Social CRM
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The document discusses social CRM, which amplifies traditional CRM by incorporating social media and conversations. Social CRM focuses on nimble, hyper-responsive dialogue rather than one-way marketing. It provides examples of how Nike, American Express, Oakley, BMW, and Starbucks have successfully applied social CRM strategies like social sign-on, social segmentation, targeted messaging, and social loyalty programs. The document also discusses how British Telecom used a social CRM community to reduce call volumes. In the end, it identifies opportunities for using social CRM to increase revenue, decrease costs, stimulate innovation, and move to more relevant conversations.
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Social CRM
- 1. Social CRM – from conversations to engagement #LBiClientAfternoon 25 April 2013 Rob van Alphen (@adgenius) LBi Belgium
- 2. sCRM: What’s in a name A definition
- 4. sCRM: CRM Amplified sCRM: CRM Amplified CRM Old School The Social Way Main driver Transaction Conversation Marketing Planned, one-way, inflexible Nimble, hyper-responsible, dialogue, insights Sales Black book and transaction-driven Interaction-based, sourced from insights Customer support Limited hours, script-based Dynamic, « always on », multiple platforms Feedback Occasional surveys, quarterly customer insights Multiple platforms that feedback into Sales, Marketing, Support
- 5. We need to consider the role for social at all points of the customer engagement lifecycle to unlock its value. Advocacy Awareness Social advocacy Bought and earned reach Usage Engagement Social CRM Brand participation Purchase Consideration Social commerce Multi-signal search
- 10. superfans consist of of community populations <1% on average superfans generate 50% of all community content and 85% of all useful content Lithium
- 12. Social CRM cases How to make it happen?
- 13. Start by applying traditional CRM tools to social media but with a tweak!
- 14. Applying proven CRM mechanics to social – Powered by business -
- 15. NIKE - Social sign-on Nike offers multiple options for social sign-on and appends their own proprietary questions on the back-end of the authorization of the user (i.e. email opt-in). Using social sign-on gives Brands access to up to 180 data points to associate with the user.
- 16. AMERICAN EXPRESS - Social Segmentation American Express’ Link, Like, Love Facebook app allows to segment cardholders based on their interests, likes, check-ins and their friends’ likes to offer only the most relevant discounts. Discounts are the most favourable interaction with Brands via social media and become more relevant if they are allocated based on segmentation.
- 17. OAKLEY - Relevant content and notifications Oakley sends targeted, direct messages through Facebook based on the social profile and social interactions Targeting app users directly in their Facebook Newsfeed and Timeline or via Twitter increases click through rates to an average of 38,7%.* It also contributes to an increased user engagement so app user churn is likely to reduce.
- 18. BMW - Product consideration BMW Car Configurator on Facebook. Once the perfect BMW is designed, users share it, save it or sign-up for news. While generating leads on social, it’s worth comparing the performance against other channels to inform future social CRM efforts. Closing the loop and integrating information into a CRM system will allow a targeted and relevant follow-up with individual leads.
- 19. STARBUCKS - Social Loyalty Programme Starbucks customers can manage their Loyalty & Payment card on Facebook, e.g. for top-up. The love for Starbucks can be shared by buying eGift cards and giving them to FB friends. 55% of consumers want to purchase via social channels
- 20. MYOFFERS - Response rate optimisation Testing different offers for female and male recipients for myoffers.co.uk shows how the customer responsiveness to direct social messaging can be optimised Measuring and optimising typical customer KPI, like lead generation, depth, length and value of the relationship, help to prove the value of
- 21. SONY XPERIA Rethinking the traditional marketing model: from campaigns to conversations
- 22. THE BRIEF Create a way to introduce Sony Ericsson’s Xperia phones to a larger audience, without getting bogged down in a feature-war over things like mega-pixels and battery life.
- 23. THE ANSWER: Xperia Studio “Reality Remade” Create branded content with phone at the heart Wide open brief to collaborators from a diversity of industries Over 10 professional movies posting engaging and innovative use of Xperia smartphone
- 25. Xperia Studio (case video)
- 26. Xperia Studio : socially infused Branded content distribution platform manages consistent content posting across social channels
- 27. Creating social currency ● Social CRM platform was used to drive social currency for Xperia Studio Code embedded in Facebook fan page or application The user opts into to receive direct personalised messaging Platform can access detailed user information stored on Facebook. This can be matched to other data sources (eg CRM database) Platform is configured to send Direct Personalised messages to facebook newsfeed based on data
- 29. Xperia Studio results – Email vs. Social DM ● Email average click through: 5,9% ● Social Direct average click through: 44% *Epsilon 2011 Email Trends and Benchmark
- 30. A social direct message to 6000 users generates the same amount of traffic as a broadcast Facebook message sent to 6 million users.
- 31. British Telecom Developing an engaging community experience to reduce call volumes
- 32. SOCIAL CRM COMMUNITY DEVELOPMENT : BT Challenge: • • To reduce call volumes into the BT call centre and to reduce cost to serve Provide more flexible ways for consumers to receive responses to service questions Solution: • • LBi implemented Lithium’s software within the community.BT area of the BT website BT service staff and consumers respond to the communities questions Results: • • 10% reduction in calls to the call centre within the first year, delivering huge return on investment for a company with over 21 million customers Substantial NPS increase
- 34. Does your company need social CRM? “We want to increase revenue by activating our fans and advocates.” “We want to decrease service costs through Social Customer service.” “We want to stimulate innovation by crowdsourcing input.” “We want to differentiate what advocates, influencers, detractors and consumers are saying.” “We like to move toward relevant & engaging 2-way conversations.” “We want to identify potential customers from unstructured data.” “Social and digital teams and activities are silos but need to be integrated more closely.”
