A p r 1 3 , 2 0 2 3

s o c i a l m e d i a :

s i m p l i c i t y o u t o f c o n f u s i o n .

Apr 13, 2023 2

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.

what is social crm?

Apr 13, 2023 3

sm user community *

joiner 83%

sharer 15%

advocate 2%

avg brand on fb

joiner 61%sharer 34%

advocate 5%

top 10%** of brands on fb

joiner: likes fan base basis for conversion algorithm passive prospect/ customer

sharer shares promotes reach is convertible

advocate comments generates content influences 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

Apr 13, 2023 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

Apr 13, 2023 5

12 steps to a “fl awsome” sm campaign

market response to launch

trend/ insight

recognition

advocate engageme

nt

advocate feedback

campaign re-design

segment analytics

(segment) advocate

engagement

targeted offers

campaign tracking &

managem

ent

geographic event

targeting

transaction/

conversion tracking

campaign- to- sales correlatio

ns

Apr 13, 2023 6

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

the stats.

Apr 13, 2023 7

building blocks for sm presence

multiple engagement apps

clear call-to-action

images, images, images

seasonal & event relevanc

e

mixed campaig

ns

multi- platform

* source: wildfire: “how superbrands breed superfans: 6 best practices for 10x greater fan growth“

Apr 13, 2023 8

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

rules of social

Apr 13, 2023 9

5) multi- social presence customer on are other platforms (so to

must be you)

it’s not just fb, linkedin, twitter and

4square

integrate, integrate, integrate

6) policy when, how, with whom, and why

boundaries & guidelines (not command &

rules)

monetization is enemy of engagement

7) experience social is part of cX (it isn’t cX)

more than your customers

1) add value distinction b/w social “place-holder” &

“purpose”

new ways of showing old data

opportunities for targeted trials

turn personal data, into personal

commitment

2) identify influencers have the conversations you shouldn’t

are who your buyers turn to

do not care about your bottom line (or

top)

3) earn conversations what was closed is now open

be flawsome

4) monitor behaviour pre- trend to capitalize on trends

imperatives for social media *

* source: gleanster: “7 imperatives for embracing sm in sales“

A p r 1 3 , 2 0 2 3

s o c i a l m e d i a :

s i m p l i c i t y o u t o f c o n f u s i o n .