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Posts filed under ‘Social Media’

Social Seating or Sacrificing Serendipity?

This is related to CRM, I think?

KLM started the trend earlier this year and now other airlines are set to follow.

Before you fly you can select from four flight moods:

“Business network”
“easy chat”
“work”
“relax”

If you choose either of the first “two sociable options can link their Satisfly profile to their profiles on sites such as Facebook and LinkedIn, so that Satisfly can use information about their hobbies and interests to seat them next to an appropriate co-traveller.“

I thought that one of the comments on the article nailed a larger issue when choosing who will share the row with you … “Which of these four categories of flyers is least likely to be obese?“

The segmentation possibilities are endless when the gate is opened to mine all the data on linked social networking accounts, but it does (as suggested) negate a role for that magical wand of serendipity.

13 June, 2012 at 11:11 am Tim Roberts ARTS Australia Leave a comment

Does Social Media have a role in CRM?

I don’t know, what do you think?

I was asked by a client the other day whether Social Media should have been documented more in a CRM specification. I said that I had presumed so, but when I tried to define tasks or information requirements that overlapped CRM to Social Media a short paragraph seemed to do the job.

I am not diminishing the value of Social Media. But Social Media is about a conversation and the extension of Customer Relationship Management is not Customer Conversation Management.

Listening is more important than talking, preaching or promoting. The latter does not encourage or enhance engagement, listening does.

So back to CRM. I guess you could record a customer’s FB page, twitter account, Linked in page and so-on. But that is just like recording phone numbers, it does not mean you are or will listen to them or learn from them what interests them, excites them, annoys them, even what they think about you and what you do.

I think the missing link is legwork. Sorry for the mixed analogies, but the legwork of listening is essential, whether automated or manual. Listening to Social Media channels may result in learning and provide the trigger for activity. That trigger may be a complaint, compliment, indication of a prospect or a warning of a defector (maybe lapsing subscriber is less inflamatory). Various Social media channels need to be monitored for triggers and when a trigger is identified, a CRM may then assist in managing the customer incident, communication, activity, induction, loyalty, upgrade, re-attraction and other stages of an ongoing, developing and evolving relationship.

Therein lies the challenge, identifying triggers by the action of listening to the multitude of conversations. A CRM can record Social Media identifiers, integration will eventually enable the monitoring of the social media channels for individuals. However, intelligence will be required to be added to that listening to accurately identify triggers for the proactive (even just reactive) management of the relationship.

Then we get to the issue of privacy … oh boy – let’s leave that for another day.

3 April, 2012 at 1:12 pm Tim Roberts ARTS Australia 3 comments

What do you reckon about the likely impact of these Marketing Trends on CRM in 2012?

Here are some more predictions of marketing trends that will impact CRM in 2012 according to Judith Aquino of CRM.COM in 5 Hot Marketing Trends (not surprisingly, mobile is at the top):

Mobile Marketing
QR Codes
Voice Of Customer (VOC) Monitoring
Social Media Marketing
Video

Finally, she suggests an additional trend with the ‘news’ that Groupon and Daily Deals sites have fallen to earth and are no longer seen as the ‘answer’. Surely, you would have to suggest that they were only ever good for pissing of existing and loyal customers with unfocussed discounts in the guise of prospecting for new customers – BUT without gaining any personal details with which to build an ongoing relationship with those new prospects?

2 January, 2012 at 5:47 pm Tim Roberts ARTS Australia Leave a comment

Isn’t it time you looked at integrating ticketing on Facebook?

Rob Martin, Digital Marketing Manager at The Lowry, Salford explains the implementation of Facebook ticketing at their venue as reported on the AMA COMMONS. Of note is the fact that at a cost of just £500 to integrate the new service, it paid for itself in the first month!

According to Rob “On average we sell around 50% of our tickets online, with the percentages rising for music and comedy.” Google Analytics revealed how important their Facebook page was for referring traffic, so logically they explored the option of selling tickets directly from Facebook.

“Live performances and ticket inventory taken from the Box office system into the … CMS now allows the website to share that information with Facebook users. The Facebook Events Page is a web application that … retrieves the current event information from the website via an exposed web service.“

Read more about the solution that paid for itself in a month: Lowry’s portrait of a Facebook ticketing operation

29 November, 2011 at 9:38 am Tim Roberts ARTS Australia 4 comments

Crowd Sourcing Meets Audience Sourcing, or is it just Audience Choice?

Some interesting trends for the future in Brazilian viewers choose what gets screened in local cinemas.

Mobz, a cinema chain in Brazil, hopes to make use of digital cinema to broadcast of live events, concerts, movies and more.

There is no programmer or “central decision-maker (who) chooses what gets shown, however; rather, local consumers are invited to vote on the site for the shows or films they want to see. When enough people vote for a particular screening, Mobz negotiates the details with the content owners and theaters, and viewers can then buy their tickets through the site. Mobz promotes the screening over social networks, and provided a minimum number of tickets are sold, the event or film is then aired. If the quota is not met, then those who had bought tickets are fully refunded.“

This is a similar model to that successfully applied by the filmakers of Four Eyed Monsters to build audiences for their film outside the traditional distributor model. Social networks are used to spread the word and, in effect, consumer advocacy drives the audience development.

While this is unlikely to have immediate applicability to whole live performances, maybe we will see more audience sourced content like that on a recent tour by Rufus Wainwright (for the Baby Boomer challenged, yes the son of Loudon III). The audience could vote in advance for the choice of songs that Rufus sang on an evening.

You will note that I have not, however, suggested cast selection reminiscent of Big Brother!

24 October, 2011 at 7:53 am Tim Roberts ARTS Australia Leave a comment

The Influences of Mobile Commerce on Shopping Behaviour

Diane Greig Senior Partner @CultureSparks spotted this article: 4 Ways Smartphones Are Changing Consumer Shopping Behavior

“Two-thirds of smartphone or tablet owners have used their devices to make purchases and more than 80% have used them to help in the purchase decision.“

The L.E.K. Consulting Mobile Commerce Survey identified four trends that businesses should monitor:

Price Harmonization:
Deeper Customer Relationships:
Social Media Influence:
Flash Retailers:

Download the full Report online here>>

3 September, 2011 at 3:30 pm Tim Roberts ARTS Australia Leave a comment

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