Driving a conversation with your customers :
   A powerful way to achieve business goals
   Stephane LEE - CEO Dimelo/Feed...
Agenda

   • Introduction : Social Media and the New Marketing

       • Case study : MacHeist

       • Case study : GetS...
Introduction : Social Media and the New Marketing




Copyright Dimelo SA                       http://www.feedback20.com
MacHeist case study




    $3M and 80 000 buyers
         in 14 days



Copyright Dimelo SA         http://www.feedback20...
MacHeist case study




    $3M and 80 000 buyers
         in 14 days



Copyright Dimelo SA         http://www.feedback20...
MacHeist case study




    $3M and 80 000 buyers
         in 14 days



Copyright Dimelo SA         http://www.feedback20...
MacHeist case study




         Your marketing campaigns are
               compared to this

    $3M and 80 000 buyers
 ...
GetSatisfaction case study




Copyright Dimelo SA          http://www.feedback20.com
GetSatisfaction case study




                                You’re being displaced
                             of your...
Brandtags case study




                       Can you guess
                         this one ?


Copyright Dimelo SA   ...
Brandtags case study




                       Your brand is being defined by internauts




                             ...
The funnel is now a loop




Copyright Dimelo SA        http://www.feedback20.com
The funnel is now a loop




       Engagement in digital conversations
        is the new performance indicator




Copyr...
The funnel is now a loop




       Engagement in digital conversations
        is the new performance indicator

        ...
Why should I participate in digital conversations ?




Copyright Dimelo SA                         http://www.feedback20....
Because conversation trumps media


    Did you s
              ee a good
    to the mo             film late
             ...
Because we are social animals




      Should we participate in conversations ?   «Markets are conversations»




Copyrig...
Because your brand is a person




      http://gapingvoid.com/2004/06/27/the-hughtrain/




Copyright Dimelo SA          ...
How to host and leverage your own customer community ?
   Demystifying conversation strategies...




Copyright Dimelo SA ...
The dirty little secret




Copyright Dimelo SA       http://www.feedback20.com
What should I think
   about ?

   • Imagine you’re organizing an
     ongoing conference

       • Attendee profiles

    ...
Where will you host ?
                                  http://ideas.mybrand.com

                                   Page ...
Who will you invite ?
                                                 CRM
                                               ...
What will be the driver ?
                                                        Right
                                  ...
Who will energize it ?
                                                   Social
                                         ...
What topic will support it ?
                                            Inter-
                                          ...
Exemples of benefits and ROI




Copyright Dimelo SA              http://www.feedback20.com
What are the
   returns ?

   • Community-powered customer         B rand Image
     service : 15 to 20% call
     avoidan...
The Feedback2.0 Story




Copyright Dimelo SA        http://www.feedback20.com
About us


   • The Feedback2.0 SocialCRM Suite is the first application of Dimelo, a French web
     software company

   ...
What is feedback2.0 ?

                      Feedback2.0 is a white-label dialog platform that provide customer-
         ...
Scalable conversation architecture




                     Création des opérations                 Gestion des comptes ut...
Scalable conversation architecture



                              Suggestions         Q&R                               ...
Scalable conversation architecture



                              Suggestions         Q&R                               ...
Live Demo




Copyright Dimelo SA   http://www.feedback20.com
Interactive Page Layout




                                    !


      A unique way to change page layout on demand


C...
Quick feedback




Copyright Dimelo SA   http://www.feedback20.com
Quick feedback




Copyright Dimelo SA   http://www.feedback20.com
Quick feedback




Copyright Dimelo SA   http://www.feedback20.com
Quick feedback




Copyright Dimelo SA   http://www.feedback20.com
Back office




                      !


Copyright Dimelo SA       http://www.feedback20.com
Search engine friendly




                      SEO




Copyright Dimelo SA         http://www.feedback20.com
A few tips on designing and managing
   conversations




Copyright Dimelo SA                       http://www.feedback20....
Get them excited !


   • Never forget the web basics : audience rules !

       • You can always improve your story when ...
Drive the conversation safely


   • Control what is published

       • Beforehand moderation, admin alerts, afterhand mo...
A good customer conversation


   • is NOT a marketing campaign

   • has a great design and user experience

   • is funn...
As a conclusion


                            Dear Brands,

                      Become a social animal and
             ...
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Digital Media Barcelona

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  • Good afternoon, I’m Stephane LEE, CEO of Dimelo, a french software company editing a white label social software called Feedback2.0.
    Before I begin, I’d like to thank OrangeValley, for inviting us here.

