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Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
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Social CRM (Follow Fridays)

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Proximity BBDO Follow Fridays session I did together with Franky Willekens.

Proximity BBDO Follow Fridays session I did together with Franky Willekens.

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  • 1. SOCIAL CRMWhen 2 Worlds Meet
  • 2. 1 2
  • 3. SOCIAL MEDIAThe limitations of Social is certainly not obvious for each and every organisation.
  • 4. SOCIAL MEDIAThe limitations of Even realtime is not fast enough.
  • 5. SOCIAL MEDIAThe limitations of Impossible to scale.
  • 6. SOCIAL MEDIAThe limitations of Customers don’t really care about departments.
  • 7. CRMThe limitations of Even though very customer-focused, the customer is not actively involved.
  • 8. CRMThe limitations of Company CustomerINSIDE OUT
  • 9. CRMThe limitations of Company CustomerINSIDE OUT Other customer Other customer Other customer Other customer
  • 10. social media crm
  • 11. Forrester, The future of the social web 2006 2007 2008 2009 2010 2011 2012 2013 2014 Social relationships Social functionality Social colonization Social context Social commerce
  • 12. Forrester, The future of the social web 2006 2007 2008 2009 2010 2011 2012 2013 2014 Social relationships Social functionality Social colonization Social context Social commerce people talking to each other online, yet no social networks social networking “friends” (walled gardens) social identies (Facebook Connect) customisation based on social profiles power to the (connected) customer (social CRM)
  • 13. SOCIAL MEDIA AND CRM WILL THEY BLEND?
  • 14. LET’S FIND OUT TODAY ... 1. What is this social CRM all about? 2. Advantages and opportunities 3. Putting SCRM into practice 4. Takeaway tweets
  • 15. SO WHAT IS THIS SOCIAL CRM ALL ABOUT? 1
  • 16. I GUESS WE ALL AGREE THE WORLD HAS CHANGED
  • 17. PEOPLE CUSTOMERS TRUST have access to every possible information, therefore ... no longer need to listen, they’ll just talk to each other. Meaning ... today works totally different then it used to.
  • 18. Disagree? Ask
  • 19. Traditional Today Forrester
  • 20. YOUR BEST CUSTOMER ISN’T NECESSARILY THE ONE WHO BUYS MOST
  • 21. Who is your most valuable customer? purchasevalue € €€ €€€ €€€€ The 80/20 rule
  • 22. The 80/20 rule Who is your most valuable customer?purchasevalue € €€ €€€ €€€€ The 90/9/1 rule* contentcontribution 90% audience 9% editors 1% creators *cc Jake McKee & 90-9-1.com
  • 23. The 80/20 rule Who is your most valuable customer?purchasevalue € €€ €€€ €€€€ The 90/9/1 rule* contentcontribution 90% audience keep *cc Jake McKee & 90-9-1.com 1% creators
  • 24. The 80/20 rule Who is your most valuable customer?purchasevalue € €€ €€€ €€€€ The 90/9/1 rule* contentcontribution 90% audience keep grow *cc Jake McKee & 90-9-1.com 1% creators
  • 25. The 80/20 rule Who is your most valuable customer?purchasevalue € €€ €€€ €€€€ The 90/9/1 rule* contentcontribution 90% audience keep grow *cc Jake McKee & 90-9-1.com 1% creators acquire
  • 26. Social CRM is the company's response to the customer's ownership of the conversation. Paul Greenberg
  • 27. Social CRM is a company’s necessary response to its customers’ transformation from spectators to participants and their subsequent co-ownership of the brand, based on their needs rather than on your rules.
  • 28. relationship management social customer ? ? ?
  • 29. Company Customer TRADITIONAL CRM: INSIDE OUT SOCIAL CRM: OUTSIDE IN
  • 30. Company Customer TRADITIONAL CRM: INSIDE OUT SOCIAL CRM: OUTSIDE IN Other customer Other customer Other customer Other customer
  • 31. Company CustomerTRADITIONAL CRM: INSIDE OUT SOCIAL CRM: OUTSIDE IN
  • 32. SO WHAT REALLY IS THE DIFFERENCE?
  • 33. WHO WHAT WHEN WHERE WHY HOW Assigned departments Company defined proces Business hours Defined channels Transaction Inside out Everyone Customer defined proces Customer sets the hours Customer-driven dynamic channels Interaction Outside in
  • 34. ADVANTAGES AND OPPORTUNITIES 2
  • 35. MARKETING & PR1 SALES2 CUSTOMER SERVICE3
  • 36. Purpose of “Social” ? 1. Marketing and PR 2. Sales 3. Customer Support Source: FollowFridays Survey 83% 13% 2%
  • 37. MARKETING & PR1 ✓ Listening allows you to reach out to prospects at the very moment they have a specific need. ✓ Better analysis of marketing effectiveness. ✓ Social media as a currency.
  • 38. 69,2 19,2 11,5 75 21,9 3,1 75 18,8 pre-campaign campaign post-campaign = negative = neutral A better analysis of marketing effects. 6,3 = postive
  • 39. TastiRewards incentivizes customers to associate their Twitter, Facebook and Foursquare accounts with their Tasti D-Lite membership cards. Each time your card is swiped, your Twitter/Facebook/Foursquare status is updated and you earn extra points.
  • 40. The value of sharing.
  • 41. The value of sharing. each share equals $1.78 in ticket sales
