wtf is social crm? the evolution of social data
DESCRIPTION
Social CRM is not what you think it is. It's not just more customer service through social monitoring services. Nor is it jamming customers' social media profiles into your CRM. It is far more than that. It is the Interest Graph brought to life within your CRM through ongoing updates on your actual customers' influence, brand preferences and buying intent. Today, access to that knowledge is possible. Tomorrow, application of that knowledge will be the secret to smarter, scalable 1-to-1 marketing. This slide deck is adapted from a presentation I made at FutureM 2012TRANSCRIPT
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WTF IS SOCIAL CRM?!
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ANISH KATTUKARANDIRECTOR, PRODUCT MARKETING
CLIENT LIST FUNDING LED BY
@AnishKattukaran
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INFLUENCE CUSTOMER DECISIONS
#socialCRM@AnishKattukaran
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INFLUENCE CUSTOMER DECISIONS
#socialCRM
FAVORABLY
@AnishKattukaran
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AWARENESS
FAMILIARITY
CONSIDERATION
PURCHASE
LOYALTY
#socialCRM@AnishKattukaran
PURCHASE FUNNEL
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AWARENESS
FAMILIARITY
CONSIDERATION
PURCHASE
LOYALTY
EVALUATE
COMMIT
BUY
EXPERIENCE
CONSIDER
DECISION TRIGGER
INTEREST TRIGGER
#socialCRM@AnishKattukaran
PURCHASE FUNNEL CONSUMER DECISION JOURNEY
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MESSAGES THAT INFLUENCE CUSTOMERS’ DECISIONS
WHAT? WHERE? WHEN?
The content of the message
The channel through which it’s delivered
The time the message is received
#socialCRM@AnishKattukaran
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1.Broad targeting!2.Difficult to measure!3.Expensive
MASS MEDIA
#socialCRM@AnishKattukaran
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1.Broad targeting!2.Difficult to measure!3.Expensive
MASS MEDIA
#socialCRM@AnishKattukaran
TWEETABLE MOMENTFact: Advertising spend for all media has increased year over year since the dawn of the Internet. #socialCRM #FutureM
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1.Narrower targeting!2.Tighter controls!3.Difficult to tie to offline
behavior
DIGITAL MEDIA
#socialCRM@AnishKattukaran
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1.Cluttered environment!2.Fuzzy ROI!3.Requires dedicated staff
that can’t scale
SOCIAL MEDIA
#socialCRM@AnishKattukaran
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YOUR CUSTOMERS
GETTING CLOSER TO THE CUSTOMER
#socialCRM@AnishKattukaran
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DEMOGRAPHIC DATA• Age, gender, zip!• One-dimensional
YOUR CUSTOMERS
GETTING CLOSER TO THE CUSTOMER
#socialCRM@AnishKattukaran
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DEMOGRAPHIC DATA• Age, gender, zip!• One-dimensional
PSYCHOGRAPHIC DATA• Household-level
interests, education, MRI!
• Static, limitingYOUR
CUSTOMERS
GETTING CLOSER TO THE CUSTOMER
#socialCRM@AnishKattukaran
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DEMOGRAPHIC DATA• Age, gender, zip!• One-dimensional
PSYCHOGRAPHIC DATA• Household-level
interests, education, MRI!
• Static, limiting
TRANSACTIONAL DATA• Card-level data!• What is purchased,
when, how much
YOUR CUSTOMERS
GETTING CLOSER TO THE CUSTOMER
#socialCRM@AnishKattukaran
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DEMOGRAPHIC DATA• Age, gender, zip!• One-dimensional
PSYCHOGRAPHIC DATA• Household-level
interests, education, MRI!
• Static, limiting
TRANSACTIONAL DATA• Card-level data!• What is purchased,
when, how much
Advocacy
SOCIALGRAPHIC DATA
Competitor Brands
Brand AffinitiesInfluenceInterests
Media HabitsPlaces & Venues
Intents
YOUR CUSTOMERS
GETTING CLOSER TO THE CUSTOMER
#socialCRM@AnishKattukaran
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DEMOGRAPHIC DATA• Age, gender, zip!• One-dimensional
PSYCHOGRAPHIC DATA• Household-level
interests, education, MRI!