    We have been selling dialog spaces between brands and their customers for nearly 3 years now, and I’d like to show you examples on why and how you should engage conversations with your customers.
  • OK you’ve decided to engage in a brand conversation with your customers or prospects. But what the hell are you going to discuss about ? Feedback2.0 isn’t a collection of forums, wikis, blogs, a communityspace. It is a dedicated tool to drive conversations. Only by driving conversations will you have business returns.
  • OK you’ve decided to engage in a brand conversation with your customers or prospects. But what the hell are you going to discuss about ? Feedback2.0 isn’t a collection of forums, wikis, blogs, a communityspace. It is a dedicated tool to drive conversations. Only by driving conversations will you have business returns.
  • It’s about time to show you what Feedback2.0 looks like ;-)
  • It’s about time to show you what Feedback2.0 looks like ;-)
  • Digital Media Barcelona

    1. 1. Driving a conversation with your customers : A powerful way to achieve business goals Stephane LEE - CEO Dimelo/Feedback2.0 Copyright Dimelo SA http://www.feedback20.com
    2. 2. Agenda • Introduction : Social Media and the New Marketing • Case study : MacHeist • Case study : GetSatisfaction • Case study : Brandtags • Why should I participate in digital conversations ? • How to host and leverage your own customer community ? • Demystifying conversation strategies • The Feedback2.0 story • Practical tips on designing and managing customer interactions Copyright Dimelo SA http://www.feedback20.com
    3. 3. Introduction : Social Media and the New Marketing Copyright Dimelo SA http://www.feedback20.com
    4. 4. MacHeist case study $3M and 80 000 buyers in 14 days Copyright Dimelo SA http://www.feedback20.com
    5. 5. MacHeist case study $3M and 80 000 buyers in 14 days Copyright Dimelo SA http://www.feedback20.com
    6. 6. MacHeist case study $3M and 80 000 buyers in 14 days Copyright Dimelo SA http://www.feedback20.com
    7. 7. MacHeist case study Your marketing campaigns are compared to this $3M and 80 000 buyers in 14 days Copyright Dimelo SA http://www.feedback20.com
    8. 8. GetSatisfaction case study Copyright Dimelo SA http://www.feedback20.com
    9. 9. GetSatisfaction case study You’re being displaced of your legitimate perimeter Copyright Dimelo SA http://www.feedback20.com
    10. 10. Brandtags case study Can you guess this one ? Copyright Dimelo SA http://www.feedback20.com
    11. 11. Brandtags case study Your brand is being defined by internauts Can you guess this one ? Copyright Dimelo SA http://www.feedback20.com
    12. 12. The funnel is now a loop Copyright Dimelo SA http://www.feedback20.com
    13. 13. The funnel is now a loop Engagement in digital conversations is the new performance indicator Copyright Dimelo SA http://www.feedback20.com
    14. 14. The funnel is now a loop Engagement in digital conversations is the new performance indicator cf http://www.engagementdb.com/ Copyright Dimelo SA http://www.feedback20.com
    15. 15. Why should I participate in digital conversations ? Copyright Dimelo SA http://www.feedback20.com
    16. 16. Because conversation trumps media Did you s ee a good to the mo film late vie theat ly ? I’d li er this w ke to go eek-end a nd… y… hy do n’t the W see my ? film rush to Copyright Dimelo SA http://www.feedback20.com
    17. 17. Because we are social animals Should we participate in conversations ? «Markets are conversations» Copyright Dimelo SA http://www.feedback20.com
    18. 18. Because your brand is a person http://gapingvoid.com/2004/06/27/the-hughtrain/ Copyright Dimelo SA http://www.feedback20.com
    19. 19. How to host and leverage your own customer community ? Demystifying conversation strategies... Copyright Dimelo SA http://www.feedback20.com
    20. 20. The dirty little secret Copyright Dimelo SA http://www.feedback20.com
    21. 21. What should I think about ? • Imagine you’re organizing an ongoing conference • Attendee profiles • Venue • Topics, conversation drivers • Sessions • MC and guest speakers • Materials • Open panel Copyright Dimelo SA http://www.feedback20.com
    22. 22. Where will you host ? http://ideas.mybrand.com Page Header Logo, baseline etc. Editorial Editorial Bloc Bloc (Video) (Text Image) Navigatio n Filtered Other Participative Bloc filter On Forums, blogs, wikis By category 1 different criteria: Categories, Rules etc. Latest Better Ideas Ideas Users Bloc A department store Your own place Copyright Dimelo SA http://www.feedback20.com
    23. 23. Who will you invite ? CRM extract Company engagement Hot Prospects First time customers ? SATISFACTION INSIGHTS SATISFACTION ANSWERS IDEAS Visitors Old time cust./VIPs SEO LOYALTY BUZZ SATISFACTION Loyalty Copyright Dimelo SA http://www.feedback20.com
    24. 24. What will be the driver ? Right time Company engagement Q&A Suggestions SATISFACTION SEO INSIGHTS IDEAS LOYALTY INSIGHTS Collaborative FAQ Testimonials ? LOYALTY ANSWERS SATISFACTION SEO INSIGHTS BUZZ Existing proximity Copyright Dimelo SA http://www.feedback20.com
    25. 25. Who will energize it ? Social animals Company engagement Internal experts Community Managers SATISFACTION SATISFACTION INSIGHTS LOYALTY Good Samaritans External experts ? ? BUZZ SEO ANSWERS IDEAS ANSWERS SEO Hiring cost Copyright Dimelo SA http://www.feedback20.com