  • 42. SALES2 ✓ Enriching prospect and customer data with social interactions to get a better view of the client. Imagine I’d also be asked for my social profiles in order to provide sales people with “socially enriched leads”.
  • 43. CUSTOMER SERVICE3 ✓ Proactive problem solving and answering to customers. ✓ Better view of the client’s situation (history, influence, ...). “Twitter has changed the culture of our company.” Brian Roberts, Comcast CEO
  • 44. Comcastcares
  • 45. PUTTING THINGS INTO PRACTICE 3
  • 46. THE FIVE M’S OF SOCIAL CRMMMMM ✓ Monitoring ✓ Mapping ✓ Management ✓ Middleware ✓ Measure According to Altimeter
  • 47. MONITORING1 ✓ Similar to social media, you can’t engage in social CRM without listening first. ✓ Monitor the social web for relevant content.
  • 48. MAPPING2 ✓ Identify who’s talking. Do we already know this person on other social networks, our own database, ...? ✓ Get people to map their profiles themselves (in return for rewards).
  • 49. MANAGEMENT3 ✓ The rules and processes that define what we’re going to do with what we just learned: ✓ When are we going to respond how? ✓ How do we dispatch information to whom (remember social crm is about the entire organisation)?
  • 50. MIDDLEWARE4 ✓ The seamless integration of social and corporate data.
  • 51. MEASURE5 ✓ We probably no longer need to convince you of the importance of measuring ... ✓ Yet what you can’t measure, you can’t improve.
  • 52. 18 use cases to have a look at. We picked a few for this next example.
  • 53. LET’S TRY AN EXAMPLE
  • 54. Remember this bike?
  • 55. Let’s imagine for a second we’re bicycle dealers and want to sell Bart a new bike.
  • 56. AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE 1 2
  • 57. Google http://www.url.com1
  • 58. Bart has done extensive research, yet he can’t decide between two models. In order to make a final decision, he turns to his friends.
  • 59. Choose my bike http://www.url.com1 Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper. Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper.
  • 60. Facebook http://www.url.com1 Don’t pick the designer bike. Way too expensive! The Kalkhoff is better, even features built-in USB! OR
  • 61. 1 So why is this interesting? ✓ Bart discusses both bikes (and probably the dealership as well) extensively with his online friends. ✓ If the dealer manages to monitor these conversations properly, he’ll have access to sales information he’s never had before. ✓ Moreover, the conversation might well have drawn in a number of other interesting leads.
  • 62. Bart decides to buy this bike.
  • 63. AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE 1 2
  • 64. Just like any other consumer, Bart’s pretty excited about his new purchase. As soon as he returns home, he immediately visits his favorite online social networks to share his enthousiasm with friends and family.
  • 65. Facebook http://www.url.com2 Woot! Just bought myself a new bike! Super! Which one did you pick? Wow! What color did you choose? I like!
  • 66. That’s great news! Yet as a bicycle dealer, we’re missing quite an opportunity. Let’s help Bart share his enthousiasm.
  • 67. Facebook http://www.url.com2 Woot! Just bought myself a new bike! Go have a look at http://bycic.ly/47z6m Super! I want one too!!! OMG! USB! I like!
  • 68. Bycic.ly http://www.url.com2 Congratulations Bart with your brand new Kalkhoff bike. Have fun! Super! I want one too!!! OMG! USB! I like! Bike specifications
  • 69. 2 So why is this interesting? ✓ We’re optimally using Bart’s enthousiasm to tell his friends about the Kalkhoff brand. ✓ Comments and congratulations provide us with interesting insights on why people (dis)like the bike. ✓ And again, the conversation might well have drawn a number of new leads. ✓ We’re able to find out which of our customers are able to reach the largest network of friends.
  • 70. WHY THE BICYLE DEALER BENEFITS ✓ Enrich (map) our database with social profiles. ✓ Topic of conversation among Bart’s friends. ✓ Closely monitor the conversation. ✓ Gather leads based on comments and discussions. ✓ Confirm customers in their purchase decision. ✓ WOM: Bart becomes our most trusted sales representative.
  • 71. TAKEAWAY TWEETS5 4
  • 72. Social CRM is not a replacement for traditional CRM, nor for social media. 74 characters
  • 73. It’s a solution to business problems that have always existed. 62 characters
  • 74. SCRM is a (long-term) strategy. Technology only is the enabler. 63 characters
  • 75. There’s no such thing as one size fits all. 43 characters
  • 76. We’re just scratching the surface. And you should do that too*. 62 characters * don’t worry: while you’re doing so, we’ll be glad to help you.
  • 77. thanks you!
  • 78. ! ! ! Follow Fridays Briefing ! Contact Info ! !"#$%&'( ! ! !!!!! ! )"*+,$(( ( ! !!!!! ! -,,$.//0! ! ! !!!!! ! 1//0!! ! ! !!!!! ! 23.*+%"! ! ! !!!!! ! 40/%5! ! ! ! !!!!! ! 6"5"',,.(7(8)9! ! !!!!! ! ! ! ROSI Profiel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
  • 79. tijs.vrolix@proximity.bbdo.be franky.willekens@proximity.bbdo.be bart.muskala@proximity.bbdo.be jan.algoed@proximity.bbdo.be

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