Social media & CRM

Introduction

John Duffyjohn@nemisys.uk.com@johnrduffywww.nemisys.uk.com/blogs/nemisys

Advanced

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Mandatory #tag

• #sportcrmsummit

• #sportsCRM (with apologies for confusion)

• Ideas for engagement around matches

• CRM systems which already cope with social media

Nemisys in sport

Social media & services

• British Horse Racing Authority

• The Football Association

• Rugby Football League

• Sport England

• British Universities & Colleges Sport

• English Golf Union

• Synergy, for Guinness

• England Squash & Racketball

• British Judo

• English Table Tennis Association

• The Children’s Trust

• Ipadio – live audio– www.ipadio.com

• Vodpod – live video– www.nemisys.uk.com/vodpo

d

Our first ever sports project (!)

What is social media?

The Conversation Prism

Your (social) fans - Generation Y• Don’t read newspapers

• No landline phone

• Television on their terms

• Trust peers

• Internet experience is social

• Content is going mobile

• Television is for video games

• Want to be heard and self-express

• Email is for parents/work

• On demand content

How we got here

• Web 1.0 Company consumer

• Web 1.5 Company consumer

• Web 2.0 Consumer consumer

• Now: Companies/clubs joining the conversation• If people don’t engage, it’s not social media

And what is CRM?

• A business process or system

• For managing interactions

• With customers & potential customers

• Often automated / driven by technology

• Usually sales driven

• Usually “broadcast” – from company to prospect/client

• In other words, the antithesis of “social”

Our aims

Introduction

• Acquisition techniques

• Engagement techniques

• Exercise: content plan

• Fit to CRM

• Analytics

Advanced

• “Capturing” information from Facebook– Changing your web

site– Ideas for apps

• Social commerce

• The Holy Grail

What we’re not going to cover

• Truly social organisations – I want to be more practical today!

But do please read Christopher Carfi’s Social Customer Manifesto

• I want to have a say.

• I don't want to do business with idiots.

• I want to know when something is wrong, and what you're going to do to fix it.

• I want to help shape things that I'll find useful.

• I want to connect with others who are working on similar problems.

• I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.)

• I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter.

• I want to know your selling process.

• I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing.

• I want to do business with companies that act in a transparent and ethical manner.

• I want to know what's next. We're in partnership…where should we go?

Acquisition – competitions

On a more down to Earth budget

Objectives

• Convert email contacts to Facebook

• Improve conversion rate from visit to like for Facebook page

• To develop comms channel that allows less formal and more frequent contacts

Seeding

Results

• #3 University behind Oxford & Cambridge

• < £.50 per conversion

• Model successfully applied to Twitter & Flickr

Lessons & success factors

• Response peaks quickly – make your call to action page perfect for launch!– A/B test first if you can

• Ts & Cs– Make them clear, engage openly with any questions

• Track behaviour on your own web site– Use campaign tracking URLs in seeding– Set up goals to track entries– Set up profile to report traffic from Facebook

• Make entry dependent on a(ny) viral action

See below for Facebook Ts & Cs

Engagement - matches

Engagement - matches

Engagement - matches

Engagement - matches

Engagement - matches

Engagement - matches

• Photos from previous matches

• Videos from previous matches

• Ask people to predict the results

• Ask for UGC from the match

• Behind the scenes footage

Key techniques

• Use #tag or Facebook Livestream

• Use Facebook Questions app

Let’s see if you’re truly social – Tweet more ideas for engaging your users at matches using #sportsCRM

Key technique: content plan

Date What's happening Content opportunities Blog Facebook YouTube Linkedin Twitter ipadio Foursquare News item Who?09-Jun Goodform CRM Summit Visit to Emirates Stadium y y y jd

Running workshops y y y jdContact with speakers y y y jdContact with delegates y y y jd

14-Jun Meeting at Woodhall Spa, EGU HQ Photograph before meeting y y jd

15-Jun Mark Wood meeting Polar explorer - photos & interview

y y y mks

17-Jun Workshop at British Eventing Sample interviews as part of workshop

y y y jd

12-Jul England Hockey, London Cup Photographs with great & good

y y jd

David Faulkner insights to team progress

y y y jd

Match itself y jd12-Jul Primary Club Dinner (Lords?) Photographs y y jd13-Jul BUCS conference, fixtures &

results system launchy y y y jd

19-Jul Melcrum, Internal Communications conference

Giving paper y mks

ipadio interviews y y mks

Your content plan template

• Tweet content ideas about the type of events and activities you have coming up in the next month

• You know by now ... #sportCRM

And my stab at your content

• Tournaments

• Cups

• Think age ranges – youth to seniors

• Race meetings

• Ladies day

• Magic weekend

• Wimbledon – tickets?

• Community work

• Transfer speculation

• VIP visits

• Sportivate & summer coaching sessions ...

