Twitter and Real-time information New tools for customer relationship Club CRM Paris, 11th March 2009

Agenda The problem : dealing with information overload The approach : open and customer-centric Selected Solutions : use cases and tools overview

The problem : dealing with information overload

The approach : open and customer-centric

Selected Solutions : use cases and tools overview

Sommaire The problem : dealing with information overload and intrusiveness The approach : open and customer-centric Selected Solutions : use cases and tools overview

The problem : dealing with information overload and intrusiveness

The approach : open and customer-centric

Selected Solutions : use cases and tools overview

CRM is about relationships … that translate into connections and messages Datamining Sales force automation Campaign Management Customer Service

And the trend is to multiply touchpoints ! T ransactional CRM Relational CRM Social CRM … Multiple channels and frequencies

Welcome to the Twitter era ! Source : http://headrush.typepad.com/creating_passionate_users/2007/03/is_twitter_too_.html … How do we access and filter all this information ?

Sommaire The problem : dealing with information overload and intrusiveness The approach : open and customer-centric Selected Solutions : use cases and tools overview

The problem : dealing with information overload and intrusiveness

The approach : open and customer-centric

Selected Solutions : use cases and tools overview

Timing is right : usage and tools have emerged

The Feed is a key feature of Facebook, and now … Source : ifop Dec 08, sample of 3046 persons representative of the French population http://www.ifop.com/europe/sondages/opinionf/reseauxsociaux2008.asp

Twitter crosses the chasm, bringing the « now web » to large audiences A reality for 11% of US internet users … and soon elsewhere ? Source : http://www.pewinternet.org/Reports/2009/Twitter-and-status-updating.aspx

An interface revolution : from anxiety to addiction Mailbox Inbox Feed Week Day Real-time © Pictures : Martin LaBar (Flickr), Webdockonline.com, Gooclip.net Capacity Filter Attention Subscription Subscription Follow

Open platform integrates different feeds origins and formats And even a digest email …

Multiple notification possibilities

To summarize : Social Feeds’ key aspects

Mobile internet is still small but growing fast

Real-time and « location based services » : a match for mobility !

Location sharing : the missing piece for context More : http://www.wired.com/gadgets/wireless/magazine/17-02/lp_guineapig?currentPage=all

To summarize, location sharing’s key aspects

Sommaire The problem : dealing with information overload and intrusiveness The approach : open and customer-centric Selected Solutions : use cases and tools overview

The problem : dealing with information overload and intrusiveness

The approach : open and customer-centric

Selected Solutions : use cases and tools overview

Use cases : a quick overview of selected solutions 1 2 3

Already thousands of businesses on Twitter Let’s have a look at some innovative uses … In France : L’Express, France24, La Redoute, Renault, Club Med, …

Last-minute changes : critical information Crisis management : tornados in France in January 2009 Threat identification and evaluation : Mumbaï terrorist attack

Crisis management : tornados in France in January 2009

Threat identification and evaluation : Mumbaï terrorist attack

Crisis management : SNCF and ERDF joining for tornados An initiative started by a journalist / blogger « Elysee Inside » (Geoffrey La Rocca) http://www.lepost.fr/article/2009/01/26/1400284_un-fil-twitter-pour-suivre-l-actualite-de-la-tempete.html

Real-time threat assessment … Source : http://www.foreignpolicyjournal.com/articles/2009/01/15/battle_new-medias-moment-in-mumbai.html Snapshots uploaded live from the attacks in Mumbai

Optimization: opportunistic information Flash sales : Dell Outlet Traffic information : French RATP’s line 13 or NYC’s Shakeshack burger restaurant Real-time enriched information : Seesmic, Qik and Ustream mobile video casting

Flash sales : Dell Outlet

Traffic information : French RATP’s line 13 or NYC’s Shakeshack burger restaurant

Real-time enriched information : Seesmic, Qik and Ustream mobile video casting

Flash sales : Dell Outlet did $1M in 2008 via Twitter ! More : http://www.internetnews.com/webcontent/article.php/3790161/What+Keeps+Twitter+Chirping+Along.htm

Real-time traffic information : RATP’s line 13

Rich media conversations Small videos uploaded live from PC or mobile phone…

Discovery : serendipity and recommandation Media distribution : magazine’s news feed Live event experience : CNN / Facebook or Current TV / Twitter for the US presidential inauguration Social network : « Boarding »

Media distribution : magazine’s news feed

Live event experience : CNN / Facebook or Current TV / Twitter for the US presidential inauguration

Social network : « Boarding »

Traditional media adopting social media

Live events conversations : the US presidential inauguration Video + micro-blogging for a shared experience…

Socialize at airports with Boarding A simple #boarding + airport code in the Twitter stream …

Conclusion : make it simple is beautiful !

More innovation in CRM … GRC Communities and loyalty Conversation and co-design Mobility and Contextualisation Intelligent Agents Podcasts Micro-formats 2D barcodes Location-based services Facebook groups Community sites

For more information … UlyssCo 64, rue de Rambuteau I 75003 Paris I France Tél. : +33 1 40 27 8383 I Fax : + 33 1 42 72 2003 Contact : [email_address] Twitter : adebuche