Social web crm Basın Toplantısı

Facebook ve Twitter nasıl kullanılmalı ? Sosyal Medya, Web 2.0 ve Müşteri İlişkileri Serhan ÖZHANİş Geliştirme Yöneticisi

Global Sosyal Medya Trafiği © SAP 2010 / Page 4 Social Networking websites continue to grow on a huge scale with Facebook recently announcing that they have now reached over 400 million worldwide users and Twitter soon to be reaching the benchmark of 50 million tweets per day. Facebook and Twitter also both boasted a triple-digit growth in 2009 with social networking now accounting for 11% of all time spent online. The Nielsen Company showed that there has been a huge increase of 82% in time spent on social networking sites. From 3 hours per month to 5.5 hours.

Sosyal Medya İstatistikleri A third of adults post at least once a week to social sites such as Facebook and Twitter. A quarter of adults publish a blog and upload video/audio they created. Nearly 60% maintain a profile on a social networking site. 70% Read blogs, tweets and watch UGC video. The average social network user is 37 years old. LinkedIn, with its business focus, has a predictably high average user age; 44. The average Twitter user is 39 years old. The average Facebook user is 38 years old. Mobile, Desktop and Social Networks There’s a sea change in more people using social networks from mobile devices rather than desktop clients “more people are using the mobile web to socialize (91%) compared to the 79% of desktop users who do the same. It appears that the mobile phone is actually a better platform for social networking than the PC. © SAP 2010/ Page 5

Facebook İstatistikleri People on Facebook More than 400 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 500 billion minutes per month Activity on Facebook There are over 160 million objects that people interact with (pages, groups and events) Average user is connected to 60 pages, groups and events Average user creates 70 pieces of content each month More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Global Reach More than 70 translations available on the site About 70% of Facebook users are outside the United States Over 300,000 users helped translate the site through the translations application Mobile There are more than 100 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users. http://www.facebook.com/press.php

Twitter İstatistikleri According to Twitter today some 50 million tweets are sent a day. Tweets in 2009 grew some 1,400%. Traffic to Twitter.com grew around 1,100%, Twitter has 105,779,710 registered users , 300,000 new users sign up per day Twitter receives 180 million unique visitors per month 75% of Twitter traffic comes from third-party applications, 60% of all tweets come from third-party apps There are 600 million search queries on Twitter per day There are over 100,000 Twitter applications Twitter gets 3 billion requests a day through its API 37% of active Twitter users use their phone to tweet © SAP 2010/ Page 7

Web 2.0 Bilgiye Erişimin Demokratikleşmesini Sağladı © SAP 2009 / Page 8 Consumer Information Worker Find & connect with others Share information & experiences with colleagues Find the most relevant information from a trusted source Provide quick updates of your work status; informal communication Communicate spontaneously & directly with colleagues Contribute to & use collective intelligence The trends in the ‘consumer’ world are being felt in the Enterprise; redefining how individuals/organizations collaborate – ‘Social’

Sosyal İşbirliği ve Katılım İhtiyacını Güçlendiren Trendler Hierarchical Networked / Collaborative

recognize that using the web to partner with their customers will have a significant impact ontheir business of enterprise early adopters are planning online communities B2C B2B Sosyal Dönüşüm Sosyal Medya Şirket-Müşteri arasındaki ilişkiyi değiştiriyor Social Web of U.S. online consumers will be viewing social content by the end of 2009 85% 58% 85% 58% 40% of European online consumers continue their uptake of social media, with more than half now regularly engaging in some type of social content 40% 50+% 50+% Serious Business - Web 2.0 Goes Corporate,

Sosyal Medya Sosyal Web ile Tüketiciler için Kanallar Çoğalıyor The Social Web Company Customer “By 2010, more than 60% of Fortune 1000 companies with a Web site will have some form of online community that can be used for customer relationship purposes.” “The Business Impact of Social Computing on CRM”, Gartner, February, 2009 © SAP 2010 / Page 11

User DIRECT FRIENDS Company Sosyal Fırsat Etkileşim gücünüzü sosyal ağınız ile arttırın “Growing a community is not just adding new members….” “Connecting the Community”, Valdis Krebs, 2008 © SAP 2010 / Page 12

User Company Sosyal Fırsat Etkileşim gücünüzü sosyal ağınız ile arttırın DIRECT FRIENDS INDIRECT FRIENDS INTERESTED PARTIES “A community thrives by its connections, not by its collections... Content is not King – context, based on connections is King!” “Connecting the Community”, Valdis Krebs, 2008 © SAP 2010 / Page 13

Ajanda Sosyal Dönüşüm “Sosyal İşletme” Olabilmek Twitter ve Facebook’un İlişki Yönetiminde Etkin Kullanımı “Sosyal Tüketici” Olabilmek Demo © SAP 2010 / Page 14

Sosyal İşletme Olabilmek Customer Advocacy TRANSFORM Loyalty Evolve Relationships ENGAGE ,[object Object]

New business modelsSatisfaction ENABLE Build Customer Trust ,[object Object]

DialogImprove Brand Perception ,[object Object]

Share and consumeDegree of Change… © SAP 2010 / Page 15

…analog electric meters that have been used since the days of Edison will be replaced over the next few years by digital units with wireless communication technology that will allow PG&E to read meters remotely…. Eventually, consumers will be able to use the SmartMeter device with a thermostat or a computer monitor in their homes to track and adjust consumption of power by their appliances and lights.” Climate at Bay www.climateatbay.net “ Marka Algısını Güçlendir PG&E drives customer satisfaction via digital media channels ,[object Object]

