Implementing Social Media Listening & Engagement for Global Brands

4,633 views
4,309 views

Published on

Orange France has transformed its approach to customer services by building a team of 50 community managers who provide online support through engagement in third party forums. This has saved the company € millions via a reduction in call volumes. Meanwhile the Accor Hotel Group has provided 4,000 hotel managers with social media monitoring dashboards to help them increase customer satisfaction. In this session Catriona will explain how and why each brand took these steps, explaining the lessons learnt along the way.

Published in: Business, Technology
0 Comments
11 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,633
On SlideShare
0
From Embeds
0
Number of Embeds
280
Actions
Shares
0
Downloads
142
Comments
0
Likes
11
Embeds 0
No embeds

No notes for slide

Implementing Social Media Listening & Engagement for Global Brands

  1. Implementingenterpriseclass Social CRM<br />Catriona Oldershaw<br />Managing Director<br />Synthesio UK<br />@CatrionaTweets<br />
  2. “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<br />
  3. Social CRM is amorphous, all encompassing, and a totally different beast from traditional, <br />records-centric CRM<br />
  4. Social CRM: A virtuouscircle of co-creation & collaboration<br />Customer Intelligence<br />Research<br />Marketing<br />PR<br />Sales<br />Customer support<br />Other<br />Social Media Monitoring<br />Creative concept development; Campaign measurement;<br />Influencer outreach<br />Crisis management;<br />Online footprintmeasurement<br />Consumer insights’ analysis;<br />Competitive intelligence<br />Lead generation;<br />Prospect outreach<br />HR;<br />Executives’ reputations<br />etc<br />Complaints management;<br />Technical support<br />Engagement: community building & online support<br />Optimisation: Product & customer experience improvements<br />
  5. Time is of the essence ... this stuff is perishable<br />
  6. Collaboratingwithcustomers to provide a betterexperience<br />
  7. Your experience of the brand is intimately connected to the hotel you stay at<br />
  8. 1 global dashboard<br />40 country level dashboards<br />4,000 hotelier dashboards<br />> Pilot<br />> Global rollout<br />> Training<br />> KPIs<br />> Reward & recognition <br />
  9. Understanding the customer journey ...<br />
  10. Typical metrics from a hotel manager’s dashboard ...<br />
  11. Customer satisfaction index<br />Online satisfaction scores<br />
  12. Country-level and global dashboards<br />
  13. Cross-brand view of strengths and weaknesses<br />
  14. Engagingwithcustomers & nurturing super contributors<br />
  15. Built out & refined ‘owned’ presence on the Web<br />during listening phase<br />
  16. “Fish where the fish are”<br />LISTEN >> PLAN >> ENGAGE<br />> Top forums<br />> Super Contributors<br />> Team of 50<br />
  17. ROI is “in the millions of euros”<br />> Reduction in call handling costs<br />
  18. To conclude …<br />
  19. To be most effective, Social CRM requires an <br />holistic, three-pronged approach<br />Listening<br />Engagement<br />Analysis<br />
  20. Mix of real time & more contemplative analysis<br />
  21. This is a process of osmosis: a two-way collaboration between a brand and their communities<br />
  22. Social media is maturing: we need to talk about Enterprise Class solutions& whole organisations (people and processes) being empowered & involved<br />
  23. Are youready to start monitoring?<br />http://www.synthesio.com/blog<br />+44 (0)20 7788 7448<br />contact@synthesio.com<br />Catriona.Oldershaw<br />http://twitter.com/CatrionaTweets<br />

×