How Companies Can Talk to Customers in the Social Media Age
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A short presentation for MasterLab in Digital Economics & Entrepreneurship @ Digital Accademia.
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How Companies Can Talk to Customers in the Social Media Age
- 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 signals made us understand that advertising was changing
- 8. 8
- 9. 9
- 10. 10 Consumers are changed. Ah, you’re not the same any more!
- 11. 11 They are distracted 20k 8’ -23 is the yearly number of is the attention-span is the % of people tv 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 on iTunes, how many are sold 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 the making of the brand. They buy online, talk, review, suggest.
- 21. 21
- 22. 22 Caffè?
- 23. CRM & SOCIAL CRM How to maintain relationship
- 24. 24 We found 4 different ways to talk with customers.
- 25. 25 1. CRM 2. SOCIAL 3. SOCIAL CRM + LISTENING 4. SOCIAL CRM + COMMUNITY
- 26. 1. CRM customer relationship management
- 27. 27 CRM is the creation, development and maintenance of long term relationships between 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. SOCIAL Customer 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
- 39. 39 Idea generation
- 40. 40 Idea generation
- 41. 41 Customer care
- 42. 42 Sales management
- 43. 43 Promozioni
- 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
- 46. 3. SOCIAL CRM + LISTENING Listen first!
- 47. 47 http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
- 48. 48 LISTENING
- 49. 49 LISTENING Quantity Channels Topics Sentiment
- 50. 50 Quantity
- 51. 51
- 52. 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
- 53. 53 Peek caused by daily special offers.
- 54. 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
- 55. 55 Channels
- 56. 56 Analisys
- 57. 57 1. What kind of discussions on that channel? 2. Who are the influencers (Broadcaster)? 8000 14000+ follower follower
- 58. 58 1. What kind of discussions on that channel? 2. Who are the bloggers? 3. What are they saying?
- 59. 59
- 60. 60 Topics
- 61. 61 TOPICS we tagged all the mentions Choice Sales Review UGC
- 62. 62 CHOICE How many questions? What kind of questions?
- 63. 63 CHOICE
- 64. 64 SALES
- 65. 65 REVIEW
- 66. 66 UGC
- 67. 67 UGC
- 68. 68 Sentiment
- 69. 69 SENTIMENT
- 70. 70 More Cases
- 71. 71 - Gatorade
- 72. 72 @stefanomizzella
- 73. 73 - Mulino Bianco
- 74. 74 - Telecom
- 75. 75 - Alitalia
- 76. 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
- 77. 77
- 78. 78
- 79. 79 Gillette did some random acts of kindness, to relief irritated people found on Twitter
- 80. 80 “One woman tweeted that she had voices in her head speaking in Spanish - Edge responded with the gift of a Spanish/ English dictionary”
- 81. 81 Kotex discover what inspires people on Pinterest, and sends them a gift
- 82. 4. SOCIAL CRM + COMMUNITY People do CRM themselves.
- 83. 83
- 84. 84
- 85. 85
- 86. 86 YES BUT, THE MONKEY HAT?
- 87. 87
- 88. 88 IF SOCIAL CRM WORKS, WILL WE RECEIVE A MONKEY HAT? HEY @MAILCHIMP ARE YOU LISTENING?
- 89. 89 GET GUMMY! Gummy Industries Via Manzoni 22/c - Brescia 030 5241468 twitter.com/gummyindustries