Social Crm 2012 - "Social CRM is a monkey hat" @mailchimp

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A short presentation for MasterLab in Digital Economics & Entrepreneurship @ Digital Accademia.

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Social Crm 2012 - "Social CRM is a monkey hat" @mailchimp

  1. SOCIAL CRM IS A MONKEY HAT How to talk with your favorite company
  2. SOCIAL CUSTOMER How did the customer evolve
  3. 3 THE POSTMODERN CONSUMER He is in trouble!
  4. 4 A long time ago companies talked like this.
  5. 5 it worked for a long time
  6. 6 Let’s say, until 2001
  7. 7 When some signalsmade us understandthat advertising was changing
  8. 8
  9. 9
  10. 10 Consumers are changed. Ah, you’re not the same any more!
  11. 11 They are distracted20k 8’ -23 is the yearly number of is the attention-span is the % of peopletv ads seen by a children in front of the TV that stops trusting advertising, from 2008 to 2010
  12. http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdf advertising. They don’t trust
  13. 13 They don’t like bestsellers any more.
  14. 14 The Long Tail Internet makes niche products easily available
  15. 15 Of 100 songs oniTunes, how many aresold at least once in a year?
  16. 16 20? Pareto would say 20. Hey Wilfred, we still love you!
  17. 17 80? That woul be an insane store turnaround.
  18. 18 NO
  19. 19 99.
  20. 20 Consumers have an active role in themaking of the brand.They buy online, talk, review, suggest.
  21. 21
  22. 22 Caffè?
  23. CRM & SOCIAL CRM How to maintain relationship
  24. 24We found 4 different ways to talk with customers.
  25. 25 1. CRM 2. SOCIAL 3. SOCIAL CRM + LISTENING 4. SOCIAL CRM + COMMUNITY
  26. 1. CRMcustomer relationship management
  27. 27 CRM is the creation, development and maintenance of long term relationshipsbetween customers and companies - CRM isn’t a software
  28. 28 “The first type of CRM is the Xmas Panettone that my uncle give to his customers that buy an half cow every year My Uncle is a butcher.” -Anonymous
  29. 29 • Focus on individual relationship • Limited view of customers behaviors and groups • Customers are segmented by spending and demographics data
  30. TOOLS &CHANNELS
  31. 2. SOCIALCustomer relationship management through Social media
  32. 32 http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
  33. 33
  34. 34
  35. 35
  36. 36
  37. 37 2009
  38. 38 Mediarelations
  39. 39 Ideageneration
  40. 40 Ideageneration
  41. 41Customer care
  42. 42 Salesmanagement
  43. 43Promozioni
  44. 44• Focus on individual relationship• Limited view of customers behaviors • Focus on collaboration and groups • Multiple connections• Customers are segmented by spending • Value of conversations and demographics data
  45. 3. SOCIAL CRM + LISTENING Listen first!
  46. 47 http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
  47. 48 LISTENING
  48. 49 LISTENING Quantity Channels Topics Sentiment
  49. 50 Quantity
  50. 51
  51. 52 1. Check data and timing 2. Analyze peaks 3. Why so many mentions on that date? 4. Channels analysis 5. Find influencers and first conversations
  52. 53 Peek caused by daily special offers.
  53. 54 1. Let’s check conversations diffusion for each country 2. Let’s find new trend in new countries (low level of discussions) 3. Let’s check the sentiment status
  54. 55 Channels
  55. 56 Analisys
  56. 57 1. What kind of discussions on that channel? 2. Who are the influencers (Broadcaster)? 8000 14000+ follower follower
  57. 58 1. What kind of discussions on that channel? 2. Who are the bloggers? 3. What are they saying?
  58. 59
  59. 60 Topics
  60. 61 TOPICS we tagged all the mentions Choice Sales Review UGC
  61. 62 CHOICE How many questions? What kind of questions?
  62. 63 CHOICE
  63. 64 SALES
  64. 65 REVIEW
  65. 66 UGC
  66. 67 UGC
  67. 68 Sentiment
  68. 69 SENTIMENT
  69. 70 More Cases
  70. 71 - Gatorade
  71. 72 @stefanomizzella
  72. 73 - Mulino Bianco
  73. 74 - Telecom
  74. 75 - Alitalia
  75. 76 Organization: Microsoft, Xbox SupportSocial Media Stats:๏ Twitter: 55,000 followers๏ Hours tweeting per week: 91๏ Highlights:๏ 5,000 outgoing tweets each week๏ Highest customer satisfaction rates on Twitter out of all support channels๏ Proactive Twitter support prevents live service calls๏ The Guinness World Record for Most Responsive Brand on Twitter - Xbox
  76. 77
  77. 78
  78. 79 Gillette did some random acts of kindness, to relief irritated people found on Twitter
  79. 80 “One woman tweeted that shehad voices in her head speaking in Spanish - Edge responded with the gift of a Spanish/ English dictionary”
  80. 81 Kotex discover what inspires people on Pinterest, and sends them a gift
  81. 4. SOCIAL CRM + COMMUNITYPeople do CRM themselves.
  82. 83
  83. 84
  84. 85
  85. 86 YES BUT, THE MONKEY HAT?
  86. 87
  87. 88 IF SOCIAL CRM WORKS, WILL WE RECEIVE A MONKEY HAT? HEY @MAILCHIMP ARE YOU LISTENING?
  88. 89 GET GUMMY! Gummy Industries Via Manzoni 22/c - Brescia 030 5241468 twitter.com/gummyindustries

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