• Static, limiting
TRANSACTIONAL DATA• Card-level data!• What is purchased,
when, how much
Advocacy
SOCIALGRAPHIC DATA
Competitor Brands
Brand AffinitiesInfluenceInterests
Media HabitsPlaces & Venues
Intents
YOUR CUSTOMERS
GETTING CLOSER TO THE CUSTOMER
#socialCRM@AnishKattukaran
TWEETABLE MOMENT
#SocialCRM is social insight, not just Twitter handles, connected to customers in your CRM. #FutureM
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YOUR DATABASE TODAY
NAME EMAIL AGE INCOME
John Doe [email protected] 35 $100k-$150k
Jane Doe [email protected] 32 $75k-$100k
Jim Doe [email protected] 54 $100k-$150k
#socialCRM@AnishKattukaran
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NAME EMAIL AGE INCOME
John Doe [email protected] 35 $100k-$150k
Jane Doe [email protected] 32 $75k-$100k
Jim Doe [email protected] 54 $100k-$150k
ADVOCACY INTENT BRAND AFFINITY INTERESTS
Strong Advocate
!!Go to the beach!Buy a new laptop
Advocate
!!Travel to Hawaii
Advocate
!!Buy new gym shoes
Food Trucks
Basketball
Mobile Technology
CHEVY’S DATABASE COMES ALIVEWITH SOCIALGRAPHICS
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NAME EMAIL AGE INCOME
John Doe [email protected] 35 $100k-$150k
Jane Doe [email protected] 32 $75k-$100k
Jim Doe [email protected] 54 $100k-$150k
ADVOCACY INTENT BRAND AFFINITY INTERESTS
Strong Advocate
!!Go to the beach!Buy a new laptop
Advocate
!!Travel to Hawaii
Advocate
!!Buy new gym shoes
Food Trucks
Basketball
Mobile Technology
CHEVY’S DATABASE COMES ALIVEWITH SOCIALGRAPHICS
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NAME EMAIL AGE INCOME
John Doe [email protected] 35 $100k-$150k
Jane Doe [email protected] 32 $75k-$100k
Jim Doe [email protected] 54 $100k-$150k
ADVOCACY INTENT BRAND AFFINITY INTERESTS
Strong Advocate
!!Go to the beach!Buy a new laptop
Advocate
!!Travel to Hawaii
Advocate
!!Buy new gym shoes
Food Trucks
Basketball
Mobile Technology
CHEVY’S DATABASE COMES ALIVE...AND CHANGES WITH LIFE EXPERIENCES
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NAME EMAIL AGE INCOME
John Doe [email protected] 35 $100k-$150k
Jane Doe [email protected] 32 $75k-$100k
Jim Doe [email protected] 54 $100k-$150k
ADVOCACY INTENT BRAND AFFINITY INTERESTS
Strong Advocate
!!Go to the beach!Buy a new laptop
Advocate
!!Test drive Toyota minivan
Advocate
!!Buy new gym shoes
Food Trucks
Basketball
Mobile Technology
CHEVY’S DATABASE COMES ALIVE...AND CHANGES WITH EXPRESSED INTENT
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NAME EMAIL AGE INCOME
John Doe [email protected] 35 $100k-$150k
Jane Doe [email protected] 32 $75k-$100k
Jim Doe [email protected] 54 $100k-$150k
ADVOCACY INTENT BRAND AFFINITY INTERESTS
Strong Advocate
!!Go to the beach!Buy a new laptop
Detractor
!!Test drive Toyota minivan
Advocate
!!Buy new gym shoes
Food Trucks
Basketball
Mobile Technology
...AND CHANGES WITH CUSTOMER EXPERIENCECHEVY’S DATABASE COMES ALIVE
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NAME EMAIL AGE INCOME
John Doe [email protected] 35 $100k-$150k
Jane Doe [email protected] 32 $75k-$100k
Jim Doe [email protected] 54 $100k-$150k
ADVOCACY INTENT BRAND AFFINITY INTERESTS
Strong Advocate
!!Go to the beach!Buy a new laptop
Detractor
!!Test drive Toyota minivan
Advocate
!!Buy new gym shoes
Food Trucks
Basketball
Mobile Technology
CHEVY’S DATABASE COMES ALIVE
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YOUR DATABASE TODAY
NAME EMAIL AGE INCOME
John Doe [email protected] 35 $100k-$150k
Jane Doe [email protected] 32 $75k-$100k
Jim Doe [email protected] 54 $100k-$150k
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MASS MEDIA SOCIAL MEDIADIGITAL MEDIA
#socialCRM@AnishKattukaran
CHALLENGES
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MASS MEDIA SOCIAL MEDIADIGITAL MEDIA
WHAT’S NEXT?
#socialCRM@AnishKattukaran
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TREND TO REAL TIME
#socialCRM@AnishKattukaran
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DATA TO ACTIONABLE INTELLIGENCE
#socialCRM@AnishKattukaran
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AUTOMATION #socialCRM@AnishKattukaran
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AUTOMATION #socialCRM@AnishKattukaran
TWEETABLE MOMENT
The future of #SocialCRM is real time, intelligent and automated. #FutureM
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#socialCRM@AnishKattukaran
Upwards of 200,000 versions of a single mailing
Macy’s Ubër Versioning
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1. THE WAY MARKETERS ARE INFLUENCING CUSTOMER DECISIONS IS CHANGING.
2. THE FUTURE OF MARKETING POINTS TO SOCIAL INSIGHTS APPENDED TO CRM DATA (“SOCIALCRM”).
3. AUTOMATION IS THE KEY TO MAKING CUSTOMER INTELLIGENCE ACTIONABLE AT SCALE ACROSS CHANNELS.
KEY TAKEAWAYS
Q&A: For answers, tweet your questions to us:
@AnishKattukaran