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@teresacaro#CMOUSOctober 22, 2014

HOW CONNECTING THE DOTS BETWEEN SOCIAL AND YOUR CRM WILL REVOLUTIONIZE MARKETING

WHY and HOW?

• Take a strategic approach

• “Know” your best customers

• Leverage your first party data

• Put privacy fears to rest

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AGENDA

Opportunity Challenge Solution

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Source: Building the Social Enterprise, McKinsey, November 2013

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SOCIAL DRIVES VALUE

McKinsey, reported that social can create

as much as $1.3 TRILLION IN VALUE in the four

business sectors it examined (consumer package

goods, consumer financial services, professional

services and advanced manufacturing).

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Source: The Customer-activated Enterprise, IBM, October 2013

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TOP PERFORMING ORGANIZATIONS ARE THE ONES COLLABORATING

WITH THEIR CONSUMERS

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Source: The Customer-activated Enterprise, IBM, October 2013

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THE DEGREE BUSINESS OBJECTIVE ALIGNMENT AND INTEGRATION ACROSS CHANNELS IS A

DIRECT CORRELATION TO SUCCESS

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AGENDA

Opportunity Challenge Solution

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ONCE UPON A TIME… MARKETING WAS INTEGRATED

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THEN WINTER, I MEAN DIGITAL CAME…

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Email SEO

Social

Display

SEM

Affiliate

Traditional

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AND 7+ KINGDOMS WERE CREATED

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AND THEN THERE WAS THAT MILLENNIAL FROM THE SOCIAL MEDIA TEAM

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Where are we today?

No Integration – No Strategy – Dilution of Data – Increasing Costs – No Clear Impact

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PEOPLE FORGOT INTEGRATED MARKETING GENERATES BETTER RESULTS FOR LESS MONEY

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“80 percent of marketers incorrectly begin with tactics instead of goals [objectives].”eMarketer Report

Business Mission

Business Objectives

Social Media KPIs

Social Media Strategies

Social MediaTactics/Metrics

START HERE

NOT HERE

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NEARLY EVERY KINGDOM STARTED FOCUSING ON TACTICS

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THE POWER OF CONTENT AND DATA BECAME DILUTED

•PR-specific content•Earned media data•Influencer data

Corp Comms / PR

•Marketing-specific content•Brand research data•Consumer survey data

Offline Marketing

•Marketing-specific content•Cross-channel engagement data•Social research data

Digital Marketing

•Website content•Behavioral data•Sales data

Website

•FAQ content•Satisfaction data•CRM data

Customer Care

•Internal content•Employee data•Recruiting data

Human Resources

ENTERPRISE-WIDE

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REALITY HIT THAT SOCIAL MEDIA IS NOT FREE

Just starting to prove itself, making it difficult

to justify and obtain the budget

Each is unique, making optimizing each one

challenging, especially with how frequently

they change

Has declined as networks ramp up advertising

initiatives

SOCIAL ADVERTISING SOCIAL NETWORKSORGANIC REACH

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Source: Forrester Research Social Media Forecast, 2011 To 2016 (US)

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SOCIAL MEDIA SPEND IS ESCALATING

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Gartner estimates that 80% of social business projects

between now and 2015 will yield disappointing

results because of a lack of leadership support

and a narrow view of social as a technology

rather than a business driver.

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SOCIAL PROJECTS STARTED FAILING

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BASICALLY, IF SOMETHING DOESN’T CHANGE,

OUR SOCIAL MEDIA CAREERS WILL BE SHORT

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Source: Social Business: Shifting Out of First Gear, MIT Sloan Management Review, 2013

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THE WAR OF THRONES NEEDS TO STOP

“The fragmented use of social across an

organization is a primary one. So as a result,

it requires a fundamental shift in the way that

companies gather insight and normalize it across

different data sets and different departments.”

