IT’S ONLY SOCIAL CRM!

SOCIAL CRM

THE PEAK OF INFLATED EXPECTATIONS

Actual behavior of customers

Declared actions, preferences or intentions of those who may or may

not be customers

Multichannel but generates a Single customer view

May be across one or more social channels

Segmentation via recency, frequency,

Value

Difficult to segment audience and content

One-to-one targeting One-to-many conversations

Direct Open

Accepted ROI models Evolving ROI models

Clear legislation Grey area

CUSTOMER RELATIONSHIP MANAGEMENT

SOCIAL MEDIA MANAGEMENT ≠

^ KEEP CALM

AND

CHILL OUT

Allowing to extend CRM programmes onto social platforms

Applying the principles of CRM to social media at scale

SOCIAL CRM

OPENING A WORLD OF NEW ENGAGEMENT

POSSIBILITIES

ONLY 0.5% OF FANS

FROM THE TOP 200 BRAND PAGES ON FACEBOOK

ARE ENGAGING WITH THE BRAND

“FOCUSING REACH AND FREQUENCY IS WHAT DRIVES EFFECTIVENESS. ENGAGEMENT IS AN INTERESTING AND IMPORTANT METRIC FOR SOME MARKETERS AND CAMPAIGNS. BUT IT SHOULDN'T BE STANDARD BY WHICH FACEBOOK AS A MARKETING PLATFORM IS EVALUATED”

65 % of business leaders believe that consumers follow their brands because they want to be a part

of a community.

Only 25% of consumers agree. The top reason consumers follow a brand?

65 % of business leaders believe that consumers follow their brands because they want to be a part

of a community.

Only 25% of consumers agree. The top reason consumers follow a brand?

To get discounts – not exactly ideal for a company’s bottom line.

IBM Institute for Business Value

WHAT’S IN IT FOR ME?

ONLY 23% OF CONSUMERS HAVE A RELATIONSHIP WITH A BRAND.

IN THE TYPICAL CONSUMER'S WORLD, RELATIONSHIPS ARE RESERVED FOR FRIENDS, FAMILY AND COLLEAGUES.

Harvard Business Review Survey

FOCUS ON THE 23% THAT CARE

ENGAGING FOR THE SAKE OF ENGAGING

^

START HAVING MORE

MEANINGFUL CONVERSATIONS

…that drive more value for your business

…that drive more value for your business

… that serve your product’s users

…that drive more value for your business

… that serve your product’s users

… have a purpose to fulfill

…that drive more value for your business

… that serve your product’s users

… have a purpose to fulfill

&

GO BEYOND MARKETING

^

FIVE C.H.I.L.L.

WAYS TO START

MEANINGFUL CONVERSATIONS

CLOSE THE DEAL

HELP THEM WHEN NEEDED

INTRIGUE THEM OVER TIME

LISTEN TO WHAT’S REALLY BEING SAID

LINK THEM TOGHETHER

THANKS