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SOCIAL CRM
How to stop playing and link social media to ROI
A BRIEF HISTORY OF DIRECT MARKETING
‘90s
‘10s
‘00s
Single Customer View
Email
Social Media
Experimentation Integration
Experimentation Integration
CRM
eCRM
Social CRM
Clients prospects
Clients
Clients
ProspectsFans
?
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
NOT
Social media
 Justify Budget
 Justify Business
 Show your ROI
 Show Financial outcome
And show it quicker because…
(Source: Social Media ROI – Olivier Blanchard)
SOCIAL CRM - How to stop playing and link Social Media to ROI
Reaction
GO ONE STEP FURTHER
# Fans
# Likes
# Shares
Investment
$$$$$
Action
Non
Financial
Impact
Financial
Impact
Experimentation Integration
Cost Reduction
$$$$$
Increased
Revenue
The Investment-return Relationship
(Source: Social Media ROI – Olivier Blanchard)
You have Fans, now what?
NOT 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
Personnel
Technology
Time
other
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
Social
Data
Email
Data
Customer
Data
Real Time
Mobile
Campaign
Social
Campaign
Email
Campaign
Campaign
data hub
OPPORTUNITY: CALCULATE SOCIAL ROI
data hub
OPPORTUNITY: PERSONA SEGMENTATION
Prospects
ClientsFans
Upsell
Candidates
Hot Leads
Ambassadors
Golden
OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN
Prospects
ClientsFans
Upsell
Candidates
Hot Leads
Ambassadors
Golden
Reactivation
OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN
Prospects
ClientsFans
Upsell
Candidates
Hot Leads
Ambassadors
Golden
Business
Intelligence
Churn
Prevention
WHAT FOR?
A few cases…
ECOUPON VALUE
TV PRODUCT PLACEMENT
CONTEST PRIZE
WHAT ABOUT THE FUTURE?
MOBILE IS SWITCHING TOO
‘90s
‘10s
‘00s
Single Customer View
Email
Social Media
Experimentation Integration
Experimentation Integration
CRM
eCRM
Social CRM
Local & Mobile
Experimentation Integration
SOLOMO CRM‘10s
Your Next
Challenge!
CONCLUSION
Don’t be late!
Have your Social CRM ready
So you can start your SOLOMO CRM on time!
Florent Diverchy
Florent.diverchy@bisnode.com
@thefrenchflo
Digital Business Consultant

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