Social CRM

                                               Contact met klanten
                                           ...
Agenda
• Het sociale internet
• Impact op CRM
• Social CRM                                          Social CRM




       ...
Sta allen op

• Blijf staan als …
    • U Google Alerts tenminste wekelijks bekijkt
    • U in de laatste 3 dagen op Twitt...
Het
 sociale
internet
CRM in one day - Social CRM - by Social Inc.
Beinvloedingskanalen – mass market
tijdperk versus social media tijdperk

Mass Market Age
•   Talk face to face
•   Phone ...
Beinvloedingskanalen – mass market
tijdperk versus social media tijdperk

Mass Market Age                           Social...
An entire generation
is growing up that
will never dial a
1-800 number to
reach Customer Care”
Veranderende positie consument




CRM in one day - Social CRM - by Social Inc.
De impact van online conversaties

• Er wordt meer over merken gepraat dan ooit

• Communicatie van merken wordt minder ve...
Meer gesprekken over merken dan ooit
tevoren




    CRM in one day - Social CRM - by Social Inc.
Gedrag van merken- Social CRM - by Social Inc. beloond en bestraft
           CRM in one day
                          onm...
Veranderend koopgedrag




    CRM in one day - Social CRM - by Social Inc.
Impact
                                               op CRM




CRM in one day - Social CRM - by Social Inc.
Verandering in het landschap van CRM
                   CRM 1.0


                        Customer



    Customer        ...
Verandering in het landschap van CRM
                   CRM 1.0                                                           ...
CRM in one day - Social CRM - by Social Inc.
Evolution of CRM - Technology
                                                 Social CRM
                                ...
Social CRM
Social CRM



 A process to monitor, engage and manage
 conversations and relationships with existing and
 prospective cus...
Social CRM



 A process to monitor, engage and manage
 conversations and relationships with existing
 and prospective cus...
Social CRM



 A process to monitor, engage and manage
 conversations and relationships with existing and
 prospective cus...
Social CRM



 A process to monitor, engage and manage
 conversations and relationships with existing and
 prospective cus...
Social CRM toepassingen

• Monitor conversaties
• Engage conversaties en relaties
• Manage relaties en conversaties




  ...
Monitor conversaties

• Verkrijg continue inzichten in merk, klant,
  doelgroep, campagne en/of concurrentie

• Richt je m...
Zelf monitoren

• De belangrijkste bronnen

  •   Marktplaats
  •   Tros Radar / Kassa
  •   Social networking sites & com...
Zelf monitoren

• Gratis tools

   •   http://www.technorati.com/
   •   http://www.blogpulse.com
   •   http://www.iceroc...
Social Media Monitoring & Analyse tools

1. NL: Buzzcapture, Social Inc.
2. Intnl: o.a. Radian6, Alterion / Techrigy, Trac...
Hoe werkt monitoren - artikeloverzicht
Hoe werkt monitoren – sentiment trend
Hoe werkt monitoren – trend analyse vergelijking
Engage conversaties en relaties

• Interacteer
• Faciliteer & stimuleer




       CRM in one day - Social CRM - by Social...
Engage conversaties en relaties

• Interacteer: contact tussen bedrijf en klant /
  doelgroep / beïnvloeders etc

• Koeste...
Engage – betrek je doelgroep en
beïnvloeders bij de oplossing
• AEGON Tweetbanket




     CRM in one day - Social CRM - b...
Engage - damage controll




    CRM in one day - Social CRM - by Social Inc.
CRM in one day - Social CRM - by Social Inc.
CRM in one day - Social CRM - by Social Inc.
CRM in one day - Social CRM - by Social Inc.
Manage relaties en conversaties




     CRM in one day - Social CRM - by Social Inc.
Manage conversaties en relaties

• Integreer Social in het CRM pakket
    • CRM Lab op CRM in one day
    • Salesforce
   ...
Manage conversaties en relaties

• (interne) Wiki’s

• Webcare – zoek actief klanten op met vragen en
  klachten op het so...
Manage - webcare




    CRM in one day - Social CRM - by Social Inc.
Manage - webcare




    CRM in one day - Social CRM - by Social Inc.
Manage - webcare




    CRM in one day - Social CRM - by Social Inc.
Manage - webcare




    CRM in one day - Social CRM - by Social Inc.
Manage - webcare




    CRM in one day - Social CRM - by Social Inc.
Manage - webcare




    CRM in one day - Social CRM - by Social Inc.
Webcare energie:direct
Webcare energie:direct
Wie in de organisatie ..?

