Social Media and CRM

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Beyond CRM 2.0 Conference
11/20/13 Dubai

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Social Media and CRM

  1. 1. Social Media Fostering Customer Loyalty through Social engagement Beyond CRM– Dubai – 11/20/13 Stephen Jio - Dell
  2. 2. “Our business is about technology, yes. But it's also about operations and Customer Relationships.” Michael Dell @stephenjatdell ∞ 11/20/13 ● Dubai
  3. 3. Social Media: Provides more than one road for your Customer to engage with you. @stephenjatdell ∞ 11/20/13 ● Dubai
  4. 4. Our Social Journey 2013 @stephenjatdell ∞ 11/20/13 ● Dubai
  5. 5. “One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.” Simon Mainwaring 5 @stephenjatdell ∞ 11/20/13 ● Dubai
  6. 6. Social Media: Build & Execute Create a complete strategy that aligns with your Brand. • • • • • Define objectives, audience, strategy, and policy Train Staff for self- empowerment Listen to the Community Engage and Act consistent with your brand Opportunity - Social activities @stephenjatdell ∞ 11/20/13 ● Dubai BUILD EXECUTE
  7. 7. Policy • Create a policy for Social Media that includes: – – – – – – – Transparency Accountability Procedures and Training Protection of Confidential Information Reporting and Investigation Discipline And above all honesty • Also need to ensure that you have a governance process to support the policy @stephenjatdell ∞ 11/20/13 ● Dubai Brand (values) HR (aligned) Social Media Policy PR (input) SMT (sponsor)
  8. 8. Transparency “Social media is your opportunity to reach a massive number of people with transparency, honesty, and integrity.” Brian E. Boyd Sr 3 types of profiles: • As the business @dell • As an employee @stephenjatdell • As an personal individual #Iworkfordell @stephenjatdell ∞ 11/20/13 ● Dubai
  9. 9. Training • Training is essential • Clearly sets out the principles of listening and engaging • Puts processes in place to execute • Principles • Policy • Governance • Allows for ALL employees to participate • Minimises risk and exposure for a company • Also for agencies and contract workers http://www.dell.com/socialmedia @stephenjatdell ∞ 11/20/13 ● Dubai
  10. 10. Social Media Strategy – Sponsorship • Buy- in from Executives is critical Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/ @stephenjatdell ∞ 11/20/13 ● Dubai
  11. 11. Social Ownership: A complex model External Community Customers External Community Direct2Dell External Community External Community Hosted Communities Extranets Topical Experts Communications External Internal Internal Networks Support @stephenjatdell ∞ 11/20/13 ● Dubai Sales Employees
  12. 12. Social Media: process ownership 1 2 3 Strategy Training Tactical Business units Social Media Business / Comms Governance Social Media @stephenjatdell ∞ 11/20/13 ● Dubai
  13. 13. Listen, Engage, Opportunity Confidential 13@stephenjatdell 11/16/2013 ∞ 11/20/13 ● Dubai
  14. 14. Confidential 14@stephenjatdell 11/16/2013 ∞ 11/20/13 ● Dubai
  15. 15. Listening: Why we do it "Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we've always been." - Michael Dell @stephenjatdell ∞ 11/20/13 ● Dubai
  16. 16. Listening tools: It’s all in the setup! • • • Utilise a tool that covers the entire Social landscape Set intelligent listening criteria Make it available on multiple platforms and provide alerts @stephenjatdell ∞ 11/20/13 ● Dubai
  17. 17. "We used Twitter as a way to thank volunteers and people who donated to our cause. Anytime we can engage with people who touch us, we do.” Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden Confidential 17 @stephenjatdell 11/16/2013 ∞ 11/20/13 ● Dubai
  18. 18. Social Publishing: Management/Control • • • • • • Allows for ‘indirect’ access to Social properties Publishing tool provides integration with analytical tool Centrally monitored Multi- platform Used for campaign planning Built- in workflow @stephenjatdell ∞ 11/20/13 ● Dubai
  19. 19. Confidential 19@stephenjatdell 11/16/2013 ∞ 11/20/13 ● Dubai
  20. 20. Engage: Food for thought • • • • Engagement doesn’t mean responding to everything! Do not use to neutralise or argue a dissenting opinion Look for landmines Think before you post, the delete button doesn’t work …and don’t Tweet when you’re in a bad mood @stephenjatdell ∞ 11/20/13 ● Dubai
  21. 21. Employee Social Media “…equally important to use social media internally to facilitate communication between departments, overcome geography, and ultimately to maximize productivity..” – Steve Nicholls, author @stephenjatdell ∞ 11/20/13 ● Dubai
  22. 22. Internal Social Media - Chatter • Accessible for all 100,000+ staff • Over 2,000 subject matter groups • Project management with work flow • Share files and lock view only • Multi- platform (tablet, smartphone) @stephenjatdell ∞ 11/20/13 ● Dubai
  23. 23. Opportunities for Social engagement awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
  24. 24. Awareness – Brand envy awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai • • Creating Brand awareness Building strong Brand passion
  25. 25. Association “Social media isn’t the end-allbe-all, but it offers marketers unparalleled opportunity to participate in relevant ways.” Matt Dickman awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
  26. 26. Advocacy – Customer Advisory Panel awareness loyalty association participation advocacy support consideration influence • • conversion • • @stephenjatdell ∞ 11/20/13 ● Dubai Reach out to influential Social engagers Identifying key Influencers in Social Media to partner with Help with understanding the brand view in the community and help improve They become brand voices of the community
  27. 27. Consideration – Viral content awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai • • • • YouTube began 2006 Over 39 million views 32 channels 86,000 subscribers
  28. 28. Influence – Voice of the Customer awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
  29. 29. Conversion – Social offers awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
  30. 30. Support – @DellCares awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai • • • • • Regional teams provide localised service Over 3,000+ engagements a week 11 languages 98% resolution rate Positive impact to customer satisfaction: • 45% conversion rate
  31. 31. Participation - Crowdsourcing awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai • • • • • Introduced in 2007 Over 18,000 ideas submitted Over ¾ of a million votes 97,000 comments +520 ideas implemented
  32. 32. Loyalty - Influential testimonials awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
  33. 33. Social Engagement builds Customer relationships awareness loyalty participation association Customer support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai advocacy
  34. 34. Thank you @stephenjatdell ALIENWARE AURORA @stephenjatdell ∞ 11/20/13 ● Dubai

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