A Marketer's Guide to Social CRM

A Marketer’s Guide to Social CRM September 22, 2010 #socialcrm

Agenda Introduction The Social CRM Framework Jeremiah Owyang, Altimeter Group Castrol Case Study Rob Krin, Castrol Michael Della Penna, ThreadMarketing Conclusion Q & A #socialcrm

The Social CRM Framework Scaling Social Business by Connecting Customers and Companies For StrongMail Sept 22, 2010 Jeremiah Owyang Partner

More people visit Facebook and YouTube than Yahoo! (July 2010)

There are over 65 million tweets a day (June 2010)

When every ‘thing’ tweets, the Tsunami grows Twettle Twog Twlant

Increase in volume unmanageable ComcastCares has a team of 12 – but can they scale? Companies unable to respond in real time Motrin responded in under 24 hours to angry, moms, yet it wasn’t enough Data is spread in disparate system: Facebook, Twitter, Tweetdeck, Radian6, Email. Customers don’t care what department you’re in Whirlpool and Southwest Airlines unable to identify influencers –until it was too late. Four Key Challenges:

Social Business Does Not Scale

Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917 To Scale, Companies Must Invest in Social CRM © 2010 Altimeter Group

To scale social business, companies must invest in Social CRM. Social CRM represents a continuing journey by organizations to deliver the right customer experience at the right time . It’s NOT just about technologies. It’s NOT just about business processes . It’s fundamentally how to predict customer needs in social channels and the traditional world.

Social CRM Framework: How it works © 2010 Altimeter Group Image by Hexadecimal Time used with a Attribution as directed by Creative http://www.flickr.com/photos/hexadecimal_time/3238546967

© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.

Marketing Sales Service & Support Innovation Collaboration Customer Experience © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.

Marketing Sales Service & Support Innovation Collaboration Customer Experience 2. Social Marketing Insights 3. Rapid Social Marketing Response 4. Social Campaign Tracking 5. Social Event Management 6. Social Sales Insights 7. Rapid Social Sales Response 8. Proactive Social Lead Generation 9. Social Support Insights 10. Rapid Social Response 11. Peer-to-Peer Unpaid Armies 12. Innovations Insights 13. Crowdsourced R&D 14. Collaboration Insights 15. Enterprise Collaboration 17. Seamless Customer Experience 18. VIP Experience 16. Extended Collaboration © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.

Social CRM Marketing Use Cases

"Listen before talking." To be effective, marketers must listen to what consumers are already saying, making them relevant when they deploy their social marketing efforts. Identify top influencers, rank top conversations, prioritize top channels, identify velocity of discussion, and gauge the tone of topics. Sophisticated marketers will create their own “private focus groups” using insight community vendors. Social Marketing Insights (M1)

High tech firm discovers 70% of market spend is not reaching target audience. Example Social Marketing Insights (M1)

Social Marketing Insights (M1) Market Demand Index: 4.00 Tech Maturity Index: 4.00

“ Defending the brand." Companies can no longer afford to slowly respond to customers, as a blogger can trigger a discussion that results in mainstream PR crises Brands will have to identify what's being said, the severity of the information, the influence of that person, and context of previous interactions. They must quickly triage to respond in near real-time. The Social CRM system provides coordination among teams. Rapid Social Marketing Response (M2)

Brands Are Getting Punk’d By Social http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-media/ Rapid Social Marketing Response (M2)

Rapid Social Marketing Response (M2) Market Demand Index: 3.50 Tech Maturity Index: 1.75

"Optimizing in flight." Unlike traditional advertising, social marketing is constantly changing and requires constant attention and massaging. Track what's being said in order to quickly respond. Constantly monitor sentiment, velocity, discussion, and relationships in order to make real-time course corrections. For example, a social gaming company used Social Campaign Tracking to learn about the right language and conversations to participate in. It changed key elements of its product launch – shifting from a print campaign to an actual offer in a country specific multi-player environment which led to a 23% increase in sales. Social Campaign Tracking (M3)

