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Twitter and real time information : innovative uses for CRM

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An analysis of Twitter and Twitter-based innovations applied to customer relationship management.

Published in: Technology, Business

Twitter and real time information : innovative uses for CRM

  1. 1. Twitter and Real-time information New tools for customer relationship Club CRM Paris, 11th March 2009
  2. 2. Agenda <ul><li>The problem : dealing with information overload </li></ul><ul><li>The approach : open and customer-centric </li></ul><ul><li>Selected Solutions : use cases and tools overview </li></ul>
  3. 3. Sommaire <ul><li>The problem : dealing with information overload and intrusiveness </li></ul><ul><li>The approach : open and customer-centric </li></ul><ul><li>Selected Solutions : use cases and tools overview </li></ul>
  4. 4. CRM is about relationships … that translate into connections and messages Datamining Sales force automation Campaign Management Customer Service
  5. 5. And the trend is to multiply touchpoints ! T ransactional CRM Relational CRM Social CRM … Multiple channels and frequencies
  6. 6. Welcome to the Twitter era ! Source : http://headrush.typepad.com/creating_passionate_users/2007/03/is_twitter_too_.html … How do we access and filter all this information ?
  7. 7. Sommaire <ul><li>The problem : dealing with information overload and intrusiveness </li></ul><ul><li>The approach : open and customer-centric </li></ul><ul><li>Selected Solutions : use cases and tools overview </li></ul>
  8. 8. Timing is right : usage and tools have emerged
  9. 9. The Feed is a key feature of Facebook, and now … Source : ifop Dec 08, sample of 3046 persons representative of the French population http://www.ifop.com/europe/sondages/opinionf/reseauxsociaux2008.asp
  10. 10. Twitter crosses the chasm, bringing the « now web » to large audiences A reality for 11% of US internet users … and soon elsewhere ? Source : http://www.pewinternet.org/Reports/2009/Twitter-and-status-updating.aspx
  11. 11. An interface revolution : from anxiety to addiction Mailbox Inbox Feed Week Day Real-time © Pictures : Martin LaBar (Flickr), Webdockonline.com, Gooclip.net Capacity Filter Attention Subscription Subscription Follow
  12. 12. Open platform integrates different feeds origins and formats And even a digest email …
  13. 13. Multiple notification possibilities
  14. 14. To summarize : Social Feeds’ key aspects
  15. 15. Mobile internet is still small but growing fast
  16. 16. Real-time and « location based services » : a match for mobility !
  17. 17. Location sharing : the missing piece for context More : http://www.wired.com/gadgets/wireless/magazine/17-02/lp_guineapig?currentPage=all
  18. 18. To summarize, location sharing’s key aspects
  19. 19. Sommaire <ul><li>The problem : dealing with information overload and intrusiveness </li></ul><ul><li>The approach : open and customer-centric </li></ul><ul><li>Selected Solutions : use cases and tools overview </li></ul>
  20. 20. Use cases : a quick overview of selected solutions 1 2 3
  21. 21. Already thousands of businesses on Twitter Let’s have a look at some innovative uses … In France : L’Express, France24, La Redoute, Renault, Club Med, …
  22. 22. Last-minute changes : critical information <ul><li>Crisis management : tornados in France in January 2009 </li></ul><ul><li>Threat identification and evaluation : Mumbaï terrorist attack </li></ul>
  23. 23. Crisis management : SNCF and ERDF joining for tornados An initiative started by a journalist / blogger « Elysee Inside » (Geoffrey La Rocca) http://www.lepost.fr/article/2009/01/26/1400284_un-fil-twitter-pour-suivre-l-actualite-de-la-tempete.html
  24. 24. Real-time threat assessment … Source : http://www.foreignpolicyjournal.com/articles/2009/01/15/battle_new-medias-moment-in-mumbai.html Snapshots uploaded live from the attacks in Mumbai
  25. 25. Optimization: opportunistic information <ul><li>Flash sales : Dell Outlet </li></ul><ul><li>Traffic information : French RATP’s line 13 or NYC’s Shakeshack burger restaurant </li></ul><ul><li>Real-time enriched information : Seesmic, Qik and Ustream mobile video casting </li></ul>
  26. 26. Flash sales : Dell Outlet did $1M in 2008 via Twitter ! More : http://www.internetnews.com/webcontent/article.php/3790161/What+Keeps+Twitter+Chirping+Along.htm
  27. 27. Real-time traffic information : RATP’s line 13
  28. 28. Rich media conversations Small videos uploaded live from PC or mobile phone…
  29. 29. Discovery : serendipity and recommandation <ul><li>Media distribution : magazine’s news feed </li></ul><ul><li>Live event experience : CNN / Facebook or Current TV / Twitter for the US presidential inauguration </li></ul><ul><li>Social network : « Boarding » </li></ul>
  30. 30. Traditional media adopting social media
  31. 31. Live events conversations : the US presidential inauguration Video + micro-blogging for a shared experience…
  32. 32. Socialize at airports with Boarding A simple #boarding + airport code in the Twitter stream …
  33. 33. Conclusion : make it simple is beautiful !
  34. 34. More innovation in CRM … GRC Communities and loyalty Conversation and co-design Mobility and Contextualisation Intelligent Agents Podcasts Micro-formats 2D barcodes Location-based services Facebook groups Community sites
  35. 35. For more information … UlyssCo 64, rue de Rambuteau I 75003 Paris I France Tél. : +33 1 40 27 8383 I Fax : + 33 1 42 72 2003 Contact : [email_address] Twitter : adebuche

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