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

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

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

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

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25. (e)CRM Touch-points @iamgfc

26. The New @iamgfc Is E verywhere AND E nywhere

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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

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

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

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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

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42. 3 Fundamental elements of eCRM @iamgfc Context & Relevance Data Data Data

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45. @iamgfc be wary of creating caricatures

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47. @iamgfc it’s not rocket science

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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”