WTF is Social CRM? The Evolution of Social Data.

WTF IS SOCIAL CRM?!

ANISH KATTUKARANDIRECTOR, PRODUCT MARKETING

CLIENT LIST FUNDING LED BY

@AnishKattukaran

INFLUENCE CUSTOMER DECISIONS

#socialCRM@AnishKattukaran

INFLUENCE CUSTOMER DECISIONS

#socialCRM

FAVORABLY

@AnishKattukaran

AWARENESS

FAMILIARITY

CONSIDERATION

PURCHASE

LOYALTY


PURCHASE FUNNEL

AWARENESS

FAMILIARITY

CONSIDERATION

PURCHASE

LOYALTY

EVALUATE

COMMIT

BUY

EXPERIENCE

CONSIDER

DECISION TRIGGER

INTEREST TRIGGER


PURCHASE FUNNEL CONSUMER DECISION JOURNEY

MESSAGES THAT INFLUENCE CUSTOMERS’ DECISIONS

WHAT? WHERE? WHEN?

The content of the message

The channel through which it’s delivered

The time the message is received


1.Broad targeting!2.Difficult to measure!3.Expensive

MASS MEDIA


1.Broad targeting!2.Difficult to measure!3.Expensive

MASS MEDIA


TWEETABLE MOMENTFact: Advertising spend for all media has increased year over year since the dawn of the Internet. #socialCRM #FutureM

1.Narrower targeting!2.Tighter controls!3.Difficult to tie to offline

behavior

DIGITAL MEDIA


1.Cluttered environment!2.Fuzzy ROI!3.Requires dedicated staff

that can’t scale

SOCIAL MEDIA


YOUR CUSTOMERS

GETTING CLOSER TO THE CUSTOMER


DEMOGRAPHIC DATA• Age, gender, zip!• One-dimensional

YOUR CUSTOMERS




PSYCHOGRAPHIC DATA• Household-level

interests, education, MRI!

• Static, limitingYOUR

CUSTOMERS






• Static, limiting

TRANSACTIONAL DATA• Card-level data!• What is purchased,

when, how much

YOUR CUSTOMERS








when, how much

Advocacy

SOCIALGRAPHIC DATA

Competitor Brands

Brand AffinitiesInfluenceInterests

Media HabitsPlaces & Venues

Intents

YOUR CUSTOMERS








when, how much

Advocacy

SOCIALGRAPHIC DATA

Competitor Brands

Brand AffinitiesInfluenceInterests

Media HabitsPlaces & Venues

Intents

YOUR CUSTOMERS



TWEETABLE MOMENT

#SocialCRM is social insight, not just Twitter handles, connected to customers in your CRM. #FutureM

YOUR DATABASE TODAY

NAME EMAIL AGE INCOME

John Doe [email protected] 35 $100k-$150k

Jane Doe [email protected] 32 $75k-$100k

Jim Doe [email protected] 54 $100k-$150k


mailto:[email protected]







ADVOCACY INTENT BRAND AFFINITY INTERESTS

Strong Advocate

!!Go to the beach!Buy a new laptop

Advocate

!!Travel to Hawaii

Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

CHEVY’S DATABASE COMES ALIVEWITH SOCIALGRAPHICS









Strong Advocate


Advocate

!!Travel to Hawaii

Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

CHEVY’S DATABASE COMES ALIVE...AND CHANGES WITH LIFE EXPERIENCES









Strong Advocate


Advocate

!!Test drive Toyota minivan

Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

CHEVY’S DATABASE COMES ALIVE...AND CHANGES WITH EXPRESSED INTENT









Strong Advocate


Detractor


Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

...AND CHANGES WITH CUSTOMER EXPERIENCECHEVY’S DATABASE COMES ALIVE









Strong Advocate


Detractor


Advocate

!!Buy new gym shoes

Food Trucks

Basketball

Mobile Technology

CHEVY’S DATABASE COMES ALIVE




YOUR DATABASE TODAY








MASS MEDIA SOCIAL MEDIADIGITAL MEDIA


CHALLENGES

MASS MEDIA SOCIAL MEDIADIGITAL MEDIA

WHAT’S NEXT?


TREND TO REAL TIME


DATA TO ACTIONABLE INTELLIGENCE


AUTOMATION #socialCRM@AnishKattukaran

AUTOMATION #socialCRM@AnishKattukaran

TWEETABLE MOMENT

The future of #SocialCRM is real time, intelligent and automated. #FutureM


Upwards of 200,000 versions of a single mailing

Macy’s Ubër Versioning

1. THE WAY MARKETERS ARE INFLUENCING CUSTOMER DECISIONS IS CHANGING.

2. THE FUTURE OF MARKETING POINTS TO SOCIAL INSIGHTS APPENDED TO CRM DATA (“SOCIALCRM”).

3. AUTOMATION IS THE KEY TO MAKING CUSTOMER INTELLIGENCE ACTIONABLE AT SCALE ACROSS CHANNELS.

KEY TAKEAWAYS

Q&A: For answers, tweet your questions to us:

@AnishKattukaran

WTF is Social CRM? The Evolution of Social Data.

Marketing

Transcript of WTF is Social CRM? The Evolution of Social Data.