Kabilen Sornum | December 2013

SOCIAL CRM BUILDING AN EQUILIBRIUM BETWEEN FACEBOOK FANS & VIP CUSTOMERS!

CURRENT SNAPSHOT

CURRENT SNAPSHOT

A view of our customers and their spaces

Non Customers

OUR CUSTOMERS & THEIR SPACES

VIP Members

Facebook Fans

Customers

X

X: The ideal Customer – Both a VIP member and a Facebook Fan

IDEAL SNAPSHOT

IDEAL SNAPSHOT

An ideal view of our customers and their spaces which we want to achieve

Non Customers

THE IDEAL SITUATION

X [ VIP member and Facebook

fan ]

X: Each customer being a VIP member and a Facebook fan at the same time.

•   Conversion: Convert more non-customers to be in the X

•   Retention: Maintaining the current X and

engaging them

GROWTH STRATEGY

THE CHALLENGES

THE CHALLENGES

The challenges identified

THE DISCONNECT

•   There exists a disconnect between a VIP member and a Facebook fan •   There is no direct mapping between a Facebook fan and a VIP member or vice-versa

THE SOCIAL TALK

•   There is no monitoring or analysis of what non-Facebook fans are speaking about the brand on other social channels

INTEGRATED ANALYTICS

•   There is no means to understand the relationship between sales and social posts e.g. is the social customer buying what he/she is seeing on social networks or are we engaging with the right contents?

•   There is no social targeting based on sales or in-store behaviours

SOCIAL FATIGUE

•   What is working best for the brand now and engaging the customers most will not work in the future. •   There is a high tendency of social fatigue with the social network information overload •   The challenge is to overcome this social fatigue and it will be possible only when we have a connection between the our

customers and their online and offline behaviours

THE PROPOSED SOLUTION

THE PROPOSED SOLUTION

A bridging solution leading to SOCIAL CRM

A SOCIAL CRM SUITE

•   To identify a relationship between VIP Members and Facebook Fans

•   Create a live connection between CRM data and Facebook

•   Social Listening: understand what your online fans, members and non-members are talking about

•   Integrating social media with sales intelligence (understand how our social crm member is buying)

•   Advanced analytics to help build new and refreshed strategies

•   Target groups: Reducing Social Fatigue

In summary, the system will allow us to understand our customer's behaviour online and in-stores and associating a relationship to that. This will in turn help to build better marketing strategies to grow both FB & CRM bases simultaneously. The system can work for any social network or any CRM. Its flexible on this part.

THE PROPOSED SOLUTION

A Social CRM Suite: A long-term solution

VIP Database

Brand Facebook Page

Other Social Networks

Social Listening Advanced Analytics

Targeting Bridging Communications

SOCIAL CRM

New Customers

new customers sign up directly to be a VIP member & Facebook fan

Real time live communications

Communications via

Sampling Activities

Active Social Listening

Social Listening Creating Strategies to convert non-fans and non-members

THE PROPOSED SOLUTION

The Process Cycle

The Process Cycle

Sampling

Analytics

Monitoring Engagement

Growth

Sampling

•   A process to collect Facebook fans data (e.g. ID or Membership ID to match with our CRM data (via a FB app)

•   A process to entice VIP members to like the brand page on Facebook (via FB app) to collect users data

•   An exclusive reward is given for all who go through the app •   The data collected is used to do the 1-to1 match between FB and

VIP list.

Analytics

•   Once a match is established, the Social CRM suite provides analytics based on this relationship

•   Analytics to include: Sales intelligence, Social and Buying behaviours

Monitoring

•   Monitoring the other social networks for potential leads •   Active listening to the needs and interests of social players

Engagement

•   Targeted engagement based on analytics and monitoring reports •   Retention of current base

Growth

•   Growing the base via in-store activities or online activities •   Encouraging new sign-ups to be both a VIP member and a Facebook

fan at the same time.

Cover image: Creative Commons Licensed by Sean MacEntee

Kabilen Sornum!E: kabilen@delinkx.com!T: @kabilen!!www.kabilen.com!