social crm - building an equilibrium between facebook fans and vip customers
DESCRIPTION
What is working best for the brand now and engaging the customers most will not work in the future. There is a high tendency of social fatigue with the social network information overload. The challenge is to overcome this social fatigue and it will be possible only when we have a connection between the our customers and their online and offline behavioursTRANSCRIPT
Kabilen Sornum | December 2013
SOCIAL CRM BUILDING AN EQUILIBRIUM BETWEEN FACEBOOK FANS & VIP CUSTOMERS!
CURRENT SNAPSHOT
CURRENT SNAPSHOT
A view of our customers and their spaces
Non Customers
OUR CUSTOMERS & THEIR SPACES
VIP Members
Facebook Fans
Customers
X
X: The ideal Customer – Both a VIP member and a Facebook Fan
IDEAL SNAPSHOT
IDEAL SNAPSHOT
An ideal view of our customers and their spaces which we want to achieve
Non Customers
THE IDEAL SITUATION
X [ VIP member and Facebook
fan ]
X: Each customer being a VIP member and a Facebook fan at the same time.
• Conversion: Convert more non-customers to be in the X
• Retention: Maintaining the current X and
engaging them
GROWTH STRATEGY
THE CHALLENGES
THE CHALLENGES
The challenges identified
THE DISCONNECT
• There exists a disconnect between a VIP member and a Facebook fan • There is no direct mapping between a Facebook fan and a VIP member or vice-versa
THE SOCIAL TALK
• There is no monitoring or analysis of what non-Facebook fans are speaking about the brand on other social channels
INTEGRATED ANALYTICS
• There is no means to understand the relationship between sales and social posts e.g. is the social customer buying what he/she is seeing on social networks or are we engaging with the right contents?
• There is no social targeting based on sales or in-store behaviours
SOCIAL FATIGUE
• What is working best for the brand now and engaging the customers most will not work in the future. • There is a high tendency of social fatigue with the social network information overload • The challenge is to overcome this social fatigue and it will be possible only when we have a connection between the our
customers and their online and offline behaviours
THE PROPOSED SOLUTION
THE PROPOSED SOLUTION
A bridging solution leading to SOCIAL CRM
A SOCIAL CRM SUITE
• To identify a relationship between VIP Members and Facebook Fans
• Create a live connection between CRM data and Facebook
• Social Listening: understand what your online fans, members and non-members are talking about
• Integrating social media with sales intelligence (understand how our social crm member is buying)
• Advanced analytics to help build new and refreshed strategies
• Target groups: Reducing Social Fatigue
In summary, the system will allow us to understand our customer's behaviour online and in-stores and associating a relationship to that. This will in turn help to build better marketing strategies to grow both FB & CRM bases simultaneously. The system can work for any social network or any CRM. Its flexible on this part.
THE PROPOSED SOLUTION
A Social CRM Suite: A long-term solution
VIP Database
Brand Facebook Page
Other Social Networks
Social Listening Advanced Analytics
Targeting Bridging Communications
SOCIAL CRM
New Customers
new customers sign up directly to be a VIP member & Facebook fan
Real time live communications
Communications via
Sampling Activities
Active Social Listening
Social Listening Creating Strategies to convert non-fans and non-members
THE PROPOSED SOLUTION
The Process Cycle
The Process Cycle
Sampling
Analytics
Monitoring Engagement
Growth
Sampling
• A process to collect Facebook fans data (e.g. ID or Membership ID to match with our CRM data (via a FB app)
• A process to entice VIP members to like the brand page on Facebook (via FB app) to collect users data
• An exclusive reward is given for all who go through the app • The data collected is used to do the 1-to1 match between FB and
VIP list.
Analytics
• Once a match is established, the Social CRM suite provides analytics based on this relationship
• Analytics to include: Sales intelligence, Social and Buying behaviours
Monitoring
• Monitoring the other social networks for potential leads • Active listening to the needs and interests of social players
Engagement
• Targeted engagement based on analytics and monitoring reports • Retention of current base
Growth
• Growing the base via in-store activities or online activities • Encouraging new sign-ups to be both a VIP member and a Facebook
fan at the same time.
Cover image: Creative Commons Licensed by Sean MacEntee
Kabilen Sornum!E: [email protected]!T: @kabilen!!www.kabilen.com!