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Keys to unlocking Social CRM, Betclic Everest Group - ICE Conf London 2012


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The big idea here is that customers have a bigger say than ever and good ideas spread. Using the Forrester Research 5 keys to Social media companies can gain a much better understanding of how to embark on social media projects that are relevant for the business and not simply a distraction.

Including case study from Betclic Everest Group.

Read more about Social business and web strategy at:

Published in: Business, Technology
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Keys to unlocking Social CRM, Betclic Everest Group - ICE Conf London 2012

  1. 1. Keys to Unlocking Social CRM Joakim Nilsson, Head of Social Media - ICE London 24 th January 2012
  2. 3. “ Social CRM is a philosophy and a business strategy... ...It's the company's response to the customer's ownership of the conversation.” - Paul Greenberg
  3. 5. CUSTOMERS Impressions Awareness Consideration Purchase Traditional Purchase Funnel
  4. 6. Social Media Purchase Funnel CUSTOMERS Impressions Awareness Consideration Purchase Use Opinion Talk Impressions
  5. 7. <ul><li>Listen </li></ul><ul><li>Talk </li></ul><ul><li>Support </li></ul><ul><li>Energize </li></ul><ul><li>Embrace </li></ul>5 keys to unlock Social CRM
  6. 8. Listen...
  7. 9. Social Networks Micro blogs Blogs Forums Video Sites Customer Service Sales Product Advertising SEO Monitor the Web Deliver data to Organisation Keyword Search Mentions Metrics
  8. 10. Customer DB Include Facebook ID Twitter handle Forum user IM details Google+ ID Map Social Profiles with DB
  9. 11. 1,678 People talking about Betclic in France
  10. 12. 423 Tweets!
  11. 14. 309,153 Potential mention audience
  12. 15. Talk <ul><li>Youtube </li></ul>2. Talk... Talk...
  13. 20. Talk <ul><li>Youtube </li></ul>3. Support... Support...
  14. 22. Talk <ul><li>Youtube </li></ul>4. Energize... Energize...
  15. 28. Talk <ul><li>Youtube </li></ul>5. Embrace... Embrace...
  16. 30. Social Media organisation models
  17. 31. Activities Engagement Reach Network Size Metrics Owned Social Channels
  18. 32. Vistit ---- Follow me on: @JoakimNilsson