• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Social Customer Engagement. The Sapiens&Co. approach.
 

Social Customer Engagement. The Sapiens&Co. approach.

on

  • 466 views

Clases sobre Social Customer Engagement impartidas por @RamonLaguna en la #CEA en el módulo Marketing through Social Networks (in English, of course) de Marketing Management & Public Affairs.

Clases sobre Social Customer Engagement impartidas por @RamonLaguna en la #CEA en el módulo Marketing through Social Networks (in English, of course) de Marketing Management & Public Affairs.

Statistics

Views

Total Views
466
Views on SlideShare
461
Embed Views
5

Actions

Likes
0
Downloads
6
Comments
0

1 Embed 5

http://www.sapiensco.com 5

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Social Customer Engagement. The Sapiens&Co. approach. Social Customer Engagement. The Sapiens&Co. approach. Presentation Transcript

    • Something is happening in Marketing...
    • Marketing Mix (1960) PProduct P Promotion advertisement public relations personal selling sales promotion P Prize P PlaceOld marketing was focused onProduct & Advertisement but... Nowadays it doesn’t work!
    • Marketing EvolutionMK 1.0 MK 2.0 MK 3.0 product client values The key is the combination
    • XXIst Century Marketing Mix Innovation PProduct P Promotion Sales People Service P Prize P Place Engagement People first! Strong conected!
    • Don’t interrupt me while I’mignoring you!
    • Engagement* is the new advertising*create a strong relationship (rational & emotional) between people & brands
    • Customer Experience* is the new way to create differentiation & lovemarks* * Wikipedia: Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction,purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context. * Google it!
    • People don’t buy products, but theybuy benefits, stories & experiencies
    • Social Media* is a toolbox to establish strong relationships*Wikipedia: Social Media includes web-based and mobile technologies used to communication into interactive dialogue
    • Marketing has changed, people havechanged, channels have changed... What about companies?
    • Most of them,still working on XXth century paradigms
    • Markets are conversations! cluetrain.com, 1999 XXth century XXIst century ACME INCIt’s not about money, it’s about time!
    • Traditional Sales Funnel Learn Awarness Buy Action Support Loyalty It fails to capture the many touchpoints and two-way interactions that are a consecuence of the Internet**clients well informed, networked and discerning prospect community
    • Social Customer Sales Funnel Learn En ante Awarness Re g reio -ncovat lat a ion g sh eCoI n ip Su e ihbart pp socf e ya o rere Lo lty rt Buy P ha S Action
    • New Sales Funnel 1 2 3 Active Evaluation Initial Information gathering, shopping consideration Moment set of purchase Loyalty Loop Trigger Postpurchase experience Ongoing exposure 44 potential battlegrounds where marketers win or lose
    • How do we prepare thesuccess cocktail?
    • Social Customer Engagement
    • Key Point to Success You must have the entirecompany working on SCE strategybusiness intelligence 2.0 teams & culture tech & tools
    • Key Point to Success You must have the entirecompany working on SCE Defining vision & tactics in a fast changing enviroment with quarterly or half-year reviewsbusiness intelligence 2.0 teams & culture tech & tools
    • Key Point to Success You must have the entirecompany working on SCE strategyMonitoring & gathering data to understand the social customer and the performance of our teams teams & culture tech & tools
    • Key Point to Success You must have the entirecompany working on SCE strategybusiness intelligence 2.0 Redifining processes, roles & responsabilities,deparments & workflows and spreading 2.0 values inside the organization tech & tools
    • Key Point to Success You must have the entirecompany working on SCE strategybusiness intelligence 2.0 teams & culture Decision around social platforms & social SWdevelopment, selection, building & implementation
    • strategy Social Social Social SocialExperience Services Commerce Innovation Delivering Rising Increasing Involvingexpectation- Customer Sales on & customers in beating Satisfaction offline using product Customer thought better Social developmentExperience customer Shopping & & co-creationusing Social care using Social Media using a new Media Social CRM Optimization innovation process Let’s go to know HOW...
    • Social Experience what it is main benefits toolset don’t forget
    • Social Experience what it is Create a strong, lasting & remarkable relationship between brands & customer through conversations, emotions &affection by using online (social media) & offline (store) tools. key points to success★Deliver “joy of use” (funs, new insights & tech)★Give exclusive (access, info, prizes, promotions, presents)★Mix online & offline to get a 360º customer experience
    • There are so much behind this actions...
    • ...to get amazing results!
    • Social Experience main benefitsconversation conversion ★Differenciate yourself from the competition ★Activate World of Mouth (referral value) ★Improve customer loyalty by enhacing user experience
