A Marketer's Guide to Social CRM

PROPRIETARY AND CONFIDENTIAL

A Marketer’s Guide to Social CRM

September 22, 2010

#socialcrm

2

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 StrongMailSept 22, 2010

Jeremiah OwyangPartner

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

1. Increase in volume unmanageable

• ComcastCares has a team of 12 – but can they scale?

2. Companies unable to respond in real time

• Motrin responded in under 24 hours to angry, moms, yet it wasn’t enough

3. Data is spread in disparate system:

• Facebook, Twitter, Tweetdeck, Radian6, Email.

4. 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

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.

To scale social business, companies must invest in Social CRM.

Social CRM Framework: How it works


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

Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.

The 18 Use Cases of Social CRM

1. Social Customer Insights: The 5M’s




Marketing Sales Service & Support Innovation Collaboration

CustomerExperience






CustomerExperience

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. ExtendedCollaboration





CustomerExperience

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. ExtendedCollaboration





Not All 18 Social CRM Use Cases are Market Ready


Not All 18 Social CRM Use Cases are Market Ready

Baseline: Starting with the 5 Ms


Start with the Five 5Ms

Social CRM Marketing Use Cases


Social CRM Marketing Use Cases

Not All Marketing Use Cases are Market Ready


"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/




"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.




Next Steps


Pragmatic Next Steps34

1. Start now by augmenting your existing customer database now: Add social media fields

2. Next, deploy ‘Marketing Insights’ use case listen and record the interactions to your customer database.

3. Then record the interactions you have with customers in social channels (marketing, sales, support), helping pave a stronger reporting solution.

Thank you

Jeremiah [email protected]

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

influenceinfluence

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 – 9th 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 areStrategy – 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

Survey table

LoyaltyEngine

Query Tool

Profile table

Activitytable

Social table (Rapleaf)

SourceLECCPLEWarranty

Building Insights and Customer Intelligence

Remarket & Facilitate Sharing

influence

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

11000

Initial Drop B Drop C Drop D

EDGE Rebate

$20 Rebate

Syntec Scholarship

0

500

1000

1500

2000

2500

Eric Medlen Scholarship -

SYNTEC

Save up to $20 Rebate

Save up to $15 -EDGE

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52

376136

325

2,213

Twitter - Clicks Facebook - Clicks LEC

Twitter Facebook

SYNTEC Scholarship 3 1

$20 Rebate 4 2

$15 Rebate 6* 2

Results

» Sharing & Social contributes 4% to 12.5%, Loyalty 7.8% to 21% additional

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 KrinCastrol

twitter.com/robatcastrol

Michael Della PennaStrongMail

[email protected]

Jeremiah Owyang

Altimeter Group

[email protected]://bit.ly/socialcrmpaper

http://bit.ly/facebook-bp

#socialcrm