The document discusses social customer relationship management (social CRM). It notes that content is abundant and people are more informed. Marketing has evolved from transactions to interactions, with customers involved in messaging. Social CRM is defined as a strategy to engage customers in collaborative conversations to provide mutual value. Social data allows understanding individuals rather than just segments. Social media is changing business structures to be more customer-centric and responsive. The document provides examples of how to monitor social media, engage customers, and integrate social insights into operations to improve the customer experience.

1. Social CRM (sCRM)
Data Marketing Conference
Toronto
December 10, 2013

2. Today’s Truisms:
·
·
·
·
·
Content is everywhere; it’s accessible; it’s free. People are
more informed than ever before.
We’re moving from an era of mass communications to being a
mass of communicators, with more people trusting the
communicators.
This wealth of content and conversations has enabled datadriven solutions to filter out the noise and provide
companies actionable insights.
It is eliminating the guesswork for all of us.
It has the ability to allow business to make smarter
decisions.

3. ONE-to-ONE
Marketing
has evolved
from
Transaction
to
Interaction...

4. …With Customers becoming increasingly part of the
communication/offer message.

5. “
Social CRM is a philosophy and a business
strategy, supported by a technology platform,
business rules, workflow, processes and social
characteristics, designed to engage the
customer in a collaborative conversation in
order to provide mutually beneficial value in
a trusted and transparent business
environment. It's the company's response to
the customer's ownership of the
conversation.
”
Paul Greenberg, Social CRM Author

6. Social data gives brands the
opportunity to move from
segments to individuals

7. Social data gives brands the
opportunity to move from
demographics to actual consumer
insights in real time.

8. Social media intelligence is defining the way business
is structured, as a dynamic, customer centric and
responsive culture.
Look and
Listen
Establish
a Social
Footprint
Basic consumer expectations
Engage
Increase
Your
Social
Currency
Build Your
Community
Differentiating Experiences
Social
Enterprise
Operational
Sustainability

9. Social Media Maturity
Look and
Listen
Establish
a Social
Footprint
Engage
Increase
Your
Social
Currency
Build Your
Community
Social
Enterprise
Monitor
conversation
Social platforms:
FB, LI, Twitter,
Foursquare
Define voice
and tone
Start
conversations
Reach out to
brand advocates
Address issues driving
complaints
Regular
reporting
Media sites:
Youtube, Flickr,
Instagram,
Pinterest
Engage
existing
networks
Custom response
Empower
external
advocates
Social commerce
Social media
education
Blogs and
podcasts, forums
and boards
Participate in
existing
conversations
Non-social
content goes
social
Empower internal
advocates
Develop internal data
workflow processes
Monitor growth
of emerging
technology
Supported by SEO
Respond to
wall,
comments
Geo-targeting
social, mobile
Allow for
community
defense
Adapt products, services
and policies
Clear ownership
and governance
Active growth of
social asset base
Quality vs.
quantity
follower
refinement
Appropriate
staffing
(governance)
Location-based
community
building
Collaboration systems
among all stakeholders
Designate
community
manager
Design for
social
longevity
Social and web
integration
Identify social
influence
Social CRM
Social
marketing tools
Advanced social
analytics
Content
management and
curation
Social Media ROI
Social media
monitoring tools
Source: Social Wisdom, Laurie Dillon Schalk

10. Traditional CRM
Inquiries
Purchases
Returns
Invoices
Complaints
Phone Calls
Emails
Transaction
s

11. Social CRM refined
Inquiries
Purchases
Returns
Invoices
Complaints
Phone Calls
Emails
Transactions
Where does s/he go?
What does s/he do?
What does s/he like?
What TV program(s) does s/he watch?
What are the favourite movie genres?
What does s/he hate?
Who does s/he speak to?
What does s/he talk about?
What does s/he share?
What are his/her hobbies?
What events does s/he attend?
What else does s/he buy?
What does s/he search for?
Plus:
How often does s/he check-in at XYZ?
What does s/he say about the products?
What does s/he say about the company?
What does s/he say about the prices?
Does s/he go to the competition? When?
How often?
What does s/he say about the
competition?

12. The shorter the time between the customer’s “stated need” and the
ensuing relevant response increases the probability of response.

13. Tap into the data generated at each touch point along the customer
decision journey
65%
learn about
brand
products/ser
vices
70%
listen to other
experiences
50%
53%
compliment
brands
express
complaints/co
ncerns about
brands

14. Leverage Interactions and Insights to Optimize Response
Probabilities

15. Social CRM can complement existing internal operations by enriching
them with client-facing external activities
Social CRM (External)
Enterprise 2.0 (Internal)
Client Facing Operations
Internal Operations

16. How to continuously leverage social customer insights to develop a
Social CRM Strategy
Monitor
Map
Manage
Middlewar
e
Measur
e
What is being
said?
Who is saying
it?
Where should it
go?
How do I get it
there?
Is it working?
Listening
capabilities in
social media.
Linking social
profiles to
company
records.
Mgt systems to
provide insights
to the right
teams at the
right times.
Data
seamlessly
flows from
external to
internal
Tracking the
effectiveness of
CRM goals.
Resource: Altimeter: New rules for relationship mgt.

17. We
consistently
upload our
identities and
propensities
….They, in
turn, become
quantified

18. Advocacy Identification and Social Profiles

19. Meet Kevin Patrick Robbins
4,047 Tweets
883 followers on Twitter
74 friends on Facebook

20. A local guy, Kevin appears to have grown up in Toronto. He
talks about Toronto a lot. He also does
comedy, video/photography and theatre. He’s also clearly a
big dog fan.

21. Yesterday on Facebook

22. To which his friends responded:

23. To which his friends responded:

24. Here are Kevin’s other social accounts:
https://twitter.com/kprobbins
https://www.facebook.com/kevinpatrickrobbins/posts/10151850798409406
http://instagram.com/kevinpatrickrobbins
https://foursquare.com/kprobbins
http://www.kprobbins.com

25. Task: Use mobile data to identify people within
proximity of Bank X Queens Quay location

26. Validate demographics, how
long they’re in the Queens
Quay Bank X Location

27. Identify home and shopping patterns

28. • What if we overlaid social accounts against those who
visited those users?
• What if we further identified who were existing
customers?

33. Priorities in enabling customer centric
organization:
·
·
·
·
·
Enable social marketing to the branch/franchise
levels
Reduce silos in social channels and integrate
into customer decision journey
Deliver deeper engagement and value
Move from push marketing in social channels to
embedding social at all touch points
Creating a single view of the customer

34. Hessie Jones
h.jones@arcompany.co
647-999-2348
@hessiejones