From social media pilotto social CRM (Business)                      Photo credits http://www.flickr.com/photos/acierman/
SOCIAL MEDIA WHY AND HOW
   Initially launched as blog and community.   Trusted advisorship and practice leadership.   Brains, voices, ears and ...
JUST ABOUT SERVICE                      JUST ABOUT SOCIAL    ABOUT THE TOOLS                       MASSIVE DATA           ...
“Its a people business. Who manages therelationship? Voice of customer. Bring them intothe relationship. Let them co-manag...
Social CRM?Putting the customer in the center.    Service becoming marketing becoming    relationships becoming...        ...
Social CRM?About mutual segmentation.   Pro-active involvement and collaboration.       About business goals and the right...
Integrated program
Going global: some lessons   Making the case.      Empowering above forcing.        Empathy: different divisions/cultures/...
Going global: some lessons  Planning for mistakes and the unexpected.     Everyone is a customer.       Leadership and buy...
Pilots                                                          •   Strategic executive focus   Formal plan               ...
The Let’s Talk program: planningand rolling it out                  Collaborative                     culture             ...
The Let’s Talk program: planning  and rolling it out                               Multi- Executive     Excellence        ...
The Let’s Talk program: planningand rolling it out          Launch pilot on simplified objectives               Involve ke...
The Let’s Talk program: planningand rolling it outQuality over      Quality over                                          ...
@conversionationThe road ahead                 Greg De Clercq                 gregoire.declercq@bt.com                 Fol...
From Social Media Pilot Project to Social CRM - Gregoire De Clercq, BT Global Services and J-P De Clerck, Conversionation
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From Social Media Pilot Project to Social CRM - Gregoire De Clercq, BT Global Services and J-P De Clerck, Conversionation

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  • From Social Media Pilot Project to Social CRM - Gregoire De Clercq, BT Global Services and J-P De Clerck, Conversionation

    1. 1. From social media pilotto social CRM (Business) Photo credits http://www.flickr.com/photos/acierman/
    2. 2. SOCIAL MEDIA WHY AND HOW
    3. 3.  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
    4. 4. 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
    5. 5. “Its a people business. Who manages therelationship? Voice of customer. Bring them intothe relationship. Let them co-manage.Dont over automate...”
    6. 6. 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.
    7. 7. 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.
    8. 8. Integrated program
    9. 9. 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.
    10. 10. 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.
    11. 11. 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)
    12. 12. The Let’s Talk program: planningand rolling it out Collaborative culture Language Company culture
    13. 13. The Let’s Talk program: planning and rolling it out Multi- Executive Excellence disciplinary Closing thebuy-in (top- (bottom- teams loop down) up) (lateral)
    14. 14. 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.
    15. 15. 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
    16. 16. @conversionationThe road ahead Greg De Clercq gregoire.declercq@bt.com Follow @btletstalkTHANK YOU.ANY QUESTIONS? http://www.flickr.com/photos/drachmann/

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