• Implementeer een Social Media Policy

• Alle klantgerichte afdelingen!
   • Marketing; bijv. ...
Voordelen Social CRM

•   Herken prospects
•   Verbeter customer intelligence
•   Educatie en support van klanten
•   Verg...
CRM in one day - Social CRM - by Social Inc.
Sonja Loth, Director
                                  sonja@socialinc.nl

                         0299-415541 | 0653-635...
Bronvermelding

• PriceWaterhouseCoopers, jan 2008
  “How consumer conversation will transform
  business”
• Universal McC...
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Social CRM by Social Inc. Crm In 1 Day 2009

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Social CRM by Social Inc. Crm In 1 Day 2009

  1. 1. Social CRM Contact met klanten via sociale media CRM in one day - Social CRM - by Social Inc.
  2. 2. Agenda • Het sociale internet • Impact op CRM • Social CRM Social CRM CRM in one day - Social CRM - by Social Inc.
  3. 3. Sta allen op • Blijf staan als … • U Google Alerts tenminste wekelijks bekijkt • U in de laatste 3 dagen op Twitter naar Tweets over uw merk of van uw klanten heeft gezocht • Er iemand in uw organisatie verantwoordelijk is voor het (regelmatig) monitoren en analyseren van online conversaties • U weet of uw concurrent een Social CRM strategie heeft • U online in dialoog bent gegaan met uw klant / doelgroep CRM in one day - Social CRM - by Social Inc.
  4. 4. Het sociale internet
  5. 5. CRM in one day - Social CRM - by Social Inc.
  6. 6. Beinvloedingskanalen – mass market tijdperk versus social media tijdperk Mass Market Age • Talk face to face • Phone call • Talk to a shop worker • Consult professional • Readers letters • Phone in; TV/Radio = “Consumer influence channels- mass market age versus social media age” , Global Average, Universal McCann – when did we start trusting stangers CRM in one day - Social CRM - by Social Inc.
  7. 7. Beinvloedingskanalen – mass market tijdperk versus social media tijdperk Mass Market Age Social Media Age • Talk face to face • Talk face to face • Personal blog • Comments on blogs • Phone call • Phone call • Social network page • Comments on • Talk to a shop worker • Talk to a shop worker • Widgets websites • Consult professional • Consult professional • Video sharing site • Viral emails • Readers letters • Readers letters • Chat rooms • Auction websites • Phone in; TV/Radio • Phone in; TV/Radio • Message boards • Wish lists • SMS • Social Bookmarking • Ratings on retail sites • Email • Chat room • Reviews on retail sites • Instant Messenger • Price comparison sites • Socialshopping sites = “Consumer influence channels- mass market age versus social media age” , Global Average, Universal McCann – when did we start trusting stangers CRM in one day - Social CRM - by Social Inc.
  8. 8. An entire generation is growing up that will never dial a 1-800 number to reach Customer Care”
  9. 9. Veranderende positie consument CRM in one day - Social CRM - by Social Inc.
  10. 10. De impact van online conversaties • Er wordt meer over merken gepraat dan ooit • Communicatie van merken wordt minder vertrouwd • Merken hebben minder invloed op consumenten • Gedrag van merken onmiddelijk beloond en bestraft • Koopgedrag voorgoed verandert
  11. 11. Meer gesprekken over merken dan ooit tevoren CRM in one day - Social CRM - by Social Inc.
  12. 12. Gedrag van merken- Social CRM - by Social Inc. beloond en bestraft CRM in one day onmiddelijk
  13. 13. Veranderend koopgedrag CRM in one day - Social CRM - by Social Inc.
  14. 14. Impact op CRM CRM in one day - Social CRM - by Social Inc.
  15. 15. Verandering in het landschap van CRM CRM 1.0 Customer Customer Customer Competitor Supplier / Partner Customer Customer Your company Customer Customer • Focus op 1:1 relaties • Beperkt zicht op de klant en zijn gewoontes, voorkeuren, gedragingen etc • Gerichte boodschappen creeeren waarde
  16. 16. Verandering in het landschap van CRM CRM 1.0 CRM 2.0 Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Competitor Supplier / Partner Competitor Supplier / Partner Customer Customer Customer Customer Your company Your company Customer Customer Customer Customer Customer Customer • Focus op 1:1 relaties • Focus op gezamenlijke relaties (complexere relaties / netwerk) • Beperkt zicht op de klant en zijn gewoontes, voorkeuren, • Meerdere connecties maken meer zicht op klant, gewoontes, gedragingen etc voorkeuren etc mogelijk • Gerichte boodschappen creeeren waarde • Conversaties creeeren waarde
  17. 17. CRM in one day - Social CRM - by Social Inc.
  18. 18. Evolution of CRM - Technology Social CRM Monitoring / Interconnecting tools CRM 1.0 Conversation tools Data Customer mining Owned Data RSS Forums Process Support Process Support Account Management Account Management Contact Management Contact Management Activity Management Blogs Activity Management Widgets Lead / Opp Management Lead / Opp Management Campaign Management Campaign Management Sales Management Sales Management Service Management… APIs Service Management… Open Id Podcast Wikis Social Networks Cloud Computing Brand monitoring services