Susan Etlinger, Altimeter

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AGENDA

Opportunity Challenge Solution

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No Integration – No Strategy – Dilution of Data – Increasing Costs – No Clear Impact

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HERE’S THE PLAN

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OBJECTIVES

Business Objectives

B

BUSINESS OBJECTIVESWhat We Want to Accomplish

SOCIAL STRATEGYHow Will We Achieve Our Objective

D

E

MISSIONWhy We Are Doing This

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TAKE A STRATEGIC APPROACHPRIORITIZE MEANINGFUL KPIS

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For more details:Proving the Value of Social: A Guide to Useful Social

Media Analytics

For more details:Proving the Value of Social: A Guide to Useful Social

Media Analytics

AFFINITY DATA• Influence• Education• Page Likes• Interests

3RD PARTY DATA1ST PARTY DATA• Household Income• Address• Credit Score• Marital Status

• E-mail• Purchase History• Rewards Program

• Favorites• Social Conversation History• Contest / Sign-up Data• Campaign Participation

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Companies That Best Understand All Aspects of the Value Chain and Get a 360-degree View for the Customer --- WIN

Hubertue (Huub) Devroye, Director of Global Marketing & Demand Generation, The Dow Chemical Company, Switzerland

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KNOW YOUR BEST CUSTOMERS

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EXTEND IMPACT

• View social as part of a broader ecosystem

• Focus on social as a channel for advocacy

• Integrate with customer care

ORGANIC REACH

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About• Leading European confectionary company

Objective• Uncover product purchase insight• Increase brand passion and drive advocacy

Campaign• Recruited fans to be a part of an exclusive

taste-testing team• Gathered customer data including what fans

like about Goody Good Stuff

Results• 64% increase in new customer data acquisition• Increase in online engagement• 4,800 new Shoutlet Profiles – customer database

with affinity data• Learned that “natural” is the most important to

customer when purchasing product

Full Case Study

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PRODUCT / ADVERTISINGSocial Research

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About• Online Grocery Delivery Company

Objective• Meet the customer where they are

requesting service

Campaign• Customer service team has restricted access

to Shoutlet to monitor, manage, and respond to customer service requests

• Identify types of requests include product feedback, testimonials, and complaints

Results• Collaboration with Marketing and Customer

Service Teams• Increased customer engagement and satisfaction• Improvements to company based on customer

feedback

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CUSTOMER CAREBranded Discussions

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EXTEND IMPACT

• Run pilot programs or tests

• Think beyond direct response

• Brag to budget owners

SOCIAL ADVERTISING

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Objective• Drive awareness and acquires new customers

for a new weekend brunch menu

Campaign• Segmented known and engaged customers in

Shoutlet Profiles • Uploaded data to Facebook advertising• Targeted ads to a Lookalike Audience

Download Full Case Study 30

ADVERTISINGLookalike Modeling

Results in comparison to non-targeted ads:

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About• HSN Home Goods Brand

Objective• Drive & track sales via social media

Campaign• Ran Facebook sweepstakes where fans could

win gift cards to Ballard Designs• Once they reached 80,000, a 20% off coupon

was delivered to entrants, encouraging virality

Results• Over $400,000 in revenue within 5 days• 72% increase in fan base• Over 31,000 contacts added to customer

database Download Full Case Study

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EMAIL MARKETINGConsumer Identification

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EXTEND IMPACT

• Create a pre-emptive strike plan

SOCIAL NETWORKS

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Obtain executive level sponsorship

Agree to a single strategic framework that ties effort to business objectives

Define governance structure to clarify roles and responsibilities

Incent collaboration amongst leaders

Assess teams’ readiness to lead or support digital/social

Create integrated marketers through cross-training

Centralize content and define role/purpose of channels

Integrate your technology to allow for cross-flow of data

Follow 70-20-10 rule to innovate and evolve, without getting distracted

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PRE-EMPTIVE STRIKE ACTION PLAN

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THANK YOUAny Questions?

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