Social CRM: Turning the buzz word into an integrated part of your strategyFabio De BernardiSenior Account ManagerSynthesio...
Social CRM: Turning the buzz word into an integrated part of your strategyFabio De BernardiSenior Account ManagerSynthesio...
Global, multi-lingual, end-to-end service providers      Social media experts      • 80 people strategically located all o...
Full services provider                         We audit and monitor your brand reputation and image online by    Online Re...
Social CRM is amorphous, allencompassing, and a totallydifferent beast from traditionarecords-centric CRM
Social CRM – A company’s response to the customer’s              ownership of the conversation“We are now at a point that ...
The New Fashioned Brand and its DNA    It’s not (all) about marketing, all departments                    need to be invol...
Social Media KPIs Competitors‘      Campaign social       Volume of mentions   Lead generation    Customer satisfaction be...
Time is of the essence... this stuff is perishable
1. Listening to drive innovation
Automotive industry: investment in innovation pays Outcome                                                   Efficient Inn...
The role of customer intelligence in innovation                                                Learning                   ...
Balancing Push vs. Pull               Push                                       Pull Leading customers:                 ...
PUSH >> "If I’d asked my customers what they wantedthey’d have said a faster horse"   - attributed to Henry Ford
PULL >> If you want tounderstand the tiger, don’t goto the zoo, go to the jungle.
2. Listening for marketing purposes
Investments in listening should deliver Social Intelligence Social intelligence is the management and analysis of data fro...
Actionable insights You don’t need to know everything, you need to know what matters.
Tap into the authentic voice of the customer                                                “Still not as bad as that f**k...
Celebrating the 1,000,000th Qashqai
Understanding cultural/national differences
Pimp my ride“Freakdude, Cool job done on your car,neighbro. Good that you have shareddetailed pics for all others here. Th...
3. Listening to manage a crisis
In a crisis situation, knowledge is power         Identification:         • Automated alerts based on keywords, sources & ...
Crisis management (and prevention)
Collective problems:Social media monitoringcan be the canary in thecoalmine
4. Engagement
“Fish where the fish are” LISTEN >> PLAN >> ENGAGE > Top forums / sources > Super Contributors > Lead gen opportunities
Customer engagementnirvana: let others dothe job for you
ONE answer online is seen byNINE people on average
Integration with existing systems
To be most effective, Social CRM requires an      holistic, three-pronged approach  Listening       Analysis    Engagement
Mix of real time & morecontemplative analysis
A promise is a promise, even on social media
Are you ready to start monitoring?http://www.synthesio.com/blog+44 (0)7545 065495fabio@synthesio.comfabiodebehttp://twitte...
Social CRM: Turning the buzz word into an integrated part of  your strategy
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Social CRM: Turning the buzz word into an integrated part of your strategy

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Social CRM is a big challenge for 'traditional' CRM professionals and the automotive industry is one of those which can benefit from it the most. Social CRM has already become an empty buzz word too, and the goal of the presentation is to give an idea of what can be achieved and which departments can benefit from investing in it.

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Social CRM: Turning the buzz word into an integrated part of your strategy

