A conversation aboutA conversation about:

The Future of Social CRM

September 23, 2011

Agenda

BackgroundCRM GroundingSocial OpportunityBrand ExamplesEnabling PlatformsFuturist Speculation

2

34

11162635

Who is C-K? Who is this guy?

3

CRM Level Set

4

5

CRM (it’s complicated)

• Systems

• Data

• Segments

• Scoring

6

7

RFM has long been applied as

an alternative to segmenting a

customer base by demographic

means.

Transactional

8

Recency—The most recent customers

Frequency— The most frequent

customers

Monetary— The biggest-spending

customers

9

• interact

• visit

• open

• click-through

• post

• connect

• share

• subscribe

• respond

Relationships matter, but they should matter

more

10

Social Opportunity

11

12

From uniform to composite views

Leverage the combination of behavioral information to understand where opportunity exists.

Value TRInity segmentation

Transactionrecency, frequency and monetary attributes

Influenceconsumers’ social

impact and authority

Relationshipdepth and breadth of the brand relationship

14

To recognize

influence, leverage available

tools

Tap into their APIs to

determine the relative

influence potential

Email forwarding

T: $

R: Access

I: Advocacy

15

Individually, any of these

segmentation approaches can

work, but together, TRInity

enables BOTH intelligence

AND actionability

Some Leading Brands

16

17

Moosejaw

18

Rewarding “involvement”

19

Unique reward opportunities

Reimbursement promotion

20

Connecting data

21

Relationship

Fan-gated for access

Loyalty member capture

22

Creating involvement

23

1-800-Flowers.com

24

Tied directly to rewards

program

25

Domino’s

Enabling Platforms

26

27

Research and connection

28

Create Micropinions

Give Rewards

Get Research

29

30

Reward “attention”

31

Walk-in rewards

Daily deals

Scan rewards

Redemption

32

Major brands

CW Partnership

33

Real-time Marketing

34

Aggregate public posts and

check-ins to help brands reach

customers

Social CRM Future

35

36

Implications

37

Vendor Relationship Management

38

39

C2B Commerce

40

Thoughts?

After

41

42

Click-Depth Index (Ci) is the percent of sessions having more than “n” page views divided by all sessions.

Recency Index (Ri) is the percent of sessions having more than “n” page views that occurred in the past “n” weeks divided by all sessions. The Recency Index captures recent sessions that were also deep enough to be measured in the Click-Depth Index.

Duration Index (Di) is the percent of sessions longer than “n” minutes divided by all sessions.

Brand Index (Bi) is the percent of sessions that either begin directly (i.e., have no referring URL) or are initiated by an external search for a “branded” term divided by all sessions (see additional explanation below)

Feedback Index (Fi) is the percent of sessions where the visitor gave direct feedback via a Voice of Customer technology like ForeSee Results or OpinionLab divided by all sessions (see additional explanation below)

Interaction Index (Ii) is the percent of sessions where the visitor completed one of any specific, tracked events divided by all sessions (see additional explanation below)

Loyalty Index (Li) is scored as “1″ if the visitor has come to the site more than “n” times during the time-frame under examination (and otherwise scored “0″)

Subscription Index (Si) is scored as “1″ if the visitor is a known content subscriber (i.e., subscribed to my blog) during the time-frame under examination (and otherwise scored “0″)