How Can Social CRM Drive Marketing Results?

Will Simpson

@EngageSciences

Sony Social Activation Process

Methods of Social CRM

Amplification =

Population of marketing databases

Audience Profiling

= Direct

customer messaging

Are you collecting the best data for your brand?

Control of data capture

Whether you need to build simple forms for data capture or complex question and answer quiz formats, business users are in control of what data they want to capture from social media followers.

Sony Control Data Capture

Lastminute.com Example

Lastminute.com Example

Lastminute.com Example

Sony Do you know

your fans?

Audience & Community

Fan Value & Activity

Being able to execute a social campaign is only the beginning... We create a record for every fan who interacts with your campaigns, so you can understand who they are over time and the conversions they drive amongst their friends. It is a goldmine of data that can be used to drive marketing on other channels

Audience & Community

Social marketing is about relationships. Without a single customer record what do you know about how that person is connecting with you as a brand?

Sony Social CRM Lifecycle

Visualisation

Mobile Users Can Participate

Facebook doesn’t support tabs on mobile. People are not able to interact with your content and campaigns. Clicking on a link in the newsfeed will not show your tab.

We use smartURL’s and device detection to serve up a mobile view of your tabs

Reward Programs Refer a friend

Creator: Lee Shepstone | Modified: Tue Apr 03 2012

Start: Understand the program and get incentivised to start

Refer a friend Share

Share. Reward. Earn.

one five win

Refer

Refer just one friend to

Nokia, and claim your

reward. Your friend gets

a deal too.

Refer five friends to Nokia

and you'll get an

exclusive reward only

available here.

Our top referrers can win

fabulous prizes. Each

month we give out

amazing and exclusive

prizes to our most loyal

fans.

Refer

Recent fans collecting rewards

Refer a friend

Creator: Lee Shepstone | Modified: Tue Apr 03 2012

Reward dashboard: Check your rewards and earnings

Refer a friend Share

Invite

Invite more friends Share to allPost to your wall, earn when friends click through

Share

Get more friends on board

hello alex

9 Friends invited so far. You can always

invite more.

Referral unlocked. Get 25% off any

Nokia speakers or headphones

accessories.

Welcome back to your reward dashboard.

1

More referrals to go. Unlock your next reward

when you reach 5 referrals.2

Your friends who've joined

Nokia refer a friend

Claim

Sony Social Activation Process

Strategize

Sony Social CRMarketing

Publish

Communicate

Engage

Collect

Respond

Activate Amplify

10 Use The Buzz