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Ibm customer experience - iab12 - milano - Ardigo

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  • 1. 3 casi di social business, marketing digitale e CRM integrati: l'agency ci supporta live, dalla relazione alla transazione! I casi Moby, Amadori e Avanzi sulla nuova piattaforma IBM per la Customer Experience & Multichannel Marketing Max Ardigo’ Consulente di trasformazione digitale – IBM Italia max_ardigo@it.ibm.com@it.ibm.com ardigo max ardigo’
  • 2. Fattori abilitanti per le strategie di crescita Key sources of sustained economic value Human capital 71% 71% Customer relationships 66% 66% Products / services innovation 52% 52% Brand(s) 43% 43% Business model innovation 33% 33% Technology 30% 30% Partnership networks 28% 28% Data access / data-driven insights 25% 25% R&D, intellectual property 22% 22% Price / revenue innovation Assets (physical, infrastructure) Corporate social responsibility Access to raw materials 19% 19% 15% 15% 13% 13% 8% 8% Source: 2012 IBM CEO Study Q24 “What do you see as the key sources of sustained economic value in your organization? © 2012 IBM Corporation
  • 3. I nuovi percorsi IBM per supportare le aziende innovative • Connettere aziende e contesto • Capitalizzare intelligenza colletiva • Incrementare produttività • Favorire l’innovazione • Ottimizzare forza lavoro • Creare relazioni durevoli • Capacità di ascolto e interazione • Multicanalità, Automazione • Conversione, Fidelizzazione • Ottimizzazione Marketing © 2012 IBM Corporation
  • 4. Il fenomeno social è un elemento chiave per il business © 2012 IBM Corporation
  • 5. Aree di applicazione social business – work & operations Critical Situation: Market Management: Customer Care & Service Marketing Capacità di definire e segmentare il mercato in tempo reale. Capacità di socializzare le transazioni Capacità di identificare rapidamente le risorsa migliore per risolvere il problema urgente di un cliente. Capacità di costruire servizi relazionali a valore Software Deployment: IT Capacità di reperire skill ed expertise necessari alle attività di sviluppo e gestione. Capacità di snellire i processi IT Talent Management: HR Lead Development: Sales Capacità di sfruttare dati e analisi predittive per identificare ed anticipare gli acquisti dei clienti. Capacità di anticipare e reagire alla comoetitive dinamiche dei top talent. Capacità di connettere persone e processi © 2012 IBM Corporation
  • 6. Aree di applicazione social business – sales & marketing Modello digitale integrato – Campagna X – Gestione prospect/clienti – Social long tail Integrated cycle Sales & Marketing Marketing Sales Payed, Earned Ads Personal, Targeted Agency X, Y, Z Campagna Owned Multichannel customer onboarding / data collection Automate Manual 7x Print App Digital managed relation Scontrini Store Long tail Reclustering Retargeting Anticipated insight Vendo/Acquisisco Analitica = persone Web Dati = individuali Venduto, Cliente, Prodotti, Territori, Profili/Cluster ecc + comportamenti sociali e interattivi, segmenti affinita’, desiderata ecc. 15x Single view Business Data, Social Data, Interactive data © 2012 IBM Corporation
  • 7. IBM Customer Experience Suite: Soluzioni digitali integrate per connettere aziende e mercati. Search Commerce Digital Analytics You Mobile Social tools and UCC Portal Targeted content & media intuitive front-end Single view Business Data, Social Data, Interactive data © 2012 IBM Corporation
  • 8. IBM Customer Experience Suite Una piattaforma digitale per co-lavorare e vendere in maniera sincronizzata attraverso tutti i canali. Single view Business Data, Social Data, Interactive data © 2012 IBM Corporation
  • 9. IBM Customer Experience Suite Architettura per il social business e il marketing digitale. Consumer head maps Trade planning Social registration Social CRM, Connectors Integrated interaction analytics Integrated Digital Marketing Optimization Discovery Sentiment Predictive Multichannel user experience layer Web & mobile exceptional experiences IBM Customer Experience Suite CRM, BI, Predictive & EMM Portal Customer Data Hub 9 Social collaboration Social Analytics Unified communication Extended cloud based services (SaaS) IBM Portal, Content & Commerce 2.0, Web/mobile Mashups, Web , Hyb rid, Mob ile >8000 devices Business Rules, Personalization, Targeting, Precision marketing Integrated analytics Search IBM Connections IBM Sametime IBM SmartCloud for Business Application server - Backoffice © 2012 IBM Corporation
