Post on 16-May-2015
description
TECHNOLOGY, MARKETING, AND SOCIAL CRM
Social customer relationship management is offering operators more ways to connect
and engage customers
SOCIAL MARKETING TECHNOLOGY FUSION VIDEO
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The Ultimate Experience
Marketing designs the Experience
Technology builds the
Experience
Consumers control the Experience
MARKETING DESIGNS THE EXPERIENCE
Evolution of SCRM
5
A New Mentality
6
Everything we do touches the customer. Be consistent – brand image, voice, and promise.
Make the experience enjoyable, user-friendly and memorable.
Connect with your customers where they feel most comfortable.
Consistent, Enjoyable Experience
7
Engagement with Social Media
Get found by people who are searching for your products or services
Connect and engage with current and potential
customers
Create a community around your business
Promote other content you create – photos,
video, news and articles
Promote contests, offers, and store events
Post jobs, and promote new products
TECHNOLOGY BUILDS THE EXPERIENCE
Infrastructure and Integration
Technology Architecture
ConsumerCommunication
Order Touchpoints
Engagement Touchpoints
Technology Integration Points
Experience Touchpoints
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Website• Brand Site• Online Ordering
Social Media• Facebook• Twitter• Foursquare• Urbanspoon• Yelp• Pinterest• Instagram
Interactive Marketing• Email Campaigns• Digital Signage• Paid Search• Mobile Media• Online Banners
Customer Loyalty• Gift Cards / eGift Cards• Refer-a-Friend• Brand Ambassador• Rewards Program
In Store• Digital Boards• POS System• Staff / QSC
Mobile• Mobile App• Tablet App• Mobile Version of Site
Social CRM
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Affinity
Conversation
Participation
Engagement
Interaction
Community
Awareness
End-to-End Process of Social CRM:
Listen to customer conversations Social Media Monitoring Tool
Analyze those conversations Social Media Analytics Tool
Relate this information to existing information within your enterprise
Data Warehouse Dashboard Reports
Act on those customer conversations Tailor the message, content, offer Deliver the experience in the
relevant channel Drive innovation based on
consumer insight
CONSUMERS CONTROL THE EXPERIENCE
Customer Decision Journey
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Consumer Decision Journey
Moment of
Purchase
Initial Consideratio
n Set
Trigger
14
Influential Touchpoints
3926 22
28
105
21
37
31
1226
43
Most Influential Touchpoints by Stage in Journey
Traditional advertisingDirect marketingSponsorshipIn-store product experienceSalesperson contact
WOMOnline ResearchReviews
Store interactions
Consumer-driven marketing
Past Experience
Company-driven marketing
Conclusion
Conserve Your Energy• Spend time where
it matters• You can’t be
everywhere all the time; so don’t
Live the Dream• Best customers are
your biggest advocates
• Army of brand champions
Your Social Community Is Family• KEEP Listening• ALWAYS Monitor• REMEMBER to
Engage