TECHNOLOGY, MARKETING, AND SOCIAL CRM

Social customer relationship management is offering operators more ways to connect

and engage customers

SOCIAL MARKETING TECHNOLOGY FUSION VIDEO

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The Ultimate Experience

Marketing designs the Experience

Technology builds the

Experience

Consumers control the Experience

MARKETING DESIGNS THE EXPERIENCE

Evolution of SCRM

5

A New Mentality

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Everything we do touches the customer. Be consistent – brand image, voice, and promise.

Make the experience enjoyable, user-friendly and memorable.

Connect with your customers where they feel most comfortable.

Consistent, Enjoyable Experience

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Engagement with Social Media

Get found by people who are searching for your products or services

Connect and engage with current and potential

customers

Create a community around your business

Promote other content you create – photos,

video, news and articles

Promote contests, offers, and store events

Post jobs, and promote new products

TECHNOLOGY BUILDS THE EXPERIENCE

Infrastructure and Integration

Technology Architecture

ConsumerCommunication

Order Touchpoints

Engagement Touchpoints

Technology Integration Points

Experience Touchpoints

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Website• Brand Site• Online Ordering

Social Media• Facebook• Twitter• Foursquare• Urbanspoon• Yelp• Pinterest• Instagram

Interactive Marketing• Email Campaigns• Digital Signage• Paid Search• Mobile Media• Online Banners

Customer Loyalty• Gift Cards / eGift Cards• Refer-a-Friend• Brand Ambassador• Rewards Program

In Store• Digital Boards• POS System• Staff / QSC

Mobile• Mobile App• Tablet App• Mobile Version of Site

Social CRM

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Affinity

Conversation

Participation

Engagement

Interaction

Community

Awareness

End-to-End Process of Social CRM:

Listen to customer conversations Social Media Monitoring Tool

Analyze those conversations Social Media Analytics Tool

Relate this information to existing information within your enterprise

Data Warehouse Dashboard Reports

Act on those customer conversations Tailor the message, content, offer Deliver the experience in the

relevant channel Drive innovation based on

consumer insight

CONSUMERS CONTROL THE EXPERIENCE

Customer Decision Journey

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Consumer Decision Journey

Moment of

Purchase

Initial Consideratio

n Set

Trigger

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Influential Touchpoints

3926 22

28

105

21

37

31

1226

43

Most Influential Touchpoints by Stage in Journey

Traditional advertisingDirect marketingSponsorshipIn-store product experienceSalesperson contact

WOMOnline ResearchReviews

Store interactions

Consumer-driven marketing

Past Experience

Company-driven marketing

Conclusion

Conserve Your Energy• Spend time where

it matters• You can’t be

everywhere all the time; so don’t

Live the Dream• Best customers are

your biggest advocates

• Army of brand champions

Your Social Community Is Family• KEEP Listening• ALWAYS Monitor• REMEMBER to

Engage