  • 10. Social Business Marketing case studies © 2012 IBM Corporation
  • 11. Social Business Marketing case studies Delight customers with targeted social and transactional propositions Connect People and Brands, discover, insight, invent You Enhance workforce for social engagement knowledge and collaboration Single view Business Data, Social Data, Interactive data Enterprise Systems © 2012 IBM Corporation
  • 12. Esempio: Moby/ Social Business Marketing case © 2012 IBM Corporation
  • 13. Esempio: Moby/ Social Business case Progressione mese 18 ROI Migliorare churn rate preventivi/prenotazioni >Xmio Incrementare base/conoscenza dei clienti e l’efficacia delle azioni di marketing Trade-off costi/benefici Milioni € 2011-2013 XX >Xmio Sfruttare nuovi modelli di contatto/proposizione con i canali (agenzie, professionisti) Massimizzare la revenue extraction pre-durante-post viaggio ROI 20x XX 0,XX Potenziale ricav i ** incramentali da nuov e tecnologie ∼ SOCIAL BUSINESS Stime ricavi incrementali a regime Milioni €/anno ∼ Leve strategiche Costo* Moby 2.0 XX Single view Business Data, Social Data, Interactive data Obiettivi non supportabili da tecnologia sviluppata custom “in-house” © 2012 IBM Corporation
  • 14. Esempio: Moby/ Social Business case Social Engagement & Digital Marketing Optimizazion A - Migliorare churn rate preventivi/prenotazioni Media periodo picco (Giu-Sett) 60.000 57.000 ? 3000 Preventivi Abbandoni Acquis ti © 2012 IBM Corporation
  • 15. Esempio: Moby/ Social Business case Customer base enlargement + customer info collection Social registration ratio 7x Single view Business Data, Social Data, Interactive data Enterprise Systems © 2012 IBM Corporation
  • 16. Esempio: Moby/ Social Business case Digital marketing optimization: lifetime individual tracking, microsegmentation, channel attribution, proposition automation Intuitive front-end (mobile/web) Social Registration / Data collection Real time personalization Targeting Digital Marketing / CRM / ERP individual digital analytics, real time monitoring, I/O ERP data, dynamic segments, mkt. automation Single view Business Data, Social Data, Interactive data Enterprise Systems © 2012 IBM Corporation
  • 17. Esempio: Moby/ Social Business case Digital marketing optimization: microsegmentation detail Single view Business Data, Social Data, Interactive data Enterprise Systems © 2012 IBM Corporation
  • 18. Esempio: Moby/ Social Business case New multichannel digital strategy Single view Business Data, Social Data, Interactive data © 2012 IBM Corporation
  • 19. Esempio: Moby/ Social Business case New multichannel interactive model (using social) Single view Business Data, Social Data, Interactive data © 2012 IBM Corporation
  • 20. Esempio: Moby/ Social Business case Progressione mese 18 ROI Migliorare churn rate preventivi/prenotazioni >Xmio Incrementare base/conoscenza dei clienti e l’efficacia delle azioni di marketing Trade-off costi/benefici Milioni € 2011-2013 XX >Xmio Sfruttare nuovi modelli di contatto/proposizione con i canali (agenzie, professionisti) Massimizzare la revenue extraction pre-durante-post viaggio ROI 20x XX 0,XX Potenziale ricav i ** incramentali da nuov e tecnologie ∼ SOCIAL BUSINESS Stime ricavi incrementali a regime Milioni €/anno ∼ Leve strategiche Costo* Moby 2.0 XX Single view Business Data, Social Data, Interactive data Obiettivi non supportabili da tecnologia sviluppata custom “in-house” © 2012 IBM Corporation
  • 21. Esempio: Amadori / Social Business Marketing case © 2012 IBM Corporation
  • 22. Esempio: Amadori / Social Business case progressione KPI – 1 anno SOCIAL BUSINESS ROI http://tinyurl.com/amadori © 2012 IBM Corporation
  • 23. Esempio: Amadori / Social Business case Obiettivi aziendali e ruolo dei canali digitali © 2012 IBM Corporation
  • 24. Esempio: Amadori / Social Business case Multichannel strategy – comprensione, relazione e interazione marca-consumatore © 2012 IBM Corporation
  • 25. Esempio: Amadori / Social Business case Infrastruttura web/mobile smart: targeting e personalizzazione social intranet, extranet, internet – data collection & listening Intranet Extranet Internet Socializing (data, people) Listening (Digital focus, Alerts) Timeline Reputation Sentiment Analytics Social Registration http://tinyurl.com/amadori Single view Business Data, Social Data, Interactive data © 2012 IBM Corporation
  • 26. Esempio: Amadori / Social Business case Concorsi Digital - le Amadorabili Ricette Ca. 2 mesi, 170.000 visitatori Single view Business Data, Social Data, Interactive data © 2012 IBM Corporation
