Initially launched as blog and community. Trusted advisorship and practice leadership. Brains, voices, ears and faces. Staged approach. Customer-centricity & integration. Maturity level. Center of excellence. SOCIAL MEDIA WHY AND HOW
JUST ABOUT SERVICE JUST ABOUT SOCIAL ABOUT THE TOOLS MASSIVE DATA SOCIAL CRM IS NOT .... A DEFENSITVE REPUTATION ATTITUDEONLY MONITORING AND LISTENING JUST ABOUT RELATIONSHIPS SOCIAL MEDIA WHY AND HOW
“Its a people business. Who manages therelationship? Voice of customer. Bring them intothe relationship. Let them co-manage.Dont over automate...”
Social CRM?Putting the customer in the center. Service becoming marketing becoming relationships becoming... Removing silos in customer-facing & other processes. Emphasizing the value chain. About engagement & identification leading to action.
Social CRM?About mutual segmentation. Pro-active involvement and collaboration. About business goals and the right data Beyond social: omnichannel and profile-based. Creating and joining circles of trust in a transparent way.
Going global: some lessons Making the case. Empowering above forcing. Empathy: different divisions/cultures/… Staged approach with clear roadmap. Communication above interpretation. Personalities. Engaging and training.
Going global: some lessons Planning for mistakes and the unexpected. Everyone is a customer. Leadership and buy-in. Different degrees of maturity. Focus on big picture and customer value chain. Preparing for pressure. A social champion is not enough. It really spells t-e-a-m.
Pilots • Strategic executive focus Formal plan Optimized • • Multi-channel initiatives Social center of excellence • Guided by BI Engagement • Active executive sponsorship Managed • • Daily management Educated staff /defined roles Presences • Requirements driven • Dedicated budget, goals Content MATURITY Structured • • Management responsibility Formal plan/projects • Formal rolesBroad participation • Executive awareness Listening Engaged • • Some mgmt. engagement Pilots with +/- defined goals • Volunteers & part-time Dialogues • Experiments Scale Ad hoc • • Not managed No budget • No structure, vague goals Business Based upon the social business maturity model (Dachis)
The Let’s Talk program: planningand rolling it out Collaborative culture Language Company culture
The Let’s Talk program: planning and rolling it out Multi- Executive Excellence disciplinary Closing thebuy-in (top- (bottom- teams loop down) up) (lateral)
The Let’s Talk program: planningand rolling it out Launch pilot on simplified objectives Involve key stakeholders. Practicing instead of preaching. The collective senses of our people. Everyone creates content: mapping it. Pilots work.
The Let’s Talk program: planningand rolling it outQuality over Quality over Setquantity: it’s quantity: don’t Glocal expectations not about go to fast, walk right eyeballs before you run