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A Case Study In Social CRM Without Technology: The Green Bay Packers

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Paul Greenberg
Paul Greenberg

Social CRM is a strategy for customer engagement not a technology per se. This is an SCRM success story that didn't use SCRM tools to be successful. A case in point case study.

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The GreenBay PackersA Unique Case Study
Strategic, ongoing program, long term – not a database project with an end.Since 1919, Green Bay football (became the Packers in 1935) and the community have been mutually embedded. Landmark names like Holmgren Way or Vince Lombardi Middle School abound throughout city.LongTerm
The citizens of Green Bay support the purchase of Packer merchandise as both an extended sales force and buyer.Packer goods and colors are omnipresent in the form of key chains, jackets, cars, calendars, bobble heads and beer bottles, among many other things. Purchases are a staple, not a big deal, discretionary spend.MerchandisingIsACommunity Venture
The Packers release the details of the personal lives of their players (with permission) to increase the intensity of the interactions between the fans and players.In 2004, Ahman Green loved deviled eggs for Thanksgiving; Ryan Longwellchowed down on cornbread casserole for the Christmas season. Current and past Packers are routinely met and greeted on the street – and glad for the interaction.Highly Personalized Experience
Team members settle in and open businesses; the team is involved philanthropically deep into the city’s pores.There is a Green Bay Packers Foundation; 4000 signed items provided for auction; Special Olympics; Pop Warner football leagues; Feed the Children; school appearances, etc. Ex-Packers (Willie Wood, Herb Adderley, Willie Davis, etc.) all live in and contribute to Green Bay. Donald Driver, and James JonesIntense Community Involvement = Value Given
Results using social networks: MehUse of Social Media ChannelsFacebook: 221,843 fansTwitter: 14,682 followersBut…
ValueReceivedAmazing return for this successful “SCRM” program.FY2009 revenue was roughly $248 million in a town of 106,000 hearty souls – about $2340 per citizen!
Close to 100 percent brand recognition makes them not only a regional but a nationally recognized team.Don’t need to say more than that about the Packers, do I?BrandRecognition

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A Case Study In Social CRM Without Technology: The Green Bay Packers

  • 1. The GreenBay PackersA Unique Case Study
  • 2. Strategic, ongoing program, long term – not a database project with an end.Since 1919, Green Bay football (became the Packers in 1935) and the community have been mutually embedded. Landmark names like Holmgren Way or Vince Lombardi Middle School abound throughout city.LongTerm
  • 3. The citizens of Green Bay support the purchase of Packer merchandise as both an extended sales force and buyer.Packer goods and colors are omnipresent in the form of key chains, jackets, cars, calendars, bobble heads and beer bottles, among many other things. Purchases are a staple, not a big deal, discretionary spend.MerchandisingIsACommunity Venture
  • 4. The Packers release the details of the personal lives of their players (with permission) to increase the intensity of the interactions between the fans and players.In 2004, Ahman Green loved deviled eggs for Thanksgiving; Ryan Longwellchowed down on cornbread casserole for the Christmas season. Current and past Packers are routinely met and greeted on the street – and glad for the interaction.Highly Personalized Experience
  • 5. Team members settle in and open businesses; the team is involved philanthropically deep into the city’s pores.There is a Green Bay Packers Foundation; 4000 signed items provided for auction; Special Olympics; Pop Warner football leagues; Feed the Children; school appearances, etc. Ex-Packers (Willie Wood, Herb Adderley, Willie Davis, etc.) all live in and contribute to Green Bay. Donald Driver, and James JonesIntense Community Involvement = Value Given
  • 6. Results using social networks: MehUse of Social Media ChannelsFacebook: 221,843 fansTwitter: 14,682 followersBut…
  • 7. ValueReceivedAmazing return for this successful “SCRM” program.FY2009 revenue was roughly $248 million in a town of 106,000 hearty souls – about $2340 per citizen!
  • 8. Close to 100 percent brand recognition makes them not only a regional but a nationally recognized team.Don’t need to say more than that about the Packers, do I?BrandRecognition