It’s all about the conversation conversion @iamgfc … .but a little conversation often helps ……
<ul><li>Gianfranco Cuzziol </li></ul><ul><li>Head of eCRM </li></ul>@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...
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...
@iamgfc 95M tweets are written per day 500 million users Mobile - Each minute +1000 SUBSCRIPITONS 13 million entries  5 bi...
<ul><li>Click  &   Know </li></ul><ul><li>Click  &  Say </li></ul><ul><li>Click  &  Do </li></ul><ul><li>Click  &  Buy </l...
 
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 d...
But what is (e)(s)CRM? @iamgfc CRM is a business philosophy with the audience at its heart.  It is two-way interaction It ...
What we often see when we talk (e)(s)CRM Bad CRM Intrusive, pushy,  irrelevant, exploitative, salesy One way Good CRM Valu...
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...
The Role of (e)(s)CRM @iamgfc I C E deas onnections nlightenment
@iamgfc
@iamgfc
@iamgfc
(e)CRM Touch-points @iamgfc
The New  @iamgfc Is  E verywhere  AND E nywhere
@iamgfc
@iamgfc
@iamgfc We don’t just have a remit to  engage   with  customers  but with  opinion formers , society ,  suppliers  and  in...
@iamgfc
@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
@iamgfc
@iamgfc
@iamgfc
3 Fundamental elements of eCRM @iamgfc Context & Relevance Data Data Data
@iamgfc
@iamgfc
@iamgfc be wary of creating caricatures
@iamgfc
@iamgfc it’s not rocket science
@iamgfc
@iamgfc
@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”
<ul><li>Thank you </li></ul><ul><li>Gianfranco Cuzziol </li></ul>@iamgfc g [email_address] cuzziol.blogspot.com about.me/g...
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Gianfranco cuzziol: eCRM and the Art and Science of Being Social

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Keynote presentation of GianFranco Cuzziol (@iamgfc) about eCRM at Fusion Marketing Experience event #fusionmex in Brussels on March 23, 2011.

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  • When engaging in social media marketing it is important that a company should have a good CRM team to mange their reputation online and most especially to avoid 'reputational' crisis. In your opinion is it really necessary that a company should have a separate team to handle reputation related crisis in the in social media?
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Gianfranco cuzziol: eCRM and the Art and Science of Being Social

  1. 1. It’s all about the conversation conversion @iamgfc … .but a little conversation often helps ……
  2. 2. <ul><li>Gianfranco Cuzziol </li></ul><ul><li>Head of eCRM </li></ul>@iamgfc (e)(s)CRM – The Art and Science of Being Social
  3. 3. @iamgfc
  4. 4. The Answer is Social. Now, what’s the question ? @iamgfc
  5. 5. So what is (e)CRM? @iamgfc
  6. 6. a new world @iamgfc
  7. 7. completely connected @iamgfc
  8. 8. multi-platform @iamgfc
  9. 9. 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
  10. 10. multi-touchpoint @iamgfc
  11. 11. 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
  12. 12. @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
  13. 13. <ul><li>Click & Know </li></ul><ul><li>Click & Say </li></ul><ul><li>Click & Do </li></ul><ul><li>Click & Buy </li></ul>@iamgfc it starts with a click
  14. 15. a new breed of connected customer @iamgfc
  15. 16. 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
  16. 17. 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
  17. 18. 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
  18. 19. What good (e)(s)CRM looks like @iamgfc
  19. 20. @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
  20. 21. The Role of (e)(s)CRM @iamgfc I C E deas onnections nlightenment
  21. 22. @iamgfc
  22. 23. @iamgfc
  23. 24. @iamgfc
  24. 25. (e)CRM Touch-points @iamgfc
  25. 26. The New @iamgfc Is E verywhere AND E nywhere
  26. 27. @iamgfc
  27. 28. @iamgfc
  28. 29. @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
  29. 30. @iamgfc
  30. 31. @iamgfc
  31. 32. Do I want a relationship with a Bottle of Ketchup? @iamgfc
  32. 33. Levels of connectedness powered up or down by the consumer @iamgfc
  33. 34. @iamgfc
  34. 35. @iamgfc www.theflightdeck.biz
  35. 36. everywhereCRM Database Marketing Customer Loyalty In-Store Activity Integrated Comms & Advertising Web & App Social Media
  36. 37. A to Z @iamgfc
  37. 38. @iamgfc
  38. 39. @iamgfc
  39. 40. @iamgfc
  40. 41. @iamgfc
  41. 42. 3 Fundamental elements of eCRM @iamgfc Context & Relevance Data Data Data
  42. 43. @iamgfc
  43. 44. @iamgfc
  44. 45. @iamgfc be wary of creating caricatures
  45. 46. @iamgfc
  46. 47. @iamgfc it’s not rocket science
  47. 48. @iamgfc
  48. 49. @iamgfc
  49. 50. @iamgfc
  50. 51. You can learn from the wisdom of crowds @iamgfc But sometimes the needs of the one outweigh the needs of the many
  51. 52. Yare - Speed and Agility @iamgfc
  52. 53. Conversation Marketing @iamgfc
  53. 54. C onve R sation M arketing @iamgfc
  54. 55. C ontext R elevant M arketing @iamgfc
  55. 56. (e)CRM is Dead Long Live (e)CRM ! @iamgfc “ Engaging the Connected Consumer”
  56. 57. <ul><li>Thank you </li></ul><ul><li>Gianfranco Cuzziol </li></ul>@iamgfc g [email_address] cuzziol.blogspot.com about.me/gianfranco.cuzziol
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