social  CR Media    dal Bimby al Libraio digitaleMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship – Domitilla F...
CR MMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
cialso  CR M                                                               Custom                                         ...
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
ruoliorganizzazione aziendale                                                               chi risponde a chi          or...
comunicazione                                                  marketing• fax                                             ...
A chi interessano i feedback?              chi vende                                       chi sviluppaMA.D.E.E. MasterLab...
tutti                      parlano a                         tuttiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurs...
tutti                    parlano di                       tuttoMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
anche                                  se non                                   vuoiMA.D.E.E. MasterLab in Digital Economi...
BRAND            consumatoriMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
BRAND            consumatoriMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
BRAND            consumatoriMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
BRAND          share                                               push            share                                  ...
il       BRAND                                                 è un             Social ObjectMA.D.E.E. MasterLab in Digita...
ci sei                         anche se                         non vuoiMA.D.E.E. MasterLab in Digital Economics & Entrepr...
ASCOLTARE per definire:                  • una policy                  • una strategia                  • una presenzaMA.D...
il Customer Service                       aumenta                  la soddisfazione                      del clienteMA.D.E...
IR M                                                               Individ                                                ...
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
CRM, elementi e strategia:                  • interazione                  • relazione                  • analisi del clie...
• interazione                  • relazione                  • co-creazioneMA.D.E.E. MasterLab in Digital Economics & Entre...
che tipo di                              relazione?MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
• romantica                  • onesta                  • obbligataMA.D.E.E. MasterLab in Digital Economics & Entrepreneurs...
le 5 del                        W                            CRMMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
1.                   W           ho?              ufficio CRMMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
2.                   W           hat?              pushMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
4.                   W           hen?              in orario d’ufficioMA.D.E.E. MasterLab in Digital Economics & Entrepren...
4.                   W           here?              in luoghi decisi              dall’aziendaMA.D.E.E. MasterLab in Digit...
5.    hy?            W              per monetizzareMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
più due                  le 5 del                                W                 social CRMMA.D.E.E. MasterLab in Digita...
1.    ho?            W              chiunqueMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
2.                   W           hat?              ascoltoMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
3.    here?          W              ovunqueMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
4.    hen?           W              sempreMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
5.     hy            W              relazionarsiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
6.      in           W              vince l’aziendaMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
7.      in           W              vince il clienteMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
VANTAGGIMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
PER TUTTIMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
il cliente ha fatto                        una domanda                         l’azienda ha                            ris...
l’azienda ha                 migliorato la sua               Brand Reputation e               raccolto feedback a         ...
WDomitilla Ferrari@semerssuaqgiornalista, social media strategistdomitillaferrari.comdomitilla.ferrari@mondadori.it
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Social CRM

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la mia lezione sul Social Crm al MA.D.E.E., il MasterLab in Digital Economics & Entrepreneurship della Digital Accademia, 5 maggio 2012

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Social CRM

  1. 1. social CR Media dal Bimby al Libraio digitaleMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship – Domitilla Ferrari 15 maggio 2012
  2. 2. CR MMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  3. 3. cialso CR M Custom er Relatio nship M an a g em entMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  4. 4. MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  5. 5. ruoliorganizzazione aziendale chi risponde a chi organigramma competenze policy aziendalechi e come social media policyMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  6. 6. comunicazione marketing• fax • newsletter• e-mail • blog di prodotti/iniziative• corporate blog • social media MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  7. 7. A chi interessano i feedback? chi vende chi sviluppaMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  8. 8. tutti parlano a tuttiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  9. 9. tutti parlano di tuttoMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  10. 10. anche se non vuoiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  11. 11. BRAND consumatoriMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  12. 12. BRAND consumatoriMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  13. 13. BRAND consumatoriMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  14. 14. BRAND share push share feed tele pull back lamen shareshare reazioni relazioni recensioni consumatori customer prospect fan o ri detrattMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  15. 15. il BRAND è un Social ObjectMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  16. 16. ci sei anche se non vuoiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  17. 17. ASCOLTARE per definire: • una policy • una strategia • una presenzaMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  18. 18. il Customer Service aumenta la soddisfazione del clienteMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  19. 19. IR M Individ ual Relatio nship M an a g em entMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  20. 20. MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  21. 21. CRM, elementi e strategia: • interazione • relazione • analisi del cliente • risposte (e proposte) personalizzateMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  22. 22. • interazione • relazione • co-creazioneMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  23. 23. che tipo di relazione?MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  24. 24. • romantica • onesta • obbligataMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  25. 25. le 5 del W CRMMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  26. 26. 1. W ho? ufficio CRMMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  27. 27. 2. W hat? pushMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  28. 28. 4. W hen? in orario d’ufficioMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  29. 29. 4. W here? in luoghi decisi dall’aziendaMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  30. 30. 5. hy? W per monetizzareMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  31. 31. più due le 5 del W social CRMMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  32. 32. 1. ho? W chiunqueMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  33. 33. 2. W hat? ascoltoMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  34. 34. 3. here? W ovunqueMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  35. 35. 4. hen? W sempreMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  36. 36. 5. hy W relazionarsiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  37. 37. 6. in W vince l’aziendaMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  38. 38. 7. in W vince il clienteMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  39. 39. VANTAGGIMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  40. 40. PER TUTTIMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  41. 41. il cliente ha fatto una domanda l’azienda ha risposto (velocemente)MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  42. 42. l’azienda ha migliorato la sua Brand Reputation e raccolto feedback a costo (quasi) zeroMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  43. 43. WDomitilla Ferrari@semerssuaqgiornalista, social media strategistdomitillaferrari.comdomitilla.ferrari@mondadori.it

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