Digital & Social Media Loyalty Mark Angus Innoviate One2One

1. Digital & Social Media Loyalty Mark Angus Innoviate One2One

2. Agenda

3. Trends in Digital Media & Consumer Marketing

4. Digital Trends

5. Digital media enables greater levels of richer, personalised, intelligent marketing. LEVEL 4 Fully Personalised Customised LEVEL 3 High-Volume Transaction LEVEL 2 Personal Salutation Customised LEVEL 1 Personal Salutation COMPLEXITY OF WORKFLOW • Web-driven direct marketing • Rich VI content • Changing messaging and images based on customer data for each job • Simple addressing • Versioning • Customised Web fulfillment DEGREE OF VARIABLE CONTENT

6. Consumer Trends

7. Consumer Trends

8. Consumer Trends Move to: Customer Experience & Relationship Marketing CERM = It’s about ME!

9. The Customer Lifecycle

10. Digital & Social Media Platforms, Services, Channels

11. The Evolving Platform

12. The Services

13. The Channels

21. The Channels

24. The Channels

26. Segmentation Creative can change to target different customer groups Content and advertising can also change to appeal to different customers Segmentation can be based on LSM; location; gender; social group; type of customer.

27. The Channels

29. Implementing Social CRM

30. What is Social CRM? Social CRM is the process of converting content into conversations and extending these conversations into collaborative experiences and then transforming those experiences into meaningful relationships.

31. Social CRM

32. Social CRM Customers are now more accessible than before. You can connect and provide a more personable customer experience by listening and reaching out through online and digital channels

33. Social CRM

34. Social Media

35. Social CRM

36. How to apply Social CRM Social CRM is achieved through the integration of digital analytics (web, email, mobile, search, video etc.), social media/conversational analytics and other CRM relationship management analytics to determine and articulate social media ROI. (For example Radian6 with WebTrends and SalesForceCRM or Microsoft Dynamics).

37. How to apply Social CRM Social CRM is further enhanced when there is direct integration with the contact centre environment enabling real-time responses and conversations. It is therefore a company-wide strategy influencing all areas of the business.

38. How to apply Social CRM

39. How to apply Social CRM Marketers must recognise that there is now an active participant eco-system which provides empowered customers - interested in making their own choices - the ability to interact when and how they choose. Enter sCRM.

40. The Social CRM Eco-system

41. Social CRM Examples Dell Encourages and facilitates new product ideas directly from their customers and ask other customers to rate these ideas. Ducati Designs and develops motorcycles in collaboration with its customers via forums, communities, contests and polls. South Africa Vodacom is implementing an integrated customer experience strategy which includes linking Social Media Channels & Social CRM directly into the contact centre environment.

42. The Future: Loyalty & CRM

43. Future of Loyalty

44. Future of Loyalty

45. Future of CRM

46. Future of CRM

47. Are you ready? CRM and Social CRM is a journey, not a destination, and customers have their hands on the road map and the steering wheel. The rest is up to you. Are you ready?

48. Thank You mark@innoviate.net