Social is increasingly powerful in your customer’s lives, but rarely well integrated with or used as a CRM programme. This presentation covers the key four pillars of Social CRM, examples of it being successfully used in practice and what you can do to drive purchasing, loyalty and advocacy using Social CRM.

1. #OgilvySMW
Social CRM
In partnership with
rob.blackie@ogilvy.com
yves.baudechon@social-lab.eu

2. #OgilvySMW
Any technology or behaviour that combines
the personal impact of Social
with the targeting and data of CRM
So what is Social CRM?

3. #OgilvySMW
• Social endorsement dramatically
improves the effectiveness of content.
• Social data can drive more effective
personalisation, driven by use of
behavioural, interest and contextual data.
• Personalisation dramatically increases
engagement at every stage of the
customer journey.
Why does social matter ?
0
40
80
120
160
Nielsen recall study Target/ Comscore conversion
Control group
Social endorsement

4. #OgilvySMW
• Almost every channel is starting
to price access
• Even without pricing, filtering
effectively increases the cost of
reach (e.g. ‘Promotions’ tab in
Gmail)
Declining engagement – content blindness
0
25
50
75
100
2011 2012 2013 2014 2015
PAID REACH
ON FB
AVERAGE ORGANIC
REACH ON FB
FANS
FRIENDS OF FANS
ANYBODY ON FB

5. #OgilvySMW
• Huge volume for ordinary
consumers plus broken filtering
mechanisms means low
engagement
• Spam invades every channel
Declining engagement – content blindness
pieces of content available each
time somebody opens Facebook
1,500

6. #OgilvySMW
• Consumers now comfortable
switching channels and devices
• Indications of scale:
• Dark Social traffic accounts for
71% of Social traffic – a huge
part of that is people sharing
links through email or IM
• 40% of ecommerce purchases
are started on another device
(Criteo 2015)
Complex Customer Journeys

7. #OgilvySMW
• Declining engagement – content
blindness – Targets people at the
right time with things they are
interested in
• A complex multi channel – multi
device customer journey – Joins up
on basis of behaviours, first &
third party data and devices
How combining Social CRM tackles these challenges
CRM:
Your customers /
prospects
Social:
Interests,
behaviours,
connections
Customers
who have a
specific
interest

8. Switching Shopping around Purchase
They
all
seem
the
same
–
I
can’t
be
bothered
Not
another
boring
email….
That
video’s
actually
pretty
interesting
Day to day customer
Useful
advice
on
saving
for
my
pension…
It’s
broken
again!
Time
to
tweet
them.
More
of
the
same…
Discount
on
my
insurance
–
useful
Right
–
that’s
it,
I’m
opting
out
Interesting
stuff….
At
least
they
recognise
me…
Right
I’m
unsubscribing

9. Switching Shopping around Purchase
They
all
seem
the
same
–
I
can’t
be
bothered
Not
another
boring
email….
That
video’s
actually
pretty
interesting
Day to day customer
It’s
broken
again!
Time
to
tweet
them.
More
of
the
same…
Right
–
that’s
it,
I’m
opting
out
Right
I’m
unsubscribing

10. Business Challenge 1
Acquisition
How to find the « Twins » of your
clients

11. Lookalike Audiences
We use lookalike modeling to target “twins” of people who expressed an
interest for your brand and test multiple combinations for optimisation.
Client Audience
Website Visitors
Fans
etc.
(Custom) Audience
50 to 70% match rate
Custom Audiences can be
used to target your
customers. And only them.

12. Lookalike Audiences
We use lookalike modeling to target “twins” of people who expressed an
interest for your brand and test multiple combinations for optimisation.
« Lookalike »
Through an algorithm,
Facebook identifies users
with a similar profile than
an audience you own
Lookalike audiences let you reach new people who are likely to be
interested in your business because they're similar than users who are.
Client Audience
Website Visitors
Fans
etc.
(Custom) Audience
From
Reach to
Similarity :
choose
the size of
your
audience
according
to your
needs.
Lookalike Audiences can
be used to identify
prospects.

13. Lookalike Audiences
We use lookalike modeling to target “twins” of people who expressed an
interest for your brand and test multiple combinations for optimisation.
« Lookalike »
Through an algorithm,
Facebook identifies users
with a similar profile than
an audience you own
Lookalike audiences let you reach new people who are likely to be
interested in your business because they're similar than users who are.
Client Audience
Website Visitors
Fans
etc.
(Custom) Audience
From
Reach to
Similarity :
choose
the size of
your
audience
according
to your
needs.
Website Visitors Email Database
FansPosition in the funnel
Multiple sources : Different size of lookalikes :
1% country pop. 3% country pop.
10% country pop.5% country pop.
From very similar to broader audiencesBased on actions people did towards the brands
Identification of best
performing combinations of
lookalikes to improve paid
performances.
Lookalike Audiences can
be used to identify
prospects.