    26. 26. What topic will support it ? Inter- section Company engagement Internal Projects Main Offer ? INSIGHTS ANSWERS IDEAS SEO LOYALTY Niche Innovation Free Expertise INSIGHTS LOYALTY BUZZ SEO Audience/Trafic Copyright Dimelo SA http://www.feedback20.com
    27. 27. Exemples of benefits and ROI Copyright Dimelo SA http://www.feedback20.com
    28. 28. What are the returns ? • Community-powered customer B rand Image service : 15 to 20% call avoidance • Ideas generation : how would it cost to get 1000 internally ? Custo mer Relations • SEO : What would it cost to get an extra 10 000 visitors to your main website ? Product Innovation • Crisis management : What’s your e-reputation cost ? Copyright Dimelo SA http://www.feedback20.com
    29. 29. The Feedback2.0 Story Copyright Dimelo SA http://www.feedback20.com
    30. 30. About us • The Feedback2.0 SocialCRM Suite is the first application of Dimelo, a French web software company • Dimelo was founded in 2006 • Our 100+ bluechip customers, make us the European Leader of SocialCRM tools • We have a two-fold expertise : • Software development, web technology, hosting, and integration project management • Brand conversations know-how, consultancy and conversation project management Copyright Dimelo SA http://www.feedback20.com
    31. 31. What is feedback2.0 ? Feedback2.0 is a white-label dialog platform that provide customer- driven organizations a secure, flexible and actionable way to build a trusted environment with their community and drive targeted conversations. Copyright Dimelo SA http://www.feedback20.com
    32. 32. Scalable conversation architecture Création des opérations Gestion des comptes utilisateurs Gestions des « back-office » Configuration, analyse Sécurité et performance users Socle technologique DIMELO – Editeur de feedback2.0 29, rue du Louvre www.feedback20.com 75002 PARIS Page Tel : 01 77 37 27 57
    33. 33. Scalable conversation architecture Suggestions Q&R Témoignages Entraide Q&R et Support Experts fb 2.0 Ideas fb2.0 fb2.0 fb2.0 Ideas Answers Answers Création des opérations Gestion des comptes utilisateurs Gestions des « back-office » Configuration, analyse Sécurité et performance users Socle technologique DIMELO – Editeur de feedback2.0 29, rue du Louvre www.feedback20.com 75002 PARIS Page Tel : 01 77 37 27 57
    34. 34. Scalable conversation architecture Suggestions Q&R Témoignages Entraide Q&R et Support Experts Web services Information System API fb2.0 Ideas fb 2.0 fb2.0 fb2.0 Ideas API Answers Answers CRM Widgets Apps Création des opérations Gestion des comptes utilisateurs LDAP RSS XML Gestions des « back-office » Configuration, analyse Open ID Sécurité et performance users Soap SSO Mobile Socle technologique BI Apps DIMELO – Editeur de feedback2.0 29, rue du Louvre www.feedback20.com 75002 PARIS Page Tel : 01 77 37 27 57
    35. 35. Live Demo Copyright Dimelo SA http://www.feedback20.com
    36. 36. Interactive Page Layout ! A unique way to change page layout on demand Copyright Dimelo SA http://www.feedback20.com
    37. 37. Quick feedback Copyright Dimelo SA http://www.feedback20.com
    38. 38. Quick feedback Copyright Dimelo SA http://www.feedback20.com
    39. 39. Quick feedback Copyright Dimelo SA http://www.feedback20.com
    40. 40. Quick feedback Copyright Dimelo SA http://www.feedback20.com
    41. 41. Back office ! Copyright Dimelo SA http://www.feedback20.com
    42. 42. Search engine friendly SEO Copyright Dimelo SA http://www.feedback20.com
    43. 43. A few tips on designing and managing conversations Copyright Dimelo SA http://www.feedback20.com
    44. 44. Get them excited ! • Never forget the web basics : audience rules ! • You can always improve your story when you have readers • Think you are a film storyteller, plan the action • Behave as a human being, not as a marketing machine • Put your social animals upfront • What they want : • to simplify their daily life • to learn and be valued • to help each other • to believe in you Copyright Dimelo SA http://www.feedback20.com
    45. 45. Drive the conversation safely • Control what is published • Beforehand moderation, admin alerts, afterhand moderation, user ban, anti-spam • Highlight the signal, hide the noise • Interactive page layout, «star» conversations, archive • Anticipate what’s happening • Trafic statistics, conversation analytics, trends • Manage the flow • Group content for one-to-many response • Apply our methodology (slow start, set expectations, organize response flow ...) Copyright Dimelo SA http://www.feedback20.com
    46. 46. A good customer conversation • is NOT a marketing campaign • has a great design and user experience • is funny and attractive, yet professional • mixes different user profiles • changes every week (news, events,...) • surpasses user expectations • produces many children Leads to a deeper • transcends organization silos relationship Copyright Dimelo SA http://www.feedback20.com
    47. 47. As a conclusion Dear Brands, Become a social animal and remember your conversation instincts ! s.lee@dimelo.fr http://www.feedback20.com Copyright Dimelo SA http://www.feedback20.com
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