Speaker: Loic Moisand

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"Taking Customer Engagement to a whole new level"
Grow and nurture a community of advocates

Published in: Business, Technology
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Speaker: Loic Moisand

  1. 1. Taking customer engagement to a whole newlevelLoic MoisandCEO Synthesio@loicmo
  2. 2. “Marketing is the ongoing process of engagementwhereby strangers are nurtured into advocates.”Trey Pennington @loicmo Synthesio
  3. 3. Why people share online? Self- actualization Esteem Love/Belonging Safety Physiological Maslow Hierarchy of Needs @loicmo Synthesio
  4. 4. What insights can you find? Complaints Expectations Crisis situations Product ideas Leads … @loicmo Synthesio
  5. 5. From customer intelligence to customer engagement, the mainchallenge is time Customer insights Research Marketing PR Sales Customer Other •Consumer •Campaign •Crisis •Lead support • HR insights’ measurement management generation •Complaints • Executive’s analysis •Influencers •Online •Prospect management reputation •Competitive outreach footprint outreach • Technical • etc intelligence measurement support Customer Engagement Adapted from Forrester Research
  6. 6. Orange Telecom Case Study A 3 steps communty management strategy Engage Analyze 5 to 50 community managers Listen 3 types of contributors 3000 Coments / day• We have built Orange a combined listening and engagement platform which enables a team of 50 community managers to respond to questions and comments made by customers on the web• By increasing the visibility online of answers to common questions, Orange estimates is has already saved « a few million euros » through a reduction in call centre volumes
  7. 7. Step 1 Detect online communities Spheres of influence, detractors andadvocates @loicmo Synthesio
  8. 8. Step 2 Find contributors and super-contributors 1% Super-contributors 9% Contributors 90% Spectators @loicmo Synthesio
  9. 9. Step 3 Hire a team of community managers for customerengagement @loicmo Synthesio
  10. 10. Measure ROI Reduction in call center volumes Detection of customer insights to build a better product Identification of collective problems @loicmo Synthesio
  11. 11. Self regulation, the community managementNirvana @loicmo Synthesio
  12. 12. Social media monitoring and engagement Loic Moisand CEO @loicmo

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