smw presentation value_tr_inity
DESCRIPTION
Few would disagree that social media platforms are transforming how companies market their products and engage audiences. When you’re in the business of delivering results for your clients, the real value will be found where traditional and social CRM converge. It’s called the Value Trinity – the seamless integration of different forms of consumer intelligence: transaction, relationship and influence.TRANSCRIPT
A conversation aboutA conversation about:
The Future of Social CRM
September 23, 2011
Agenda
BackgroundCRM GroundingSocial OpportunityBrand ExamplesEnabling PlatformsFuturist Speculation
2
34
11162635
Who is C-K? Who is this guy?
3
CRM Level Set
4
5
CRM (it’s complicated)
• Systems
• Data
• Segments
• Scoring
6
7
RFM has long been applied as
an alternative to segmenting a
customer base by demographic
means.
Transactional
8
Recency—The most recent customers
Frequency— The most frequent
customers
Monetary— The biggest-spending
customers
9
• interact
• visit
• open
• click-through
• post
• connect
• share
• subscribe
• respond
Relationships matter, but they should matter
more
10
Social Opportunity
11
12
From uniform to composite views
Leverage the combination of behavioral information to understand where opportunity exists.
Value TRInity segmentation
Transactionrecency, frequency and monetary attributes
Influenceconsumers’ social
impact and authority
Relationshipdepth and breadth of the brand relationship
14
To recognize
influence, leverage available
tools
Tap into their APIs to
determine the relative
influence potential
Email forwarding
T: $
R: Access
I: Advocacy
15
Individually, any of these
segmentation approaches can
work, but together, TRInity
enables BOTH intelligence
AND actionability
Some Leading Brands
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Moosejaw
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Rewarding “involvement”
19
Unique reward opportunities
Reimbursement promotion
20
Connecting data
21
Relationship
Fan-gated for access
Loyalty member capture
22
Creating involvement
23
1-800-Flowers.com
24
Tied directly to rewards
program
25
Domino’s
Enabling Platforms
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27
Research and connection
28
Create Micropinions
Give Rewards
Get Research
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30
Reward “attention”
31
Walk-in rewards
Daily deals
Scan rewards
Redemption
32
Major brands
CW Partnership
33
Real-time Marketing
34
Aggregate public posts and
check-ins to help brands reach
customers
Social CRM Future
35
36
Implications
37
Vendor Relationship Management
38
39
C2B Commerce
40
Thoughts?
After
41
42
Click-Depth Index (Ci) is the percent of sessions having more than “n” page views divided by all sessions.
Recency Index (Ri) is the percent of sessions having more than “n” page views that occurred in the past “n” weeks divided by all sessions. The Recency Index captures recent sessions that were also deep enough to be measured in the Click-Depth Index.
Duration Index (Di) is the percent of sessions longer than “n” minutes divided by all sessions.
Brand Index (Bi) is the percent of sessions that either begin directly (i.e., have no referring URL) or are initiated by an external search for a “branded” term divided by all sessions (see additional explanation below)
Feedback Index (Fi) is the percent of sessions where the visitor gave direct feedback via a Voice of Customer technology like ForeSee Results or OpinionLab divided by all sessions (see additional explanation below)
Interaction Index (Ii) is the percent of sessions where the visitor completed one of any specific, tracked events divided by all sessions (see additional explanation below)
Loyalty Index (Li) is scored as “1″ if the visitor has come to the site more than “n” times during the time-frame under examination (and otherwise scored “0″)
Subscription Index (Si) is scored as “1″ if the visitor is a known content subscriber (i.e., subscribed to my blog) during the time-frame under examination (and otherwise scored “0″)