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

Facebook

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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