Smf 25062010 geerlinde

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  • We are starting to see many organizations of all shapes and sizes adopt social media… However, are these organizations still going to be tweeting in the next year?  What about in the next 3 years? Are these organizations still going to be offering the same coupons and discount offers on their  Facebook pages ?   The reality is that we have reached a point in the social media space where we need to start thinking about long-term sustainable value for both the customer and the company.  At the end of the day you can offer as many discount offers, coupons, deals and contests that your little corporate heart desires.  But, if your customers don’t like you then they aren’t going to be customers for very long.
  • There's no doubt that social media and social networking have changed the way people connect and communicate. As these technologies are being adopted by people of all ages, all over the world, a whole new audience is able to be reached by anyone with Internet access and an E-mail address. For businesses especially, social networking has changed the way they communicate with their customers - and find new ones.
  • There's no doubt that social media and social networking have changed the way people connect and communicate. As these technologies are being adopted by people of all ages, all over the world, a whole new audience is able to be reached by anyone with Internet access and an E-mail address. For businesses especially, social networking has changed the way they communicate with their customers - and find new ones.
  • There's no doubt that social media and social networking have changed the way people connect and communicate. As these technologies are being adopted by people of all ages, all over the world, a whole new audience is able to be reached by anyone with Internet access and an E-mail address. For businesses especially, social networking has changed the way they communicate with their customers - and find new ones.
  • There's no doubt that social media and social networking have changed the way people connect and communicate. As these technologies are being adopted by people of all ages, all over the world, a whole new audience is able to be reached by anyone with Internet access and an E-mail address. For businesses especially, social networking has changed the way they communicate with their customers - and find new ones.
  • There's no doubt that social media and social networking have changed the way people connect and communicate. As these technologies are being adopted by people of all ages, all over the world, a whole new audience is able to be reached by anyone with Internet access and an E-mail address. For businesses especially, social networking has changed the way they communicate with their customers - and find new ones.
  • There's no doubt that social media and social networking have changed the way people connect and communicate. As these technologies are being adopted by people of all ages, all over the world, a whole new audience is able to be reached by anyone with Internet access and an E-mail address. For businesses especially, social networking has changed the way they communicate with their customers - and find new ones.
  • Started as a successful social media campaign implementation: turned their home page into a Twitter search feed for Skittles buzz In the beginning, Skittles was one of the hottest trending topics on Twitter. Social media bloggers and people in general were very bullish about Skittles social implementation. Also,  most of the Twitter feeds were highly inappropriate for their customer segment, mainly children, as most of the language was offensive and unsuitable for younger visitors. Skittles didn’t interact or engage users in the discussion. Skittles sales decreased drastically.
  • Smf 25062010 geerlinde

