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SOCIAL CRM How to stop playing and link social media to ROI

SOCIAL CRM How to stop playing and link social media to ROI. A brief history of direct Marketing. Single Customer View. ‘90s. CRM. Email. Experimentation. Integration. ‘00s. eCRM. Social Media. Experimentation. Integration. ‘10s. Social CRM. ?.

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SOCIAL CRM How to stop playing and link social media to ROI

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  1. SOCIAL CRMHow to stop playing and link social media to ROI

  2. A brief history of direct Marketing Single Customer View ‘90s CRM Email Experimentation Integration ‘00s eCRM Social Media Experimentation Integration ‘10s Social CRM ?

  3. Live from the head of your CEO… ‘‘The Organisation overall budget isfinite’’ Hint: thisisusualy NOT Social media Rule 1: Primary Budget is allocated to the core of the business Rule 2: Winners get funding. Losers don’t  JustifyBusiness  JustifyBudget  Show yourROI  Show Financial outcome And show itquickerbecause… (Source: Social Media ROI – Olivier Blanchard)

  4. (Source: Social Media ROI – Olivier Blanchard) Go one step further Investment $$$$$ Action You have Fans, nowwhat? Reaction Non Financial Impact Financial Impact # Fans # Likes # Shares Cost Reduction $$$$$ Increased Revenue Experimentation Integration NOT The Investment-return Relationship The Investment-return Relationship

  5. How to measure Social ROI? From… … To Social Revenue BringFansinto the Single Customer View Social Costs Personnel Technology - Social Revenue Social Costs Social ROI = Time other

  6. Challenge: Make the Link CRM eCRM Social CRM Automatic Apps / FB Login / API … Manual PR Company / Community Manager

  7. CHALLENGE: Store & process Social Data Real Time Mobile Data Mobile Campaign Social Data Social Campaign Email Data Email Campaign CustomerData Campaign data hub

  8. OPPORTUNITY: Calculate Social ROI data hub

  9. OPPORTUNITY: Persona Segmentation Upsell Candidates Hot Leads Golden Ambassadors

  10. OPPORTUNITY: ReactiveTriggercampaign Upsell Candidates Hot Leads Golden Ambassadors Reactivation

  11. OPPORTUNITY: PredictiveTriggercampaign Upsell Candidates Hot Leads Golden Business Intelligence Ambassadors Churn Prevention

  12. WHAT FOR? A few cases…

  13. ecouponvalue

  14. TV Productplacement

  15. Contest prize

  16. WHAT about the future?

  17. Mobile is switchingtoo Single Customer View ‘90s CRM Email Experimentation Integration ‘00s eCRM Social Media Experimentation Integration ‘10s Social CRM Local & Mobile YourNext Challenge! Experimentation Integration ‘10s SOLOMO CRM

  18. conclusion Don’tbelate! Have your Social CRM ready So youcanstartyour SOLOMO CRM on time!

  19. Florent Diverchy Digital Business Consultant Florent.diverchy@bisnode.com @thefrenchflo

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