Gianfranco cuzziol: eCRM and the Art and Science of Being Social

It’s all about the conversation conversion @iamgfc … .but a little conversation often helps ……

Gianfranco Cuzziol
Head of eCRM
@iamgfc (e)(s)CRM – The Art and Science of Being Social

@iamgfc

The Answer is Social. Now, what’s the question ? @iamgfc

So what is (e)CRM? @iamgfc

a new world @iamgfc

completely connected @iamgfc

multi-platform @iamgfc

multi-tasking 6 am 7 am 8 am 9 am 10 am 11 am 12 am 1 pm 2 pm 3 pm 4 pm 5 pm 6 pm 7 pm 8 pm 9 pm 10 pm 11 pm 12 pm Radio Tablet Mobile PC TV Paper Home Travel Work Travel Home @iamgfc

multi-touchpoint @iamgfc

Over the last 10 years the number of mobile devices owned by consumers in Europe has risen from 2 to 4 For 16-24 year olds it has risen from 3 to 5* *Forrester @iamgfc connected consumers

@iamgfc 95M tweets are written per day 500 million users Mobile - Each minute +1000 SUBSCRIPITONS 13 million entries 5 billion mobile phones connected powerful consumers

Click & Know
Click & Say
Click & Do
Click & Buy
@iamgfc it starts with a click

a new breed of connected customer @iamgfc

Loving the Rituals that keep men close, Nature created means for friends apart Pen,paper,ink,the alphabet, Signs for the distant and disconsolate heart Palladas (4 th Century AD) @iamgfc

But what is (e)(s)CRM? @iamgfc CRM is a business philosophy with the audience at its heart. It is two-way interaction It is designed to strengthen the connection It HAS to be beneficial to the audience as well as the Brand. The consumers shape how they want to engage

What we often see when we talk (e)(s)CRM Bad CRM Intrusive, pushy, irrelevant, exploitative, salesy One way Good CRM Valued, relevant, engaging, useful Good for the customer & the organisation @iamgfc

What good (e)(s)CRM looks like @iamgfc

@iamgfc With good (e)(s)CRM you don’t feel like you are being managed or forced into a ‘commercial’ relationship you don’t want

The Role of (e)(s)CRM @iamgfc I C E deas onnections nlightenment

@iamgfc

(e)CRM Touch-points @iamgfc

The New @iamgfc Is E verywhere AND E nywhere

@iamgfc

@iamgfc We don’t just have a remit to engage with customers but with opinion formers , society , suppliers and internal stakeholders as well consumer-centric

@iamgfc

Do I want a relationship with a Bottle of Ketchup? @iamgfc

Levels of connectedness powered up or down by the consumer @iamgfc

@iamgfc

@iamgfc www.theflightdeck.biz

everywhereCRM Database Marketing Customer Loyalty In-Store Activity Integrated Comms & Advertising Web & App Social Media

A to Z @iamgfc

@iamgfc

3 Fundamental elements of eCRM @iamgfc Context & Relevance Data Data Data

@iamgfc

@iamgfc be wary of creating caricatures

@iamgfc

@iamgfc it’s not rocket science

@iamgfc

You can learn from the wisdom of crowds @iamgfc But sometimes the needs of the one outweigh the needs of the many

Yare - Speed and Agility @iamgfc

Conversation Marketing @iamgfc

C onve R sation M arketing @iamgfc

C ontext R elevant M arketing @iamgfc

(e)CRM is Dead Long Live (e)CRM ! @iamgfc “ Engaging the Connected Consumer”

Thank you
Gianfranco Cuzziol
@iamgfc g [email_address] cuzziol.blogspot.com about.me/gianfranco.cuzziol

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Gianfranco cuzziol: eCRM and the Art and Science of Being Social

by Fusion Marketing Experience / J-P De Clerck on Mar 25, 2011

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Gianfranco cuzziol: eCRM and the Art and Science of Being Social — Presentation Transcript