BITB -- Social CRM
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Andrew Bagley's presentation at agencyside's "Back in the Black" account team training.
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BITB -- Social CRM
- 1. Social CRM
- 2. Definition
- 3. 3 Takeaways The secret to getting ROIout of Social is data Personalization driven from Social CRM will be the best differentiator We have to stop being reactive and start taking a proactive approach to social media
- 4. What it is | Jay Baer “2011 will be the year that we begin to have a unified view of subscribers, fans, and followers. API-driven advances in CRM and databases will enable companies to better understand the full array of their digital marketing and social media relationships.”
- 5. >> We’ve been talking about “one to one” marketing for 20 years. It’s finally here…<< Jay Baer THE NOW REVOLUTION (2010)
- 6. >>It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few…<< M. Lawrence Light Former CMO McDonalds
- 8. Why Social CRM | Social CRM is a Win-Win What’s in it for the customer What’s in it for the brand
- 9. Mapping users across the web
- 10. Mapping Users Across the Web Connected through professional e-mail Connected through personal e-mail
- 11. Social CRM
- 12. Mapping Users Across the Web $
- 13. SSO is Preferred over New or Guest Account Create a New Account 24% Use Social Sign On 41% Use Guest Account 35%
- 14. Social Sign On 20-30% increase in Registrations with Social Sign On
- 15. SSO 48% of respondents said I am more likely to buy at a site that automatically recognized me Source: Janrain
- 17. Gather | Social Sign On
- 18. Social Sign On
- 19. Social Sign On About Me Addresses Books Current Location Emails Friends List Interested In Meeting Interests Last Updated Movies Music Organizations Photos Relationship Status Status TV Shows URLs
- 20. Social Sign On About Me Addresses Books Current Location Emails Friends List Interested In Meeting Interests Last Updated Movies Music Organizations Photos Relationship Status Status TV Shows URLs
- 22. Social CRM | Reactive/Proactive Reactive Proactive Publish Engage Mine Message Assign Cluster
- 23. Gather | Gamification ga-mi-fi-ca-tion Integrating game dynamics into your site, service, community, content or campaign, in order to drive participation, loyalty and data collection
- 25. Mine Shopping|Experian HHI|Zip Code Marital Status|Facebook Tom@gmail.com + + Employer|Facebook Personality|Gamification Preferences|Profile + +
- 26. Cluster Style: Modern No Kids Style: Traditional Married Style: Modern 2+ Kids Style: Traditional
- 27. RFM R F M
- 28. RFM R F M Recency - The length of time since the audience’s last desired behavior (page view, sign-up, survey completion, order, etc.). Customers that have ____ recently are more likely to ____ again versus customers that have not _____ in a while.
- 30. Examples
- 31. Getting Started
- 32. The Road Map
- 33. THANK YOU. sitewire.com @sitewireagency facebook.com/sitewire youtube.com/sitewire
Notas del editor
- http://blog.junta42.com/2010/12/the-best-content-marketing-predictions-for-2011/
- Registration: sites that use Facebook Connect as an alternate to account registration have seen a 30-200% increase in registration on their sites.Engagement: sites with Facebook Connect see a 15-100% increase in reviews and other user generated contentTraffic: For each story published in Facebook, we see roughly 3 clicks back to the site. Nearly half the stories in the Stream get clicked on. This creates opportunities for the site to encourage more user actions – knowing that each one may result in 3 new visits to their site. With other models like search, there’s nothing you can do to increase user traffic besides optimizing for keywords.Read more: http://www.businessinsider.com/six-months-in-facebook-connect-is-a-huge-success-2009-7#ixzz1CHJ0Aqgm
- http://suckerpunchcinema.com/main/wp-content/uploads/2010/08/minority_report.jpg
- Facebook has the majority of share, but users want choice
- Facebook has the majority of share, but users want choice
- Facebook has the majority of share, but users want choice
- http://smartdatacollective.com/Home/17660
- http://smartdatacollective.com/Home/17660
- http://smartdatacollective.com/Home/17660
- http://smartdatacollective.com/Home/17660
- http://www.customerthink.com/article/data_nothing_personal_ritz_carltonhttp://www.destinationcrm.com/Articles/CRM-News/Daily-News/For-Ritz-Carlton-It-All-Begins-with-Customer-Knowledge-47424.aspxRitz-Carlton allows each employee to spend up to $2000.00 a need on customer needs, if the employee's estimation, it is necessary (2009, Brock). Additionally, this company believes that workers should be trusted to resolve a customer issue to resolution, personally owning and if need be, shepherding the customer issue through various departments throughout the organization. This principle is communicated and reinforced throughout the entire company. http://www.buzzle.com/articles/the-new-gold-standard-ritz-carlton.htmlhttp://www.cloudave.com/827/how-comcast-approaches-social-crm/ http://www.jmorganmarketing.com/how-comcast-approaches-social-crm/
- ADD EXACT TARGET