WHERE TRADITIONAL CRM MEETS SOCIALADMA | 27th May 2011
/ADMATo get in contact , connect with me on LinkedIn:    http://www.linkedin.com/in/emilyryan1
/ADMATHE LANDSCAPE
/ADMA   Social media are primarily Internet andmobile-based tools forsharing and discussing    information and   content a...
THE FACTS                                                                                                                /...
61.5% of Australian online users now useFacebook3There are 866,520 facebook users in WA, April20114IMAGE CREDIT: http://pa...
2 million Australians check facebook beforethey get out of bed
25 hours and 17 mins - the time it took CharlieSheen to reach 1 million Twitter followers                                 ...
MOST ONLINE AUSTRALIAN ADULTS USE SOCIAL                                           /ADMAMEDIA AT LEAST WEEKLY
TRUSTED STRANGERS•       90% of people trust recommendations from        people they know•       70% trust consumer opinio...
/ADMACRM entails all aspects of interaction that a companyhas with its customer, whether it is sales or service-related.
/ADMATRADITIONAL              TODAY
/ADMASocial CRM represents a continuing journey byorganizations to deliver the right customer experienceat the right time…...
/ADMAGETTING YOUR ORGANISATION          READY
/ADMAA METHODICAL APPROACH                            Listen          Evolve                                 Goals    Prom...
WHERE DO YOU THINK A LOT OF                                                                         /ADMAMARKETERS BEGIN? ...
/ADMA                                         1: LISTEN: Instead of ‘just jumping in’                                     ...
PROFILE YOUR CUSTOMERS                                                        /ADMAhttp://www.forrester.com/empowered/tool...
2: SETTING SOCIAL CRM GOALS                                                                                 /ADMASocial Cu...
3: COMMIT TO RESOURCES & ROLES                                               /ADMA Program    Technology Support Social Le...
4: PLANNING THE CONVERSATION                               /ADMAConversation Theme  Content Plan   Media Channels     Infl...
4: ISSUES MANAGEMENT                                                  /ADMA         .   “To be prepared is half the victor...
/ADMAWHO’S DOING IT SUCCESSFULLY
GATORADE MISSION CONTROL                                                              /ADMASocial Customer   • Understandi...
THE FORD STORY                                                                 /ADMASocial Customer   • Understanding cust...
FORD FIESTA AGENTS                                                             /ADMA                •Leverage enthusiastic...
INTERFLORA                                                              /ADMA                   • Extend reach and interac...
KLM ROYAL DUTCH AIRLINES                   • Extend reach and interactivity of yourSocial Marketing     marketing messages
TWELPFORCE                                                                  /ADMA Social Service   •Provide customer suppo...
OLD SPICE
OLD SPICE RESPONSES                   • Extend reach and interactivity of yourSocial Marketing     marketing messages
OLD SPICE SUPERFAN                   • Extend reach and interactivity of yourSocial Marketing     marketing messages
UNIQLO’S LUCKY CAMPAIGN                •Leverage enthusiastic customers and using Social Sales   them to persuade others
HIPPO FIGHT HUNGER                                                             /ADMA                •Leverage enthusiastic...
LEVIS FRIENDS STORE                •Leverage enthusiastic customers and using Social Sales   them to persuade others
BE THE BUYER                •Leverage enthusiastic customers and using Social Sales   them to persuade others
KEY TAKE AWAYS                                                    •   Listen                                              ...
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Social CRM

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Social CRM

  1. 1. WHERE TRADITIONAL CRM MEETS SOCIALADMA | 27th May 2011
  2. 2. /ADMATo get in contact , connect with me on LinkedIn: http://www.linkedin.com/in/emilyryan1
  3. 3. /ADMATHE LANDSCAPE
  4. 4. /ADMA Social media are primarily Internet andmobile-based tools forsharing and discussing information and content amongst people
  5. 5. THE FACTS /ADMA• There are roughly 13.4 million regular social media users in Australia1• 70.6% of Australian online usersregularaccessed a memberThere are roughly 13.4 million have social media community site1 in Feb 20112users in Australia• 61.5% of Australian online users now use Facebook370.6% of Australian online users have accessed a member• There are 866,520 20112community site in Feb facebook users in WA, April 20114IMAGE CREDIT: http://furnishedapartments.net.au/wp-content/uploads/2010/08/map-of-Australia.jpg
  6. 6. 61.5% of Australian online users now useFacebook3There are 866,520 facebook users in WA, April20114IMAGE CREDIT: http://pamoirs.files.wordpress.com/2008/11/facebook-friends.jpg
  7. 7. 2 million Australians check facebook beforethey get out of bed
  8. 8. 25 hours and 17 mins - the time it took CharlieSheen to reach 1 million Twitter followers 8
  9. 9. MOST ONLINE AUSTRALIAN ADULTS USE SOCIAL /ADMAMEDIA AT LEAST WEEKLY
  10. 10. TRUSTED STRANGERS• 90% of people trust recommendations from people they know• 70% trust consumer opinion posted online• Word of mouth helps 53% of people make purchase decisions• Only 56% of people trust advertisementsSource: NIELSEN “TRUST IN ADVERTISING” REPORT, JULY 2009, e-marketer
  11. 11. /ADMACRM entails all aspects of interaction that a companyhas with its customer, whether it is sales or service-related.