14. Case - Drive more sales on existing customers
Need Solution Results
• Drive capsules sales on existing clients
• Maximise ROI
• Segmentation : CRM database was
segmented based on :
• Type of capsules customers bought
(Arpeggio, Volutto, Vivalto)
• Level of consumption (5)
• Personalization : one creative was
designed for every segment (15)
1. SEGMENTATION BY
Type of capsule
100-150 150-200 200-250 250-350 350 +
Level of consumption
2. PERSONALIZATION
1 creative / segment
389% ROI

15. Case - Drive online credit loan requests by leveraging Lookalike Audiences
Need Solution Results
Sector : Financial — KPI : Online leads
In order to enlarge the prospects base,
we have leveraged lookalike audiences to
target similar users than those who have
expressed an interest for Cofidis (clients
& fans).
Campaign was ongoing and optimised
daily on real-time.
Drive online conversions for credit loan
requests.
2 types of credits to promote.
17% lower cost per lead
for Lookalike Audiences

16. Case - Drive online leads by leveraging Lookalike Audiences of Website visitors
Need Solution Results
Sector : Telecom — KPI : Online leads
Drive online leads for TV, Mobile &
Internet subscriptions.
4x more conversions
40% lower traffic cost
Lookalikes of website visitors
Lookalikes of visitors have
outperformed all other types of
audiences (Interests, Behaviours,
Demographics, etc.).

17. Applied a direct marketing approach
to Social Media:
• Segmentation of the audience
• Personalization of the message
• Optimisation A/B testing
!
Generate test drive requests
for the new Lexus CT200h.
88% Lower cost/test drive
than other digital channels
Facebook was the best driver of conversion.
In term of volumes but also in term of cost
per conversion.
RESULTSCHALLENGE SOLUTION
Case - Social better than other channels to drive test drive requests
1% Digital Budget
72% Test drives

18. Switching Shopping around Purchase
They
all
seem
the
same
–
I
can’t
be
bothered
Not
another
boring
email….
That
video’s
actually
pretty
interesting
Day to day customer
Useful
advice
on
saving
for
my
pension…
It’s
broken
again!
Time
to
tweet
them.
More
of
the
same…
Right
–
that’s
it,
I’m
opting
out
Right
I’m
unsubscribing

19. #OgilvySMW
Business Challenge 2
Email engagement
20% of emails are opened. How to
generate value from the 80%.

20. Custom Audiences
Custom Audiences feature allow you to target an email database.
Client DB
Didn’t open
email
Open by did
not click
Segments are uploaded on
Facebook to create audiences
(128 bit md5 encryption system)
50-60% average Match Rate

21. Custom Audiences
Custom Audiences feature allow you to target an email database.
Client DB
Segments are uploaded on
Facebook to create audiences
(128 bit md5 encryption system)
50-60% average Match Rate
Segment can be targeted with
relevant message according to
their subscription
Or segment can be excluded
from a targeting.
Didn’t open
email
Open by did
not click

22. Extending email strategy to Social drives better performances
DRIVE INCREMENTAL REACH
TO EMAIL
Create a Custom Audience of
people who don’t open email and
reach them on Facebook
Coordinated email campaigns with Facebook ads drive 77% more reach.
Combined segments drive 22% more purchase than those reached only by email.
Different tactics can be designed when combining these two channels :

23. Extending email strategy to Social drives better performances
DRIVE INCREMENTAL REACH
TO EMAIL
DRIVE CROSS-CHANNEL
REPETITION
Create a Custom Audience of
people who don’t open email and
reach them on Facebook
Create a Custom Audience of
people who opened an email and
reach them on Facebook with
similar message
Coordinated email campaigns with Facebook ads drive 77% more reach.
Combined segments drive 22% more purchase than those reached only by email.
Different tactics can be designed when combining these two channels :

24. Switching Shopping around Purchase
They
all
seem
the
same
–
I
can’t
be
bothered
Not
another
boring
email….
That
video’s
actually
pretty
interesting
Day to day customer
Useful
advice
on
saving
for
my
pension…
It’s
broken
again!
Time
to
tweet
them.
More
of
the
same…
Right
–
that’s
it,
I’m
opting
out
Interesting
stuff….
Right
I’m
unsubscribing

25. #OgilvySMW
Business Challenge 3
Opt-Out
How to engage on Social people
who opted-out?

26. Custom Audiences
Custom Audiences feature allow you to target an email database without the need to opt-in.
Client DB
Only Opt-ins
can receive emails
Example,
45% of Opt-ins in database
45% of DB
Emails

27. Custom Audiences
Custom Audiences feature allow you to target an email database without the need to opt-in.
Client DB
Only Opt-ins
can receive emails
Client DB
All matched DB
will see post
in Newsfeed
Example,
45% of Opt-ins in database
DB matched with Facebook to
create audiences (128 bit md5
encryption system)
50-60% average Match Rate
45% of DB
60% of DB
Emails
Social

28. Switching Shopping around Purchase
They
all
seem
the
same
–
I
can’t
be
bothered
Not
another
boring
email….
That
video’s
actually
pretty
interesting
Day to day customer
Useful
advice
on
saving
for
my
pension…
It’s
broken
again!
Time
to
tweet
them.
More
of
the
same…
Discount
on
my
insurance
–
useful
Right
–
that’s
it,
I’m
opting
out
Interesting
stuff….
Right
I’m
unsubscribing

29. #OgilvySMW
Business Challenge 4
Move people in the Funnel
Expose people to content based on their
prior actions

30. Multiple actions
Multiple devices

31. • The future of CRM in a social world is about
building a farm of qualified audiences,
maintaining it, leveraging every opportunity
to develop it, and using it wisely.
• Every time we promote a new piece of
content, we identify relevant audiences in
our farm.
A farm of audiences.
Not a database.
• Unlike classical emails or direct mail
programs, Social CRM is not only about
building a database of individuals and
enriching it with additional data.
!

