Facebook as a crm channel

Using Facebook as a Real CRM Channel Paul Cowan @cowanpkc

by most social media marketers.

Social CRM is a loaded term that is loosely defined

and is largely misused

© Paul Cowan 2012 -‐ @cowanpkc

But really, what is Social CRM?

Social CRM is the ability to harvest informaJon at an individual level to sell more and drive increased loyalty.


Social CRM…

IS NOT: Monitoring It is not simply scraping the newsfeeds of your prospects and customers and presenJng them in a contact management database.

IS: Value Exchange Increasing the value an organizaJon can bring prospect and customers. And in turn, increasing the resulJng value a customer brings and organizaJon.


Yep. That’s it…

So why all the fuss?


It’s hard.


Brands have spent millions of dollars to aRract millions of fans that they know nothing about.


Facebook remains a one-‐to-‐many markeJng channel with no customer intelligence or insights feeding strategies.


And this is the opportunity… to tap into the Graph and turn Facebook into a true CRM Channel.


To capture the rich behavioral informaJon on consumers and use this data to understand them and manage the relaJonship with them.


How Should Companies Approach It?

Social CRM is an opera9ng model, not a collecJon of tools, technologies and business processes. Social CRM must integrate with an organizaJon’s exisJng business strategies and tradiJonal CRM methods. Social CRM is an open dialogue with a clear, present and evident value exchange between the consumer and brand.


What makes it hard?

CREATING Defining the social strategy in relaJon to core business objecJves – the Social Value Exchange that the brand will provide the customer in exchange for their personal informaJon.

INTEGRATING IdenJfying the data that should be integrated with exisJng systems and the infrastructure to support passing the data between systems.

COMMUNICATING Develop the social programs, business rules, tools and technologies to establish the dialogue with the consumer at various points in the lifecycle


How do brands get started?


1. ANALYZE Get to know the data points that are available to you and hypothesize ways that you want to use them.

3. PERSONALIZE Develop a systems to drive the value exchange between the consumer and brand, delivering personalized content that is highly relevant.

4. REWARD

Harvest the data to understand the value of fans and reward acJviJes that are valuable to your business.


Get to Know Colt

Why? -‐  Personalized Content -‐  Targeted AdverJsing -‐  Display Local Content -‐  Birthday GreeJngs

-‐ Name -‐Gender -‐ Age -‐ Status -‐ Photo

-‐ About Me -‐ LocaJon -‐ Birthday -‐ Time Zone

Colt’s Likes/Interests -‐  Rodeos -‐  Sprite -‐  NFL -‐  Unicorns Why? -‐  Suggest Related Products -‐  Display Related Content -‐  Foster Community -‐  Targeted AdverJsing

Meet Colt’s Friends -‐  How many -‐  How oben do they interact Why? -‐  Invite Friends to community -‐  Display friends acJvity -‐  Understand influence

1. Analyze: What can we know about our customers?


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2. Analyze: How can we use the data?

Consumer Tone

Consumer Influence

Social SegmentaJon

Social Behaviors

TONE

PosiJve NegaJve Neutral

SEGMENT

Producer Engager

ParJcipant

Lurker

SOCIAL ACTIVITY

Likes CompeJJve Likes

Demographics

AcJviJes

INFLUENCE

Heavy/Wide Heavy/Narrow Moderate/Wide Moderate/Narrow Light/Wide Light/Narrow


2. Personalize: Social Segment TargeJng Through Media Once we know our customers, we can leverage media channels to target key profiles within the fan base in a closed loop system.

INTELLIGENT SEGMENTING

CREATIVE TESTING & OPTIMIZATION

HYPER-‐TARGETED MEDIA

ANALYZE ROI & IMPACT

Colt Steele Top Brands Liked

NFL WWE Rolling Rock Red Bull Total Likes: 58 Most Recent: YahooNews

Colt Steele


Content, Offers, and U9lity

Once we know our customers, we can leverage applicaJons to provide messaging against the profile of the consumer.

Segment V1, N2:

-‐  Value: High -‐  Social: Producer -‐  PropagaJon: 9 -‐  App Usage: High -‐  Content Preference: Fashion/

Lifestyle -‐  Content TerJary: Technology

Content, Loyalty and Reward

Personaliza9on

2. Personalize: Social Segment TargeJng Through Apps & Mobile

Colt Steele


Once we know our customers, we can provide virtual, digital and monetary rewards based on the value they bring the organizaJon.

Segment V1, N2:

-‐  Value: High -‐  Social: Producer -‐  PropagaJon: 9 -‐  App Usage: High -‐  Content Preference: Fashion/

Lifestyle -‐  Content TerJary: Technology

3. Reward: Rewarding Through Engagement

Colt Steele


Consumers connect their Amex card and Facebook account. They then receive personalized offers based on their likes and interests

In this example, the consumer likes ‘fashion’ and ‘H&M’. They are presented with a personalized dashboard

In PracJce: Amex -‐ Link, Like Love


In PracJce: BlackBerry Insider

Consumers add the applicaJon and parJcipate in content and add content to the community, gemng rewards for valuable behavior.

Rewards are linked to value of the consumer, not points and gamificaJon.


In PracJce: LabaR Order of the Stag

Consumers add the applicaJon and parJcipate in guided acJviJes, unlocking valuable badges once they have completed tasks.

In this example, the consumer posts a statement to the wall and is rewarded with a “XXXX” badge.


In PracJce – 7UP and Facebook Credits

Consumers enter their 7UP BoRle Cap Code and with their Facebook account. They have a chance to win Facebook Credits for providing their data.

In this example, Consumers are asks to provide addiJonal informaJon to compliment Facebook Data.


Thanks!

Paul Cowan @cowanpkc

Facebook as a crm channel

Business

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