Social CRM is a business strategy that uses technology and social media to engage customers in conversations to provide mutual value. It aims to facilitate customer-owned conversations in a transparent way. While social media marketing is not the same as CRM, social CRM integrates social data about customers to better understand them and communicate with them on an individual level according to their needs.

1. SOCIAL MEDIA MARKETING IS NOT CRM

2. Coined by Oracle in 2008
38,000,000 results in google

3. Social CRM is a philosophy and a business strategy supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.
It’s the company’s response to the customer’s ownership of the conversation.
Paul Greenberg,
CRM at the Speed of Light: Social CRM Strategies, Tools,
and Techniques for Engaging Your Customers

4. The first CRM evolution, centeredon the widespread use of call centersand sales force automation (SFA), lasted 10 years.
The second evolution, based on the Internet and more globally, on multichannel marketing, took 5 years.
We believe that the current Social CRM revolution will take a maximum of 2 to 3 years to become a practice used by the majority of companies.
ATOS Consulting

5. Gartner’s CRM Capability Model

6. 4 Levels of Social CRM Maturity -Atos

7. Source: Chess Media Group

8. The problem with Social CRM is two-fold:
1.Tacking “social” on the front of CRM doesn’t change the market perception that CRM is about front-office (mainly sales) automation.
2.“Social CRM” proponentscan’t seem to agreeon a concise definition. The only thing (almost) for certain is that Social CRM includes some usage of social media.
Bob Thompson, CustomerThink.com
(No Bob, it’s three-fold……..)

9. DATAOWNERSHIPACCESSDEPTH

10. CORE CRM
SOCIAL DATA

11. •Country
•City
•Language
•Gender
•Age
•Interests
Contact
Lifestyle
Demographic
Transactional
Behavioural

12. 12.7 mn
47k
1 mn
23.2 mn
But Fiona, why does it matter?

13. COMMUNICATINGwith
PEOPLE on a
ONE-TO-ONE BASIS
in a way that’s
RELEVANT
TO THEM AND THEIR NEEDS

14. CRM PROVIDES YOU WITH THE INFORMATION YOU NEED TO:
 MAKE THE RIGHT DECISIONS
 GET THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME
 ENGAGE, NOT JUST INFORM
 UNDERSTAND YOUR FANS/CUSTOMERS/STAKEHOLDERS WANTS AND NEEDS
 IDENTIFY YOUR MOST LOYAL FANS -AND GET MORE OF THEM
 TRACK RETURN ON INVESTMENT
 DELIVER SPONSOR / PARTNER VALUE

15. STRATEGY
DATA
THE CRM PERFECT CIRCLE

17. DATA
CULTURE
STRATEGY
TECHNOLOGY

19. CULTURE
STRATEGY
TECHNOLOGY
PROCESS
DATA

20. TV Viewers/Passive Fans/Participants
Digitally engaged,
non-transacting fans,
parents/family of participants
Casual
Customers/Participants
Frequent
Customers/Participants
LOYAL
CUSTOMERS

21. Playing, Coaching & Education
Community & CSR
Event Tickets & Merchandise Sales
Leagues
& Clubs
Social Channels
& Apps
Memberships& Fan Clubs
Marketing SCV
Name, Address, email Address, Mobile Number, Sales History
SINGLE CUSTOMER VIEW
Operational SCV
Communications SCV
Permission-based (or soft opt-in)

23. Demographics
Lifestyle
Behaviour
–offline
Behaviour
–online
Transactional

24. Playing, Coaching & Education
Community & CSR
Event Tickets & Merchandise Sales
Leagues
& Clubs
Social Channels
& Apps
Memberships& Fan Clubs
Marketing SCV
Name, Address, email Address, Mobile Number, Sales History
SINGLE CUSTOMER VIEW
Operational SCV
Communications SCV
Permission-based (or soft opt-in)

25. CRM DATA WAREHOUSE

27. (That’s what we do)

28. fiona.green@winnersfdd.com
@fionagreen66
Tel: +44 7739 570599
Contact details
for questions/follow-up