  19. 19. Social CRM
  20. 20. Social CRM A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels. CRM in one day - Social CRM - by Social Inc.
  21. 21. Social CRM A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels. CRM in one day - Social CRM - by Social Inc.
  22. 22. Social CRM A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels. CRM in one day - Social CRM - by Social Inc.
  23. 23. Social CRM A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels. CRM in one day - Social CRM - by Social Inc.
  24. 24. Social CRM toepassingen • Monitor conversaties • Engage conversaties en relaties • Manage relaties en conversaties CRM in one day - Social CRM - by Social Inc.
  25. 25. Monitor conversaties • Verkrijg continue inzichten in merk, klant, doelgroep, campagne en/of concurrentie • Richt je marketing op bestaande klanten • Volg de buzz over het merk, bijv. • Acteer snel op (potentiële) PR crisis • Herken de beinvloeders CRM in one day - Social CRM - by Social Inc.
  26. 26. Zelf monitoren • De belangrijkste bronnen • Marktplaats • Tros Radar / Kassa • Social networking sites & communities (Hyves, Facebook, LinkedIn, Netlog) • Specifieke blogs en fora CRM in one day - Social CRM - by Social Inc.
  27. 27. Zelf monitoren • Gratis tools • http://www.technorati.com/ • http://www.blogpulse.com • http://www.icerocket.com/ • http://blogsearch.google.com/ • http://www.Twitter.com • Google alerts • Yahoo Pipes CRM in one day - Social CRM - by Social Inc.
  28. 28. Social Media Monitoring & Analyse tools 1. NL: Buzzcapture, Social Inc. 2. Intnl: o.a. Radian6, Alterion / Techrigy, Trackur, Cymphony, SalesForce CRM in one day - Social CRM - by Social Inc.
  29. 29. Hoe werkt monitoren - artikeloverzicht
  30. 30. Hoe werkt monitoren – sentiment trend
  31. 31. Hoe werkt monitoren – trend analyse vergelijking
  32. 32. Engage conversaties en relaties • Interacteer • Faciliteer & stimuleer CRM in one day - Social CRM - by Social Inc.
  33. 33. Engage conversaties en relaties • Interacteer: contact tussen bedrijf en klant / doelgroep / beïnvloeders etc • Koester en voed je fans • Directe beïnvloeding van je doelgroep • Beperk (PR) schade CRM in one day - Social CRM - by Social Inc.
  34. 34. Engage – betrek je doelgroep en beïnvloeders bij de oplossing • AEGON Tweetbanket CRM in one day - Social CRM - by Social Inc.
  35. 35. Engage - damage controll CRM in one day - Social CRM - by Social Inc.
  36. 36. CRM in one day - Social CRM - by Social Inc.
  37. 37. CRM in one day - Social CRM - by Social Inc.
  38. 38. CRM in one day - Social CRM - by Social Inc.
  39. 39. Manage relaties en conversaties CRM in one day - Social CRM - by Social Inc.
  40. 40. Manage conversaties en relaties • Integreer Social in het CRM pakket • CRM Lab op CRM in one day • Salesforce • Microsoft • Radian6 • Social Inc. CRM in one day - Social CRM - by Social Inc.
  41. 41. Manage conversaties en relaties • (interne) Wiki’s • Webcare – zoek actief klanten op met vragen en klachten op het sociale web CRM in one day - Social CRM - by Social Inc.
  42. 42. Manage - webcare CRM in one day - Social CRM - by Social Inc.
  43. 43. Manage - webcare CRM in one day - Social CRM - by Social Inc.
  44. 44. Manage - webcare CRM in one day - Social CRM - by Social Inc.
  45. 45. Manage - webcare CRM in one day - Social CRM - by Social Inc.
  46. 46. Manage - webcare CRM in one day - Social CRM - by Social Inc.
  47. 47. Manage - webcare CRM in one day - Social CRM - by Social Inc.
  48. 48. Webcare energie:direct
  49. 49. Webcare energie:direct
  50. 50. Wie in de organisatie ..? • Implementeer een Social Media Policy • Alle klantgerichte afdelingen! • Marketing; bijv. Word of Mouth & ambassadeurs programma’s • Sales; bijv. Stimuleren positieve reviews • Support; bijv. Closed communities, webcare CRM in one day - Social CRM - by Social Inc.
  51. 51. Voordelen Social CRM • Herken prospects • Verbeter customer intelligence • Educatie en support van klanten • Vergroot je invloed; wacht niet tot klanten in jouw ‘systeem’ zitten CRM in one day - Social CRM - by Social Inc.
  52. 52. CRM in one day - Social CRM - by Social Inc.
  53. 53. Sonja Loth, Director sonja@socialinc.nl 0299-415541 | 0653-635 635 •Social Marketing •Online Reputatiemanagement •SocialScan •Tools & Technology •Kennissessies CRM in one day - Social CRM - by Social Inc.
  54. 54. Bronvermelding • PriceWaterhouseCoopers, jan 2008 “How consumer conversation will transform business” • Universal McCann, “When did we start trusting strangers” • Fabio Cipriani • Forrester – Groundswell, winning in a world transformed by social technologies • Graphics: David Armano • www.smpa.nl CRM in one day - Social CRM - by Social Inc.

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