32. No action goes untracked
DEEPEN
ENGAGEMENT
CULTIVATE
PRIO-
RITISE
CONVERT
IDENTIFY
On Proximus content,
capture an interest
beyond an endorsement Track who is engaging with
Proximus and retarget them
to cultivate participation
Optimise amplification budget
by targeting participants first
Convert participants
into leads and clients
Identify actions on
Proximus sites, on
apps and from
internal Proximus
databases
Telco example : Proximus

33. An Ongoing Customer Program Example : Nespresso
1 PROSPECTING
2 CULTIVATING PROSPECTS
3
4 CLOSING
5
SWAYING LEADS
GROWING CLUB MEMBERS

34. 1 PROSPECTING
2 CULTIVATING PROSPECTS
3
4 CLOSING
5
Identifying potential Club Members
SWAYING LEADS
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso

35. 1 PROSPECTING
2 CULTIVATING PROSPECTS
3
4 CLOSING
5
Identifying potential Club Members
Growing brand preference through a
flow of relevant, appealing content,
catalysing desire to know more about
SWAYING LEADS
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso

36. 1 PROSPECTING
2 CULTIVATING PROSPECTS
3
Growing knowledge & appreciation of our
brand/products through coffee expertise/
4 CLOSING
5
Identifying potential Club Members
Growing brand preference through a
flow of relevant, appealing content,
catalysing desire to know more about
SWAYING LEADS
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso

37. 1 PROSPECTING
2 CULTIVATING PROSPECTS
3
Growing knowledge & appreciation of our
brand/products through coffee expertise/
sustainability content, building
4 CLOSING
5
Identifying potential Club Members
Growing brand preference through a
flow of relevant, appealing content,
catalysing desire to know more about
SWAYING LEADS
Driving purchase through offers/promos
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso

38. 1 PROSPECTING
2 CULTIVATING PROSPECTS
3
Growing knowledge & appreciation of our
brand/products through coffee expertise/
sustainability content, building
4 CLOSING
5 Growing loyalty through a flow of personal
customer content, driving advocacy and
Identifying potential Club Members
Growing brand preference through a
flow of relevant, appealing content,
catalysing desire to know more about
SWAYING LEADS
Driving purchase through offers/promos
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso

39. Switching Shopping around Purchase
They
all
seem
the
same
–
I
can’t
be
bothered
Not
another
boring
email….
That
video’s
actually
pretty
interesting
Day to day customer
Useful
advice
on
saving
for
my
pension…
It’s
broken
again!
Time
to
tweet
them.
More
of
the
same…
Discount
on
my
insurance
–
useful
Right
–
that’s
it,
I’m
opting
out
Interesting
stuff….
At
least
they
recognise
me…
Right
I’m
unsubscribing

40. Social Care
Ability to combine Social
profiles with customer
profiles provides
significantly higher
customer satisfaction

41. Switching Shopping around Purchase
They
all
seem
the
same
–
I
can’t
be
bothered
Not
another
boring
email….
That
video’s
actually
pretty
interesting
Day to day customer
Useful
advice
on
saving
for
my
pension…
It’s
broken
again!
Time
to
tweet
them.
More
of
the
same…
Discount
on
my
insurance
–
useful
Right
–
that’s
it,
I’m
opting
out
Interesting
stuff….
At
least
they
recognise
me…
Right
I’m
unsubscribing

42. Targeted social Insight – 50,000 Millenial photographs
Most shared
artist
Third most
shared artist

43. Targeted social Insight – 50,000 Millenial photographs
Most shared
artist
Third most
shared artist

44. Targeted social Insight – 50,000 Millenial photographs
Most shared
artist
Third most
shared artist

45. Switching Shopping around Purchase
They
all
seem
the
same
–
I
can’t
be
bothered
Not
another
boring
email….
That
video’s
actually
pretty
interesting
Day to day customer
Useful
advice
on
saving
for
my
pension…
It’s
broken
again!
Time
to
tweet
them.
More
of
the
same…
Discount
on
my
insurance
–
useful
Right
–
that’s
it,
I’m
opting
out
Interesting
stuff….
At
least
they
recognise
me…
Right
I’m
unsubscribing

46. #OgilvySMW
Social CRM
In partnership with
rob.blackie@ogilvy.com
yves.baudechon@social-lab.eu