Here’s a social CRM campaign for Philips Norelco shavers. First we identified precisely the right prospects on Facebook. Then we built awareness with engaging video ads of New York celebrity hairstylist Mark Bustos giving a confidence boost to homeless men by offering free haircuts. Lastly, we drove customers down the funnel with more product-focused content to boost sales. Social CRM But it is the relatively new phenomenon of “Social CRM” that is most exciting for the future, particularly if you have ever worked in direct marketing. A few years ago, Ogilvy & Mather acquired a small company in Belgium. Social Lab is now one of the biggest assets we’ve got globally. They are pioneers in targeting consumers in social media, at the right time, with the things they are interested in. It’s a no-brainer. Our targeted social content outperforms non-targeted content by a factor of 2.5. They use “lookalike” modelling to target “twins” of people who know you already, and then leverage all the known interactions there are with them, engage and re- engage with them, test and re-test, never ignoring an action, tracking and re-targeting all the way, through from the initial prospecting to the final sale.