Date post: | 20-Aug-2015 |
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Just the Facts: From Social to Funnel: Connecting Social Buyers to the Customer Creation Process
George Sadler, Director, Social Media InsightsIDC CMO Advisory Board, Best Practices in Channel Marketing, Social Media Monitoring & Metrics, San Jose, CA, February 28, 2012
Marketing:
Powerful, Loud, Reach & Awareness
2
3
Web Marketing = Traffic and Clicks
Global Marketing
CRM for Tracking & Maybe Some InsightsTraditional CRM and Case Management Systems
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• Name• Home address• Employer• Job role (ITDM?)• Work address• Email• Ecommerce: Dell account• Support Documentation
Physical persona
• B2C
• B2B
CRM
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More Than Traffic/Clicks: People Sharing
Source: Shanghai Web designers via Neville Hobson
Global Marketing6Graphic thanks to @Gapingvoid
Love your product/service
Need help using it
Helping someone else
with your product
Where to find you
Share an idea with you
Share with others how & why you have great products/services
Value of Customer Conversations Real time, unaided, personalized experiences
But not organized by business functions or segments
Global Marketing7 Confidential
Listening is a full-time commitment
Application of Analytics + Modeling: Making for Meaningful, Measurable Business Actions
Global Marketing8 Confidential
Social Media commentary contains valuable and actionable information
• Product use issues identified and addressed in social media earlier than other feedback channels
• Preliminary analysis of customer sentiment trends have shown potential correlation with NPS
• Identified 27 new product search terms based on how customers talk about products
– Increased SEM campaign impressions by 27%
Global Marketing
This is a New Road,
The Infrastructure is evolving
Experiment and Fail Fast…LEARN
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Global Marketing
The Journey of Social Business Metrics
Application
Operationalize & Scaling
Build Out
Experiment & Pilot
Global Marketing
Challenge: Social CRM is Currently not a reality, but critical to unlocking key insightsTechnology and connection of these dots from social profiles and data to traditional CRM systems
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Social persona +
Commentary
• Name• Home address• Employer• Job role (ITDM?)• Work address• Email• Dell.com account• Support case info
Physical persona
• B2C
• B2B
CRM
Global Marketing
Improving Social Data’s Usability & Application + Merging with traditional marketing data
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Delivering uniform and actionable data: More value to business functions
Global Marketing13
Sizzle? or The Hard Work of Getting it Done for Better Business
Thank You