Social CRM                     Myth or Reality                     jo@dearmedia.be                     @jcaudronvrijdag 8 ...
• a digital consulting company               • founded in 2009 by Jo Caudron               • our mission is to help you fin...
Strategy & concept development                                                                  Mobile & Tablets          ...
What about                     social media?vrijdag 8 maart 13                   4
vrijdag 8 maart 13                                                                                            Radio       ...
The 7 C’s of “Engagement”                                                     Customers &                                 ...
@jcaudron         7.000.000.000vrijdag 8 maart 13                   7
2.000.000.000   @jcaudron         7.000.000.000vrijdag 8 maart 13                   8
1.500.000.000                     2.000.000.000   @jcaudron         7.000.000.000vrijdag 8 maart 13                   9
6.000.000.000                     1.500.000.000                     2.000.000.000   @jcaudron         7.000.000.000vrijdag...
So let’s try to tap into all that                                 activity.vrijdag 8 maart 13                             ...
So what is ...?vrijdag 8 maart 13                     12
What is Social CRM?                               “Social CRM is a philosophy and a business strategy,                    ...
Is this CRM?vrijdag 8 maart 13                  14
Is this CRM?vrijdag 8 maart 13                  15
Is this CRM?vrijdag 8 maart 13                  16
Is this CRM?vrijdag 8 maart 13                  17
Is this CRM?vrijdag 8 maart 13                  18
Is this CRM?vrijdag 8 maart 13                  19
Bottom-line   Most companies have NO social CRM                        They have NO decent web-CRM                        ...
So what is happening?vrijdag 8 maart 13                           21
First thisvrijdag 8 maart 13                22
Forget                                         CRM                                  It just became                        ...
AUDIENCE                     Engaged         Existing                     Audience        Clients                         ...
Full audience, total              Aim 1:                                                                possible reach of ...
It’s becoming complexvrijdag 8 maart 13                           26
stuff, stuff, stuff, stuff, big stuff                                                                         Social CRM  ...
It’s becoming big toovrijdag 8 maart 13                           28
@jcaudron                     BIG DATA!vrijdag 8 maart 13               29
All the traditional                                                Tweets      (structured) input                         ...
oops   @jcaudron                            BIG DATA!vrijdag 8 maart 13                      31
How does the social and mobile data-buzz becomes meaningful?                                 From manual to machine?   @jc...
How do you get unstructured thoughts,                        emotions, intentions, opinions, ...                       of ...
You can use social media                      and big data to predict                      the future of the world   @jcau...
But can you predict the                        next purchase of                         one individual?                   ...
Relevant individual solutions                                                           Mobile                     B I G  ...
Steps to takevrijdag 8 maart 13                   37
now               1. Build your Social RM                                        (whatever that may be for you)           ...
But whatever you use it for...vrijdag 8 maart 13                                    39
me                         Use it to be relevant,                     help and service, not to spam   @jcaudronvrijdag 8 m...
Social CRM                     Myth or Reality                     jo@dearmedia.be                     @jcaudronvrijdag 8 ...
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DearMedia Social CRM

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Is Social CRM the new Holy Grail? How big is the hype and what is reality? A critical view on all types of (online) CRM and what Social CRM actually means today.

