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Integrating Digital Marketing and CRM - #SMDayMIA

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Jesus Hoyos
Jesus Hoyos

Integrating Digital Marketing and CRM - #SMDayMIA Processes, People, Technology and Data

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Integrating Digital Marketing and CRM: Ecosystem, Processes, People & Technology Jesús Hoyos www.solvisconsulting.com www.jesushoyos.com @jesus_hoyos - #smdaymia June 29, 2014
@jesus_hoyos - #smdaymia
Realities and Trends: Marketing & Service Clouds • It is not just Social Media Marketing or Social Support • Salesforce: Radian6, Social.com, BuddyMedia, Pardot, ExactTarget • MS CRM: MarketPilot, NetBreeze • Oracle buys Eloqua, Responsive, Involver, Collective Intellect, RightNow • Adobe buys Neolone • SAP partners with Adobe • IBM Marketing Cloud • Zendesk, Desk.com (social customer service) • Hootsuite buys uberVU (social media analytics) • Clarabridge, Attensity (social, voice of a vustomer & big data analytics) • Gigya and Janrain (social platforms) • Community Platforms: GetSatisfaction, Jive, Lithium @jesus_hoyos - #smdaymia
Digital CRM Ecosystem Digital Team Social Channels Call Center Channels ATL & BTL Digital and Mobile Channels Email & SMS Website Apps Community Listen Engage Act CRM Marketing Sales Support • Analytics (Small & Big Data) • Metrics • Content Management • Feedback Management • Marketing Automation • Customer Service • Customer Experience • Voice of the Customer • Customer Relationship Cycle • People • Processes • Culture • Single and Social Sign On • Ideas • Support • Influencers • Gamification • Collaboration @jesus_hoyos - #smdaymia
Digital CRM Ecosystem
5 - Analytics 6 – Communities & Website 1 – Marketing, Service & Sales Opportunities - CRM 2- Campaigns - CRM 3 – Marketing Automation Personas (Social Data) Conversations Conversations Content Transactions Customer Support Personas Conversations Website & Social Media Monitoring Sales Conversions Content Campaigns Conversions Support, Ideas, Collaboration 4 –Off-Domain Channels Moderation Owned, Paid, Earned Content Publicity Processes @jesus_hoyos - #smdaymia
People Data Analyst Small and Big Data Data Filter Strategy Marketing Automation & Knowledge Base Community Managers Moderators Content Managers Call Center Agents @jesus_hoyos - #smdaymia
c Type of Interactions (Data Filters) Auto-Service Conversations FAQs Community Content Your Content Engagement Ideas & Support Solutions Comments Moderation Transactions Support Sales Marketing ContactCenterCommunity @jesus_hoyos - #smdaymia
5 - Analytics 6 – Communities & Website 1 – Marketing, Service & Sales Opportunities - CRM 2- Campaigns - CRM 3 – Marketing Automation Personas (Social Data) Conversations Conversations Content Transactions Customer Support Personas Conversations Website & Social Media Monitoring Sales Conversions Content Campaigns Conversions Support, Ideas, Collaboration 4 –Off-Domain Channels Moderation Owned, Paid, Earned Content Publicity Technology @jesus_hoyos - #smdaymia
From Monitoring to Engagement @jesus_hoyos - #smdaymia
From Engagement to Conversions @jesus_hoyos - #smdaymia
Connected Customer (Social Personas) @jesus_hoyos - #smdaymia
From Conversions to Transactions (CRM) @jesus_hoyos - #smdaymia
From Transactions to Data Analytics @jesus_hoyos - #smdaymia
From Data Analytics to Marketing Automation @jesus_hoyos - #smdaymia
Customer Segmentation and Nurturing @jesus_hoyos - #smdaymia
Multi-Channel Messaging @jesus_hoyos - #smdaymia
Digital CRM Ecosystem Digital Team Social Channels Call Center Channels ATL & BTL Digital and Mobile Channels Email & SMS Website Apps Community Listen Engage Act CRM Marketing Sales Support • Analytics (Small & Big Data) • Metrics • Content Management • Feedback Management • Marketing Automation • Customer Service • Customer Experience • Voice of the Customer • Customer Relationship Cycle • People • Processes • Culture • Single and Social Sign On • Ideas • Support • Influencers • Gamification • Collaboration @jesus_hoyos - #smdaymia
References • 10 Steps to Integrate Social Media and CRM - http://bit.ly/10StepsSocialCRM • Kraft - http://bit.ly/KraftSCRM • Unitec - http://bit.ly/UnitecSCRM • Sephora - http://bit.ly/SephoraSCRM • Digital Command Center - http://bit.ly/CommandCenter @jesus_hoyos - #smdaymia
Thank You! jesus.hoyos@solvisconsulting.com Google Me: Jesus Hoyos, CRM LinkedIn: Jesus Hoyos Slideshare: http://www.slideshare.net/jesus_hoyos June 29, 2014 @jesus_hoyos - #smdaymia

