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WTF IS
SOCIAL CRM?!
ANISH KATTUKARAN
DIRECTOR, PRODUCT MARKETING
@AnishKattukaran

CLIENT LIST

FUNDING LED BY
INFLUENCE
CUSTOMER
DECISIONS
@AnishKattukaran

#socialCRM
FAVORABLY
INFLUENCE
CUSTOMER
DECISIONS
@AnishKattukaran

#socialCRM
PURCHASE FUNNEL
AWARENESS
FAMILIARITY
CONSIDERATION
PURCHASE
LOYALTY
@AnishKattukaran

#socialCRM
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
WTF is Social CRM? The Evolution of Social Data.
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
MASS MEDIA
1.Broad targeting!
2.Difficult to measure!
3.Expensive

@AnishKattukaran

#socialCRM
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
DIGITAL MEDIA
1.Narrower targeting!
2.Tighter controls!
3.Difficult to tie to offline
behavior

@AnishKattukaran

#socialCRM
SOCIAL MEDIA
1.Cluttered environment!
2.Fuzzy ROI!
3.Requires dedicated staff
that can’t scale

@AnishKattukaran

#socialCRM
WTF is Social CRM? The Evolution of Social Data.
GETTING CLOSER TO THE CUSTOMER

YOUR
CUSTOMERS

@AnishKattukaran

#socialCRM
GETTING CLOSER TO THE CUSTOMER
DEMOGRAPHIC DATA

•
•

Age, gender, zip!
One-dimensional

YOUR
CUSTOMERS

@AnishKattukaran

#socialCRM
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
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
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
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
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
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
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
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
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
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
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
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
CHALLENGES
MASS MEDIA

@AnishKattukaran

DIGITAL MEDIA

SOCIAL MEDIA

#socialCRM
WHAT’S

NEXT?
MASS MEDIA

@AnishKattukaran

DIGITAL MEDIA

SOCIAL MEDIA

#socialCRM
TREND TO
REAL TIME
@AnishKattukaran

#socialCRM
DATA TO

ACTIONABLE

INTELLIGENCE
@AnishKattukaran

#socialCRM
AUTOMATION
@AnishKattukaran

#socialCRM
TWEETABLE MOMENT
The future of #SocialCRM is real
time, intelligent and automated.
#FutureM

AUTOMATION
@AnishKattukaran

#socialCRM
Macy’s Ubër Versioning
Upwards of 200,000 versions of a single mailing

@AnishKattukaran

#socialCRM
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

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WTF is Social CRM? The Evolution of Social Data.

  • 2. ANISH KATTUKARAN DIRECTOR, PRODUCT MARKETING @AnishKattukaran CLIENT LIST FUNDING LED BY
  • 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
  • 9. MASS MEDIA 1.Broad targeting! 2.Difficult to measure! 3.Expensive @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
  • 11. DIGITAL MEDIA 1.Narrower targeting! 2.Tighter controls! 3.Difficult to tie to offline behavior @AnishKattukaran #socialCRM
  • 12. SOCIAL MEDIA 1.Cluttered environment! 2.Fuzzy ROI! 3.Requires dedicated staff that can’t scale @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
  • 33. TWEETABLE MOMENT The future of #SocialCRM is real time, intelligent and automated. #FutureM AUTOMATION @AnishKattukaran #socialCRM
  • 34. Macy’s Ubër Versioning Upwards of 200,000 versions of a single mailing @AnishKattukaran #socialCRM
  • 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