Social Media Supported CRM with Mey İçki

Mey İçki's Digital Customer Engagement Revolution: A Success Story of CRM and Social Media Integration with Information Systems

Customer Overview: Industry Leader Mey|Diageo

For Mey|Diageo, a well-established and market-leading player in the Turkish beverage industry, adapting to the dynamics of the digital age and continuously improving customer relationships is not only a competitive advantage but also a fundamental requirement for sustainable success. For such a large, multi-brand organization, responding to evolving consumer expectations, deepening brand loyalty, and optimizing marketing strategies based on data depends on proactively renewing customer interaction models.

Mey İçki's corporate history began in 2004 with the privatization of Tekel's alcoholic beverages division. Rapidly strengthening its position in the sector, the company became "Mey|Diageo" in 2011 under the umbrella of Diageo, a global leader operating in approximately 180 countries. Today, Mey|Diageo operates in Türkiye through two separate companies, one specializing in production and the other in sales and marketing.

This deep-rooted history and market leadership have paved the way for Mey|Diageo to face unique challenges in its digital transformation journey. The large customer base and the flow of data from various channels have made the need to create a holistic and effective customer management strategy crucial.

Strategic Challenge: From Dispersed Data to Holistic Customer Relationships

In the digital age, achieving a unified customer view is a strategic imperative, especially for companies like Mey İçki, which boast multiple major brands in their portfolio. Centralizing and making sense of data from various touchpoints is a prerequisite for personalized communication, increasing marketing efficiency, and maximizing customer lifetime value. Without this holistic perspective, marketing efforts fall short, and valuable customer insights are lost.

This is where the fundamental business challenge Mey İçki faced emerged: Customer and potential customer information for Kayra, one of the company's valuable brands, came from disparate and independent sources. This prevented the creation of a unified and segmentable database necessary for executing targeted and effective communication campaigns. This disorganized data structure not only rendered marketing targeting ineffective but also caused valuable social media interactions to remain disconnected from the CRM strategy, creating a series of interconnected challenges.

Key Challenges:

Dispersed Customer Data: The inability to centrally collect customer and prospect information from various channels, leaving this data siloed.
Targeting Difficulty: The inability to precisely reach target audiences and personalize messages in marketing activities such as emails.
Unintegrated Social Media Management: Brand interactions and management on critical social media platforms like Facebook and Twitter were conducted reactively and disconnected from a central CRM strategy.

Overcoming these challenges required more than isolated improvements. Mey İçki needed a comprehensive, technology-focused solution that centralized customer data, optimized marketing activities, and integrated social media channels into this structure.

Implemented Solution: Bilgi Birikim Sistemleri's Integrated Approach

In response to this strategic need, Bilgi Birikim Sistemleri not only delivered a technology application for Mey İçki but also launched a strategic initiative that fundamentally transformed the company's customer interaction model. The implemented solution was based on a holistic approach that brought together dispersed data, transformed data into actionable insights, and transformed social media into an interactive dialogue channel.

The components of the integrated solution offered by Bilgi Birikim Sistemleri are as follows:

Central CRM Database Installation: The project was founded on the goal of creating a robust data backbone upon which all customer interactions would be built: Bilgi Birikim Sistemleri collected all customer and candidate data for the Kayra brand from various sources and consolidated it into a single, unified CRM database. This centralization step created a strategic foundation by enabling instant data grouping and precise segmentation for targeted marketing activities.
FollowX and Social Media Management: Bilgi Birikim Sistemleri's proprietary software, "FollowX Social Media Management," was deployed to complement the centralized data structure and proactively manage brand reputation and customer engagement. This powerful tool gave Mey İçki's brands the ability to proactively manage their presence on platforms like Facebook and Twitter. FollowX was used to increase brand impact, deepen customer engagement, and connect social media communications to a central strategy.
Event Management via Social Media: As an innovative component of the project, event management processes were also digitized and implemented directly on social media platforms. This approach increased operational efficiency and enabled more effective communication of events to target audiences.

These integrated components combined to create a powerful, interconnected system that enabled Mey İçki to transition from scattered data to holistic customer management. This strategic implementation quickly began producing tangible and measurable business results.

Project Impact: Measurable Results and Gains

The true value of any technology investment is measured by the tangible business results and return on investment (ROI). This project, implemented in collaboration with Mey İçki and Bilgi Birikim Sistemleri, went beyond operational efficiency and delivered measurable and strategic value to Mey|Diageo.

The key benefits of the integrated solution are as follows:

360-Degree Customer View: The integration of all customer and candidate data into a single CRM platform has given Mey İçki a holistic perspective it never had before. This 360-degree customer view has given the company a strategic edge in conducting more in-depth analysis for the Kayra brand, understanding customer behavior, and personalizing marketing activities.
Highly Precise Marketing Impact: The ability to group and segment data within the CRM has fundamentally transformed the effectiveness of email marketing campaigns. Campaigns can now be delivered directly to targeted audiences with tailored messages, increasing engagement rates and significantly reducing resource waste. This has directly and measurably increased the return on investment (ROI) of the marketing budget.
Enhanced Brand Engagement Impact: The integration of FollowX software has transformed social media from a one-way broadcast channel into a two-way, interactive dialogue tool. Mey İçki has become able to more effectively manage its brand reputation on platforms like Facebook and Twitter, respond instantly to customer feedback, and proactively increase its brand influence.
Efficient Event Management Impact: Managing events directly through social media platforms has significantly simplified and made organizational processes more efficient. This approach provides faster and broader access to potential attendees and creates a more vibrant digital interaction environment around events. This, in turn, has the potential to build a brand community and increase event attendance.

This project stands out as a powerful demonstration of how the right combination of technology and strategy can transform a company's relationship with its market and customers.

Conclusion: The Power of a Strategic Partnership

Mey İçki's challenges of dispersed customer data and unintegrated communication channels evolved into a successful digital transformation story thanks to the strategic partnership established with Bilgi Birikim Sistemleri. This project went beyond simply implementing technological tools; it completely reshaped Mey İçki's customer relationship and social media management paradigm. Leveraging a centralized CRM database and innovative solutions like FollowX, a data-driven, targeted, and interactive communication model was implemented. This transformation has transformed Mey|Diageo into a data-driven organization that not only overcomes today's marketing challenges but also has the capacity to lead the customer relationship trends of the future.