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DearMedia Social CRM

  1. 1. Social CRM Myth or Reality jo@dearmedia.be @jcaudronvrijdag 8 maart 13 1
  2. 2. • a digital consulting company • founded in 2009 by Jo Caudron • our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clients @jcaudronvrijdag 8 maart 13 2
  3. 3. Strategy & concept development Mobile & Tablets Online Media Social Media Connected TV Impact on traditional communication, media, business, ... @jcaudronvrijdag 8 maart 13 3
  4. 4. What about social media?vrijdag 8 maart 13 4
  5. 5. vrijdag 8 maart 13 Radio @jcaudron TV Print Billboards From ... DM Social Media Marketing & Communication Sales The sky is the limit... Service & Support HR ... to IT Social Business PR & External Commun. R&D & Enterprise 2.05
  6. 6. The 7 C’s of “Engagement” Customers & Relaties (B2C + Compe- Public B2B) Influencers Media Staff titors Listening to anticipate potential damaging messages that can create Crisis crisis situations in the organization. Responsive Listening to provide help & support to people Care with questions or problems. Listening to understand people’s needs & expectations, being ‘close’ Closeness to their feelings and acting upon it. Listening to understand the broader picture: what are trends in consumer behavior, Context technology, the industry,..to find relevant insights. Collaboration Listening to collaborate & co-create with the community to develop better products & services Pro-active Content Pro-active outbound initiatives to engage in content marketing via social media Conversion Listening to spot opportunities to convert people to your business.vrijdag 8 maart 13 6
  7. 7. @jcaudron 7.000.000.000vrijdag 8 maart 13 7
  8. 8. 2.000.000.000 @jcaudron 7.000.000.000vrijdag 8 maart 13 8
  9. 9. 1.500.000.000 2.000.000.000 @jcaudron 7.000.000.000vrijdag 8 maart 13 9
  10. 10. 6.000.000.000 1.500.000.000 2.000.000.000 @jcaudron 7.000.000.000vrijdag 8 maart 13 10
  11. 11. So let’s try to tap into all that activity.vrijdag 8 maart 13 11
  12. 12. So what is ...?vrijdag 8 maart 13 12
  13. 13. What is Social CRM? “Social CRM is a philosophy and a business strategy, WTF? supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment...”vrijdag 8 maart 13 13
  14. 14. Is this CRM?vrijdag 8 maart 13 14
  15. 15. Is this CRM?vrijdag 8 maart 13 15
  16. 16. Is this CRM?vrijdag 8 maart 13 16
  17. 17. Is this CRM?vrijdag 8 maart 13 17
  18. 18. Is this CRM?vrijdag 8 maart 13 18
  19. 19. Is this CRM?vrijdag 8 maart 13 19
  20. 20. Bottom-line Most companies have NO social CRM They have NO decent web-CRM They have NO customer-journey CRM OK, some might have some sales-oriented CRMvrijdag 8 maart 13 20
  21. 21. So what is happening?vrijdag 8 maart 13 21
  22. 22. First thisvrijdag 8 maart 13 22
  23. 23. Forget CRM It just became RM (do you know who is a customer and who is not?)vrijdag 8 maart 13 23
  24. 24. AUDIENCE Engaged Existing Audience Clients Full Market @jcaudronvrijdag 8 maart 13 24
  25. 25. Full audience, total Aim 1: possible reach of people convert “general influenced and impacted by audience” into “engaged AUDIENCE the brand audience” (social relationship) Aim 2: convert “engaged audience” into clients Engaged Existing People in a (short term) Audience commercial relationship Clients Total market, including those not impacted by People in a social the brand relationship with the brand (via Facebook, Twitter,...), not linked to a commercial relationship Aim 2: Full Market turn existing clients (commercial relationship) into @jcaudron engaged customers (social long term relationship)vrijdag 8 maart 13 25
  26. 26. It’s becoming complexvrijdag 8 maart 13 26
  27. 27. stuff, stuff, stuff, stuff, big stuff Social CRM sales support online/offline/PoS web/social profile integrity opportunities the full customer journey RM care online journey sales & support access sales profiles support Web CRM CRM brand subscriptions online/offline/PoS opportunities profiling the full customer journey targetting sales servicevrijdag 8 maart 13 27
  28. 28. It’s becoming big toovrijdag 8 maart 13 28
  29. 29. @jcaudron BIG DATA!vrijdag 8 maart 13 29
  30. 30. All the traditional Tweets (structured) input Check-ins Mobile Stuff The quantified self (Youtube) videos Facebook Stuff Spotify Streams Machine2Machine Sensor data (IoT) @jcaudron BIG DATA!vrijdag 8 maart 13 30
  31. 31. oops @jcaudron BIG DATA!vrijdag 8 maart 13 31
  32. 32. How does the social and mobile data-buzz becomes meaningful? From manual to machine? @jcaudronvrijdag 8 maart 13 32
  33. 33. How do you get unstructured thoughts, emotions, intentions, opinions, ... of billions of people in a database? ? @jcaudronvrijdag 8 maart 13 33
  34. 34. You can use social media and big data to predict the future of the world @jcaudronvrijdag 8 maart 13 34
  35. 35. But can you predict the next purchase of one individual? - who’s able to work out the actual business rules? - what business people are able to use these rules to do business? @jcaudronvrijdag 8 maart 13 35
  36. 36. Relevant individual solutions Mobile B I G feed trends SMALL DATA add live DATA Apps + intelligence Location + Profiles + Social Recommendations @jcaudronvrijdag 8 maart 13 36
  37. 37. Steps to takevrijdag 8 maart 13 37
  38. 38. now 1. Build your Social RM (whatever that may be for you) ASAP 2. Integrate with your online RM (branding, profiling, subscriptions, targetting) Who knows 3. Integrate with that Holy-Grail-Corporate RM when (that probably will never come)vrijdag 8 maart 13 38
  39. 39. But whatever you use it for...vrijdag 8 maart 13 39
  40. 40. me Use it to be relevant, help and service, not to spam @jcaudronvrijdag 8 maart 13 40
  41. 41. Social CRM Myth or Reality jo@dearmedia.be @jcaudronvrijdag 8 maart 13 41
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