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Social CRM

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la mia lezione sul Social Crm al MA.D.E.E., il MasterLab in Digital Economics & Entrepreneurship della Digital Accademia, 5 maggio 2012

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Social CRM

  1. 1. social CR Media dal Bimby al Libraio digitaleMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship – Domitilla Ferrari 15 maggio 2012
  2. 2. CR MMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  3. 3. cialso CR M Custom er Relatio nship M an a g em entMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  4. 4. MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  5. 5. ruoliorganizzazione aziendale chi risponde a chi organigramma competenze policy aziendalechi e come social media policyMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  6. 6. comunicazione marketing• fax • newsletter• e-mail • blog di prodotti/iniziative• corporate blog • social media MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  7. 7. A chi interessano i feedback? chi vende chi sviluppaMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  8. 8. tutti parlano a tuttiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  9. 9. tutti parlano di tuttoMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  10. 10. anche se non vuoiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  11. 11. BRAND consumatoriMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  12. 12. BRAND consumatoriMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  13. 13. BRAND consumatoriMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  14. 14. BRAND share push share feed tele pull back lamen shareshare reazioni relazioni recensioni consumatori customer prospect fan o ri detrattMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  15. 15. il BRAND è un Social ObjectMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  16. 16. ci sei anche se non vuoiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  17. 17. ASCOLTARE per definire: • una policy • una strategia • una presenzaMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  18. 18. il Customer Service aumenta la soddisfazione del clienteMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  19. 19. IR M Individ ual Relatio nship M an a g em entMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  20. 20. MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  21. 21. CRM, elementi e strategia: • interazione • relazione • analisi del cliente • risposte (e proposte) personalizzateMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  22. 22. • interazione • relazione • co-creazioneMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  23. 23. che tipo di relazione?MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  24. 24. • romantica • onesta • obbligataMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  25. 25. le 5 del W CRMMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  26. 26. 1. W ho? ufficio CRMMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  27. 27. 2. W hat? pushMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  28. 28. 4. W hen? in orario d’ufficioMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  29. 29. 4. W here? in luoghi decisi dall’aziendaMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  30. 30. 5. hy? W per monetizzareMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  31. 31. più due le 5 del W social CRMMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  32. 32. 1. ho? W chiunqueMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  33. 33. 2. W hat? ascoltoMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  34. 34. 3. here? W ovunqueMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  35. 35. 4. hen? W sempreMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  36. 36. 5. hy W relazionarsiMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  37. 37. 6. in W vince l’aziendaMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  38. 38. 7. in W vince il clienteMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  39. 39. VANTAGGIMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  40. 40. PER TUTTIMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  41. 41. il cliente ha fatto una domanda l’azienda ha risposto (velocemente)MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  42. 42. l’azienda ha migliorato la sua Brand Reputation e raccolto feedback a costo (quasi) zeroMA.D.E.E. MasterLab in Digital Economics & Entrepreneurship
  43. 43. WDomitilla Ferrari@semerssuaqgiornalista, social media strategistdomitillaferrari.comdomitilla.ferrari@mondadori.it

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