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

    • 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
    • @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 internal stakeholders as well consumer-centric
    • @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”
      • Thank you
      • Gianfranco Cuzziol
      @iamgfc g [email_address] cuzziol.blogspot.com about.me/gianfranco.cuzziol