End-to-end Social CRM: case          studies      Social CRM Brussels, September 2012            Alexandre Vandermeersch
Who I am, who we are Boosting dialogue across thevalue chain since 2009, through:  • Research & Consulting:    qualitative...
Social CRM, sure…But what is CRM again ?Maria Magdalena(= CRM expert) –can’t explain much                              Jes...
What is End-to-end social CRM ?                             Opera-                   R&D                     Marketing    ...
Why do you need it ? Because you haveto“For the first time, marketers trailthe consumers – Consumers arediscussing and rec...
What for ? Strategic framework                       Learn                        Private                      Dialogue   ...
With who ? Map stakeholders’ needs,interests, & motivations                                     Life Insurance example    ...
With who (bis) ?Top influencersHigh-engagedMasses-disengaged                   @alexvdm   8
And how ?                           Direct contact,                    Top    online & offline             influencers    ...
Social Insights: Research communities                                @alexvdm   10
R&D case - End-to-end co-creation         CHALLENGE                                    APPROACHExplore a new product throu...
Permanent panel for always-on researchRecruitment within client        Use a selection of the panel fordatabase           ...
Open Engagement – timely, social &relevant                               @alexvdm   13
Open engagement: in reversed markets,social content is king Content marketing      Social content      Social Media Brands...
Engage:Create & maintainthe debateBuild an army ofvolunteers tosupport youIdentify & activateyour ambassadors
Leverage: our core beliefsSocial media is best for         Websites are best forCONVERSATIONS                    CONVERSIO...
Leverage: social content to your site• Social media teams produce  great content, everyday• In addition, your ambassadors ...
Activate & amplify your ambassadors!                       • Social currency/proof happens                         when pe...
Activate &     amplify your     ambassadors!19
Leverage: create a true social hub from yourengagement efforts                            • A map of social channels by   ...
In a nutshell, in reversed markets, you need tobuild a virtuous circle around your brand                         ENGAGE   ...
What we do…Social republishing &engagementYour social                    Your Website(s) channels              Social Cont...
Leading brands are using Dialogfeed tooptimize their social content &engagement                               And 100+ oth...
www.dialogfeed.com
Contact us…              •   Alexandre Vandermeersch              •   0491/08 80 09              •   Alexandre@dialogsolut...
Upcoming SlideShare
Loading in …5
×

Case Study Creating a Social CRM Strategy That Spans The Value Chain - Alexandre Vandermeersch Dialog Solutions

1,746 views

Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

Case Study Creating a Social CRM Strategy That Spans The Value Chain - Alexandre Vandermeersch Dialog Solutions

