Implementing Social Media Listening & Engagement for Global Brands
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Implementing Social Media Listening & Engagement for Global Brands

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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 ...

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.

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

  • 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