The document discusses social customer relationship management (CRM) and social media marketing strategies. It defines social CRM as engaging customers through technology and social interactions to create value and build trust. The document also analyzes different types of social media users (joiners, sharers, advocates), paid vs owned vs earned media, best practices for social media campaigns, metrics for top performing brands, and imperatives for effective social media presence and policies.

1. 21-Aug-12

2. what is social crm?
social CRM is a philosophy, and business strategy,
comprised of a technology platform, (business &
engagement) boundaries/ rules, (engagement) workflows
& processes and, social characteristics (brand).
it (social CRM) engages customers, creates collaborative
conversations, derives mutual benefit, creates value,
drives transparency and, builds trust.

3. sm user community*
avg brand on fb top 10%** of brands on fb
sharer advocate advocate
2% 5%
15%
sharer
34%
joiner
joiner 61%
83%
joiner: sharer advocate
 likes  shares  comments
 fan base  promotes reach  generates content
 basis for conversion algorithm  is convertible  influences
 passive prospect/ customer  has “klout”
source: wildfire: “how superbrands breed superfans: 6 best practices for 10x greater fan growth“
** as defined by 12 month growth in: revenue, lead-to-sales ratios, new customer acquisitions

4. media types
paid
•pay-per-click
•display ads
•metric: active responses
•objectives: transactions
owned
•website
•microsite
•blog
•metric: traffic
•objective: information
earned
•social media platforms
•metrics: likes, shares, endorsements, content
•objective: loyalty

5. 12 steps to a “flawsome” sm campaign
market campaign
targeted
response to tracking &
offers
launch management
(segment) geographic
trend/ insight
advocate event
recognition
engagement targeting
transaction/
advocate segment
conversion
engagement analytics
tracking
campaign- to-
advocate campaign re-
sales
feedback design
correlations

6. the stats.
 top 10% of performing pages see
 twice as many “likes
 5 times as many comments
 twice as many posts
 double the avg number of fans
 a 5% greater increase in fan growth per month
 sales was a 1-2-1 relationship
 sales now is a 1-2-many relationship
 customers are influenced more by advocates & peers
 sales needs to, as such, influence and synergize, advocates & peers
 key considerations
 goal
 ROI
 influencers
 industry, campaign specific media (not all about fb)
 data is where we are at
 don’t forgot website (make it social)
 there are not experts/ gurus

7. building blocks for sm presence
mixed campaigns
seasonal & event
images, images, images
relevance
clear call-to-action
multiple engagement
apps multi- platform
* source: wildfire: “how superbrands breed superfans: 6 best practices for 10x greater fan growth“

8. rules of social
1, respond to everything, not just complaints
5, monetization detracts from experience
7, 24-7 is the new 9-5
8, always write back
12, trial, error, re- trial is flawsome
19, optimization is the new volume
21, social is part of the campaign strategy
30, multi- engagement is multi- fan
34, boredom of social means no value creation
36, its an evolution, not a process

9. imperatives for social media *
1) add value 5) multi- social presence
 distinction b/w social “place-holder” & “purpose”  customer on are other platforms (so to must be you)
 new ways of showing old data  it’s not just fb, linkedin, twitter and 4square
 opportunities for targeted trials  integrate, integrate, integrate
 turn personal data, into personal commitment
6) policy
2) identify influencers  when, how, with whom, and why
 have the conversations you shouldn’t  boundaries & guidelines (not command & rules)
 are who your buyers turn to  monetization is enemy of engagement
 do not care about your bottom line (or top)
7) experience
3) earn conversations  social is part of cX (it isn’t cX)
 what was closed is now open  more than your customers
 be flawsome
4) monitor behaviour
 pre- trend to capitalize on trends
* source: gleanster: “7 imperatives for embracing sm in sales“

10. 21-Aug-12