Thomas Gala-Garza
Pronouns: he/him
Research Mentor(s): Bruce Belzowski
Research Mentor School/College/Department: Automotive Futures / Other
Program:
Authors: Thomas Gala-Garza, Bruce Belzowski
Session: Session 1: 9:00 am – 9:50 am
Poster: 51
Abstract
For this project, our goal was to develop a more future-proof growth strategy utilizing the social media platform LinkedIn. The Automotive Futures Group provides research into and conferences on the future of the automotive industry. For over four years, Managing Director Bruce Belzowski has used LinkedIn to locate and build rapport with professionals who can contribute to this work. Critical analysis of current marketing strategy revealed a need for more consistent and easily trackable customer relationship management (CRM). Using an existing account of LinkedIn connections as a base, a new CRM database was created and maintained over 8 months. This new database is tailored to customers directly relevant to the company’s conferences or research. It also tracks customers’ relationship with both Mr. Belzowski’s personal account and the company’s LinkedIn page. Finally, it utilizes data coding to assign areas of expertise to each customer, for future reference when selecting candidates for conferences. All customers in the database were placed along a sales funnel in which the first step is connecting with Mr. Belzowski’s personal LinkedIn account. For those in the funnel, three main goals were identified: attending or speaking at a conference; participating in research, and becoming a member of Automotive Futures’ paid affiliate program. By including additional information about the customer journey, this new database, combined with the easily approachable funnel model, is indeed a more accessible CRM solution, as initial analysis called for.
