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Social CRM
[email protected]
Extract from various presentations: Altimeter, Forrester, Teradata Aster, …
December 2012
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What is Social CRM?
CRM was about managing
the customer
Social CRM is about engaging
with the customer
“Social CRM is a business strategy designed to engage the customer in a
collaborative conversation in order to provide mutually beneficial
value in a trusted & transparent business environment.
It's the company's response to the customer's ownership of the
conversation.”
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SCRM in six questions
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What are your targets?
Anyone who takes an interest in your organization should be
considered as a target
– Follower
• Facebook Page Member
• Reads your blog
• Signs up for Newsletter
– Supporter
•
•
•
•
Donor
Volunteer
Advocate
Event Goer
– Organizer
• More involved
• Plans meet-ups / events
– Leader
• Cream of the crop
• May actually become a part of the organization
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Targets
Pyramid
Leaders
Lucky to get
one or two
Organizers
Chosen Few
Supporters
Volunteers
Donors
Advocates
Events
Most important shift
Followers
Newsletters
Web Site
Outreach
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Advocacy: the Social Customer
Advocates are created through continuous
– Engagement (conversation)
– Transparency (visibility)
– Authenticity (honesty, straightforward behavior)
Approach to Advocacy - Strategy
– Value Proposition: Creation of experiences and tools with products and services designed to
appeal to a commonwealth of interest based on unique insights
– Customer Strategy: Outreach to customers/potential advocates, Property development for
customers – communities, tools, products, services available via company, Godin: Date your
customers
– Continuous Effort: Ongoing feedback, outreach, data tracking, program development,
Constant desire for customer insight – not just data collection
The metrics of advocacy - Net Promoter Score – Referrals as metrics
– The one question that you need to ask your customer is “Would you recommend my company
to someone you know?”
– Measured against the detractors to come up with score, Word of Mouth most influential,
Customer Lifetime Value (CLV), Customer Referral Value (CRV), Customer Brand Value
(CBV)
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Engage Across Multiple Functions
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Consumer Social Web Tools
Blogs
Podcasts
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Social
Network
Services
Wikis
MicroBlogs
Video
Discussion
Forums
Online
Reviews
&
Ratings
Widgets
What Is Your Content Strategy?
Twitter, Facebook, Blogs – all tactical ways to spread the word
All too often people focus on the method of delivery and not the
content!
Who
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What
How
Whitepapers
Annual Reports
Breaking News
Event Invites
Twitter
Facebook
Email
Blog
SCRM: Touch-point Management
Customer
Analytics
Population targeting &
segmentation analysis
Outbound-initiated Marketing
Inbound-initiated Marketing
(via asynchronous channels)
(via Synchronous channels)
Marketing Campaign
Management
Inbound Interaction
Management
Convert outbound campaigns into 1:1, eventdriven, connected customer conversations – over
time
Deploy event-driven, 1:1, “best-next-action”
recommendations at the point of interaction
– during the interaction
Just-in-time
Real-time
Mail
Email
SMS
Web 2.0
Goal is to create a customer
engagement
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Web
SlfSvc
Call Ctr
Branch
IVR
You ARE engaged
ATM
Customer Behavior Analysis
BI Tools
EMAIL
CORRESPONDENCE DATA
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BRANCH
TELLER DATA
Database Tools
ONLINE
BANKING DATA
STORE VISION
PLATFORM
DATA
Monitoring Tools
CALL CENTER
DATA
CUSTOMER
PROFILE DATA
CUSTOMER
SURVEY DATA
Aster MapReduce Analytics Portfolio
PATH ANALYSIS
Discover Patterns in Rows of
Sequential Data
STATISTICAL
ANALYSIS
High-Performance Processing
of Common Statistical
Calculations
MARKETING
ANALYTICS
Analyze Customer
Interactions to Optimize
Marketing Decisions
