Social Media Day 7-3-2013 Back to the nineties, when CRM wasn't social!

BACK TO THE NINETIES …
WHEN CRM WASN’T SOCIAL
SOCIAL MEDIA DAY ACADEMY: 7/3/2012

Copyright © 2012, SAS Institute Inc. All rights reserved.

WHO AM I?

• Least followers on Twitter of speakers today

• I’ve got and IT/Marketing/Analyst background

• I work in the software industry with SAS Institute

• Call me a generalist (as long as it’s data)


WHAT WILL I BRING?

• Aspect of time in technology adoption: Learn from the past

• Aspect of people in technology sense: Embrace the future


THE HYPE CYCLE


expectations
Social Analytics CRM Analytics

Social Network Analysis

Web Experience Analytics
Social Media Management

Integrated Marketing Web Analytics
Management Customer Relationship Management

Customer-Centric
Web Strategies Text Analytics Lead Management

Email Marketing

As of September 2011

Peak of
Technology Trough of Plateau of
Inflated Slope of Enlightenment
Trigger Disillusionment Productivity
Expectations
time
Years to mainstream adoption:
obsolete
less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau

This chart is a composite, derived from Gartner published Hype Cycles.
The particular combination and comparison of items made here has not been reviewed by Gartner.


CRM IN THE NINETIES WAS CALLED DATABASE MARKETING
• DRIVER #1: THE CHANGING ROLE OF DIRECT MARKETING
• The move to relationship marketing for competitive advantage.
• The decline in the effectiveness of traditional media.
• The overcrowding and myopia of existing sales channels.

• DRIVER #2: CHANGING COST STRUCTURES
• The decline in electronic processing costs.
• The increase in marketing costs.

• DRIVER #3: CHANGING TECHNOLOGY
• The advent of new methods of shopping and paying.
• The development of economical methods for differentiating customer communication.

• DRIVER #4: CHANGING ECONOMIC CONDITIONS
• The desire to measure the impact of marketing efforts.
• The fragmentation of consumer and business markets.


TODAY:
3 FLAVOURS OF CRM

Salesforce Customer
Automation Service

Marketing
Automation


TODAY:
3 FLAVOURS OF CRM

• Customer Service
• Sales force automation
• Marketing Automation

• Enter social


IN THE 90’S


Case 1: Zappos
CUSTOMER CASE 1:
CULTURE

“WE LET OUR CUSTOMERS
DO THE MARKETING FOR US”
(TONY HSEIH, CEO ZAPPOS)

FOCUS ON CULTURE?
SURE, BUT …

• What if:
• a typical day consists of

6,000 phone calls 400 live chats 1.1M social interactions.

 you’ll need to know those persons!

 Even Culture is fueled by Customer Intelligence


IN BELGIUM

• Eva from Belgacom • Charlotte from Telenet


CUSTOMER SERVICE CRM FUTURE

 Respond to authors “in channel”
 Active feedback channel for events, launches, promotions


TODAY:
3 FLAVORS OF CRM

• Marketing automation

• Enter social


IN THE 90


Customer Intelligence MARKETING AUTOMATION

Optimization Channels & Offers optimization

Predictive Models
Campaigns based on propensity scores
and next best offers inbound campaigns

Event Triggers
Event Based Campaigns

Segmentation and
patterns
Targeted campaigns

Basic customer
information Renewal campaigns / Opt in newsletters

Customer Intimacy


IN BELGIUM


MARKETING AUTOMATION FUTURE


TODAY:
3 FLAVOURS OF CRM

• Marketing automation

• Enter social


• CHANGING PARADIGMS

This slide is for video use only.



B u t E M I p ra c t i c a l l y i s


Itunes Music revenue 2012 expected to top

8 Billion $


8 Billion $ 1,6 Billion $

COMPANIES THAT DON’T DIGITALIZE THEIR ASSETS WILL

DIE

SOME SLOWLY, OTHERS SUDDENLY

BUT IT WILL BE PAINFULL


INTERNET ALMOST KILLED A RETAIL STAR


BEST BUY IS BARELY SURVIVING DUE TO “SHOWROOMING”


TOMORROW?


TODAY! AMAZON FRESH


ONE OF ING’S TOP
THREATS


customer


EXPERIENCE LEGACY
FUN PRESSURE
LOTS OF CASH LIMITED CASH
CUSTOMER INSIGHT UNKNOWN CUSTOMERS


ARE WE THEN TAKING SOCIAL CRM?


NO PROCESSES?


SOCIAL CRM Media Portal Media Conversation Visual Analytics
FRAMEWORK iPad app Portal Center Big Data
Mobile Dashboard Engagement Visualization

Report, Engage, & Leverage

Analytics Layer Sentiment
Influence Text Mining & Content
Clean & Engagement Entity Extraction Categorization Analysis
Organize
Analyze
Data Data Cleansing &
Natural Language Processing
Integration Noise Filtering

Data Management
Collect
Integrate • Social Networks
Normalize • Forums • Survey Open-ends
• Blogs • Customer Emails
Store • Call Center logs
• Online News
Web • Reviews Internal • Web chats
Data Data


Social Media Day 7-3-2013 Back to the nineties, when CRM wasn't social!

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