Smw presentation value_tr_inity
-
Upload
killian-schaffer -
Category
Business
-
view
406 -
download
0
description
Transcript of Smw presentation value_tr_inity
![Page 1: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/1.jpg)
A conversation aboutA conversation about:
The Future of Social CRM
September 23, 2011
![Page 2: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/2.jpg)
Agenda
BackgroundCRM GroundingSocial OpportunityBrand ExamplesEnabling PlatformsFuturist Speculation
2
34
11162635
![Page 3: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/3.jpg)
Who is C-K? Who is this guy?
3
![Page 4: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/4.jpg)
CRM Level Set
4
![Page 5: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/5.jpg)
5
CRM (it’s complicated)
• Systems
• Data
• Segments
• Scoring
![Page 6: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/6.jpg)
6
![Page 7: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/7.jpg)
7
RFM has long been applied as
an alternative to segmenting a
customer base by demographic
means.
Transactional
![Page 8: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/8.jpg)
8
Recency—The most recent customers
Frequency— The most frequent
customers
Monetary— The biggest-spending
customers
![Page 9: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/9.jpg)
9
• interact
• visit
• open
• click-through
• post
• connect
• share
• subscribe
• respond
Relationships matter, but they should matter
more
![Page 10: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/10.jpg)
10
![Page 11: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/11.jpg)
Social Opportunity
11
![Page 12: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/12.jpg)
12
From uniform to composite views
![Page 13: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/13.jpg)
Leverage the combination of behavioral information to understand where opportunity exists.
Value TRInity segmentation
Transactionrecency, frequency and monetary attributes
Influenceconsumers’ social
impact and authority
Relationshipdepth and breadth of the brand relationship
![Page 14: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/14.jpg)
14
To recognize
influence, leverage available
tools
Tap into their APIs to
determine the relative
influence potential
Email forwarding
![Page 15: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/15.jpg)
T: $
R: Access
I: Advocacy
15
Individually, any of these
segmentation approaches can
work, but together, TRInity
enables BOTH intelligence
AND actionability
![Page 16: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/16.jpg)
Some Leading Brands
16
![Page 17: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/17.jpg)
17
Moosejaw
![Page 18: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/18.jpg)
18
Rewarding “involvement”
![Page 19: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/19.jpg)
19
Unique reward opportunities
Reimbursement promotion
![Page 20: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/20.jpg)
20
Connecting data
![Page 21: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/21.jpg)
21
Relationship
Fan-gated for access
Loyalty member capture
![Page 22: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/22.jpg)
22
Creating involvement
![Page 23: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/23.jpg)
23
1-800-Flowers.com
![Page 24: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/24.jpg)
24
Tied directly to rewards
program
![Page 25: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/25.jpg)
25
Domino’s
![Page 26: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/26.jpg)
Enabling Platforms
26
![Page 27: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/27.jpg)
27
Research and connection
![Page 28: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/28.jpg)
28
Create Micropinions
Give Rewards
Get Research
![Page 29: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/29.jpg)
29
![Page 30: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/30.jpg)
30
Reward “attention”
![Page 31: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/31.jpg)
31
Walk-in rewards
Daily deals
Scan rewards
Redemption
![Page 32: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/32.jpg)
32
Major brands
CW Partnership
![Page 33: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/33.jpg)
33
Real-time Marketing
![Page 34: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/34.jpg)
34
Aggregate public posts and
check-ins to help brands reach
customers
![Page 35: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/35.jpg)
Social CRM Future
35
![Page 36: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/36.jpg)
36
Implications
![Page 37: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/37.jpg)
37
Vendor Relationship Management
![Page 38: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/38.jpg)
38
![Page 39: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/39.jpg)
39
C2B Commerce
![Page 40: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/40.jpg)
40
Thoughts?
![Page 41: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/41.jpg)
After
41
![Page 42: Smw presentation value_tr_inity](https://reader033.fdocuments.us/reader033/viewer/2022052910/559c02e71a28ab317f8b45a3/html5/thumbnails/42.jpg)
42
Click-Depth Index (Ci) is the percent of sessions having more than “n” page views divided by all sessions.
Recency Index (Ri) is the percent of sessions having more than “n” page views that occurred in the past “n” weeks divided by all sessions. The Recency Index captures recent sessions that were also deep enough to be measured in the Click-Depth Index.
Duration Index (Di) is the percent of sessions longer than “n” minutes divided by all sessions.
Brand Index (Bi) is the percent of sessions that either begin directly (i.e., have no referring URL) or are initiated by an external search for a “branded” term divided by all sessions (see additional explanation below)
Feedback Index (Fi) is the percent of sessions where the visitor gave direct feedback via a Voice of Customer technology like ForeSee Results or OpinionLab divided by all sessions (see additional explanation below)
Interaction Index (Ii) is the percent of sessions where the visitor completed one of any specific, tracked events divided by all sessions (see additional explanation below)
Loyalty Index (Li) is scored as “1″ if the visitor has come to the site more than “n” times during the time-frame under examination (and otherwise scored “0″)
Subscription Index (Si) is scored as “1″ if the visitor is a known content subscriber (i.e., subscribed to my blog) during the time-frame under examination (and otherwise scored “0″)