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TEXT ANALYSIS
Derive Patterns and Extract
Features in Textual Data
SEGMENTATION
Discover Natural Groupings
of Data Points
DATA
TRANSFORMATION
Transform Data for More
Advanced Analysis
Big Data Social Analysis: See the Network
Understand connections among users and organizations
Challenges
Examples
• Large number of entities with rapidly
growing amount of data for each
• Connectivity changing constantly
Aster Data Value
•
SQL-MapReduce® function for Graph
Analysis eases and accelerates analysis
•
Ability to store and analyze massive
volumes of data about users and
connections
• High loading throughput and incremental
loading to bring new data into analysis
• Link analysis: predicting connections (among
people, products, etc.) that are likely to be of interest
by looking at known connections
• Influence analysis: identifying clusters and
influencers in social networks
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Aster Data Capabilities for Text Data
Pre-built SQL-MapReduce functions for text processing
•
Data transformation utilities
-
•
Aster Data nCluster
Unpack: extract nested data for further
analysis
App
App
Web log analysis
-
•
Pack: compress multi-column data into a
single column
Custom and Packaged Analytics
Sessionization: identify unique
browsing sessions in clickstream data
App
App
App
App
Aster Data Analytic Foundation
Text analysis
-
Text parser: general tool for tokenizing,
stemming, and counting text data
-
nGram: split text into component parts
(words & phrases)
-
Levenstein distance: compute “distance”
between words
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SQL-MapReduce
SQL
Data
Data
Data
Building Visitor Paths from Clickstream Data
nPath Time Series Analysis identifies customer transitions between departments
Clickstream Data
hit_time_gmt
visid
prop1
2012-03-06 20:42:07
138 Bedding & Bath
2012-03-06 20:43:03
138 Bedding & Bath
2012-03-06 20:46:55
138 Sports & Toys
nPath
Function
nPath
Results
prop1
2012-03-06 20:47:32
2012-03-06 20:47:53
2012-03-06 20:48:42
hit_time_gmt
138 Bedding & Bath
[Bedding & Bath, Sports & Toys]
138 2012-03-06 20:42:07
[Sports & Toys, Bedding & Bath]
138 2012-03-06 20:46:55
[Bedding & Bath, Home & Garden]
138 2012-03-06 20:47:32
138 Bedding & Bath
138 Bedding & Bath
2012-03-06 20:52:04
138 Home & Garden
2012-03-06 20:57:32
138 Home & Garden
Teradata Aster nPath Analysis
Discover Patterns in Rows of Sequential Data
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visid
What were Shoppers Searching for?
Find
“serious shoppers” who
browse 5+ products in a
session.
After browsing, they
perform 2+ fruitless
searches, within 10
pages of each other.
Within 5 pages of the
last fruitless search,
they abandon the site,
perhaps frustrated.
Comparison of Fruitless Searches by Serious Shoppers
• Slope trend down
indicating Serious
Shoppers outside the
norm
• Likely to search for
higher priced items
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Marketing Strategy for Success
Where should I increase my Marketing
Spend to drive higher ROI?
Multi-Touch Attribution
 Go beyond “last click” and identify which ads and
channels perform the best
 Quantify which ads lead (attribute) to conversion
 Calculate true ROI on a per ad basis
 Run time-sensitive promotions by knowing which ads
convert the fastest.
Customer Journey Leading to Purchase on Online Store
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SCRM: Traditional Data
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SCRM: New Data
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SCRM Analytics
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SCRM Traditional Analytics Tools
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SCRM Analytics, Insight, and Intelligence
Social Media Analytics: Analyze conversation data, Identify advocates of, and threats to,
corporate reputation and brand, Quantify interaction among traditional media/campaigns
and social media activity, Establish a platform for social CRM strategy
Enrich traditional approaches:
• Customer Profiling
• Value Segmentation
• Behavioral Segmentation
• Propensity Modeling
• Clustering
• Basket Analysis
• Risk & Churn Modeling
• Response Modeling
• Recommendation Engines
(Next Best Offer)
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