  12. 12. /ADMATRADITIONAL TODAY
  13. 13. /ADMASocial CRM represents a continuing journey byorganizations to deliver the right customer experienceat the right time…It’s fundamentally how to and where to reengage withcustomers in both social channels and the traditionalworld.Credit: R Wang, Jeremiah Owyang, Altimeter, Social CRM Use Cases: 5Ms and Marketing, April 2010
  14. 14. /ADMAGETTING YOUR ORGANISATION READY
  15. 15. /ADMAA METHODICAL APPROACH Listen Evolve Goals Promote Management Planning Team Develop Strategy Educate
  16. 16. WHERE DO YOU THINK A LOT OF /ADMAMARKETERS BEGIN? Listen Goals & Evolve Opportunity Promote “Let’s start a facebook page” Management Planning Team “Let’s create a blog” “Let’s get onto twitter” Develop Strategy Educate
  17. 17. /ADMA 1: LISTEN: Instead of ‘just jumping in’ brands are learning how people are using social media in their categoryIMAGE CREDIT: http://www.promediaklipsch.com/wp-content/uploads/monkey-with-headphones.jpg
  18. 18. PROFILE YOUR CUSTOMERS /ADMAhttp://www.forrester.com/empowered/tool_consumer.html
  19. 19. 2: SETTING SOCIAL CRM GOALS /ADMASocial Customer • Understanding customer needs and social Insights media behaviour • Extend reach and interactivity of yourSocial Marketing marketing messages •Leverage enthusiastic customers and using Social Sales them to persuade othersSocial Service •Provide customer support through social channels and Making it possible for customers and Support to help each other Social •Turning customers into a resource for innovation (collaboration and crowdsourcing) Innovation Credit: Forrester Research
  20. 20. 3: COMMIT TO RESOURCES & ROLES /ADMA Program Technology Support Social Leader Correspondent
  21. 21. 4: PLANNING THE CONVERSATION /ADMAConversation Theme Content Plan Media Channels Influencers Issues Management
  22. 22. 4: ISSUES MANAGEMENT /ADMA . “To be prepared is half the victory” Miguel De Cervantes
  23. 23. /ADMAWHO’S DOING IT SUCCESSFULLY
  24. 24. GATORADE MISSION CONTROL /ADMASocial Customer • Understanding customer needs and social Insights media behaviour
  25. 25. THE FORD STORY /ADMASocial Customer • Understanding customer needs and social Insights media behaviour Social •Turning customers into a resource for Innovation innovation (collaboration and crowdsourcing
  26. 26. FORD FIESTA AGENTS /ADMA •Leverage enthusiastic customers and using Social Sales them to persuade others
  27. 27. INTERFLORA /ADMA • Extend reach and interactivity of yourSocial Marketing marketing messages
  28. 28. KLM ROYAL DUTCH AIRLINES • Extend reach and interactivity of yourSocial Marketing marketing messages
  29. 29. TWELPFORCE /ADMA Social Service •Provide customer support through social channels and Making it possible for customers and Support to help each other
  30. 30. OLD SPICE
  31. 31. OLD SPICE RESPONSES • Extend reach and interactivity of yourSocial Marketing marketing messages
  32. 32. OLD SPICE SUPERFAN • Extend reach and interactivity of yourSocial Marketing marketing messages
  33. 33. UNIQLO’S LUCKY CAMPAIGN •Leverage enthusiastic customers and using Social Sales them to persuade others
  34. 34. HIPPO FIGHT HUNGER /ADMA •Leverage enthusiastic customers and using Social Sales them to persuade others
  35. 35. LEVIS FRIENDS STORE •Leverage enthusiastic customers and using Social Sales them to persuade others
  36. 36. BE THE BUYER •Leverage enthusiastic customers and using Social Sales them to persuade others
  37. 37. KEY TAKE AWAYS • Listen • Be prepared • Be social To get in contact , connect with me on LinkedIn: • Real-time http://www.linkedin.com/in/emilyryan1
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