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Part 2 - SocialCRM in a Marketing Campaign.
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Nick Baggott FCIM [email protected] @njbaggottnickbaggott.typepad.com
Social CRM:Integrating Social & Business Strategy
Nick Baggott FCIM, FIDM, Course Director CIM– Navigate Consulting (Digital & CRM)
– Microsoft, Google, HP, RBS, Lloyds, Legal & General, American Idol, Jani King, Juniper Networks, BP, Reuters, Vodafone, Ernst & Young, Rolls Royce
– Chemistry Communications Group, Group CSD
Agenda• Integrating Social & Business Strategy• Why take social seriously?• Setting goals & measures• Customer engagement
How the world is changing...
“The same rules still apply:We are just working on a broader canvas with a richer set of colours”
Mohan SawhneyKellogg School of Management
OLD RULES – NEW TOOLS
What do these mean to you?
Why take social seriously?
Statistic Mar 2013 Mar 2012 Mar 2011 Mar 2010 Sept 2009
Facebook active users 1.1 bn* 901m 640m 350m 250m
Twitter registered users 500m 465m 175m 75m 10m
LinkedIn 200m 150m 100m 50m 49m
Google+ 359m 90m 10m
Pinterest 48m 12m
Social Media Global Stats
*1 in 8 people in the world!
SOURCE: 2009 to 2011 stats - http://econsultancy.com/uk/blog/7334-social-media-statistics-one-year-laterMar 2012 & Mar 2013 stats - http://www.jeffbulas.com & Global Web Index Data
‘OWNED’ MEDIA
RadioMags
Newspapers
Online display adsOutdoor
TV
‘Advertising’
Corporatewebsite
Community
Productsite(s)
Campaignsite(s)
‘BOUGHT’ MEDIA
‘EARNED’ MEDIA
Digital media landscape
Natural search
campaignsAffiliate
Sites
YouTube ChannelFacebook Page
SocialMedia
Look at the world through a digital lens
Integrating Social with Business Strategy
Why are you using social media?
CIM Social Media Benchmark Report – wave 1 April 2012
12
How does it relate to business strategy?
Business strategy Marketing strategy Marketing plan
• Aspirations & goals• Business/market
scope & assumptions• Opportunities &
threats• Products & services• Capabilities &
resources
Customer value
Market/customer needs
Value drivers & market positioning
Value creating marketing strategies
• Targets• Activities• Comms• Resources• Budgets• Measures &
controls
Brand
Market
OrganisationOBJECTIVES
What does success look like?
RESEARCHWhere are we now?
INSIGHTWhat are the implications?
STRATEGYWhat do we need to do?
Developed by Baggott, Hansell and Lumley 2012.
ConsumerPROGRAMS
How will we do it?
MEASUREDid it work?
Setting Objectives
http://www.forbes.com/sites/marketshare/2013/04/01/b2b-and-b2c-marketers-agree-relationship-marketing-is-where-its-at/
Setting objectives
Purchase Behaviour
Emoti
onal
Eng
agem
ent
Low
High
Unaware Aware Consider Conversion Purchase Loyalty
Efficiency AND EngagementMARKET EXAMPLE:• 14 activities evaluated;• Four activities = 45% of marketing
spend which achieves or exceeds goals;
• Four activities = 30% spend which appear effective but do not provide a satisfactory RoI;
• Two activities = 10% provide a reasonable RoI but have limited impact;
• Four activities = 15% of spend but under-perform against effect and efficiency measures.
WHAT STEPS WILL YOU TAKE?
4 Steps of Customer Engagement
Navigate Behavioural CRM Framework
ACQUIRE PARTICIPATE
SHARE ENGAGE
Copyright: Navigate Consulting Ltd 2011
Digital media choices...
STAGE CHANNELS
Share Viral, Social sharing
Engage Webinars, events, crowd sourcing, podcasts, Twitter, YouTube channel, wikis, forums
Participate Blog, web site design, web surveys, quick video testimonials, landing pages
Acquire Search, promotions, thought leadership, digital PR, online advertising
Behavioural engagement modelling
Event Driven “Programmed” RM Comms
ACQUIRE PARTICIPATE ENGAGE SHARE
Visited web site
Called contact centre
Register
Opted In
Prefer-ence data
Sign up for email newsletter
One question survey
Read email newsletter
Clicked on a link
Visited more pages on web site
Download white paper
View video
Join Facebook or LI group
Completed online test
Take part in survey
Attend an event
Comment on web content
Upload a video
Take part in research panel
Accept privileged member-ship
Recommend a friend
Send on viral promotion
Retweet
Host event
Joint PR activity
1 2 3 4 5 6 7 8 9 10
Customer Commitment Scale / Customer Engagement Index