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Integrating Digital Marketing and CRM - #SMDayMIA

  • 1. Integrating Digital Marketing and CRM: Ecosystem, Processes, People & Technology Jesús Hoyos www.solvisconsulting.com www.jesushoyos.com @jesus_hoyos - #smdaymia June 29, 2014
  • 3. Realities and Trends: Marketing & Service Clouds • It is not just Social Media Marketing or Social Support • Salesforce: Radian6, Social.com, BuddyMedia, Pardot, ExactTarget • MS CRM: MarketPilot, NetBreeze • Oracle buys Eloqua, Responsive, Involver, Collective Intellect, RightNow • Adobe buys Neolone • SAP partners with Adobe • IBM Marketing Cloud • Zendesk, Desk.com (social customer service) • Hootsuite buys uberVU (social media analytics) • Clarabridge, Attensity (social, voice of a vustomer & big data analytics) • Gigya and Janrain (social platforms) • Community Platforms: GetSatisfaction, Jive, Lithium @jesus_hoyos - #smdaymia
  • 4. Digital CRM Ecosystem Digital Team Social Channels Call Center Channels ATL & BTL Digital and Mobile Channels Email & SMS Website Apps Community Listen Engage Act CRM Marketing Sales Support • Analytics (Small & Big Data) • Metrics • Content Management • Feedback Management • Marketing Automation • Customer Service • Customer Experience • Voice of the Customer • Customer Relationship Cycle • People • Processes • Culture • Single and Social Sign On • Ideas • Support • Influencers • Gamification • Collaboration @jesus_hoyos - #smdaymia
  • 6. 5 - Analytics 6 – Communities & Website 1 – Marketing, Service & Sales Opportunities - CRM 2- Campaigns - CRM 3 – Marketing Automation Personas (Social Data) Conversations Conversations Content Transactions Customer Support Personas Conversations Website & Social Media Monitoring Sales Conversions Content Campaigns Conversions Support, Ideas, Collaboration 4 –Off-Domain Channels Moderation Owned, Paid, Earned Content Publicity Processes @jesus_hoyos - #smdaymia
  • 7. People Data Analyst Small and Big Data Data Filter Strategy Marketing Automation & Knowledge Base Community Managers Moderators Content Managers Call Center Agents @jesus_hoyos - #smdaymia
  • 8. c Type of Interactions (Data Filters) Auto-Service Conversations FAQs Community Content Your Content Engagement Ideas & Support Solutions Comments Moderation Transactions Support Sales Marketing ContactCenterCommunity @jesus_hoyos - #smdaymia
  • 9. 5 - Analytics 6 – Communities & Website 1 – Marketing, Service & Sales Opportunities - CRM 2- Campaigns - CRM 3 – Marketing Automation Personas (Social Data) Conversations Conversations Content Transactions Customer Support Personas Conversations Website & Social Media Monitoring Sales Conversions Content Campaigns Conversions Support, Ideas, Collaboration 4 –Off-Domain Channels Moderation Owned, Paid, Earned Content Publicity Technology @jesus_hoyos - #smdaymia
  • 11. From Engagement to Conversions @jesus_hoyos - #smdaymia
  • 12. Connected Customer (Social Personas) @jesus_hoyos - #smdaymia
  • 13. From Conversions to Transactions (CRM) @jesus_hoyos - #smdaymia
  • 14. From Transactions to Data Analytics @jesus_hoyos - #smdaymia
  • 15. From Data Analytics to Marketing Automation @jesus_hoyos - #smdaymia
  • 16. Customer Segmentation and Nurturing @jesus_hoyos - #smdaymia
  • 18. Digital CRM Ecosystem Digital Team Social Channels Call Center Channels ATL & BTL Digital and Mobile Channels Email & SMS Website Apps Community Listen Engage Act CRM Marketing Sales Support • Analytics (Small & Big Data) • Metrics • Content Management • Feedback Management • Marketing Automation • Customer Service • Customer Experience • Voice of the Customer • Customer Relationship Cycle • People • Processes • Culture • Single and Social Sign On • Ideas • Support • Influencers • Gamification • Collaboration @jesus_hoyos - #smdaymia
  • 19. References • 10 Steps to Integrate Social Media and CRM - http://bit.ly/10StepsSocialCRM • Kraft - http://bit.ly/KraftSCRM • Unitec - http://bit.ly/UnitecSCRM • Sephora - http://bit.ly/SephoraSCRM • Digital Command Center - http://bit.ly/CommandCenter @jesus_hoyos - #smdaymia
  • 20. Thank You! jesus.hoyos@solvisconsulting.com Google Me: Jesus Hoyos, CRM LinkedIn: Jesus Hoyos Slideshare: http://www.slideshare.net/jesus_hoyos June 29, 2014 @jesus_hoyos - #smdaymia