  1. 1. End-to-end Social CRM: case studies Social CRM Brussels, September 2012 Alexandre Vandermeersch
  2. 2. Who I am, who we are Boosting dialogue across thevalue chain since 2009, through: • Research & Consulting: qualitative & quantitative market research • Software: Alexandre Vandermeersch CEO, Dialog Solutions @alexvdm /in/alexvdm alexvdm.com alexandre@dialogsolutions.com Prev: McKinsey&Co, P&G @alexvdm 2
  3. 3. Social CRM, sure…But what is CRM again ?Maria Magdalena(= CRM expert) –can’t explain much Jesus (= CEO): does not seem to understand CRM = Sales Force automation ? Email Marketing ? Something else ? 3
  4. 4. What is End-to-end social CRM ? Opera- R&D Marketing Sales Service tionsEnd-to-end Social CRM is the ability to identify and truly, Disclaimer: Nothing morepersonally & timely engage every customer & prospect than a tentative definitioncontinuously in time, in the relevant channels, and by @alexvdmleverage those relationships to drive consumer insights,innovation, marketing, sales and customer service 4
  5. 5. Why do you need it ? Because you haveto“For the first time, marketers trailthe consumers – Consumers arediscussing and recommendingproducts and brands, are creatingnew worlds, launching newinnovations, – and marketers arebarely catching up on those trends” Steve Ballmer speech to Stanford Alumni Belgium, LLN, April 2008Welcome to…reversed markets!5
  6. 6. What for ? Strategic framework Learn Private Dialogue (Online research) Open Dialogue (Social Media) Engage Leverage @alexvdm 6
  7. 7. With who ? Map stakeholders’ needs,interests, & motivations Life Insurance example Affiliates B2B B2B SME/Ind. Large B2C B2C Brokers clients Non-clients Share- Employees Community holders @alexvdm 7
  8. 8. With who (bis) ?Top influencersHigh-engagedMasses-disengaged @alexvdm 8
  9. 9. And how ? Direct contact, Top online & offline influencers Own site High-engaged Social media Panels Direct marketing Masses- Communitiesdisengaged Through high- engaged-activated, supported & amplified Mass media @alexvdm 9
  10. 10. Social Insights: Research communities @alexvdm 10
  11. 11. R&D case - End-to-end co-creation CHALLENGE APPROACHExplore a new product through • 4-months Private Dialog (Brandialog) for :qualitative research and co- • Brainstorming on interest of the projectcreation • Calls to reactions on product features“ Brandialog offered us a unique • Brainstorming on operationalway to gather insights on a implications for users (follow up)relevant set of consumers. Weare on their turf. They are • Creativity sessions for naming‘experts’ in their decision-making and guide us through • Test of marketing material (display)our decision-making process.Brandialog’s solution and team • ‘off context’ feedback, feedback fromenable more validity, creativity prescriptorsand disclosure.” Yannick Grécourt, VP Strategy & Marketing, Deutsche Bank 11
  12. 12. Permanent panel for always-on researchRecruitment within client Use a selection of the panel fordatabase “IN-DEPTH PRIVATE DIALOG” Qualified recruitment base between “SHORT PRIVATE DIALOG” 1500-8000 peopleEngagement “QUANTITATIVE” surveysthrough on-goinganimation of thecommunity @alexvdm 12
  13. 13. Open Engagement – timely, social &relevant @alexvdm 13
  14. 14. Open engagement: in reversed markets,social content is king Content marketing Social content Social Media Brands a publishers, Optimization: marketing: driving attention & Optimize Use social media to conversions through distribution & drive marketing great content republishing of objectives social content to maximize its impact
  15. 15. Engage:Create & maintainthe debateBuild an army ofvolunteers tosupport youIdentify & activateyour ambassadors
  16. 16. Leverage: our core beliefsSocial media is best for Websites are best forCONVERSATIONS CONVERSIONSBut conversations are bringingconversions – bridge the two
  17. 17. Leverage: social content to your site• Social media teams produce great content, everyday• In addition, your ambassadors are feeding you great content, too!• Bringing a moderated feed from your social media presences is a great way to get people to come• Kiss the static Website goodbye!
  18. 18. Activate & amplify your ambassadors! • Social currency/proof happens when people rave about your product or service • Ask testimonials, feedback, engagement! • Social media is great for that: • Social profile • No sign-on required • Immediate virality • AMPLIFY those by bringing them to your site in the conversion funnel! • Result: DOUBLE impact 18
  19. 19. Activate & amplify your ambassadors!19
  20. 20. Leverage: create a true social hub from yourengagement efforts • A map of social channels by theme with 1-click subscribe buttons, to enable people to like/follow one or more social channels without leaving the site • A clear, filtered feed of messages gives a preview of the content of the specific social channel before they register • Map & Feed are managed from the back-end of Dialogfeed and can be put anywhere in seconds (here: Facebook) 20
  21. 21. In a nutshell, in reversed markets, you need tobuild a virtuous circle around your brand ENGAGE & REACH AMPLIFY & CONVINCE, OPTIMIZE GET OPT-INCampaigns
  22. 22. What we do…Social republishing &engagementYour social Your Website(s) channels Social Content Optimization ...
  23. 23. Leading brands are using Dialogfeed tooptimize their social content &engagement And 100+ other brands
  24. 24. www.dialogfeed.com
  25. 25. Contact us… • Alexandre Vandermeersch • 0491/08 80 09 • Alexandre@dialogsolutions.com • Twitter: @alexvdm • Patrick Willemarck • 0475/23.34.34 • Patrick@dialogsolutions.com • Twitter: @dialogsol www.dialogfeeed.com www.dialogsolutions.com @alexvdm

×