Date post: | 10-Dec-2014 |
Category: |
Social Media |
Upload: | kabilen-sornum |
View: | 242 times |
Download: | 0 times |
Kabilen Sornum | December 2013
SOCIAL CRM BUILDING AN EQUILIBRIUM BETWEEN FACEBOOK FANS & VIP CUSTOMERS!
CURRENT SNAPSHOT
CURRENT SNAPSHOT
A view of our customers and their spaces
Non Customers
OUR CUSTOMERS & THEIR SPACES
VIP Members
Facebook Fans
Customers
X
X: The ideal Customer – Both a VIP member and a Facebook Fan
IDEAL SNAPSHOT
IDEAL SNAPSHOT
An ideal view of our customers and their spaces which we want to achieve
Non Customers
THE IDEAL SITUATION
X [ VIP member and Facebook
fan ]
X: Each customer being a VIP member and a Facebook fan at the same time.
• Conversion: Convert more non-customers to be in the X
• Retention: Maintaining the current X and
engaging them
GROWTH STRATEGY
THE CHALLENGES
THE CHALLENGES
The challenges identified
THE DISCONNECT
• There exists a disconnect between a VIP member and a Facebook fan • There is no direct mapping between a Facebook fan and a VIP member or vice-versa
THE SOCIAL TALK
• There is no monitoring or analysis of what non-Facebook fans are speaking about the brand on other social channels
INTEGRATED ANALYTICS
• There is no means to understand the relationship between sales and social posts e.g. is the social customer buying what he/she is seeing on social networks or are we engaging with the right contents?
• There is no social targeting based on sales or in-store behaviours
SOCIAL FATIGUE
• What is working best for the brand now and engaging the customers most will not work in the future. • There is a high tendency of social fatigue with the social network information overload • The challenge is to overcome this social fatigue and it will be possible only when we have a connection between the our
customers and their online and offline behaviours
THE PROPOSED SOLUTION
THE PROPOSED SOLUTION
A bridging solution leading to SOCIAL CRM
A SOCIAL CRM SUITE
• To identify a relationship between VIP Members and Facebook Fans
• Create a live connection between CRM data and Facebook
• Social Listening: understand what your online fans, members and non-members are talking about
• Integrating social media with sales intelligence (understand how our social crm member is buying)
• Advanced analytics to help build new and refreshed strategies
• Target groups: Reducing Social Fatigue
In summary, the system will allow us to understand our customer's behaviour online and in-stores and associating a relationship to that. This will in turn help to build better marketing strategies to grow both FB & CRM bases simultaneously. The system can work for any social network or any CRM. Its flexible on this part.
THE PROPOSED SOLUTION
A Social CRM Suite: A long-term solution
VIP Database
Brand Facebook Page
Other Social Networks
Social Listening Advanced Analytics
Targeting Bridging Communications
SOCIAL CRM
New Customers
new customers sign up directly to be a VIP member & Facebook fan
Real time live communications
Communications via
Sampling Activities
Active Social Listening
Social Listening Creating Strategies to convert non-fans and non-members
THE PROPOSED SOLUTION
The Process Cycle
The Process Cycle
Sampling
Analytics
Monitoring Engagement
Growth
Sampling
• A process to collect Facebook fans data (e.g. ID or Membership ID to match with our CRM data (via a FB app)
• A process to entice VIP members to like the brand page on Facebook (via FB app) to collect users data
• An exclusive reward is given for all who go through the app • The data collected is used to do the 1-to1 match between FB and
VIP list.
Analytics
• Once a match is established, the Social CRM suite provides analytics based on this relationship
• Analytics to include: Sales intelligence, Social and Buying behaviours
Monitoring
• Monitoring the other social networks for potential leads • Active listening to the needs and interests of social players
Engagement
• Targeted engagement based on analytics and monitoring reports • Retention of current base
Growth
• Growing the base via in-store activities or online activities • Encouraging new sign-ups to be both a VIP member and a Facebook
fan at the same time.
Cover image: Creative Commons Licensed by Sean MacEntee
Kabilen Sornum!E: [email protected]!T: @kabilen!!www.kabilen.com!