    1. 1. Beyond Social Media – Social CRM Social Media Forum 25/07
    2. 3. <ul><li>First Some Physical Excercise </li></ul><ul><li>Stand up and keep standing if: </li></ul><ul><ul><li>You keep track of Google Alerts weekly </li></ul></ul><ul><ul><li>You have checked Twitter (e.g.; via Tweetdeck) for tweets on your </li></ul></ul><ul><ul><li>brand/clients for the pas 3 days </li></ul></ul><ul><ul><li>Someone in your company is responsible for monitoring and analysing </li></ul></ul><ul><ul><li>online conversations </li></ul></ul><ul><ul><li>You know whether your main competitor(s) has a social CRM strategy </li></ul></ul><ul><ul><li>You have entered the dialogue with your clients via social media </li></ul></ul>
    3. 4. <ul><li>It’s not so bad to be a geek </li></ul>
    4. 5. <ul><li>Nowadays </li></ul><ul><li>Organizations embrace social media more and more </li></ul><ul><li>Permanent evolution or just a mere trend ? </li></ul><ul><li>Long-term sustainable value for customer and company </li></ul><ul><li>If your customers don’t like you then they aren’t going to be customers for very long </li></ul>
    5. 6. <ul><li>… the World is changing </li></ul><ul><li>Social Web has changed the way people connect and communicate </li></ul><ul><li>Everyone & everywhere </li></ul><ul><li>Present new business opportunities </li></ul>
    6. 7. <ul><li>Some Key Facts </li></ul><ul><li>Social web enabled customers to more easlily connect with each other </li></ul><ul><li>Whether you like it or not, they are talking about you. Ignoring is no longer an option. </li></ul><ul><li>The conversations are so vast and numerous that organizations could not keep up with the channel via traditional CRM tools </li></ul><ul><li>A need arose to: </li></ul><ul><ul><ul><li>capture both official and unofficial customer conversations </li></ul></ul></ul><ul><ul><ul><li>to engage with customers in their preferred environment </li></ul></ul></ul>
    7. 8. <ul><li>Social CRM </li></ul><ul><li>A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels. </li></ul>
    8. 9. <ul><li>Social CRM </li></ul><ul><li>A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels. </li></ul>
    9. 10. <ul><li>Social CRM </li></ul><ul><li>A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels . </li></ul>
    10. 11. <ul><li>Social CRM </li></ul><ul><li>A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels. </li></ul><ul><li>Or another way to look at it: </li></ul><ul><li>[…] the proces of converting content into conversations and extending these conversations into collaborative experiences and then transforming those experiences into meaningful relationships. </li></ul><ul><li>(Martin Walsch, Digital Marketing Director IBM) </li></ul>
    11. 12. <ul><li>Social CRM </li></ul><ul><li>A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels. </li></ul><ul><li>Or another way to look at it: </li></ul><ul><li>[…] the proces of converting content into conversations and extending these conversations into collaborative experiences and then transforming those experiences into meaningful relationships. </li></ul><ul><li>Don't implement Social CRM &quot;just because&quot;. </li></ul><ul><li>There needs to be some clearly defined business value . </li></ul><ul><li>To start, you need to be actively listening . </li></ul><ul><li>(Seth Godin) </li></ul>
    12. 13. a basic Social Media Strategy
    13. 14. a basic Social Media Strategy
    14. 15. | Social Consumer Insights Monitoring No monitoring
    15. 16. a basic Social Media Strategy
    16. 17. a basic Social Media Strategy
    17. 18. <ul><li>Succes of viral marketing depends on </li></ul><ul><li>Content </li></ul><ul><ul><li>The Kiss -principle (keep it simple & stupid) </li></ul></ul><ul><ul><li>Either create online added value in their daily lives or provide online ‘ never seen before ’ </li></ul></ul><ul><ul><li>Count on the community-effect rather than their goodwill to create themselves (on-offline events) </li></ul></ul><ul><li>Seeding </li></ul><ul><ul><li>Mechanisms depend largely on the concept and the social media KPI’s </li></ul></ul><ul><ul><li>Should be a combination of push (e.g. video seeding) and pull (blog outreach) marketing </li></ul></ul>
    18. 19. <ul><li>Noyz case - Mattel Scrabble Battle </li></ul><ul><li>Challenge </li></ul><ul><li>Undust Scrabble & create online conversations in Flanders and The Netherlands </li></ul><ul><li>Solution </li></ul><ul><ul><li>Social Media research : “What keeps Belgian and Dutch people busy in terms of language? </li></ul></ul><ul><ul><li>Both countries persisted in thinking the other country was worse in the Dutch language </li></ul></ul><ul><ul><li>We organised an on-/offline and cross-country language battle in order to settle this once and for all… </li></ul></ul><ul><ul><li>Scrabble Battle, the ultimate language battle… </li></ul></ul>| Consumer Engagement
    19. 20. <ul><li>Noyz case - Mattel Scrabble Battle </li></ul><ul><li>Scrabble Battle, the ultimate language battle… </li></ul><ul><ul><li>A website that kept track of the score </li></ul></ul><ul><ul><li>Integrated social plugins </li></ul></ul><ul><ul><li>Participation via applications on Facebook and Twitter </li></ul></ul><ul><ul><li>Target-specific seeding via Facebook, Twitter and the Blogosphere </li></ul></ul>Website Facebook Twitter
    20. 21. <ul><li>Noyz case - Mattel Scrabble Battle </li></ul><ul><li>Results </li></ul><ul><li>Due to the effective digital PR and social media seeding : </li></ul><ul><ul><li>For 3 weeks, we were thé talk of the town on </li></ul></ul><ul><ul><li>Twitter and Facebook </li></ul></ul><ul><ul><li>Enormous blog participation rates (80%) </li></ul></ul><ul><ul><li>Cherry on the cake: </li></ul></ul><ul><ul><ul><li>Mentions in various magazines </li></ul></ul></ul><ul><ul><ul><li>Mentions on various news sites </li></ul></ul></ul><ul><ul><ul><li>Mention in Contagious Magazine </li></ul></ul></ul><ul><ul><ul><li>Mention during a live radio show </li></ul></ul></ul><ul><ul><li>Generated media value: € 864.000 </li></ul></ul><ul><ul><li>ROI: 2100% </li></ul></ul>Humo Blogosphere Studio Brussel
    21. 22. a basic Social Media Strategy
    22. 23. <ul><ul><ul><ul><ul><li>Social Media Measurement </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Framework </li></ul></ul></ul></ul></ul>Evaluate – Social Media ROI « Why are we trying to measure social media like a traditional channel anyway? Social media touches every facet of business and is more an extension of good business ethics. » - Erick Qualman
    23. 24. | Social Media ROI
    24. 25. <ul><li>The real value of Social CRM is not in being able to respond to every Tweet or blog post, nor is it about appeasing customers with a “we’re sorry here’s a discount for your next purchase.”   </li></ul><ul><li>It is about being able to collaborate and innovate with your customers/ potential clients to give them what they want.   </li></ul><ul><li>It is about being able to empower and encourage your customers to become brand advocates </li></ul>Conclusion
    25. 26. Geerlinde Pevenage [email_address] http://twitter.com/geerlinde http://facebook.com/geerlinde

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