Approach: Sharing cost saving or other helpful information with customers through new digital media channels

Benefit: Increasing awareness and customer satisfactionImprove customer relations by sharing helpful information via social media channels © SAP 2010/ Page 16

Dell Computers was suffering from historically bad reputation in 2006 when they decided to start listening to their customers. Now everyone in the blogging/social media effort at Dell try to respond to every mention of Dell online, be it on a blog, Twitter or elsewhere. All listening has done for Dell is turn their customer service reputation around 180-degrees.” Posted by Drew McLellan on December 1, 2008 McLellan Marketing Group – www.drewsmarketingminute.com “ Güven SağlaDell improves customer retention by listening and sharing ,[object Object]

Approach: Sharing product, pricing and support data through new social media channels as well as fostering customer dialog and community

Benefit: Significantly improved reputation and customer trustRetain customers by providing them with the information they desire, where and when they want it © SAP 2010 / Page 17

President Obama has authored the most successful Internet marketing campaign ever. He and his campaign have gone from the longest of long-shots, to the presidency in less than two years. And his campaign’s embrace of technology has played a key role in spreading his message of hope and change to millions of people – people looking to be part of that change.” Posted by Brent Leary on November 26, 2008Co-Founder and Partner of CRM Essentials LLC “ DönüşBarack Obama transforms the election process Challenge: New politician on the block Approach: Multi-channel social networking processes linked with legacy campaign and communication processes Benefits: Greatly increased supporters via viral effect of social networking and community empowerment Barack Obama’s Social Media Lessons for Business Transform your efforts by harnessing the exponential viraleffect of social media to revolutionize business as usual

Ajanda Sosyal Dönüşüm “Sosyal İşletme” Olabilmek Twitter ve Facebook’un İlişki Yönetiminde Etkin Kullanımı “Sosyal Tüketici” Olabilmek Demo

Karşılaşılan Güçlükler Müşterilerin kendi aralarında ve müşteri toplulukları içerisinde geçen ve içinde ürün ve hizmetler ile ilgili samimi düşünce ve güşlerin paylaşıldığı sohbetler takip edilememesi Sosyal medyayı yoğun kullanan CRM süreç bağlantılarındaki entegrasyon eksikliklerinden dolayı etkin ve hızlı hizmet verilememesi Webte gecen bu konusma ve etkileşimler yapısal olmayan bir biçimde oluşmakta, milyonlarca fikir ve yorumun anlamlandırılmasında zorluklar yaşanması Durumun 360 derece görünümün elde edilememesi ve doğru karar alma süreçlerini çalıştıramamak © SAP 2010 / Page 21

Sosyal Medya Kullanımın Şirketlere Faydaları Hızlı şeklide cevap verebilmek için şirketlerin müşterilerden ürünler hakında direkt görüş almasını sağlanması Gerekli SAP CRM süreçlerini otomatik olarak tetikleyerek, müşteri memnuniyetini arttırmaya ve müşteri deneyimini zenginleştirmeye olanak sağlanması Aksiyon almayı ve dikkatli incelemeyi gerektiren milyonlara konuşma ve yorumu etkin, verimli ve hızlı analizlere imkan verecek bir ortam Telefon, fax, sms, chat gibi Klasik kanallarda yürüyen etkileşimlere sosyal medya kanalını ekleyerek doğru 360 derece görünümüne ulaşılabilmesi Müşteri sadakatini arttırmayı, hızlı hizmet vermeyi ve müşterinin taraftar olmasının sağlanması Ürün ve servisler konusunda müşterinin gerçek görüşlerini doğru, ilk ağızdan hızlıca ulaşabilmesi Yaratılan kampanyalar ile talep artışı sağlamak, ucuz ve hızlıca doğru hedef kitleye ulaşabilmek. Elektronik ticaret ve web analizleri entegrasyonları ile beraber kampanya etkinliklerinin doğru ölçümlenebilmesi. Kampanyaların ağızdan ağıza yayılımı etkisini kullanarak büyük kitlelere ulaşabilmek

İşletmenizi GenişletinYeni Müşteri İlişkileri Yönetimi ile Enterprise Social Web: Collaboration CRM 2.0: CRM + Social Web CRM 1.0: Robustness & Efficiency ,[object Object]

Information sharing (product ratings, service feedback…)

Enable action based on feedback from direct customer interactions and the social web

Leverage collaboration across business processes and beyond business boundaries

Structured and unstructured data

Sosyal CRM StratejileriSosyal İlişki Yönetimi Dizayn Prensipleri CollaborationFacilitate collaboration capabilities across all roles andbusiness processes InsightConsolidated view of the enterprise (Operational and ‘Social’) Social Media InterfaceAbility to leverage new communication channels to gain better customer insight and improve customer experience Technology Enablers ,[object Object]

Social web crm Basın Toplantısı

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (8)

Similar to Social web crm Basın Toplantısı

Similar to Social web crm Basın Toplantısı (20)

More from ugur candan

More from ugur candan (20)

Recently uploaded

Recently uploaded (20)

Social web crm Basın Toplantısı

Editor's Notes