best Customers
engage
Survey table
LoyaltyEngine
Query Tool
Profile table
Activitytable
Social table (Rapleaf)
SourceLECCPLEWarranty
Building Insights and Customer Intelligence
Remarket & Facilitate Sharing
influence
1000
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Initial Drop B Drop C Drop D
EDGE Rebate
$20 Rebate
Syntec Scholarship
0
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Eric Medlen Scholarship -
SYNTEC
Save up to $20 Rebate
Save up to $15 -EDGE
390260 225
52
376136
325
2,213
Twitter - Clicks Facebook - Clicks LEC
Twitter Facebook
SYNTEC Scholarship 3 1
$20 Rebate 4 2
$15 Rebate 6* 2
Results
» Sharing & Social contributes 4% to 12.5%, Loyalty 7.8% to 21% additional
Reward participation
• Castrol Credits• Tell us more about
yourself• Post a topic• Tell a friend• Tweet from the street
Reward Participation
Meet Chuck
Social Graph
Insights
Long term
Opportunity: LTV
Loyalty Profile
Loyalty/Web
Activity
Email/ Social
Activity
Social CRM Leverages Data & Drives LTV
How will we drive additional participation, advocacy, sales?
Leveraging existing subscribers/assets Where Do We Go Next?
• Leveraging existing assets• Customer database• Key relationships & partnerships
• Socialize existing marketing efforts• Test & experiment
Test & experiment Measurement
Engagement• High/low & impact on business
Models:• Look-a-like• Propensity models
• Upgrade• Purchase• Recommend
Thank You
Rob KrinCastrol
twitter.com/robatcastrol
Michael Della PennaStrongMail
Mdellapenna@strongmail.com
Jeremiah Owyang
Altimeter Group
jeremiah@altimetergroup.comhttp://bit.ly/socialcrmpaper
http://bit.ly/facebook-bp
#socialcrm