Workshop Bisnode The Loop 30/04/2015 From CRM to Social CRM and beyond
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Why the introduction of new channels in your marketing program transforms your CRm, and how does it impact your ROI?
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Workshop Bisnode The Loop 30/04/2015 From CRM to Social CRM and beyond
- 1. SOCIAL CRM From CRM to Social CRM… and beyond!
- 2. A BRIEF HISTORY OF DIRECT MARKETING Clients prospectsClients Clients ProspectsFans 90’s 00’s 10’s Single Customer View Email Social CRM eCRM Social CRM Decade Challenge Database Content Integration Experiment Intégration Experiment Intégration
- 3. A BRIEF HISTORY OF DIRECT MARKETING Experiment Intégration Innovation Budget Marketing Budget Social media manager Marketing Director CEO
- 4. LIVE FROM THE HEAD OF YOUR CEO… ‘‘The Organisation overall budget is finite’’ Rule 1: Primary Budget is allocated to the core of the business Rule 2: Winners get funding. Losers don’t Hint: this is usualy NOT Social media Justify Budget Justify Business Show your ROI Show Financial outcome And show it quicker because… (Source: Social Media ROI – Olivier Blanchard)
- 6. Reaction GO ONE STEP FURTHER # Fans # Likes # Shares Investment $$$$$ Action Non Financial Impact Financial Impact Experimentation Integration Cost Reduction $$$$$ Increased Revenue (Source: Social Media ROI – Olivier Blanchard) You have Fans, now what? NOT The Investment-return Relationship Go the extra step The Investment-return Relationship
- 7. HOW TO MEASURE SOCIAL ROI? From… Bring Fans into the Single Customer View … To Social Costs Social Revenue Social Revenue Social Costs- = Social ROI Personnel Technology Time other
- 8. CHALLENGE: MAKE THE LINK CRM eCRM Social CRM Automatic Manual Apps / FB Login / API … PR Company / Community Manager
- 9. CHALLENGE: STORE & PROCESS SOCIAL DATA Mobile Data Social Data Email Data Customer Data Real Time Mobile Campaign Social Campaign Email Campaign Campaign data hub
- 10. OPPORTUNITY: CALCULATE SOCIAL ROI data hub Social Revenue Social Costs- = Social ROI
- 11. Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden OPPORTUNITY: PERSONA SEGMENTATION
- 12. OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Reactivation
- 13. OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Business Intelligence Churn Prevention
- 14. WHAT FOR? A few cases…
- 15. ECOUPON VALUE
- 17. CONTEST PRIZE
- 18. INTEGRATED CRM INTEGRATED CAMPAIGNS Email Open ClickNo Click Remail Open Click Analyze Email Marketing 2010 Email Marketing 2015 Website Visit Banner Retargeting Facebook Custom Audience Facebook Ads Retargeting Custom Audience Look-a-like Extra targeting
- 19. RETARGET Email Marketing 2010 Email Marketing 2015 Email Email +Social Networks + Bannering Channel ROI Multichannel Campaign ROI
- 20. WHAT ABOUT THE FUTURE?
- 21. MOBILE IS SWITCHING TOO Your Next Challenge! Email Social Local & Mobile eCRM Social CRM Solomo CRM Challenge Database Position Context
- 22. CONCLUSION Don’t be late! Have your Social CRM ready So you can be SOLOMO ready Before your competition