  • 27. Esempio: Amadori / Social Business case Concorsi Digital - le Amadorabili Ricette – Evviva Ca. 1 mese, 70.000 visitatori Single view Business Data, Social Data, Interactive data © 2012 IBM Corporation
  • 28. Esempio: Amadori / Social Business case Social Business Intelligence Brand monitoring, Alerting, Discovery, Market beat, Tempo reale Reputation Sentiment Analytics © 2012 IBM Corporation
  • 29. Esempio: Amadori / Social Business case progressione KPI – 1 anno SOCIAL BUSINESS ROI http://tinyurl.com/amadori © 2012 IBM Corporation
  • 30. Esempio: Avanzi / Social Business case © 2012 IBM Corporation
  • 31. Esempio: Avanzi / Social Business case High Performance Organization 1 Rafforzare la cultura di Avanzi, competenze (social) da elevare 2 Socializzare il business 3 Ingaggiare il cliente digitale Comunicazione interna, Training online, Prodotto KPI, Sales 2.0, Supporto agli store Digital strategy, Digital marketing, Social © 2012 IBM Corporation
  • 32. Esempio: Avanzi / Social Business case Il CEO e la cultura partecipativa per l’High Performance Filmato lancio Avanzi 3D community © 2012 IBM Corporation
  • 33. Esempio: Avanzi / Social Business case Social/mobile Workspace for sales, logistics, marketing, operations, talent &competence. H P O © 2012 IBM Corporation
  • 34. Esempio: Avanzi / Social Business case Progressione mese 6 (da zero) SOCIAL BUSINESS ROI Statistiche social business 04 nov 11 11 gen 12 persone collegate nell'ultima settimana 117 199 318 359 persone collegate nell'ultimo mese 193 334 485 487 comunità pubbliche 4 14 12 23 comunità con limitazioni 55 66 72 86 file caricati 69 526 589 1.004 download di file 871 7.661 11.079 17.719 argomenti nei forum 32 203 244 325 pubblicazioni nei forum 115 951 1162 1677 13 feb 12 26 apr 12 © 2012 IBM Corporation
  • 35. Esempio: Avanzi / Social Business case Fase 2 – Il Social Store ingaggia usando la piattaforma Comunità social business + FB + Unità di crisi Socialnetw ork Store manager Socialnetw ork Cliente go to store App Cliente relazione go to store ok Conferma ko Store Vista unica relazione (transazioni, profilo sociale, trend, desideri, leads) Pagamento e ritiro in store Pagamento online e ritiro in store Pagamento online e consegna 35 Single view Business Data, Social Data, Interactive data Enterprise Systems © 2012 IBM Corporation
  • 36. Su le mani! Max Ardigo’ max_ardigo@it.ibm.com@it.ibm.com ardigo max ardigo’
  • 37. Tech Backup - Ready for business
  • 38. IBM Customer Experience Suite & Intranet Experience Suite Fast and easy for business users – Lots of ready templates PLE M EXA 38
  • 39. IBM Customer Experience Suite & Intranet Experience Suite Fast and easy for business users – 15 min activity 39
  • 40. IBM Customer Experience Suite & Intranet Experience Suite Enabling Mobile and BYOD for Employees and Customers Portal Responsive Design & Worklight for full native apps.
  • 41. IBM Customer Experience Suite & Intranet Experience Suite Injecting social business and collaboration in context for selective customer relation, engagement, service
  • 42. IBM Customer Experience Suite & Intranet Experience Suite Injecting social business and collaboration in context for selective customer relation, engagement, service PLE XA M E
  • 43. IBM Customer Experience Suite & Intranet Experience Suite Enabling real time social content compliancy by rules and alerts PLE XA M E
  • 44. IBM Customer Experience Suite & Intranet Experience Suite Enabling social data collection, segmentation and prospect/customer clustering Customer Data Hub 44
  • 45. IBM Customer Experience Suite & Intranet Experience Suite Enabling digital marketing optimization and automation, individual behavioral and social analytics IBM Portal & Web Content Social Registration / Data collection Real time personalization Targeting Coremetrics / Tealeaf / Unica / SPSS individual digital analytics, real time monitoring, I/O ERP data, dynamic segments, mkt. automation Customer Data Hub 45
  • 46. IBM Customer Experience Suite & Intranet Experience Suite Enabling “in context” analytics, for employers, marketers
  • 47. IBM Customer Experience Suite & Intranet Experience Suite Enabling advanced analytics and rule-based cross channel segmentation, targeting and automation
  • 48. IBM Customer Experience Suite & Intranet Experience Suite Enabling advanced analytics and rule-based cross channel segmentation, targeting and automation: i.e. organic search