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SOCIAL CRM Event: CRM for en dag 31/01/2013 Kasper Risbjerg, Social Business Manager @ IBM | Twitter: @kasperrisbjerg | LinkedIn: linkedin.com/in/kasperrisbjerg/ | Email: risbjerg@dk.ibm.com

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THE NEXT WEB

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“Nearly 25% of people aged 18-34 use social media to comment on what they like/dislike about a storyline while watching TV”“Adults aged 35-44 are the most likely to discuss televisionprogramming with their social connections”

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GENERATION C • Definition: “Generation C, where C stands for connectedness, is not define by demographics, but by their adoption of technology and social networks that contribute to a digital lifestyle” • 86% share brand experiences online • 36% have purchased a product the same week their friend recommended it • 65% are offline less than an hour a day • Consists of gen.Y, X and the baby boomers Source: Edelman Digital

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GENERATION C Connected Online Traditional

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KEY CHARACTERISTICS OFYOUR SOCIAL CONSUMER • Shared experiences • An Audience with an Audience of Audiences • News don t break they tweet • Social objects • Personal brand • Platform-savvy • Addicted to feedback loops • Wants to be treated like an individual and to be remembered • Wants brand to listen, engage and respond quickly • Immune or elusive to traditional advertisement

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THE CONSUMER DECISION JOURNEYSource: McKinsey

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SOCIAL CRM We ve moved from the transaction to the interaction with customers,though we haven t eliminated the transaction – or the data associatedwith it... Social CRM focuses on engaging the customer in a collaborativeconversation in order to provide mutually beneficial value in a trustedand transparent business environment. It s (i.e. Social CRM is) thecompany s response to the customer s ownership of the conversation. - Paul Greenberg, the Godfather of CRM

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THE EVOLUTION FROM CRM TO SOCIAL CRMSource: http://econsultancy.com/dk/blog/9783-traditional-crm-vs-social-crm-infographic

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SOCIAL CRM USE CASESSource: Altimeter Group

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EVERYTHING STARTS WITH LISTENING “Finding your prospects’ and customers’ watering holes" • Where are the customers? • What are their needs? • Who do they listen to? • How did Purell Hand Sanitizer predict a flu? Source: http://adage.com/article/global-news/flu-fever-fuels-sanitizer-sales-lots-tweets/136426/

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RAPID SOCIAL SALES RESPONSECatching a lead in mid-air

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RAPID SOCIAL RESPONSE“Defending the brand” • People see themselves in the critic • Everyone is busy so don’t use that as an excuse • Don’t ask people to mail you if you’re busy • Facebook enhances bad products and experiences - so why have a presence there? • So how to respond? Source: http://www.kommunikationsforum.dk/artikler/telenor-i-socialmediestorm

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INNOVATION INSIGHTS“Catching innovation trends right under your nose" • How are my customers using my product? • Why aren’t people using my product? • What are the trends? • How did Fiskars experience a 3x increase in sales?

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Source: Chess Media Group

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KEY POINTS• Listening with Intent • What are people saying or seeking to improve what they’re doing today? • Designing the Experience • Social media represents a series of open windows to engage • Paying It Forward • Customers feel a sense of appreciation for those who help and provide value. • The Power to Tell • Make your customers the hero by helping them see what they can accomplish simply by aligning with you.

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QUESTIONS TO ASK YOURSELF• Have you mapped your customer s decision journey in a digital age? • What is the experience you would want your customer to have at every touchpoint? • How do you need to organize to create that experience?

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Thank you Connect with me on Twitter: @kasperrisbjerg Future Events LinkedIn: linkedin.com/in/ 18/2: Social Media Week Copenhagen: kasperrisbjerg/ Employeesinasthe social media sphere advocates brandWebsite: kasperrisbjerg.dk 18/2: Social Media WeekEmail: risbjerg@dk.ibm.com Copenhagen: Data for ikke-nørder More information at socialmediaweek.org/copenhagen