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SAS Forum Deutschland 2012 - Von Social Media zu CRM

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SAS Forum Deutschland 2012 - Von Social Media zu CRM

  1. 1. Von Social Media zu CRMSzenarien einer digitalen KundenkontaktstrategieArnold Schiechl, Business-ConsultantSAS Austria Copyright © 2012, SAS Institute Inc. All rights reserved.
  2. 2. Agenda Chancen von Social Media Social CRM Modell Akzeptanz Social CRM Copyright © 2012, SAS Institute Inc. All rights reserved.
  3. 3. Was bedeuted Social Media?Welche Medien? Wo wird über Ihr Unternehmen diskutiert? Copyright © 2012, SAS Institute Inc. All rights reserved.
  4. 4. Wofür Social Media verwenden? Chancen nützen. Entscheidungen treffen. Aktion Orientierung Entscheidung Entscheidung Wettbewerbs-Vorteil Trend Chance Orientierung Aktion BeobachtungColin PowellUS-Außenminister Copyright © 2012, SAS Institute Inc. All rights reserved.
  5. 5. Welche Chancen ergeben sich aus Social Media?Mehr Umsatz:Produkt-Anzeigen und -Ratings basierend aufEmpfehlungen vonFreunden. Copyright © 2012, SAS Institute Inc. All rights reserved.
  6. 6. Welche Chancen ergeben sich aus Social Media?Besseres Service:Arzt-Wahlbasierend aufErfahrungen undEmpfehlungen vonPatienten. „Tolle Konzeption und sehr benutzerfreundlich! Die Arztempfehlung ist sehr hilfreich. Hier habe ich den besten Arzt für mich gefunden!” Copyright © 2012, SAS Institute Inc. All rights reserved.
  7. 7. Welche Chancen ergeben sich aus Social Media?Wertvolle Information:Gewichtung vonBeiträgen in Online-Medien basierend aufSocial Media -Aktivitäten. Copyright © 2012, SAS Institute Inc. All rights reserved.
  8. 8. Welche Chancen ergeben sich aus Social Media?Personalisierte Kundenansprache:Erstellung eines Online-LifestyleKundenprofiles basierend auf „Social“Media - Analyse. Kunden Online-Lifestyle IP Data Records IP, URL, timestamp Copyright © 2012, SAS Institute Inc. All rights reserved.
  9. 9. Wo stehen wir heute im Bereich Social Media?Gartner Hype Cycle für CRM Marketing Anwendungen Aggressive Rapid Followers Risk Averse Copyright © 2012, SAS Institute Inc. All rights reserved.
  10. 10. Was sind die Einflussfaktoren für Social CRM?Multi-Channel - Customer Experience - Holistic Data Copyright © 2012, SAS Institute Inc. All rights reserved.
  11. 11. Entscheidungs-Komponenten von Social CRM?Von den „Rohdaten“ zur Entscheidung Copyright © 2012, SAS Institute Inc. All rights reserved.
  12. 12. Entscheidungs-Komponenten von Social CRM?Von den „Rohdaten“ zur Entscheidung Kunden-Daten Social Copyright © 2012, SAS Institute Inc. All rights reserved.
  13. 13. Entscheidungs-Komponenten von Social CRM?Von den „Rohdaten“ zur Entscheidung Kunden-Daten Attributes Behaviour Social Copyright © 2012, SAS Institute Inc. All rights reserved.
  14. 14. Entscheidungs-Komponenten von Social CRM?Von den „Rohdaten“ zur Entscheidung Kunden-Daten Attributes Behaviour Social Kauf- Verhalten Location Copyright © 2012, SAS Institute Inc. All rights reserved.
  15. 15. Entscheidungs-Komponenten von Social CRM?Von den „Rohdaten“ zur Entscheidung Marketing Performance M. Kunden-Daten Attributes Central Decision Engine Behaviour RIGHT TIME Advanced Analytics Social REAL TIME Kauf- Verhalten Customer Information Management Location Copyright © 2012, SAS Institute Inc. All rights reserved.
  16. 16. Akzeptieren Kunden Social CRM?Forsa-Umfrage 2012 im Auftrag von SAS® Deutschland Copyright © 2012, SAS Institute Inc. All rights reserved.
  17. 17. Was sind die Gefahren und Probleme bei derUmsetzung von Social CRM Konzepten? Datensicherheit Vertrauen Rechtliche Bestimmungen Social Media Plattformen „definieren“ die Nutzung Copyright © 2012, SAS Institute Inc. All rights reserved.
  18. 18. Was sind die Gefahren und Probleme bei derUmsetzung von Social CRM Konzepten? Datensicherheit Vertrauen Rechtliche Bestimmungen Social Media Plattformen „definieren“ die Nutzung Copyright © 2012, SAS Institute Inc. All rights reserved.
  19. 19. Zusammenfassung Social Media CRM- Intelligente Entscheidungen Copyright © 2012, SAS Institute Inc. All rights reserved.
  20. 20. Vielen Dank für Ihre Aufmerksamkeit Arnold Schiechl, Business Consultant SAS Austria Copyright © 2012, SAS Institute Inc. All rights reserved.

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