Brand relationships are very real, personal relationships. They require maintenance and personal attention, and when trust is violated or things grow stale, they can be broken. In any growing relationship, loyalty is the goal – and it’s harder to earn than ever. Luckily, the social and mobile era makes the pursuit of loyalty more interesting than ever, with massive opportunities awaiting those marketers willing to redefine their definitions and approach to CRM. As CRM takes on more of the properties of real personal relationships – with the need for real value, personal attention and bespoke support – learn how to add humanity, technology and new thinking to your approach. Momentum Worldwide’s Jen Winberg outlines the new tenets of CRM strategy, illustrates their reality through the agency’s work with Coke and Buffalo Wild Wings, and outlines the future of CRM strategy and tactics.

1. CRM:
CUSTOMER
RELATIONSHIPS
ON THE MOVE
JENNIFER WINBERG
SOCIAL MEDIA STRATEGIST
MOMENTUM WORLDWIDE
@JENNIFERWINBERG
©Momentum Worldwide 2013: in confidence. This document may not be distributed or copied without prior consent.
21/NOV

2. 2/
WHY MOBILE CRM?

3. 3/
WHY MOBILE CRM?

4. 4/
THE NEW STORYTELLING
INTRODUCING:
THE
CONNECTED
PROTAGONIST

5. 5/
THE NEW STORYTELLING
CON.NEC.TED

6. 6/
THE NEW STORYTELLING
PRO.TAG.ONIST

7. 7/
THE NEW STORYTELLING

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CRM: THEN AND NOW
• ONE TO ONE
• ISOLATED
• BRANDS HAD UPPER HAND
• NO LONGER LINEAR
• OUTWARD FACING
• CONSUMERS HAVE MORE
LEVERAGE

9. 9/
CRM: PHONE LOVE
Smartphone owners wont leave
home without it.
$107
Average smartphone user
spends per month for
wireless access.
Sleep with their phones right next to
their beds.
150x
Average number of times they
check their phone in a day.
Resources: Google, Pew Research Center, JD Power and Associates, Nokia

10. 10/
CRM: CONSTANT CUSTOMERS
MOBILE
F.O.M.O.
=
CONSTANT
CUSTOMERS

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TODAY’S CRM
HUMANIZING
CRM

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CRM CASE STUDY: BUFFALO WILD WINGS

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CRM CASE STUDY: BUFFALO WILD WINGS
OBJECTIVE
⁄
⁄
⁄
⁄
Establish BWW as the “Official Hangout of March Madness”
Bring the partnership to life beyond a logo association
Drive repeat visits by males 18-34
Sharable experiences that drive social sharing and conversation
INSIGHT
⁄
⁄
Target is looking for a place to be the “hub” of his March Madness
watching with his friends
Enjoys opportunities to satisfy his competitive nature
RESULTS
⁄
⁄
Players played 6 games on average, spending 5 minutes per session
Top players made an average of 2.6 trips per week

14. 14/
CRM CASE STUDY: ONE DIRECTION VIP

15. 15/
CRM CASE STUDY: ONE DIRECTION VIP
OBJECTIVE
⁄ Support Incremental purchase of Nabisco products by leveraging
2013 tour partnership
⁄ Create a valuable consumer experience that deepens brand
interactions
⁄ Drive social sharing increasing brand page growth and mentions
amongst teens
INSIGHT
⁄
Fans couldn’t get enough of the band and would go above and
beyond to prove their love for the brand
RESULTS
⁄ 6.7% increase in revenue
⁄ 1M App opens
⁄ 158.4M Social Impression

16. 16/
THANK YOU