Thursday, 18 February 2010

FACEBOOK FAN PAGES: THE FUTURE OF CRM



This video on Facebook fan pages shows that there is still a long way to go before these pages really reach their potential. Lots of brands are developing Facebook fan pages, and my agency is no exception. But like any new innovation there is a gimmick stage, and then the real business begins. These pages now need to work harder to truly capture the imaginations of cynical consumers, and budget-squeezed marketers.

Brands now have pages with thousands, and sometimes millions of fans, but what do they do with them?

Unfortunately, most brands and a very few agencies will know the answer, or have the resources to tackle the question. The combination of skills required to make these pages work is not in place in most agencies. Plus many brands create these pages with the wrong intentions, and are chasing the latest thing to tick on a box on the marketing plan, rather than understanding the radical repercussions it could have on their business.

For me Facebook fan pages are a key building block in the future of CRM.

This involves:

- Structuring your page intelligently to reflect different customer needs
- Design a customer life cycle or migration map that moves fans through each need stage
- Segment fans by influence, sentiment, activity, and other variables to differentiate what you say and offer to them
- Reward and incentivize high value fans
- Move towards one-to-one approaches
- Track and measure obsessively
- Integrate Facebook into the brand's broader digital ecosystem

Understand in CRM, that the Holy Grail of metrics, is customer lifetime vale (LTV). Build models, and optimise your campaigns to drive these LTV models.

This is all very serious stuff, and a world away from how most brands use fan pages, but watch this space. Facebook Fan Pages, the future of CRM.

1 comment:

Lennard said...

I like the idea of the customer lifecycle map. A simple question when joining a group could find out how regular that person purchases the product etc and therefore more target messages could be fed to them.
I also like the idea of the intelligent page - the page could remember which user used which site and then recommend new pages. links back to the idea of flow on websites.
i have personally have just become fan of my first brand page, but only because i though id get something for free, therefore i agree with what the people on the video said - i dont really identify myself through brands on facebook, more music or bands - although they could be seen as brands in their own right.
Lennard