SOCIAL CRMFrom CRM to Social CRM… and beyond!
A BRIEF HISTORY OF DIRECT MARKETING
Clients prospectsClients
Clients
ProspectsFans
90’s 00’s 10’s
Single Customer
ViewEmail Social
CRM eCRMSocial CRM
Decade
Challenge
Database
Content
Integration Experiment Intégration Experiment Intégration
A BRIEF HISTORY OF DIRECT MARKETING
Experiment Intégration
InnovationBudget
MarketingBudget
Social media
manager
MarketingDirector
CEO
LIVE FROM THE HEAD OF YOUR CEO…
‘‘The Organisation overall budget is finite’’
Rule 1: Primary Budget is allocated to the core of the business
Rule 2: Winners get funding. Losers don’t
Hint: this is usualy
NOTSocial media
Justify Budget
Justify Business
Show your ROI
Show Financial outcome
And show it quicker because…
(Source: Social Media ROI – Olivier Blanchard)
Reaction
GO ONE STEP FURTHER
# Fans# Likes
# Shares
Investment$$$$$
Action
Non Financial Impact
Financial Impact
Experimentation Integration
Cost Reduction$$$$$
Increased Revenue
(Source: Social Media ROI – Olivier Blanchard)
You have Fans, now what?
NOT The Investment-return Relationship
Go the extra step
The Investment-return Relationship
HOW TO MEASURE SOCIAL ROI?
From…
Bring Fans into the Single Customer View
… To
Social Costs
Social Revenue
Social Revenue
Social Costs- =
Social ROI
PersonnelTechnology
Timeother
CHALLENGE: MAKE THE LINK
CRM eCRM Social CRM
Automatic
Manual
Apps / FB Login / API …
PR Company / Community Manager
CHALLENGE: STORE & PROCESS SOCIAL DATA
Mobile Data
SocialData
Email Data
CustomerData
Real Time
Mobile Campaign
SocialCampaign
Email Campaign
Campaign
data hub
OPPORTUNITY: CALCULATE SOCIAL ROI
data hub
Social Revenue
Social Costs- =
Social ROI
Prospects
ClientsFans
UpsellCandidates
Hot Leads
Ambassadors
Golden
OPPORTUNITY: PERSONA SEGMENTATION
OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN
Prospects
ClientsFans
UpsellCandidates
Hot Leads
Ambassadors
Golden
Reactivation
OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN
Prospects
ClientsFans
UpsellCandidates
Hot Leads
Ambassadors
GoldenBusiness
Intelligence
Churn Prevention
WHAT FOR?A few cases…
ECOUPON VALUE
TV PRODUCT PLACEMENT
CONTEST PRIZE
INTEGRATED CRM INTEGRATED CAMPAIGNS
Open
ClickNo Click
Remail
Open
Click
Analyze
Email Marketing 2010
Email Marketing 2015
Website Visit
Banner Retargeting
Facebook Custom
Audience
Facebook Ads Retargeting
Custom Audience
Look-a-like
Extra targeting
RETARGET
Email Marketing 2010 Email Marketing 2015
EmailEmail+Social Networks+ Bannering
Channel ROI
MultichannelCampaign
ROI
WHAT ABOUT THE FUTURE?
MOBILE IS SWITCHING TOO
Your Next Challenge!
Email SocialLocal & Mobile
eCRMSocial CRM
Solomo CRM
Challenge
Database
Position
Context
CONCLUSION
Don’t be late!Have your Social CRM ready
So you can be SOLOMO ready
Before your competition