Social Media Day 7-3-2013 Back to the nineties, when CRM wasn't social!

Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.

BACK TO THE NINETIES …WHEN CRM WASN’T SOCIAL

SOCIAL MEDIA DAY ACADEMY: 7/3/2012


WHO AM I?

• Least followers on Twitter of speakers today

• I’ve got and IT/Marketing/Analyst background

• I work in the software industry with SAS Institute

• Call me a generalist (as long as it’s data)


WHAT WILL I BRING?

• Aspect of time in technology adoption: Learn from the past

• Aspect of people in technology sense: Embrace the future


THE HYPE CYCLE


Technology Trigger

Peak ofInflated Expectations

Trough of Disillusionment Slope of Enlightenment Plateau of

Productivity

time

expectations

Years to mainstream adoption:less than 2 years 2 to 5 years 5 to 10 years more than 10 years

obsoletebefore plateau

As of September 2011

This chart is a composite, derived from Gartner published Hype Cycles. The particular combination and comparison of items made here has not been reviewed by Gartner.

CRM Analytics

Customer Relationship Management

Customer-CentricWeb Strategies

Email Marketing

Integrated Marketing Management

Social Analytics

Social Media Management

Social Network Analysis

Text Analytics

Web Analytics

Web Experience Analytics

Lead Management


CRM IN THE NINETIES WAS CALLED DATABASE MARKETING• DRIVER #1: THE CHANGING ROLE OF DIRECT MARKETING

• The move to relationship marketing for competitive advantage.• The decline in the effectiveness of traditional media.• The overcrowding and myopia of existing sales channels.

• DRIVER #2: CHANGING COST STRUCTURES• The decline in electronic processing costs.• The increase in marketing costs.

• DRIVER #3: CHANGING TECHNOLOGY• The advent of new methods of shopping and paying.• The development of economical methods for differentiating customer communication.

• DRIVER #4: CHANGING ECONOMIC CONDITIONS• The desire to measure the impact of marketing efforts.• The fragmentation of consumer and business markets.


TODAY:3 FLAVOURS OF CRM

SalesforceAutomation

Marketing Automation

Customer Service


TODAY: 3 FLAVOURS OF CRM

• Customer Service• Sales force automation• Marketing Automation

• Enter social


IN THE 90’S


CUSTOMER CASE 1:CULTURE

Case 1: Zappos

“WE LET OUR CUSTOMERS DO THE MARKETING FOR US” (TONY HSEIH, CEO ZAPPOS)


FOCUS ON CULTURE?SURE, BUT …

• What if:• a typical day consists of

6,000 phone calls 400 live chats 1.1M social interactions.

you’ll need to know those persons!

Even Culture is fueled by Customer Intelligence


IN BELGIUM

• Eva from Belgacom • Charlotte from Telenet


Respond to authors “in channel” Active feedback channel for events, launches, promotions

CUSTOMER SERVICE CRM FUTURE


TODAY: 3 FLAVORS OF CRM

• Customer Service• Sales force automation• Marketing automation

• Enter social


TODAY: 3 FLAVORS OF CRM


• Enter social


IN THE 90


Basic customer information

Customer Intimacy

Cus

tom

er In

telli

genc

e

Renewal campaigns / Opt in newsletters

Targeted campaigns

Segmentation and patterns

Campaigns based on propensity scoresand next best offers inbound campaigns

Event Triggers

Predictive Models

Channels & Offers optimizationOptimization

Event Based Campaigns

MARKETING AUTOMATION


IN BELGIUM


MARKETING AUTOMATION FUTURE


TODAY: 3 FLAVOURS OF CRM


• Enter social


IN THE 90’S

This slide is for video use only.


• CHANGING PARADIGMS



But EMI pract i ca l ly i s



Itunes Music revenue 2012 expected to top

8 Billion $



8 Billion $ 1,6 Billion $


COMPANIES THAT DON’T DIGITALIZE THEIR ASSETS WILL

SOME SLOWLY, OTHERS SUDDENLY

BUT IT WILL BE PAINFULL

DIE


INTERNET ALMOST KILLED A RETAIL STAR


BEST BUY IS BARELY SURVIVING DUE TO “SHOWROOMING”



TOMORROW?


TODAY! AMAZON FRESH


ONE OF ING’S TOP THREATS


customer


EXPERIENCEFUN

LOTS OF CASHCUSTOMER INSIGHT

LEGACYPRESSURE

LIMITED CASHUNKNOWN CUSTOMERS


ARE WE THEN TAKING SOCIAL CRM?


NO PROCESSES?


SOCIAL CRM FRAMEWORK

Data ManagementCollect

IntegrateNormalize

Store

Analytics LayerClean

OrganizeAnalyze

Report, Engage, & Leverage

InternalData

WebData

Data Integration

Data Cleansing &Noise Filtering

Natural Language Processing

ContentCategorization

Influence & Engagement

Sentiment Analysis

Text Mining &Entity Extraction

• Social Networks• Forums• Blogs• Online News• Reviews

• Survey Open-ends• Customer Emails• Call Center logs• Web chats

Visual AnalyticsBig Data

Visualization

Media Portal iPad appMobile

Media Portal

Dashboard

Conversation Center

Engagement

Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved. www.SAS.com

(SOCIAL) CRM OR (SOCIAL) CRM?

Business

Social Media Day 7-3-2013 Back to the nineties, when CRM wasn't social!