Social CRM is not what you think it is. It's not just more customer service through social monitoring services. Nor is it jamming customers' social media profiles into your CRM. It is far more than that.
It is the Interest Graph brought to life within your CRM through ongoing updates on your actual customers' influence, brand preferences and buying intent. Today, access to that knowledge is possible. Tomorrow, application of that knowledge will be the secret to smarter, scalable 1-to-1 marketing.
This slide deck is adapted from a presentation I made at FutureM 2012
6. PURCHASE FUNNEL
CONSUMER DECISION JOURNEY
AWARENESS
EVALUATE
FAMILIARITY
CONSIDERATION
PURCHASE
CONSIDER
R ES
NTE
I
COMMIT
GER
RIG
TT
DECI
SION
TRIG
G
ER
BUY
EXPERIENCE
LOYALTY
@AnishKattukaran
#socialCRM
8. MESSAGES THAT INFLUENCE
CUSTOMERS’ DECISIONS
WHAT?
WHERE?
WHEN?
The content
of the message
The channel
through which
it’s delivered
The time the
message is
received
@AnishKattukaran
#socialCRM
10. MASS MEDIA
TWEETABLE MOMENT
1.Broad targeting! Fact: Advertising spend for all
2.Difficult to measure!
media has increased year over
3.Expensive
year since the dawn of the
Internet. #socialCRM #FutureM
@AnishKattukaran
#socialCRM
14. GETTING CLOSER TO THE CUSTOMER
YOUR
CUSTOMERS
@AnishKattukaran
#socialCRM
15. GETTING CLOSER TO THE CUSTOMER
DEMOGRAPHIC DATA
•
•
Age, gender, zip!
One-dimensional
YOUR
CUSTOMERS
@AnishKattukaran
#socialCRM
16. GETTING CLOSER TO THE CUSTOMER
DEMOGRAPHIC DATA
•
•
Age, gender, zip!
One-dimensional
PSYCHOGRAPHIC DATA
•
•
Household-level
interests, education,
MRI!
Static, limiting
@AnishKattukaran
YOUR
CUSTOMERS
#socialCRM
17. GETTING CLOSER TO THE CUSTOMER
DEMOGRAPHIC DATA
•
•
Age, gender, zip!
One-dimensional
PSYCHOGRAPHIC DATA
•
•
Household-level
interests, education,
MRI!
Static, limiting
YOUR
CUSTOMERS
TRANSACTIONAL DATA
•
•
Card-level data!
What is purchased,
when, how much
@AnishKattukaran
#socialCRM
18. GETTING CLOSER TO THE CUSTOMER
DEMOGRAPHIC DATA
•
•
Age, gender, zip!
One-dimensional
SOCIALGRAPHIC DATA
PSYCHOGRAPHIC DATA
•
•
Household-level
interests, education,
MRI!
Static, limiting
TRANSACTIONAL DATA
•
•
Card-level data!
What is purchased,
when, how much
Intents
YOUR
CUSTOMERS
Interests
Influence
Brand Affinities
Advocacy
Media Habits
Places & Venues
Competitor Brands
@AnishKattukaran
#socialCRM
19. GETTING CLOSER TO THE CUSTOMER
DEMOGRAPHIC DATA
•
•
Age, gender, zip!
One-dimensional
TWEETABLE MOMENT
PSYCHOGRAPHIC DATA
•
•
Household-level
interests, education,
MRI!
Static, limiting
TRANSACTIONAL DATA
•
•
Card-level data!
What is purchased,
when, how much
SOCIALGRAPHIC DATA
Intents
#SocialCRM is social insight, not
Interests
justYOUR
Twitter handles, connected to
Influence
CUSTOMERS
customers in your CRM. #FutureM
Brand Affinities
Advocacy
Media Habits
Places & Venues
Competitor Brands
@AnishKattukaran
#socialCRM
20. YOUR DATABASE TODAY
NAME
John Doe
EMAIL
JohnDoe@email.com
AGE INCOME
35
$100k$150k
Jane Doe
JaneDoe@gmail.com
32
$75k$100k
Jim Doe
JimDoe@email.com
54
$100k$150k
@AnishKattukaran
#socialCRM
21. CHEVY’S DATABASE COMES ALIVE
WITH SOCIALGRAPHICS
NAME
John Doe
Jane Doe
Jim Doe
EMAIL
JohnDoe@email.com
JaneDoe@gmail.com
JimDoe@email.com
AGE INCOME
35
32
54
$100k$150k
$75k$100k
$100k$150k
ADVOCACY
Strong Advocate
Advocate
Advocate
INTENT
!