    • Social Experience toolset targets contents feelingsestablish a human detailed content to make it memorable relationship get depth and let’s have fun 90-9-1 rule of short form content (you & your participation to get reach clients) social media platforms stay where your clients are contected (convenience)
    • And don’t forget...
    • It’s about people and people ❤ participating
    • strategy Social Social Social SocialExperience Services Commerce Innovation Delivering Rising Increasing Involvingexpectation- Customer Sales on & customers in beating Satisfaction offline using product Customer thought better Social developmentExperience customer Shopping & & co-creationusing Social care using Social Media using a new Media Social CRM Optimization innovation process ✔ Go ahead!
    • Social Services what it isBring more satisfaction, solve problems and make easier, faster & more convenient the life of our clients, specially on critical touch points of our relationship, being closer, accessible and giving them online services, support & customer care using Social Media tools (usually TW, FB & sCRM). key points to success★24x7 online service & fast answers★Workflow, processes & tools adapted to access any info★Team with responsibility & ready to take action
    • strategy Social Social Social SocialExperience Services Commerce Innovation Delivering Rising Increasing Involvingexpectation- Customer Sales on & customers in beating Satisfaction offline using product Customer thought better Social developmentExperience customer Shopping & & co-creationusing Social care using Social Media using a new Media Social CRM Optimization innovation process ✔ ✔ Now, a strong revolution...
    • Social Commerce what it is main benefits toolset don’t forget
    • What does Googllllle thinkabout Social Commerce?
    • Social Commerce what it is It’s the concept of World of Mouth applied toe-commerce through Social Media. It’s helping people buy where they connect and connect where they buy. It’s creating places where people can collaborate online, get advice from trusted individuals, find goods & services and then purchase them. key points to success★Let’s people talk and you listen, learn & get better!★Use LEAD road map (listen, experiment, appy, develop)★Pay attention to the rise of SoLoMo Consumer (social, local,mobile)
    • Social Commerce main benefits300 ★Gather market225 insights more ★Monetize your Social150 sales Media investment solving ROI problem ★Boost e-commerce 75 sales (traffic, conversion, order value) 0
    • Social Commerce toolset Rating & Social Referrals & Reviews Shopping Recomendations Forums & Social Media Social Ads &Communities Optimization Apps
    • Social Commerce Reviews&Ratings
    • Social Commerce Social Shopping
    • Social Commerce Reviews&Ratings
    • Social CommerceReferrals&Recommendations
    • Social CommerceForums&Communities
    • Social Commerce Social Media Optimization
    • Social Commerce Social Ads & Apps
    • And don’t forget...
    • It’s not the future, it’s the present since 200911.50 am EST · July 8, 2009 · $34
    • People trust in people
    • A wise man learns byexperiments of others; a fool by his own. Benchmark!
    • strategy Social Social Social SocialExperience Services Commerce Innovation Delivering Rising Increasing Involvingexpectation- Customer Sales on & customers in beating Satisfaction offline using product Customer thought better Social developmentExperience customer Shopping & & co-creationusing Social care using Social Media using a new Media Social CRM Optimization innovation process ✔ ✔ ✔ Last but not least...
    • Social Innovation what it isIt’s making innovation open & participatory to the people. It’s use the Internet to meet social needs of all kind with the desires of people, their ideas, what they want, what they value and what they are goint to pay for. It’s co-creation to improve value for money ratio in our new products & services. key points to success ★24x7 online service & fast answers ★Workflow, processes & tools adapted to access any info ★Team with responsibility & ready to take action
    • 100 000 ideas!!
    • If you want to know more about Starbucks Innovation Irecommend you to see Matthew Guiste... vimeo.com/15270898
    • How to make money in this business?
    • How are they creating Social Engagement through communication?
    • strategy Social Social Social SocialExperience Services Commerce Innovation Delivering Rising Increasing Involvingexpectation- Customer Sales on & customers in beating Satisfaction offline using product Customer thought better Social developmentExperience customer Shopping & & co-creationusing Social care using Social Media using a new Media Social CRM Optimization innovation process ✔ ✔ ✔ ✔ We’ve got it!
    • Thanks :)
    • Ramon Laguna CEO Sapiens&Co.ramon.laguna@sapiensco.com 607 543 032 @RamonLaguna /in/ramonlaguna /ramonlagunawww.slideshare.com/sapiensco
    • One more thing...
    • It’s not stronger thatsurvives. Not the mostintelligent. It’s the most adaptable to change. Charles Darwin