social crm and measuring social media
TRANSCRIPT
Social CRM Breakfast
Mathieu HANNOUZ – Senior Product Marketing Manager@Repackaged @Neolane
#SMB20
Copyright Neolane | 2010 Social CRM Breakfast #SMB20 with @Repackaged from @Neolane | 2
Agenda
From CRM to Social CRMFrom Marketing to Social MarketingBest PracticesCheck-List for a successful Social CRM Strategy
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About Neolane
Neolane provides the only conversational marketing technology that empowers organizations to build and sustain lifetime one-to-one dialogues, dramatically increasing revenue and marketing efficiency. With best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time
Neolane is used by more than 250 of the world’s leading companies including Accor Hotels, Alcatel-Lucent, Orange, Sears Canada, and Sephora
Visit www.neolane.com and read our blog The Cross-Channel Conversation
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From CRM to Social CRM
Social CustomerYour brand/Company Customer CRM
Traditional CRM
Customers
Friction
Social Customers
Social CRM is a customer engagement mind-set, process and technology all based on the simple idea that you are able to interact with your customers
based on their needs … not your rules!
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From Marketing to Social Marketing
CRM SalesMarketing CustomerService= ++
Marketing = Acquire new customers Generate qualified leads Up-Sell existing customers
Goals
+MeasureAutomate
ExecuteTargetPlan
Process
Social Marketing =
Customer Satisfaction Customer Experience (*) Acquire new customers (*) Generate qualified leads Up-Sell existing customers
Goals
+
Process
Listen
Understand
Engage
Measure/Adapt
(*) 91.2% of companies say acquiring new customers is their top priority
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Social Marketing Best Practices
The situation Ellen is following Hi-Beauty on Twitter Ellen never bought anything from Hi-Beauty We don’t know anything else about her
Social Marketing Example: Acquiring New Customers
The objective Invite Ellen to better discover the brand and continue the conversation Convert Ellen to a new customer (through Twitter)
Ellen receives a DM from Hi-Beauty with a $10 coupon offer
Ellen lands on a form and is asked to provide information
Ellen receives her $10 coupon through the email she has provided earlier
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Check-List for a successful Social CRM Strategy (Excerpt)
#1. Make sure your customers/prospects are using Social Media
#2. Make sure you listen before you engage
#3. Make sure you have a relevant content to support your Social CRM Strategy
#4. Make sure to define customer satisfaction metrics
#5. Make sure you share all your Social information within your organization (other Social CRM components)
More on « 10 Items you should check for a successful Social CRM strategy » by following me @Repackaged