!
Go to the beach!
Buy a new laptop
!
!
Travel to Hawaii
!
!
Buy new gym shoes
BRAND AFFINITY
INTERESTS
Food Trucks
Mobile
Technology
Basketball
22. CHEVY’S DATABASE COMES ALIVE
WITH SOCIALGRAPHICS
NAME
John Doe
Jane Doe
Jim Doe
EMAIL
JohnDoe@email.com
JaneDoe@gmail.com
JimDoe@email.com
AGE INCOME
35
32
54
$100k$150k
$75k$100k
$100k$150k
ADVOCACY
Strong Advocate
Advocate
Advocate
INTENT
!
!
Go to the beach!
Buy a new laptop
!
!
Travel to Hawaii
!
!
Buy new gym shoes
BRAND AFFINITY
INTERESTS
Food Trucks
Mobile
Technology
Basketball
23. CHEVY’S DATABASE COMES ALIVE
...AND CHANGES WITH LIFE EXPERIENCES
NAME
John Doe
Jane Doe
Jim Doe
EMAIL
JohnDoe@email.com
JaneDoe@gmail.com
JimDoe@email.com
AGE INCOME
35
32
54
$100k$150k
$75k$100k
$100k$150k
ADVOCACY
Strong Advocate
Advocate
Advocate
INTENT
!
!
Go to the beach!
Buy a new laptop
!
!
Travel to Hawaii
!
!
Buy new gym shoes
BRAND AFFINITY
INTERESTS
Food Trucks
Mobile
Technology
Basketball
24. CHEVY’S DATABASE COMES ALIVE
...AND CHANGES WITH EXPRESSED INTENT
NAME
John Doe
Jane Doe
Jim Doe
EMAIL
JohnDoe@email.com
JaneDoe@gmail.com
JimDoe@email.com
AGE INCOME
35
32
54
$100k$150k
$75k$100k
$100k$150k
ADVOCACY
Strong Advocate
Advocate
Advocate
INTENT
!
!
Go to the beach!
Buy a new laptop
!
!
Test drive Toyota
minivan
!
!
Buy new gym shoes
BRAND AFFINITY
INTERESTS
Food Trucks
Mobile
Technology
Basketball
25. CHEVY’S DATABASE COMES ALIVE
...AND CHANGES WITH CUSTOMER EXPERIENCE
NAME
John Doe
Jane Doe
Jim Doe
EMAIL
JohnDoe@email.com
JaneDoe@gmail.com
JimDoe@email.com
AGE INCOME
35
32
54
$100k$150k
$75k$100k
$100k$150k
ADVOCACY
Strong Advocate
Detractor
Advocate
INTENT
!
!
Go to the beach!
Buy a new laptop
!
!
Test drive Toyota
minivan
!
!
Buy new gym shoes
BRAND AFFINITY
INTERESTS
Food Trucks
Mobile
Technology
Basketball
26. CHEVY’S DATABASE COMES ALIVE
NAME
John Doe
Jane Doe
Jim Doe
EMAIL
JohnDoe@email.com
JaneDoe@gmail.com
JimDoe@email.com
AGE INCOME
35
32
54
$100k$150k
$75k$100k
$100k$150k
ADVOCACY
Strong Advocate
Detractor
Advocate
INTENT
!
!
Go to the beach!
Buy a new laptop
!
!
Test drive Toyota
minivan
!
!
Buy new gym shoes
BRAND AFFINITY
INTERESTS
Food Trucks
Mobile
Technology
Basketball
27. YOUR DATABASE TODAY
NAME
John Doe
EMAIL
JohnDoe@email.com
AGE INCOME
35
$100k$150k
Jane Doe
JaneDoe@gmail.com
32
$75k$100k
Jim Doe
JimDoe@email.com
54
$100k$150k
35. KEY TAKEAWAYS
1.
THE WAY MARKETERS ARE INFLUENCING CUSTOMER
DECISIONS IS CHANGING.
2.
THE FUTURE OF MARKETING POINTS TO SOCIAL
INSIGHTS APPENDED TO CRM DATA (“SOCIALCRM”).
3.
AUTOMATION IS THE KEY TO MAKING CUSTOMER
INTELLIGENCE ACTIONABLE AT SCALE ACROSS
CHANNELS.
Q&A: For answers, tweet your
questions to us:
@AnishKattukaran