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Terametric presentation from Social CRM 2011 conference - http://www.oursocialtimes.com/socialcrmnewyork/
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11
Chris Selland, Chief Marketing Officer
April 10, 2023
Above the Funnel – Integrating Social & CRM
A Bit About Me…
CONFIDENTIAL | terametric | 2
CRM
VP of CRM at the Yankee Group
Founder of Reservoir Partners
Sold to Aberdeen Group
Past President CRMA
Editorial Board CRM Magazine
Chair of DCI CRM, DestinationCRM, Linkage Sales & Marketing & other events
Social
Senior Marketing & BusDev Roles at SoundBite Communications, Constant Contact, Snow Beverages, Lumigent Technologies
Expert Advisor at Focus.com
(S)CRM
Sales, Marketing, Customer Service
CMO at Terametric
The Promise & The Reality of CRM
CONFIDENTIAL | terametric | 3
Social Media Marketing today
CONFIDENTIAL | terametric | 4
The Opportunity
•Social Network use exploding
•Customers are conversing, and companies must participate
•New ‘influencers’ drive discussions
The Challenge(s)
•Fuzzy metrics & the ‘ROI’ challenge
•Patchwork of consumer & ‘free'
•Junior-level and/or outsourced staff – little to no control
•Skeptical management
•Social is not 9-5
Influence is Specific, not General
CONFIDENTIAL | terametric | 5
“Does Ashton Kutcher (7.3M Twitter followers at
the time of this writing) influence car buyers?
Stroller buyers? Computer buyers?
Does Lady Gaga influence headache sufferers?”
Source: A Framework for Social Analytics
Altimeter Group, August 2011
Source: Gillin.com – September 6, 2011
The ‘Big Data’ Challenge
CONFIDENTIAL | terametric | 6
“… 90% of the data in the world today has been created in the
last two years alone”
Source: Smarter Computing Builds a Smarter Planet
IBM, 2011
“The killer app of big data is the detailed analysis of customer behaviour, and one of
the richest sources of information about what people really think is to be found in
social media, be that Twitter, Facebook or YouTube etc. ”
Source: IT-Director.comDavid Norris – Bloor Research
August 23, 2011
Personal Meets Professional
CONFIDENTIAL | terametric | 7
Enabled, but not Driven, by Technology
CONFIDENTIAL | terametric | 8
“The lesson for business, in terms of Social CRM is that we are now at a point that the customers’ expectations are so great and their demands so empowered that our SCRM business strategy needs to be built around collaboration and customer engagement, not traditional operational customer management.”
Paul Greenberg, Time to Put a Stake in the Ground on Social CRM - ZDNet
Social Sales & Marketing Ecosystem
CONFIDENTIAL | terametric | 9
Takeaways
CONFIDENTIAL | terametric | 10
“…Social media isn't simply a sales and marketing channel; it is also a
medium for relationships, reputation, community, service, advice, education,
recruiting and awareness. This puts social media in the same category as other investments that firms typically will make without an eye to financial ROI. For example, customer service,
employee education, hiring, corporate giving, sponsorships and public relations are rarely held to hard
standards of ROI, yet that doesn't prevent businesses from investing as
necessary.”
─ “Five Reasons NOT to Monetize Social Media”
Augie Ray, Experience: The BlogSeptember 2, 2011
Customers are Social, CRM must Evolve• Doing nothing is not an option
Influence is Specific, not General• Discover and engage with influencers in your
market
Focus Your Efforts• Don’t micromanage, but focus efforts of frontline
personnel
Doing It is Easy, Scaling It is Hard• Set and continuously measure metrics (including,
but not limited to, ROI)
• Align with traditional CRM & Operational systems
Terametric Inbox Influencer
CONFIDENTIAL | terametric | 11
Sign up for free at www.terametric.com/Influencer