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

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 Presentation Transcript

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