Date post: | 10-Dec-2014 |
Category: |
Business |
Upload: | nicolas-moerman |
View: | 8,120 times |
Download: | 1 times |
IT’S ONLY SOCIAL CRM!
SOCIAL CRM
THE PEAK OF INFLATED EXPECTATIONS
Actual behavior of customers
Declared actions, preferences or intentions of those who may or may
not be customers
Multichannel but generates a Single customer view
May be across one or more social channels
Segmentation via recency, frequency,
Value
Difficult to segment audience and content
One-to-one targeting One-to-many conversations
Direct Open
Accepted ROI models Evolving ROI models
Clear legislation Grey area
CUSTOMER RELATIONSHIP MANAGEMENT
SOCIAL MEDIA MANAGEMENT ≠
^ KEEP CALM
AND
CHILL OUT
Allowing to extend CRM programmes onto social platforms
Applying the principles of CRM to social media at scale
SOCIAL CRM
OPENING A WORLD OF NEW ENGAGEMENT
POSSIBILITIES
ONLY 0.5% OF FANS
FROM THE TOP 200 BRAND PAGES ON FACEBOOK
ARE ENGAGING WITH THE BRAND
“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”
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?
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
WHAT’S IN IT FOR ME?
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
FOCUS ON THE 23% THAT CARE
ENGAGING FOR THE SAKE OF ENGAGING
^
START HAVING MORE
MEANINGFUL CONVERSATIONS
…that drive more value for your business
…that drive more value for your business
… that serve your product’s users
…that drive more value for your business
… that serve your product’s users
… have a purpose to fulfill
…that drive more value for your business
… that serve your product’s users
… have a purpose to fulfill
&
GO BEYOND MARKETING
^
FIVE C.H.I.L.L.
WAYS TO START
MEANINGFUL CONVERSATIONS
CLOSE THE DEAL
HELP THEM WHEN NEEDED
INTRIGUE THEM OVER TIME
LISTEN TO WHAT’S REALLY BEING SAID
LINK THEM TOGHETHER
THANKS