social crm - social media day academy 07/03/2013
DESCRIPTION
Bridge the gap between your CRM data and your social media effortsTRANSCRIPT
SOCIAL CRM
07/03/2013
Social Media Day Academy
SOCIAL MEDIA
Listen
& Learn
Plan
& Create
Engage
& Collaborate
Analyze
& Optimize
2
CRM
3
Customer & Prospect View
100%
Data
Quality
Business
Intelligence
Campaign
Management Be
Relevant
“1 to 1 marketing is about making direct contact with your potential customers on a
relevant moment with a relevant product/service in a relevant place”
Wouter, Online Marketing, Insurances
CONNECT THE DOTS
4
EXAMPLE OF WHAT’S IN PERMESSO
Basic Information Declared lifestyle information
PERMESSO E-MAIL CAMPAIGN
From: Permesso
Subjectline: Waar wonen de Arnauts’en in België?
Où sont les Arnauts’ de Belgique?
Launch date: Monday 25/02/2013
PERMESSO APPLICATION
ASK AUTHORIZATIONS
GIVE SOMETHING FUN
390.935 e-mails sent
95% delivered372.410 e-mails delivered
106.905 e-mails opened (unique)
38.811 unique clicks
29%opened
36%unique clicks
on opened 10%unique clicks
on delivered
10% UNIQUE CLICKS ON DELIVERED
38.811 unique clicks
50% or 13.383 accepted request
96% accepted all = 12.816 facebook ID’s
4% accepted only basic info (no e-mail & no likes)
26.839 clicked through
to authorisation request
Additional traffic via shares
PROFILE OF THE APP USERS
Additional Bisnode profiling data available
1.165.247 likes
12.816 ID’s
WHAT’S A « LIKE »?
Page id
Date of like
Category of like
WHAT DID WE COLLECT?
Partnership/customer opportunities
WHAT DID WE COLLECT?
Sponsoring/media/competition opportunities
& additional profiling/selection criteria !
WE WENT FROM …
Basic Information Declared lifestyle information
… TO AN EXTENDED PROFILE
Picture :
Facebook ID : 1021384046
Language : NL (confirmed)
Facebook e-mail address : [email protected] (in 70% of cases Permesso e-mail was = Facebook e-mail)
Cookie (if you’d want to …)
Likes (& moment of like) :
NO APP? USE AN E-COUPON!
1. Consumer is presented an E-Coupon
offer.
2. Instead of filling a form, he uses
Facebook Login.
3. This allows prefilling the Form.
4. It also makes a link between the
Facebook Profile and an Email
Address.
5. This allows Profile Matching between
Facebook and your CRM.
6. It activates your Facebook Fans and
allows you to segment them on their
likes,
• Form Pre-Fill
• Link between Facebook Profile and CRM
• Facebook Fans Activation
• Clients and Prospects Qualification
INCENTIVIZE IDENTIFICATION
21
First name:
Name:
Street:
Number:
Box:
Postal Code:
City:
E-mail:
Birth date:
Yes, I would like to receive
information about company X via e-mail
Read our privacy policy
Philippe
Arnauts
Mind the @facebook.com!
Submit
dd/mm/yyyy
Language: NL FR ENG
Gender: M F
AutocompleteFacebook_id
First_name
Last_name
Gender
Locale
Picture
Timezone
Ask an opt-in & link to your privacy policy!
Easy login
OPTIMIZE DATA CAPTURING
22
First name:
Name:
Postal Code & City:
Street & Number
Box:
E-mail:
Birth date:
Yes, I would like to receive
information about company X via e-mail
Read our privacy policy
Philippe
Arnauts
dd/mm/yyyy
Submit
Language: NL FR ENG
Gender: M F
Optimise form with a quickfill feature if you’d like an address
Yes … a postal address …
if you want to send an invoice or
want your product to be delivered
you will need it !
CHECK ACCURACY & EXISTENCE
23
First name:
Name:
Postal Code & City:
Street & Number
Box:
E-mail:
Birth date:
Yes, I would like to receive
information about company X via e-mail
Read our privacy policy
Philippe
Arnauts
1000 Brussel
Wetstraat 16
dd/mm/yyyy
Submit
Language: NL FR ENG
Gender: M F
Versus reference population
83.000.000 fake profiles (8,7% don’t exist)*
2,4% non human (even pets are on Facebook)
1,5% spam pages
Google “wrong birth date in Facebook”
4,8% doubles
Versus your own CRM system
Same/different e-mail address
Additional contact points
…
* Source : Facebook press release; http://www.standaard.be/artikel/detail.aspx?artikelid=DMF20120802_00245119, 03/08/2012
real-time batch
THESE MEASURES WILL
Increase encoding speed
24
Decrease form abandon
Increase data correctness
Facilitate CRM integration
CREATE A SINGLE CUSTOMER/PROSPECT VIEW
25
Offline address E-mail address
Cookie, mobile, …
Social ID
Phone number
Delivery address
BUSINESS INTELLIGENCE
26
Transform your data
into actionable insights
“Collecting data is only the beginning, then
someone needs to make sense of it”Erik, Marketing Director, Publishing
CAMPAIGN MANAGEMENT
27
Be
Relevant
Get the most out of your
cross-channel digital direct marketing
campaigns
WHY BISNODE?
28
We are your
SuperDataMan
Legal knowledge
Privacy
TechnicalSolution provider
Yearsof experience
+35
Unique
referentials
Part of the international group
WHAT WE DO
29
Identification
& Qualification
Credit Value
Management
Process
Optimization
Minimise Your Risk
Maximise Your SalesCustomer & Prospect View
100%
Data
Quality
Business
Intelligence
Campaign
ManagementBe
Relevant
Data
Man
ag
em
ent
Solu
tio
ns
Co
nsu
lta
ncy S
erv
ice
s
QUESTIONS
PHILIPPE [email protected]
+32 2 555 97 83
@philippearnauts
linkedin.com/in/philippearnauts