Taking Community Management and Customer Engagement to a whole new level

Taking Community Management and Customer Engagement to a whole new levelFabio De BernardiSenior Account ManagerSynthesio UK@fabiodebe

“Marketing is the ongoing process ofengagement whereby strangers are turned into advocates” – Trey Pennington

Marketing Community management is theongoing process of engagement whereby strangers are turned into advocates.

Social CRM is amorphous,all encompassing, and atotally different beastfrom traditional,records-centric CRM

“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

Social CRM: A virtuous circle of co-creation & collaboration Customer Intelligence Social Media Monitoring Research Marketing PR Sales Customer Other Consumer Creative concept Crisis Lead support HR; insights’ analysis; development; management; generation; Complaints Executives’ Competitive Campaign Online Prospect management; reputations intelligence measurement; footprint outreach Technical etc Influencer outreach measurement support Engagement: community Optimisation: Product & customer building & online support experience improvements

Time is of essence... this stuff is perishable

Engaging with customers &nurturing super contributors

Built out & refined ‘owned’ presence on the Webduring listening phase

“Fish where the fish are” LISTEN >> PLAN >> ENGAGE > Top forums > Super Contributors > Team of 50

Customer engagementnirvana. Let others dothe job for you

ONE answer online is seen byNINE people on average

ROI is “in the millions of euros” Reduction in call handling costs New plans / happier customers

Collaborating with customers toprovide a better experience

Your experience of the brand is intimately connected to the hotel you stay at

1 global dashboard40 country level dashboards4,000 hotelier dashboards > Pilot > Global rollout > Training > KPIs > Reward & recognition

Understanding the customer journey ...

Collective problems:Social media monitoringcan be the canary in thecoalmine

Novotel: 55% growth inpositive sentiment.Double digit growth inonline sales

To conclude …

To be most effective, Community Management and Customer Engagement require an holistic, three-pronged approach Listening Analysis Engagement

Mix of real time & morecontemplative analysis

This is a process of osmosis: a two-waycollaboration between a brand and their communities

Social media is maturing: the need is for Enterprise Class solutions andwhole organisations (people and processes) being empowered and involved

Thank you! Any question?fabio@synthesio.com+44 (0) 7545 065495fabiodebe@fabiodebehttp://www.synthesio.com/blog

http://www.fabiodebe.com	98
http://fabiodebe.tumblr.com	59
http://paper.li	33
http://twitter.com	1

Taking Community Management and Customer Engagement to a whole new level

by Fabio De Bernardi on May 20, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 191

Statistics

Taking Community Management and Customer Engagement to a whole new level — Presentation Transcript