Proximity about Social CRM

  • Published on
    28-Oct-2014

  • View
    6

  • Download
    1

Embed Size (px)

DESCRIPTION

 

Transcript

  • 1. SOCIAL CRMWhen 2 Worlds Meet

2. 21 3. The limitations of SOCIAL MEDIASocial is certainly notobvious for each andevery organisation. 4. The limitations of SOCIAL MEDIAEven realtime isnot fast enough. 5. The limitations of SOCIAL MEDIAImpossible to scale. 6. The limitations of SOCIAL MEDIACustomers dontreally care aboutdepartments. 7. The limitations of CRM Even though very customer-focused, the customer is not actively involved. 8. The limitations of CRMCompany INSIDE OUT Customer 9. The limitations of CRMOther customerCompany INSIDE OUTCustomerOther customer Other customer Other customer 10. social media crm 11. Social relationships Social functionalitySocial colonization Social contextSocial commerce2006 200720082009 2010201120122013 2014Forrester, The future of the social web 12. people talking to each other online, yet no social networks Social relationshipsSocial functionality social networking Social colonizationfriends (walled gardens) social identies Social context (Facebook Connect) Social commerce customisation based on social profiles 2006 20072008 2009 2010 20112012 20132014 power to the (connected) customer (social CRM) Forrester, The future of the social web 13. SOCIAL MEDIA AND CRMWILL THEY BLEND? 14. LETS FIND OUT TODAY ...1. What is this social CRM all about?2. Advantages and opportunities3. Putting SCRM into practice4. Takeaway tweets 15. 1SO WHAT IS THISSOCIAL CRM ALL ABOUT? 16. I GUESS WE ALL AGREETHE WORLD HAS CHANGED 17. PEOPLEhave access to every possible information, therefore ...CUSTOMERSno longer need to listen, theyll just talk to each other. Meaning ...TRUSTtoday works totally different then it used to. 18. Disagree? Ask 19. TraditionalTodayForrester 20. YOUR BEST CUSTOMER ISNT NECESSARILYTHE ONE WHO BUYS MOST 21. Who is your most valuable customer?The 80/20 rule purchase value 22. Who is your most valuable customer?The 80/20 ruleThe 90/9/1 rule*1% creators 9% editors content contributionpurchase value 90% audience *cc Jake McKee & 90-9-1.com 23. Who is your most valuable customer?The 80/20 ruleThe 90/9/1 rule* 1% creators keep content contributionpurchase value 90% audience *cc Jake McKee & 90-9-1.com 24. Who is your most valuable customer?The 80/20 ruleThe 90/9/1 rule* 1% creators keep content contributionpurchase valuegrow 90% audience *cc Jake McKee & 90-9-1.com 25. Who is your most valuable customer?The 80/20 rule The 90/9/1 rule*1% creators keep content contributionpurchase valuegrow 90% audience acquire *cc Jake McKee & 90-9-1.com 26. Social CRM is thecompanys response to thecustomers ownership ofthe conversation.Paul Greenberg 27. Social CRM is a companys necessary response to itscustomers transformation from spectators toparticipants and their subsequent co-ownership of thebrand, based on their needs rather than on your rules. 28. social customer ?relationship management? ? 29. Company CustomerTRADITIONAL CRM: INSIDE OUTSOCIAL CRM: OUTSIDE IN 30. Other customerCompany CustomerTRADITIONAL CRM: INSIDE OUTSOCIAL CRM: OUTSIDE IN Other customerOther customerOther customer 31. Company TRADITIONAL CRM: INSIDE OUTSOCIAL CRM: OUTSIDE INCustomer 32. SO WHAT REALLY ISTHE DIFFERENCE? 33. Assigned departmentsWHOEveryoneCompany dened proces WHAT Customer dened procesBusiness hoursWHEN Customer sets the hoursDened channels WHERE Customer-driven dynamic channelsTransaction WHY InteractionInside outHOWOutside in 34. 2ADVANTAGESAND OPPORTUNITIES 35. 1 MARKETING & PR2 SALES3 CUSTOMER SERVICE 36. Purpose of Social ? 83% 13%2%1. Marketing and PR 2. Sales 3. Customer SupportSource: FollowFridays Survey 37. 1 MARKETING & PR Listening allows you to reach out toprospects at the very moment theyhave a specic need. Better analysis of marketingeffectiveness. Social media as a currency. 38. A better analysis of marketing effects.757569,219,221,9 18,8 11,56,33,1 pre-campaigncampaignpost-campaign= negative= neutral = postive 39. TastiRewards incentivizescustomers to associate theirTwitter, Facebook and Foursquareaccounts with their Tasti D-Litemembership cards.Each time your card is swiped, yourTwitter/Facebook/Foursquarestatus is updated and you earnextra points. 40. The value of sharing. 41. The value of sharing.each share equals $1.78 in ticket sales 42. 2 SALES Enriching prospect and customer data with social interactions to get a better view of the client.or myalso be asked fImagine Id der to provide saless in ors ocial profile enriched leads. ocially p eople with s 43. 