Social CRM and Measuring Social Media

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Social CRM Breakfast Mathieu HANNOUZ – Senior Product Marketing Manager @Repackaged @Neolane #SMB20

Transcript of Social CRM and Measuring Social Media

Page 1: Social CRM and Measuring Social Media

Social CRM Breakfast

Mathieu HANNOUZ – Senior Product Marketing Manager@Repackaged @Neolane

#SMB20

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Agenda

From CRM to Social CRMFrom Marketing to Social MarketingBest PracticesCheck-List for a successful Social CRM Strategy

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About Neolane

Neolane provides the only conversational marketing technology that empowers organizations to build and sustain lifetime one-to-one dialogues, dramatically increasing revenue and marketing efficiency. With best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time

Neolane is used by more than 250 of the world’s leading companies including Accor Hotels, Alcatel-Lucent, Orange, Sears Canada, and Sephora

Visit www.neolane.com and read our blog The Cross-Channel Conversation

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From CRM to Social CRM

Social CustomerYour brand/Company Customer CRM

Traditional CRM

Customers

Friction

Social Customers

Social CRM is a customer engagement mind-set, process and technology all based on the simple idea that you are able to interact with your customers

based on their needs … not your rules!

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From Marketing to Social Marketing

CRM SalesMarketing CustomerService= ++

Marketing = Acquire new customers Generate qualified leads Up-Sell existing customers

Goals

+MeasureAutomate

ExecuteTargetPlan

Process

Social Marketing =

Customer Satisfaction Customer Experience (*) Acquire new customers (*) Generate qualified leads Up-Sell existing customers

Goals

+

Process

Listen

Understand

Engage

Measure/Adapt

(*) 91.2% of companies say acquiring new customers is their top priority

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Social Marketing Best Practices

The situation Ellen is following Hi-Beauty on Twitter Ellen never bought anything from Hi-Beauty We don’t know anything else about her

Social Marketing Example: Acquiring New Customers

The objective Invite Ellen to better discover the brand and continue the conversation Convert Ellen to a new customer (through Twitter)

Ellen receives a DM from Hi-Beauty with a $10 coupon offer

Ellen lands on a form and is asked to provide information

Ellen receives her $10 coupon through the email she has provided earlier

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Check-List for a successful Social CRM Strategy (Excerpt)

#1. Make sure your customers/prospects are using Social Media

#2. Make sure you listen before you engage

#3. Make sure you have a relevant content to support your Social CRM Strategy

#4. Make sure to define customer satisfaction metrics

#5. Make sure you share all your Social information within your organization (other Social CRM components)

More on « 10 Items you should check for a successful Social CRM strategy » by following me @Repackaged

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Thank You!

Mathieu HANNOUZ – Senior Product Marketing ManagerTwitter @repackaged

[email protected]