CRM is an established tool in the marketer's toolbox. How does the tsunami that is social media affect CRM best practices? Here are a few thoughts for both social media strategists and CRM practitioners to consider.

1. A Few Thoughts on Social Media and CRM
April 2009

2. typical customer’s view of crm noise
Equivalent of
370+ emails 1.5 trees worth of
per week mail every year
Natural Outcome:
Direct
I value
Marketing
mail tossed
mktg email
email
without
I receive
received,
opening
33%
not viewed
44%
80%
Source / Epsilon Consumer Email Study 2008, Center for
the New American Dream
© 2008 McKinney

3. so, what’s
a marketer
to do?

5. Perceived value of what What the customer
the customer gets from must give to you:
your brand
Personal info
Time

6. traditional crm paradigm
Your Brand
Your brand speaks
to customers
© 2008 McKinney

7. new paradigm accelerated by social media
Your Brand
In turn, today customers can
share with others very easily
© 2008 McKinney

8. new paradigm Now, which customer
is the most valuable?
Your Brand
© 2008 McKinney

9. new paradigm Classic CRM view is
based on LTV.
How does that change
$600 in the social world?
LTV
$300
Your Brand LTV
$0
LTV
© 2008 McKinney

10. Net take-away:
evaluate
monetary value
and
social value

11. next steps
Let’s have conversation. Contact us at:
becky.minervino@mckinney.com
Senior Interactive Strategist
919-313-4035
© 2008 McKinney