SOCIAL CRMFrom CRM to Social CRM… and beyond!

A BRIEF HISTORY OF DIRECT MARKETING

Clients prospectsClients

Clients

ProspectsFans

90’s 00’s 10’s

Single Customer

ViewEmail Social

CRM eCRMSocial CRM

Decade

Challenge

Database

Content

Integration Experiment Intégration Experiment Intégration

A BRIEF HISTORY OF DIRECT MARKETING

Experiment Intégration

InnovationBudget

MarketingBudget

Social media

manager

MarketingDirector

CEO

LIVE FROM THE HEAD OF YOUR CEO…

‘‘The Organisation overall budget is finite’’

Rule 1: Primary Budget is allocated to the core of the business

Rule 2: Winners get funding. Losers don’t

Hint: this is usualy

NOTSocial media

Justify Budget

Justify Business

Show your ROI

Show Financial outcome

And show it quicker because…

(Source: Social Media ROI – Olivier Blanchard)

Reaction

GO ONE STEP FURTHER

# Fans# Likes

# Shares

Investment$$$$$

Action

Non Financial Impact

Financial Impact

Experimentation Integration

Cost Reduction$$$$$

Increased Revenue

(Source: Social Media ROI – Olivier Blanchard)

You have Fans, now what?

NOT The Investment-return Relationship

Go the extra step

The Investment-return Relationship

HOW TO MEASURE SOCIAL ROI?

From…

Bring Fans into the Single Customer View

… To

Social Costs

Social Revenue

Social Revenue

Social Costs- =

Social ROI

PersonnelTechnology

Timeother

CHALLENGE: MAKE THE LINK

CRM eCRM Social CRM

Automatic

Manual

Apps / FB Login / API …

PR Company / Community Manager

CHALLENGE: STORE & PROCESS SOCIAL DATA

Mobile Data

SocialData

Email Data

CustomerData

Real Time

Mobile Campaign

SocialCampaign

Email Campaign

Campaign

data hub

OPPORTUNITY: CALCULATE SOCIAL ROI

data hub

Social Revenue

Social Costs- =

Social ROI

Prospects

ClientsFans

UpsellCandidates

Hot Leads

Ambassadors

Golden

OPPORTUNITY: PERSONA SEGMENTATION

OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN

Prospects

ClientsFans

UpsellCandidates

Hot Leads

Ambassadors

Golden

Reactivation

OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN

Prospects

ClientsFans

UpsellCandidates

Hot Leads

Ambassadors

GoldenBusiness

Intelligence

Churn Prevention

WHAT FOR?A few cases…

ECOUPON VALUE

TV PRODUCT PLACEMENT

CONTEST PRIZE

INTEGRATED CRM INTEGRATED CAMPAIGNS

Email

Open

ClickNo Click

Remail

Open

Click

Analyze

Email Marketing 2010

Email Marketing 2015

Website Visit

Banner Retargeting

Facebook Custom

Audience

Facebook Ads Retargeting

Custom Audience

Look-a-like

Extra targeting

RETARGET

Email Marketing 2010 Email Marketing 2015

EmailEmail+Social Networks+ Bannering

Channel ROI

MultichannelCampaign

ROI

WHAT ABOUT THE FUTURE?

MOBILE IS SWITCHING TOO

Your Next Challenge!

Email SocialLocal & Mobile

eCRMSocial CRM

Solomo CRM

Challenge

Database

Position

Context

CONCLUSION

Don’t be late!Have your Social CRM ready

So you can be SOLOMO ready

Before your competition