SOCIAL CRM How to stop playing and link social media to ROI

SOCIAL CRMHow to stop playing and link social media to ROI

A BRIEF HISTORY OF DIRECT MARKETING

‘90s

‘10s

‘00s

Single Customer View

Email

Social Media

Experimentation Integration

Experimentation Integration

CRM

eCRM

Social CRM

Clients prospects

Clients

Clients

ProspectsFans

?

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

NOTSocial media

Justify Budget

Justify Business

Show your ROI

Show Financial outcome

And show it quicker because…

(Source: Social Media ROI – Olivier Blanchard)

Reaction

GO ONE STEP FURTHER

# Fans# Likes

# Shares

Investment$$$$$ Action

Non Financial Impact

Financial Impact

Experimentation Integration

Cost Reduction$$$$$

Increased Revenue

The Investment-return Relationship

(Source: Social Media ROI – Olivier Blanchard)

You have Fans, now what?

NOT The Investment-return Relationship

HOW TO MEASURE SOCIAL ROI?

From…

Bring Fans into the Single Customer View

… To

Social Costs

Social Revenue

Social Revenue

Social Costs- = Social

ROI

PersonnelTechnology

Timeother

CHALLENGE: MAKE THE LINK

CRM eCRM Social CRM

Automatic

Manual

Apps / FB Login / API …

PR Company / Community Manager

CHALLENGE: STORE & PROCESS SOCIAL DATA

Mobile Data

SocialData

Email Data

CustomerData

Real Time

Mobile Campaign

SocialCampaign

Email Campaign

Campaign

data hub

OPPORTUNITY: CALCULATE SOCIAL ROI

data hub

OPPORTUNITY: PERSONA SEGMENTATION

Prospects

ClientsFans

UpsellCandidates

Hot Leads

Ambassadors

Golden

OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN

Prospects

ClientsFans

UpsellCandidates

Hot Leads

Ambassadors

Golden

Reactivation

OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN

Prospects

ClientsFans

UpsellCandidates

Hot Leads

Ambassadors

GoldenBusiness

Intelligence

Churn Prevention

WHAT FOR?A few cases…

ECOUPON VALUE

TV PRODUCT PLACEMENT

CONTEST PRIZE

WHAT ABOUT THE FUTURE?

MOBILE IS SWITCHING TOO

‘90s

‘10s

‘00s

Single Customer View

Email

Social Media

Experimentation Integration

Experimentation Integration

CRM

eCRM

Social CRM

Local & MobileExperimentation Integration

SOLOMO CRM‘10s

Your Next Challenge!

CONCLUSION

Don’t be late!Have your Social CRM ready

So you can start your SOLOMO CRM on time!

Florent Diverchy

Florent.diverchy@bisnode.com

@thefrenchflo

Digital Business Consultant