First (next?) steps for CRM

• How can your social media content plan enhance your planned marketing/CRM-based activity?– Bums on seats– Friend get friend– Kit sales

• Use competitions to:– Acquire social contacts– Acquire CRM contacts– LINK social and CRM contacts

Simple analytics

• New contacts – CRM system

• New contacts – social networks

• Linked contacts – exist in CRM, but you know their social network user name

Assumptions

• You already “do” social media – well

• You know your communications & business objectives for both social media & CRM

• Your web site is well designed for the “social basics”– Subscribe functionality in place– Share functionality in place– Semantic mark up in place (or planned)

• Essentially, you’re ready to step up a gear

Semantic mark up

The visitor sees

• The London Cup

• Richmond Hockey Club

• July 12th – 16th

Facebook & Google see

• The London Cup This is an event that you can attend

• Richmond Hockey Club I see the coordinates, I can show them on

a map

• July 12th – 16th I see that’s a date, I can show this event in a

listing

Revisit your web site

• Events

• Clubs

• Sports teams

• Sports leagues

• Athletes

Reaching Facebook information

Museum of Me

Feedback / ideas

• Idea to encourage early arrival – 1st X people in crowd get a free beer

• Personalised merchandise – email goes to fan showing mock up of their name on shirt in time to order for their birthday

Simpler to do – Jibjab

Birthday reminders

Integrating to your site

Video launch + competition

Cross-network competitions

Capturing Facebook informationUser

• About_me

• Activities

• Birthday

• Education

• Events

• Groups

• Hometown

• Interests

• Likes

• Location

• Photos & tags

• Videos & tags

• Religion & politics

• Web site

• Work history

• Email

• Friend lists

Friends

• As the user, apart from

• Email

• Friends list

Boring but noteworthy

Discussion

• Birthday reminders = perfect use of social graph allied to core offer

• And ideas like this are the key to your social media/CRM success

• Ideas for your sport?

• Tweet them on #sportsCRM

• I’ll curate them later

Some more ideas to explore

• Entry systems

• Competitions

• Ticket purchase

• Kit sales (birthday presents?)

• Top trumps

• Match days – mobile apps

• Check in + deals

• Fan fan banter

Success factors

• Simple and compelling offer

• A(ny) viral action– Like’s best– Share– Tag

• Gains permission to the real gold

Social commerce

Analytics

Club Fans Active

MU 9,915,504 256,206

Real 9,397,059 154,972

Barca 10,337,494 142,137

Analytics

CRM

1 simplistic model

My (your?) end goal

• Link these elements– Web site behaviour (pre-

registration)– Web site behaviour

(post-registration)– Social media

demographic information– Social media behaviour– Response to offers /

marcomms channels– Customer/fan purchase

behaviour / lifetime value

• Then act accordingly– You map user journeys– For

demographic/segments– Engage with each

segment on its terms– & take each individual on

his/her “correct” journey to achieve your objectives

Recap

• Have clear objectives

• Make your digital properties “ready”

• Find a way to link CRM contacts with their social presence– Always, with their permission

• Next conversations– CRM vendor capabilities & roadmap– Analytics vendor capabilities & roadmap– CMS vendor capabilities & roadmap

Another recap

Find a way to link people in your CRM system to

their social media personas – with their

permission

Age issues

• http://www.nspcc.org.uk/Inform/cpsu/resources/briefings/social_networking_services_wdf69029.pdf

• http://www.nspcc.org.uk/Inform/cpsu/cpsu_wda57648.html

Hat tips

Read these!• www.facebook.com/socialmediainsports

• https://developers.facebook.com/policy/

• www.mashable.com

• www.techcrunch.com

• http://info.gigya.com/rs/gigya/images/SSO-MarketResearch.pdf

• https://www.facebook.com/promotions_guidelines.php

• http://www.socialcustomer.com/

John Duffy, Marketing Director

Questions?

john@nemisys.uk.com@johnrduffyDownload this deck & others from:

www.slideshare.net/johnrduffy

Sales spiel

• Obviously we produce web sites, promote events, consult on digital strategy and social media, create mobile & web apps

• In addition to that we have developed some technologies that we can plug in to other peoples’ web sites and CRM systems

• Read on if you’d like to know more

Get Active Portal

• This is the London version of our national sports venues, events and activities portal

• NGBs – list all your clubs & events on this platform

• Professional clubs – list your community events (you won’t need us for your league fixtures!)

Ipadio

• ANY phone call live to ANY web site– Or moderated before publishing if you prefer!

• Sports uses– Pre & post match interviews– Commentary– Bring fans closer to players– Enter competitions

• CRM uses– Take audio direct to customer record from phone– Take key stroke data direct to a customer record via customisable

“voice forms”– Take customer surveys using audio and key pad direct to their record

• www.ipadio.com

Vodpod

• Take input from ANY webcam to YOUR web site or app– With moderation, of

course

• Used by British Horse Racing Authority for The Filly Factor

• Webcam on & have a go– www.nemisys.uk.com/vodpod