  1. 1. Social CRM: Turning the buzz word into an integrated part of your strategyFabio De BernardiSenior Account ManagerSynthesio UKfabio@synthesio.com+44 (0) 7545 065495Twitter: @fabiodebe
  2. 2. Social CRM: Turning the buzz word into an integrated part of your strategyFabio De BernardiSenior Account ManagerSynthesio UKfabio@synthesio.com+44 (0) 7545 065495Twitter: @fabiodebe
  3. 3. Global, multi-lingual, end-to-end service providers Social media experts • 80 people strategically located all over the world End-to-end social media platform • Analysts, consultants and technical teams to help you build the • Consumer Insights right response for your project • Engagement platform •160 projects in 2010 • Campaign measurement • Business Intelligence • Crisis Monitoring Synthesio: social media monitoring & engagement London – Paris – New York – Shanghai (Q1 2012) Customised solutions Strong international coverage Our core ethos is one of customisation, • Monitoring and analysis in 30+ languages Easy and powerful end-to-end service and support. You will • Customised sourcing for each client to cover • Award for excellence and receive what you need, when you need it, local markets innovation by the French Ministry of without having to wait for a faceless • 80% of projects is deployed on more than 3 Research development team to put something on countries • Best international listening the roadmap platform - Forrester Groundswell Awards 2010 and 2011
  4. 4. Full services provider We audit and monitor your brand reputation and image online by Online Reputation assessing sentiment, opinion, and word-of-mouth conversations Monitoring surrounding your brands and products When you need to put the brakes on your next crisis, we can deploy specific crisis monitoring for you in about an hour. Crisis Crisis Monitoring monitoring will keep you informed, in real time, about whats being said online Our researchers use award-winning technology combined with Consumer Insight and thorough human analysis to help you identify consumer opinions, Market Research habits, and expectations to drive innovation and product development Our Unity engagement platform is an enterprise-scalable solution Engagement enabling your teams to directly respond to consumers’ comments on both your own and third party sites – be they forums, blogs, Twitter or Facebook ROI Well measure the impact and reach of your efforts and give you Measurement the data youll need to assess the all-important ROI Want to perform your web monitoring in-house? You team can take DIY Tool advantage of our innovating platform and ‘do-it-yourself’
  5. 5. Social CRM is amorphous, allencompassing, and a totallydifferent beast from traditionarecords-centric CRM
  6. 6. Social CRM – A company’s response to the customer’s ownership of the conversation“We are now at a point that the customers expectations are so great and their demands so empowered that our Social CRM business strategy needs to be built around collaboration and customer engagement, not traditional operational customer management.” - Paul Greenberg
  7. 7. The New Fashioned Brand and its DNA It’s not (all) about marketing, all departments need to be involved
  8. 8. Social Media KPIs Competitors‘ Campaign social Volume of mentions Lead generation Customer satisfaction benchmarking score Social vs Number of coupon Response rate Audience Impact on SEO and mainstream media offers redeemed website traffic through social Response time Demographics of registrations by Media value media communities third-party logins # of cases resolved Share of voice Sales triggered Market share of # of and growth Savings compared to voice rate of fans and Influence level of traditional customer followers community service channels Social «Net members reached (reduction in call Promoter Score» Loyalty – Number of volumes) interactions and growth rate
  9. 9. Time is of the essence... this stuff is perishable
  10. 10. 1. Listening to drive innovation
  11. 11. Automotive industry: investment in innovation pays Outcome Efficient Innovators Inter-industry average High Intensity Innovators 70% 60% products launched in the last 5 years (%) Automotive OEMs 50% and Suppliers Share of sales generated by Electrical Telecommunication, engineering and IT and Media Electronics 40% Aerospace Engineering and Manufacturing Pharmaceuticals Consumer goods Inter-industry average 30% and food Construction Public and Professional Services and Equipment Financial Institutions 20% Chemicals and Resources Logistics and Services 10% Utilities Low intensity innovators Low Leverage Innovators 0% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% Share of R&D budget in total sales (%) Investment Chart courtesy of Michael Nautsch at Cumulus Analytics
  12. 12. The role of customer intelligence in innovation Learning Customers Idea Management Product/Service Development Post Portfolio Business & & Launch Launch Customer & ManagementBusiness Vision Technology Business & Strategy Intelligence Technology Portfolio Results Management Management Resource & Competence Management Partners Learning
  13. 13. Balancing Push vs. Pull Push Pull Leading customers:  Responding to customers: – offering the future A refined art & science – prototyping, the experience is the – customer insight dialogue – the role of the ‘lead user’ – linking capabilities to possibilities, – the customer’s customer the role of an innovation strategy – disruptive innovation as a source of insight, ignored at your peril
  14. 14. PUSH >> "If I’d asked my customers what they wantedthey’d have said a faster horse" - attributed to Henry Ford
  15. 15. PULL >> If you want tounderstand the tiger, don’t goto the zoo, go to the jungle.
  16. 16. 2. Listening for marketing purposes
  17. 17. Investments in listening should deliver Social Intelligence Social intelligence is the management and analysis of data from social media sources, used to activate and recalibrate business programmes. Strategic Consumer segmentation Market/campaign messaging Campaign measurement Market research Product research Sentiment analysis Interactive buying Lead generation Product innovation Customer support Competitive intelligence Brand protection Influencer marketing Tactical Crisis management Reactive Proactive Adapted from Forrester Research
  18. 18. Actionable insights You don’t need to know everything, you need to know what matters.
  19. 19. Tap into the authentic voice of the customer “Still not as bad as that f**king Juke“I still snigger when I see them on the thing everyone’s driving about… Iroad.... a positive snigger. I have worked in actually quite like it. I know I shouldn’t,the development side of the car industry but it looks like something they wouldand know what it takes to sign a program drive around on the Apollo missions.”off and it would have taken serious cojonesto give this the green light.” “The boot is pretty small, especially compared to the Audi A3 which had a fairly decent boot. Its one of the reasons Im probably not going to be keeping the car after my finance finishes in 2 and a bit years.”
  20. 20. Celebrating the 1,000,000th Qashqai
  21. 21. Understanding cultural/national differences
  22. 22. Pimp my ride“Freakdude, Cool job done on your car,neighbro. Good that you have shareddetailed pics for all others here. Though Ihave kept my car ICE basic for the timebeing, but I feel like hearing out your ICEsometime soon.”
  23. 23. 3. Listening to manage a crisis
  24. 24. In a crisis situation, knowledge is power Identification: • Automated alerts based on keywords, sources & influence • Pro-active emails / alerts from human analysts Management: • Reconfiguration of search terms / launch of new dashboard to track crisis • Ability to review conversations in real-time via dashboard • Know what people are saying
  25. 25. Crisis management (and prevention)
  26. 26. Collective problems:Social media monitoringcan be the canary in thecoalmine
  27. 27. 4. Engagement
  28. 28. “Fish where the fish are” LISTEN >> PLAN >> ENGAGE > Top forums / sources > Super Contributors > Lead gen opportunities
  29. 29. Customer engagementnirvana: let others dothe job for you
  30. 30. ONE answer online is seen byNINE people on average
  31. 31. Integration with existing systems
  32. 32. To be most effective, Social CRM requires an holistic, three-pronged approach Listening Analysis Engagement
  33. 33. Mix of real time & morecontemplative analysis
  34. 34. A promise is a promise, even on social media
  35. 35. Are you ready to start monitoring?http://www.synthesio.com/blog+44 (0)7545 065495fabio@synthesio.comfabiodebehttp://twitter.com/fabiodebe

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