Francois Ruf - How to make Social truly actionable for sales, marketing and customer care

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We are living in super connected world sharing billings of posts each day. Social Media changed the way how we consume information and interact. Did you know that your customers are 57% through the buying cycle before they contact you? Social data is a great way to get real time insights into your customers journey, planning and optimizing campaigns, generate leads or discover and nurture relationships with influencers. We will show you how to make social actionable

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  • This results into changed behavior of customers
  • This results into changed behavior of customers
  • Wo finde ich das Beispiel?
  • This results into changed behavior of customers
  • This results into changed behavior of customers
  • Francois Ruf - How to make Social truly actionable for sales, marketing and customer care

    1. 1. 20% expect a response within one hour via social media 44% of consumers complain via social media 1.2b posts per day just on Facebook and Twitter alone 57% through the buying cycle before they contact you
    2. 2. Publish social content Monitor campaign effectiveness Manage brand reputation Nurture Influencers MARKETING SALES Work better together Intercept buying signals Enriched insights Customer collaboration SERVICE Social customer care Knowledge management Early warning system Measure customer satisfaction
    3. 3. Social: Biggest Opportunities - FIS Customer Experience Understand your customers User expectations Trends & Innovations Learn from Competitors Customer Engagement Customer self-service Social Media Marketing Brand reputation & presence Social campaigns Consumer recommendations Nurturing of Influencers New Business Models Crowd sourced models P2P lending P2P Micropayments Community Banking Long tail Risk Management Discover market and customer risks in real time HR A great place communicate your messages and spot for top talents Collaboration Internal collaboration to maximize the network and knowledge Analytics & Big Data Generate actionable signals and support business decisions
    4. 4. 6 Lead Generation for Ernst & Young – Transaction Advisory Services Push deal alerts to sales by tracking and analyzing M&A rumors connected to the CRM system Example: Ernst & Young – Lead Generation Merger Acquisition Investment Seller Deal Volume Buyer Target Broker
    5. 5. Magic ? CRM System Account – Sales Relation Social Listening/Analytics API Data Posts Tweets Rewteets Likes Shares Sales Team Actions Phone CallsSignal Detection Grouping Distribution
    6. 6. Get the data 1 STEP Analyze the data 2 STEP Identify the sales person 3 STEP Deliver deal alert 4 STEP ► Social listening/ monitoring to detect and collect the data ► Natural Language processing to identify target, buyer, deal volume in the text ► Create an M&A Event ► Check with existing M&A databases if case is already identified ► Merge with CRM data to find out who is responsible for that account ► Send mail/notification and create and opportunity
    7. 7. Analyze the data 2 STEP ► Natural Language processing to identify target, buyer, deal volume in the text ► Check with existing M&A databases if case is already identified ► If not – you have a rumor Entry Buyer Microsoft Target Skype Dealvolume n.a. Post «Microsoft may take over Skype»
    8. 8. Analyze the data 2 STEP ► Natural Language processing to identify target, buyer, deal volume in the text ► Check with existing M&A databases if case is already identified ► If not – you have a rumor Entry Buyer Microsoft Target Skype Dealvolume n.a. Post «Microsoft may take over Skype» Post «Microsoft buys Skype for 8.5 b$ » Entry Buyer Microsoft Target Skype Dealvolume 8.5 b $ Event Buyer Microsoft Target Skype Dealvolume 8.5 b $
    9. 9. Analyze the data 2 STEP ► Natural Language processing to identify target, buyer, deal volume in the text ► Check with existing M&A databases if case is already identified ► If not – you have a rumor Event Buyer Microsoft Target Skype Dealvolume 8.5 b $ M&A Database Buyer Microsoft Target Skype Dealvolume 8.5 b $ If not included  may be a rumor ?
    10. 10. Identify the sales person 3 STEP ► Merge with CRM data to find out who is responsible for that account Event Buyer Microsoft Target Skype Dealvolume 8.5 b $ Rumor yes CRM Account Microsoft Sales Max Higgs Email m.higgs@contoso.com
    11. 11. Magic ? CRM System Account – Sales Relation Social Listening/Analytics API Data Posts Tweets Rewteets Likes Shares Sales Team Actions Phone CallsSignal Detection Grouping Distribution Magic ?  API’s  Natural Language Processing  Machine Learning/Rule based
    12. 12. Corporate Banking – Cross/Up selling
    13. 13. Your Fans!
    14. 14. Your Audience on Social Media?

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