o impacto dos social media no conhecimento do cliente                       Sofia Natal @ Bootcamp Empresarial
http://www.youtube.com/watch?v=_qtROM5kNdk                   QuickTime™ and a                    decompressor            a...
2,080,000,000internet users                 fonte: the nielsen company
+405,000/dia2,080,000,000internet users                    fonte: the nielsen company
2,080,000,000internet users                 fonte: the nielsen company
2,080,000,000internet users                 fonte: the nielsen company
fonte: the nielsen company
fonte: the nielsen company
3× maismobile subscriptionsque TVs                fonte: the nielsen company
fonte: the nielsen company
70%compram commobile apps              fonte: the nielsen company
fonte: the nielsen company
Blog post about the
2/3 concordamconsumidores já nãoconfiam nos marketers          fonte: ogilvyone “future of selling”, outubro 2010
THE SALES FUNNEL     (est. 1898)
THE CUSTOMER JOURNEY
EXPERIENCE PRODUCTEVERYPLACE  PLACEEXCHANGE  PRICEEVANGELISMPROMOTION
digital body language
LOCATIONdigital body language intenção de compra    PESQUISA    PESQUISAS                   SITES                CONVERSAS
innovation   accountability
we sell, or else.
win more customersmake them more valuable
BRANDS    GRPsTRANSACTIONS
TOTAL CUSTOMER CONTRIBUTION
CUSTOMER EXPERIENCEunlock customer value        REWARDS   BEHAVIORAL ECONOMICS
CONSUMER INTENT MODELINGResearched over 20 Baby sites to identify more CRM Strategy                   Digital at the Heart...
The trend dominating the agenda ofCRM professionals?The necessity to adapt to the rapidlychanging ‘social’ consumer. Forre...
Creating more flexibleCRM modelsOpen Data Cost
Making CRMeasier to deliver1:1 1:many 1:1:many
Making CRMhappen in real-time  Mobile Location-based
CRM
Listening                                  Participatingfor insights from conversationsthat drive engagement and          ...
ListeningMining insights from conversations that drive       engagement and propositions      Volume Sentiment Language Em...
http://www.youtube.com/watch?v=InrOvEE2v38
Participating   With customers in authentic conversations Existing Inviting Servicing
http://www.youtube.com/watch?v=RbkS8AnqNGU
Activatinginfluence in and out of   your customer set
Engagingindividuals and communities with brand value exchange, wherever they gather
QuickTime™ and a                 decompressor         are needed to see this picture.http://www.youtube.com/watch?v=Txn_8V...
In order to understand Social Media we need to look at our brands                                                     our ...
Getting started today• Don’t create a standalone social media strategy — embed it into an existingprogramme• Conversation ...
Dont Wait For Perfect Measurement, Focus On The Bottom Line
Sofia NatalBusiness DirectorOgilvyREDby OgilvyOne worldwide, LisbonOffice: +31-3218084Cell: +351 910570801E-mail: Sofia.Na...
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
Social CRM - the next evolution in marketing
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Social CRM - the next evolution in marketing

  1. 1. o impacto dos social media no conhecimento do cliente Sofia Natal @ Bootcamp Empresarial
  2. 2. http://www.youtube.com/watch?v=_qtROM5kNdk QuickTime™ and a decompressor are needed to see this picture.
  3. 3. 2,080,000,000internet users fonte: the nielsen company
  4. 4. +405,000/dia2,080,000,000internet users fonte: the nielsen company
  5. 5. 2,080,000,000internet users fonte: the nielsen company
  6. 6. 2,080,000,000internet users fonte: the nielsen company
  7. 7. fonte: the nielsen company
  8. 8. fonte: the nielsen company
  9. 9. 3× maismobile subscriptionsque TVs fonte: the nielsen company
  10. 10. fonte: the nielsen company
  11. 11. 70%compram commobile apps fonte: the nielsen company
  12. 12. fonte: the nielsen company
  13. 13. Blog post about the
  14. 14. 2/3 concordamconsumidores já nãoconfiam nos marketers fonte: ogilvyone “future of selling”, outubro 2010
  15. 15. THE SALES FUNNEL (est. 1898)
  16. 16. THE CUSTOMER JOURNEY
  17. 17. EXPERIENCE PRODUCTEVERYPLACE PLACEEXCHANGE PRICEEVANGELISMPROMOTION
  18. 18. digital body language
  19. 19. LOCATIONdigital body language intenção de compra PESQUISA PESQUISAS SITES CONVERSAS
  20. 20. innovation accountability
  21. 21. we sell, or else.
  22. 22. win more customersmake them more valuable
  23. 23. BRANDS GRPsTRANSACTIONS
  24. 24. TOTAL CUSTOMER CONTRIBUTION
  25. 25. CUSTOMER EXPERIENCEunlock customer value REWARDS BEHAVIORAL ECONOMICS
  26. 26. CONSUMER INTENT MODELINGResearched over 20 Baby sites to identify more CRM Strategy Digital at the Heart of a than Reviewed 10,000+ Related Terms to Select Categorized All Related Words by Subject, Topic, 200 Trailhead Words Master List of 1,663 Keyword Phrases Category, Semantic Reference, Searcher Task and Functional Foods Relationship. For moreEstimated Monthly Search Demand over 13 Million than 8,500 Individual Categorizations Consumer Intent at the Heart of a Digital Strategy Key findings • Importance of pre-natal and first months (e.g. breastfeeding, colic) • Tools are vital (baby naming, ovulation, feeding charts, recipes...) • Coupons and sampling • Specific insights on functional benefits to inform product innovations
  27. 27. The trend dominating the agenda ofCRM professionals?The necessity to adapt to the rapidlychanging ‘social’ consumer. Forrester
  28. 28. Creating more flexibleCRM modelsOpen Data Cost
  29. 29. Making CRMeasier to deliver1:1 1:many 1:1:many
  30. 30. Making CRMhappen in real-time Mobile Location-based
  31. 31. CRM
  32. 32. Listening Participatingfor insights from conversationsthat drive engagement and CRM with customers in authentic conversationspropositions in the SocialActivating Engaginginfluence in and outside of Era communities with brand valueyour customer set exchange wherever they gather
  33. 33. ListeningMining insights from conversations that drive engagement and propositions Volume Sentiment Language Emerging
  34. 34. http://www.youtube.com/watch?v=InrOvEE2v38
  35. 35. Participating With customers in authentic conversations Existing Inviting Servicing
  36. 36. http://www.youtube.com/watch?v=RbkS8AnqNGU
  37. 37. Activatinginfluence in and out of your customer set
  38. 38. Engagingindividuals and communities with brand value exchange, wherever they gather
  39. 39. QuickTime™ and a decompressor are needed to see this picture.http://www.youtube.com/watch?v=Txn_8V1yZ2Y
  40. 40. In order to understand Social Media we need to look at our brands our consumers
  41. 41. Getting started today• Don’t create a standalone social media strategy — embed it into an existingprogramme• Conversation monitoring — start with the first scan• Develop rules of engagement for your brand• Skill up the organisation in social• Plan your branded value exchange• Identify your primary community platform• Call us
  42. 42. Dont Wait For Perfect Measurement, Focus On The Bottom Line
  43. 43. Sofia NatalBusiness DirectorOgilvyREDby OgilvyOne worldwide, LisbonOffice: +31-3218084Cell: +351 910570801E-mail: Sofia.Natal@ogilvy.comhttp://www.ogilvy.pt

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