Implementing Social Media Listening & Engagement for Global Brands

Implementingenterpriseclass Social CRM
Catriona Oldershaw
Managing Director
Synthesio UK
@CatrionaTweets

“We are now at a point that the customers' expectations are so great and their demands so empowered that our SCRM business strategy needs to be built around collaboration and customer engagement, not traditional operational customer management.” - Paul Greenberg

Social CRM is amorphous, all encompassing, and a totally different beast from traditional,
records-centric CRM

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

Time is of the essence ... this stuff is perishable

Collaboratingwithcustomers to provide a betterexperience

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

1 global dashboard
40 country level dashboards
4,000 hotelier dashboards
> Pilot
> Global rollout
> Training
> KPIs
> Reward & recognition

Understanding the customer journey ...

Typical metrics from a hotel manager’s dashboard ...

Customer satisfaction index
Online satisfaction scores

Country-level and global dashboards

Cross-brand view of strengths and weaknesses

Engagingwithcustomers & nurturing super contributors

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

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

ROI is “in the millions of euros”
> Reduction in call handling costs

To conclude …

To be most effective, Social CRM requires an
holistic, three-pronged approach
Listening
Engagement
Analysis

Mix of real time & more contemplative analysis

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

Social media is maturing: we need to talk about Enterprise Class solutions& whole organisations (people and processes) being empowered & involved

Are youready to start monitoring?
http://www.synthesio.com/blog
+44 (0)20 7788 7448
contact@synthesio.com
Catriona.Oldershaw
http://twitter.com/CatrionaTweets

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Implementing Social Media Listening & Engagement for Global Brands

by Our Social Times on May 09, 2011

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Implementing Social Media Listening & Engagement for Global Brands — Presentation Transcript