Social Crm 2012 - "Social CRM is a monkey hat" @mailchimp

SOCIAL CRM IS A MONKEY HAT How to talk with your favorite company

SOCIAL CUSTOMER How did the customer evolve

3 THE POSTMODERN CONSUMER He is in trouble!

4 A long time ago companies talked like this.

5 it worked for a long time

6 Let’s say, until 2001

7 When some signalsmade us understandthat advertising was changing

10 Consumers are changed. Ah, you’re not the same any more!

11 They are distracted20k 8’ -23 is the yearly number of is the attention-span is the % of peopletv ads seen by a children in front of the TV that stops trusting advertising, from 2008 to 2010

http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdf advertising. They don’t trust

13 They don’t like bestsellers any more.

14 The Long Tail Internet makes niche products easily available

15 Of 100 songs oniTunes, how many aresold at least once in a year?

16 20? Pareto would say 20. Hey Wilfred, we still love you!

17 80? That woul be an insane store turnaround.

19 99.

20 Consumers have an active role in themaking of the brand.They buy online, talk, review, suggest.

22 Caﬀè?

CRM & SOCIAL CRM How to maintain relationship

24We found 4 diﬀerent ways to talk with customers.

25 1. CRM 2. SOCIAL 3. SOCIAL CRM + LISTENING 4. SOCIAL CRM + COMMUNITY

1. CRMcustomer relationship management

27 CRM is the creation, development and maintenance of long term relationshipsbetween customers and companies - CRM isn’t a software

28 “The ﬁrst type of CRM is the Xmas Panettone that my uncle give to his customers that buy an half cow every year My Uncle is a butcher.” -Anonymous

29 • Focus on individual relationship • Limited view of customers behaviors and groups • Customers are segmented by spending and demographics data

TOOLS &CHANNELS

2. SOCIALCustomer relationship management through Social media

32 http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/

37 2009

38 Mediarelations

39 Ideageneration

40 Ideageneration

41Customer care

42 Salesmanagement

43Promozioni

44• Focus on individual relationship• Limited view of customers behaviors • Focus on collaboration and groups • Multiple connections• Customers are segmented by spending • Value of conversations and demographics data

3. SOCIAL CRM + LISTENING Listen ﬁrst!

47 http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/

48 LISTENING

49 LISTENING Quantity Channels Topics Sentiment

50 Quantity

52 1. Check data and timing 2. Analyze peaks 3. Why so many mentions on that date? 4. Channels analysis 5. Find inﬂuencers and ﬁrst conversations

53 Peek caused by daily special offers.

54 1. Let’s check conversations diffusion for each country 2. Let’s ﬁnd new trend in new countries (low level of discussions) 3. Let’s check the sentiment status

55 Channels

56 Analisys

57 1. What kind of discussions on that channel? 2. Who are the inﬂuencers (Broadcaster)? 8000 14000+ follower follower

58 1. What kind of discussions on that channel? 2. Who are the bloggers? 3. What are they saying?

60 Topics

61 TOPICS we tagged all the mentions Choice Sales Review UGC

62 CHOICE How many questions? What kind of questions?

63 CHOICE

64 SALES

65 REVIEW

66 UGC

67 UGC

68 Sentiment

69 SENTIMENT

70 More Cases

71 - Gatorade

72 @stefanomizzella

73 - Mulino Bianco

74 - Telecom

75 - Alitalia

76 Organization: Microsoft, Xbox SupportSocial Media Stats:๏ Twitter: 55,000 followers๏ Hours tweeting per week: 91๏ Highlights:๏ 5,000 outgoing tweets each week๏ Highest customer satisfaction rates on Twitter out of all support channels๏ Proactive Twitter support prevents live service calls๏ The Guinness World Record for Most Responsive Brand on Twitter - Xbox

79 Gillette did some random acts of kindness, to relief irritated people found on Twitter

80 “One woman tweeted that shehad voices in her head speaking in Spanish - Edge responded with the gift of a Spanish/ English dictionary”

81 Kotex discover what inspires people on Pinterest, and sends them a gift

4. SOCIAL CRM + COMMUNITYPeople do CRM themselves.

86 YES BUT, THE MONKEY HAT?

88 IF SOCIAL CRM WORKS, WILL WE RECEIVE A MONKEY HAT? HEY @MAILCHIMP ARE YOU LISTENING?

89 GET GUMMY! Gummy Industries Via Manzoni 22/c - Brescia 030 5241468 twitter.com/gummyindustries

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Social Crm 2012 - "Social CRM is a monkey hat" @mailchimp

by Gummy Industries on Nov 26, 2012

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