Restaurant tests offer effectiveness in different Facebook Fan Pages and discovers a new cash and carry market. Savvy brands will look for conversation hot spots and amplify that activity. Build your marketing plan with flexibility as part of the program – don’t be rigid. Social Campaign Tracking (M3)

Social Campaign Tracking (M3) Market Demand Index: 1.00 Tech Maturity Index: 1.00

Pragmatic Next Steps Start now by augmenting your existing customer database now: Add social media fields Next, deploy ‘Marketing Insights’ use case listen and record the interactions to your customer database. Then record the interactions you have with customers in social channels (marketing, sales, support), helping pave a stronger reporting solution.

Thank you Jeremiah Owyang [email_address] web-strategist.com/blog Twitter: jowyang With assistance from Christine Tran, Researcher

Social CRM: Driving Conversations, Conversions & Commerce

Aligning strategy, vision, goals influence A Social CRM Partnership We’re

Aligning strategy, vision, goals Our Approach & Framework to Social CRM influence influence listen learn engage

Aligning strategy, vision, goals Vision: Align & support corporate goals & consumer needs Increase share in mature market Increase # of oil changes Up-sell – conventional to synthetic Objective: Product/sweeps to interest/conversations Strategy: Be where our customers are. Create a unique & engaging experience with value Measurement: Growth, engagement, sales, satisfaction Wrong people/wrong approach Aligning Strategy, Vision, Goals – Focus Best Customers

Objective: tap into peoples passion cars/racing NASCAR – 9 th most popular Search in 2009* 2.1 million auto-related conversations online every month** 8,204 Motor Oil*** 5,897 Synthetic Oil 3,607 Change Oil 1,000 brand mentions every day! Source: *Yahoo,, **Razorfish, ***Radian6 Objective: Tap Into People’s Passion - Cars/Racing listen

Our journey started with our customers Achievers My vehicle is a symbol of my achievements, who I am (and how I want to be perceived) Personas: Understanding our customers/prospects Behaviors – what they do online Motives – what excites them Needs – what they need/want/seek Interests – what is their relationship with their automobile Our Journey Started With Our Customers learn

Strategy – Be everywhere our customers are Strategy – Be Everywhere Our Customers Are

Each community serves a unique purpose Facebook: discussions, polls Twitter: breaking auto news, racing updates/results, promotions YouTube: TV Commercials Flickr: Racing photos Each Community Serves a Unique Purpose

Facebook discussions, polls Forums, car care, special offers Sign up for email newsletter/alerts Real-time feed from Twitter Exclusive racing content & updates Join, Share, Get Rewarded Create a Unique Experience for Best Customers engage

Query Tool Activity table Social table (Rapleaf) Source LEC CPLE Warranty Building Insights and Customer Intelligence Survey table Loyalty Engine Profile table

Remarket & Facilitate Sharing influence Results Sharing & Social contributes 4% to 12.5%, Loyalty 7.8% to 21% additional Twitter Facebook SYNTEC Scholarship 3 1 $20 Rebate 4 2 $15 Rebate 6* 2

Reward participation Castrol Credits Tell us more about yourself Post a topic Tell a friend Tweet from the street Reward Participation

Meet Chuck Social Graph Insights Long term Opportunity: LTV Loyalty Profile Loyalty/Web Activity Email/ Social Activity Social CRM Leverages Data & Drives LTV

How will we drive additional participation, advocacy, sales?

Leveraging existing subscribers/assets Where Do We Go Next? Leveraging existing assets Customer database Key relationships & partnerships Socialize existing marketing efforts Test & experiment

Test & experiment Measurement Engagement High/low & impact on business Models: Look-a-like Propensity models Upgrade Purchase Recommend

Thank You Rob Krin Castrol twitter.com/robatcastrol Michael Della Penna StrongMail [email_address] Jeremiah Owyang Altimeter Group [email_address] http://bit.ly/socialcrmpaper http://bit.ly/facebook-bp #socialcrm

A Marketer's Guide to Social CRM

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