3 CUSTOMER SERVICE Proactive problem solving and answering to customers. Better view of the clients situation (history,inuence, ...).Twitter has changed theculture of our company.Brian Roberts, Comcast CEO 44. Comcastcares 45. 3PUTTING THINGSINTO PRACTICE 46. THE FIVE MS OF SOCIAL CRMMMMMAccording to Altimeter Monitoring Mapping Management Middleware Measure 47. 1 MONITORING Similar to social media,you cant engage in socialCRM without listening rst. Monitor the social web forrelevant content. 48. 2 MAPPING Identify whos talking. Do wealready know this person onother social networks, ourown database, ...? Get people to map theirproles themselves (in returnfor rewards). 49. 3 MANAGEMENT The rules and processes that dene what were going to do with what we just learned: When are we going to respond how? How do we dispatch information to whom (remember social crm is about the entire organisation)? 50. 4 MIDDLEWARE The seamlessintegration of socialand corporate data. 51. 5 MEASURE We probably no longer need to convince you of the importance of measuring ... Yet what you cant measure, you cant improve. 52. 18 use cases to have alook at. We picked a fewfor this next example. 53. LETS TRYAN EXAMPLE 54. Remember this bike? 55. Lets imagine for a secondwere bicycle dealers andwant to sell Bart a new bike. 56. 1 2AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE 57. 1 Googlehttp://www.url.com 58. Bart has done extensive research, yet hecant decide between two models. In order tomake a nal decision, he turns to his friends. 59. 1 Choose my bikehttp://www.url.com Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper. Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper. 60. 1 Facebookhttp://www.url.comOR Dont pick the designer bike. Way too expensive! The Kalkhoff is better, even features built-in USB! 61. 1 So why is this interesting? Bart discusses both bikes (and probably thedealership as well) extensively with his onlinefriends. If the dealer manages to monitor theseconversations properly, hell have access to salesinformation hes never had before. Moreover, the conversation might well havedrawn in a number of other interesting leads. 62. Bart decides to buy this bike. 63. 1 2AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE 64. Just like any other consumer, Bartspretty excited about his new purchase.As soon as he returns home, heimmediately visits his favorite onlinesocial networks to share hisenthousiasm with friends and family. 65. 2Facebookhttp://www.url.com Woot! Just bought myself a new bike! Super! Which one did you pick? Wow! What color did you choose? I like! 66. Thats great news! Yet as a bicycle dealer,were missing quite an opportunity. Letshelp Bart share his enthousiasm. 67. 2 Facebookhttp://www.url.com Woot! Just bought myself a new bike! Go have a look at http://bycic.ly/47z6mSuper!I want one too!!!OMG! USB!I like! 68. 2Bycic.ly http://www.url.com Congratulations Bart with your brand new Kalkhoff bike. Have fun!Bike specificationsSuper! I want one too!!! OMG! USB! I like! 69. 2 So why is this interesting? Were optimally using Barts enthousiasm to tell hisfriends about the Kalkhoff brand. Comments and congratulations provide us withinteresting insights on why people (dis)like the bike. And again, the conversation might well have drawna number of new leads. Were able to nd out which of our customers areable to reach the largest network of friends. 70. WHY THE BICYLE DEALER BENEFITS Enrich (map) our database with social proles. Topic of conversation among Barts friends. Closely monitor the conversation. Gather leads based on comments and discussions. Conrm customers in their purchase decision. WOM: Bart becomes our most trusted sales representative. 71. 45 TAKEAWAYTWEETS 72. Social CRM is not areplacement for traditionalCRM, nor for social media.74 characters 73. Its a solution tobusiness problems thathave always existed.62 characters 74. SCRM is a (long-term)strategy. Technologyonly is the enabler.63 characters 75. Theres no suchthing as one sizets all.43 characters 76. Were just scratching the surface. And you should do that too*.62 characters* dont worry: while youre doing so, well be glad to help you. 77. thanks you! 78. ! !!Follow Fridays Briefing!Contact Info!!"#$%&( ! !!)"*+,$(( ( !!-,,$.//0! !!!1//0! !! !!23.*+%"! ! !!40/%5! ! ! !!6"5",,.(7(8)9!!!!!ROSI Profiel:.(;"5+(3(;"?(/./5@+%*>(+,"(%.(3;(?"#$%&A( !"##$%&!(!)*+!,**-!.*+!/-/01%$23!3#4%./5*!67#/03!8##,0*!9-/01%$23!#4!/-:*5!;/((*%/%$,!5/;;#5%*-!=$%!#>!>$?-!#-0$-*!/2%$@$%*$%*-!%*!!>#-$%#5*-&! !(!,*+5=$(!5*,*0>/%$,!:*!:/%/!=$%!.*+!/-/01%$23!5/;;#5%*-!#>!#-0$-*!>/5(*%$-,+*30$33$-,*-!!%*!-*>*-!*-!>$?-!#-0$-*!/2%$@$%*$%*-!+$?!%*!3%=5*-&! !A$?-!.*+!/-/01%$23!:/%/!$3!>*%!#@*5$,*!>/5(*%$-,:/%/!,*B-%*,5**5:!$-!**-!>/-/,*>*-%C+*30$33$-,3:/3)+#/5:&!!!:.(;"5