SOCIAL CRM How to stop playing and link social media to ROI
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SOCIAL CRM How to stop playing and link social media to ROI
description
SOCIAL CRM How to stop playing and link social media to ROI. A brief history of direct Marketing. Single Customer View. ‘90s. CRM. Email. Experimentation. Integration. ‘00s. eCRM. Social Media. Experimentation. Integration. ‘10s. Social CRM. ?. - PowerPoint PPT Presentation
Transcript of SOCIAL CRM How to stop playing and link social media to ROI
SOCIAL CRMHow to stop playing and link social media to ROI
A BRIEF HISTORY OF DIRECT MARKETING
‘90s
‘10s
‘00s
Single Customer View
Social Media
Experimentation Integration
Experimentation Integration
CRM
eCRM
Social CRM
Clients prospects
Clients
Clients
ProspectsFans
?
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
The Investment-return Relationship
(Source: Social Media ROI – Olivier Blanchard)
You have Fans, now what?
NOT 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
OPPORTUNITY: PERSONA SEGMENTATION
Prospects
ClientsFans
UpsellCandidates
Hot Leads
Ambassadors
Golden
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
WHAT ABOUT THE FUTURE?
MOBILE IS SWITCHING TOO
‘90s
‘10s
‘00s
Single Customer View
Social Media
Experimentation Integration
Experimentation Integration
CRM
eCRM
Social CRM
Local & MobileExperimentation Integration
SOLOMO CRM‘10s
Your Next Challenge!
CONCLUSION
Don’t be late!Have your Social CRM ready
So you can start your SOLOMO CRM on time!
