Social: The CRM Game ChangerFebruary 23, 2012
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We leverage creativity, insight and technology to help brands thrive in a digital world. Offices in Atlanta, Columbus, Orlando, Austin and Pittsburgh 285 employees
About Engauge
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Today’s presenters
Teresa Caro, VP Social Marketing, Engauge
@TeresaCaro
/in/TeresaCaro
Zoe Levine, Interactive/Online Marketing Manager, Coca-Cola
@SkinnyPeaches
/in/ZoeLevine
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What are we talking about today?
Social CRM Game Changer
• Today’s social requires a strategic approach
• Branding beyond the platform
• Keeping social integrated into the overall approach
• Rewarding relationships that drive loyalty and consumption
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Engauge highlights
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Social Requires A Strategic Approach
We hated spam on email (still do). We don’t like it any more in the era of social networking. So stop it already! Yes, we know you have a “great way to make money on Twitter” on your site but frankly, we’re tired of hearing it! Instead, promote serious ways people can solve problems in their business. You add to your credibility and avoid being seen as a spammer.
- Terry Brock, Marketing Coach
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Source: drewamgrow.com
Social is no longer new media
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Social is a playground for the organization
Marketing
Promotions Customer Service
Partnerships
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Social is integral to your relationship marketing strategy
Coupon Clipping
Customer Service
Recipe Sharing
Word of Mouth
type of action
Traditional Engager
SociallySavvy
Up-and-Comer
type
of e
ngag
emen
t
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Requiring a strategic approach, where every channel has its purpose
Exclusivity
Timely Promotions
Visual Curation - Teens
Visual Curation - Original Art
Visual Curation - Categorized
Timely Promotions -
Local
Online Media
Targeted Offers - Email
Targeted Offers - Direct
Content CurationInfluencer Outreach
Database
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Communication Type Content Examples Channels
Product Info
Customer Service
Exclusives
News & Announcements
• First to know info• Behind the scenes• Coupons
• Campaigns
• Sweeps
• Promotions
• Benefits
• Did You Know
•New Functionality
•New Launches
•New Partnerships
•New Partners
• Sweeps
• Promotions
•Offers
• FAQ’s
• Channel Options
• Contact Methods
Understanding not all content is for all channels
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Ensuring the conversation is balanced
Relational20%
Events15%
Products15%
Partnerships20%
Promotional30%
PromotionalPartnershipsProductsEventsRelational
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Extending the brand appropriately
Voice & Tone: Moving from monologue to dialogue
The voice and tone defines the online brand expression in the social space and is true reflection of the beliefs and attitudes of the brand, as well as the behaviors of the audience that is being engaged.
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The brand was really built on social media and PR strategies. Social media is an opportunity for us to engage with consumers and have a conversation, which is different than paid media, when you're just shouting through a bullhorn.
- Jeremy Morgan, SVP of Marketing & Consumer Insights,
Smash Burger
Branding Beyond the Platform
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GE inspires to build, power, move and cure the world
GE - Pinterest
• Creative board content and titles
• Gives insight into company culture
• Utilizes search tool by commenting on user uploads involving GE
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Red Bull strengthens its relationship with its consumers through relevant visuals
Red Bull - Instagram
• Contest influenced by following, not product
• Content consistent across all channels
• Utilize athletes’ networks
• Insight into company culture “behind the scenes”
• 110,000 Followers
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NikeID extends the value of its brand by making it easy for consumer to create content
NIKEiD - Tumblr
• Hosts company blog on Tumblr
• Allow users to submit content for blog
• UGC posted daily
• Blend of news, tips and UGC
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Keeping Social Integrated Into The Overall Approach
Evolution is evolution – and it’s happened before us and will continue after we’re gone. But, what’s taking place now is much more than change for the sake of change. The socialization of content creation, consumption and participation, is hastening the metamorphosis that transforms everyday people into participants of a powerful and valuable media literate society.
- Brian Solis
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Actively managed as a guest first, promotion
second
Access brand through channel of choice
Curated travel recommendations
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Promoting the brand across YouTube and
Trump increased brand awareness and revenue with curated luxury content90% of companies believe brand building to be the greatest benefit
Weego commercial drove 800,000 video views
Weego commercial - 800,000 views (10x 2nd most viewed video on channel)
Facebook re-design after airing of commercial
Personalize star of campaign on Facebook tab
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96% of companies using social media to support advertising objectives
Data sourced from Booz & Company
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Social strategies still need work
• 57% there is not enough cross-departmental collaboration to get the best from social channels
• 55% did not have sufficient resources to run and engage communities
• 51% point to a lack of buy-in at the highest level of management
• 43% reported social media was not yet core to their strategy
Data sourced from Booz & Company
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Social may be a CRM game changer, yet it can’t happen overnight
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