• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The i Community
 

The i Community

on

  • 1,315 views

www.onlinemarketingmanager.be ...

www.onlinemarketingmanager.be

Presentation talking about CRM, 360° marketing and how to put the consumer central. Giving some tips and tricks how to create an automated environment without a huge budget.

NL:
Bij e-commerce platformen staat de koper centraal.” Een veel gehoorde leuze, maar hoe pak je dit aan, hoe ga je je klant/consument benaderen en hoe speel je in op een veranderende maatschappij? De “i-community” is dé trend van 2010, waar de consument (“i”) regeert, meer dan ooit de touwtjes in handen heeft en nu ook de tools heeft om zijn wet te laten gelden. Hoe kunnen de bedrijven met hun 360° view hierop inspelen? Hoe kan je jouw klant - die eerder gelooft wat zijn buur hem zegt dan wat jij hem vertelt - toch omtoveren tot een brand advocate? Tijdens deze sessie wordt een tipje van de sluier opgelicht…

Statistics

Views

Total Views
1,315
Views on SlideShare
1,299
Embed Views
16

Actions

Likes
0
Downloads
22
Comments
1

3 Embeds 16

http://www.projetinternet.com 11
http://www.linkedin.com 3
http://www.slideshare.net 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Cookie next
  • Clothing next
  • MEER IS NIET ALTIJD BETER
  • NEXT Click / view = customer interest
  • NEXT Boughtintention
  • NEXT CUSTOMER SATISFACTION

The i Community The i Community Presentation Transcript

  • Selligent Interactive Marketing
    360°The i community
  • Wiezijn we?
    CRM & Interactive Software
    Since 1990 (Selligent Interactivesince 2002)
    More 1.000 clients (more than 170 interactive clients)
    More than 100.000 users of our software
    More than 9 billion e-mails every year!
    Connecting to A brands like Ikea, Sunweb, TUI, VW, Opel, etc.
    Selligent offices is:
    Benelux
    Germany
    France
    Spain
    2
  • 3
  • 4
  • 5
    More
    Is not always
    better!
  • We know whatyoudid…
    6
    CLICKED / VIEWED
    CUSTOMER INTEREST
  • We know whatyoudid…
    7
    BOUGHT
    CONVERSION
  • We know whatyoudid…
    8
    FILLED IN
    CUSTOMER SATISFACTION
  • Someeven know…
    9
    WEB BEHAVIOUR
    INTENTION
  • 5%
    conversion
    10
  • INFOBESITAS
    Still, most brands seeinteractivity as:
    11
    1 way
  • Still, most brands seeinteractivity as:
    12
    Personalisation based on confirmed data
    Same message for everybody
    Only used for promotions
    CMS personalisation
    Neuro-marketing: what?! Causing
    industry tunnel vision
    1 size fits all
  • But the target audience wants more…
    13
    i
    B2B & B2C
    Inter-channel rules!
  • But the target audience wants more…
    14
    i
    The conversation prism
  • But the consumer wants more…
    15
    START A DIALOGUE BY
    AUTOMATING AND INTEGRATING
    BUSINESS PROCESSES
  • Profile your target audience
    Delayed profiling:= find intentions= discover the white spots
    CRM
    Data mining
    RFM models
    Predictive modeling
    Real-time profiling:
    Web behaviour
    Click behaviour
    Convert unknown (pop-in)
    16
    The end of the excel sheets!
  • 17
  • The 1 to 1 urban legend
    Interest groups
    18
    300 Groups
    Personas
    Targets
  • From persona to interactive campaign
    Go beyond the simple campaigns:
    Welcome email / SMS
    Confirmation e-mail/SMS
    Yearly satisfaction survey
    Newsletter
    RSS feed
    19
  • From persona to interactive campaign
    Clever campaigns:
    Abandon shopping card (re-enter at exit point)
    Out of stock
    Alternative suggestion (if delivery takes longer than 24 hours)
    Weather forecast with insurance proposition
    Dynamic Newsletters based on combined real-time data (confirmed / non-confirmed)
    Dynamic websites: banners based on profiling, offering based on profiling
    Distribute content/offering:
    Auto-distribution: RSS
    User generated: add this, tweetme, etc.
    Theme generated RSS feeds (selection is added to user profile)
    Convert people on a clever way (pop-in, cookie based)
    Use brand advocates to generate content
    20
  • Your paradigma
    21
    Lot’s of data / no control about content / customers screaming
  • From brand to social brand
    22
    • Gather data:
    • Sales
    • Satisfaction
    • Web/digital channels
    • Think about conversion of channels
    • RFM models / Predictive modelling
    • Newsletters based on profiling
    • Clever campaigns in place
    • Exchanges with social networks
    • Follow visitors / content
    • Interact with customers on non-company platforms
    • Active use of social media in the marketing mix
    • Your PR team has become a communications team
    • Use your brand lovers for:
    • test of new products & services
    • generating content
  • 23
    Beyond B2C
    What are you doing between 2 client visits?
    Are your clients satisfied?
    How do you confirm client visits?
  • Mobistar
    Integrating social media
    Example of an interactive brand
    24
  • Mobistar
    25
    Become TempoMusic
    Be TempoMusic & get benefits
  • IKEA
    Example of a social brand
    Based on what exists,
    but assembly required!
    26
  • When we mix individual ideas
    POS: Mobile scanner
    POS: In store search
    IKEA personal catalogue
    IKEA Family Card
    IKEA Credit Card
    IKEA fan page
    IKEA 2nd hand website
    IKEA Christmas tree
    Facebook pages
    Adding:
    Web & mobile shopping list
    Routeplanner (inside the store)
    27
  • Contact info
    Hans Smellinckx
    Senior Consultant Interactive Marketing
    Hasselt – Charleroi – Brussels - Paris
    M: +32 (0)478 88 36 87
    E: hans.smellinckx@selligent.com
    Twitter
    Facebook
    Linkedin
    Blog: www.onlinemarketingmanager.be
    28