- 35. Let’s talk Rob.van.Alphen@LBi.com +32 494 15 01 14
Hinweis der Redaktion
- Our strategic approach to thinking about the role of social in a client’s business.Our unique blend of services, as well as the engagement platform, allows us to implement any of our strategic recommendations. You won’t just get a Facebook ad campaign recommendation from us ;)
- 1.Not yet moved from broadcasting to conversations Low Fan retention and engagementProve ROI of social media effortsIncrease Product consideration and purchase intentUse Social data more effectivelyImprove Brand reputation / NPS through WoM2.Lead generation and conversionCustomer acquisition through advocatesGet more recommendations and positive reviewsSocial Commerce Revenue & Basket AbandonmentLow Customer profitability Customer Churn 3.Massive scale of social interactions and mentionsDo more than reacting to complaints Slowness of response and no 24/7 supportUnawareness of individuals’ context and identityHandling of neg. sentiment and crisis situations4. Customer ExperienceLow Relevance of posts and contentLack of value exchange between consumer & brandOne-off experience rather than on-goingData capture & user tracking vs. Consumer PrivacyInconsistency of CEX across and between channelsLack of Integration of social and digital experience5.Pilot Marketing strategies and get direct feedbackSocial Customer Panels, Advocate panelsProduct/Service co-creation Proposition co-creation (e.g. Pricing)6.Understand which customers are fans/followersMatch social data with CRM dataUnderstand customer expectations, feedback, their behaviours, purchase barriers and emotions Predictive analysis, e.g. customer churn
- We built our Beauty Talk community on our website and, as we opened our doors, it was flooded with clients dying to talk about beauty with each other. It was exactly what we wanted. What we found was that clients were not only trying to talk with us, they were trying to talk with each other. And they were actually engaging in ways we had no idea they would.
- By 2010, it had more than 175 public forums, all the result of organic growth. Many of these communities had low levels of participation, largely due to inconsistent commitment by Autodesk to support these customer communities.2011: Integration between the online community platform (Lithium) and the CRM tool (salesforce.com), which enables some automated and manual workflow enhancements for staff and customers.Annual ROI of Support savings vs. overhead costs amounted to ~$6.8 million.
- Typically, only 1% of community participants are active in creating new posts, and studies show they are motivated by a desire for the recognition and respect of their peers, rather than financial reward.
- Inspire people to do more than just communicate. We enable everyone to create and participate in entertainment experiences. Experiences that blur the lines between communication and entertainment”.Set it apart from its competitors like Apple’s iPhone.
- Xperia Studio invites collaborators to create photos, a piece of music, a film, a game using an Xperia phone Xperia Studio creates content which is interesting and engaging to our target audience, using the phone, but not about the phone, thereby creating a direct connection to product through content which is interesting and engaging Sony Ericsson provides the tools and financial support to enable collaborators to create the content An important aspect of Xperia Studio was the role it had to play in producing engaging video content to be disseminated onto Sony’s owned social media channelsXperia Studio – an ongoing digital collaboration with artists, intellectuals, coders and technologists from around the world seeking to test the limits of mobile technology.
- - Wrecklessracing: game designer / gamer / engineermakecontrollable car withxperia phone. Racetrackbuilt.- A ride down slickrocktrail: moab dessert (panorama fotograaf; 7 gsmssamengebonden = 360° video & gemonteerd op fiets- The invisible universe: zie de werelddoorandereogen (nacht = zwart? Nee, x-rays, gammastralen, infrarood..); tonenwat je anders niet ziet op basisvan localisatie etc. Opening up realityA boatload of inventors: wetenschapperssamenbrainstormen.. Bv. Boat gecontroleerddoorgsm op internet (+ gps), flame flash / fiets die boodschaptekentenkelzichtbaar met gsmThe swarm: alien invasion film enkelgefilmt met xperiaScanned: foto’s van bmxplaatsen & geotaggen via gsm. Tricks gefilmd van verschillendestandpunten ; QR codes plakkenzodat men zietvanuithetzichtspuntwaaruitgefilmdis.Goingdeeper: perfecteshot van perfecte golfPatch a signal: de geluiden van Parijsopgenomen met xperia en verwerkt in eeninteractievemuziekvideoShoot and move on: straatfotografie
- Comufy allows 1:1 messaging via a Facebook application and is used to make those registers aware of the new content first Last point: this gives the user status for the share – while it is also a much more powerful
- As an electronics brand, you’d expect Xperia phones to be talked about on tech blogs, but Xperia Studio gave Sony Mobile the chance to be heard in less obvious places – surfing sites, film blogs, mountain bike communities, street photography sites and even on car blogs.Of course, the tech bloggers loved it too. Many of the world’s most influential tech media outlets shared the creativity coming from Xperia Studio including Mashable, Gizmodo, Engadget, All Things Digital and io9.Drove 16% traffic to SonyEricsson product pages but only 2% to Facebook (7000 sales, 350 needed)