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There is NO                    Social Customer© SOCIALEARNING |
The Social Web is here to stay                                                © Brian Solis 2010© SOCIALEARNING | THERE IS...
But it is still in its infancy© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   3
Rules and findings are mainly emergent                                                Source Edelman trustbarometer 2011© ...
But what is                  The Social Web ?© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   5
The Social Web is a new channel for        extending existing conversations© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   6
An extra set of tools used by individuals© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER       7
People are Social© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   8
Incidentally, they are also customers© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   9
They use companies’ products        and services…© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   10
For their own purpose:                  They have a job-to-be-done© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   11
To paraphrase Ted Levitt: they don’t want a        drill, they want a picture to be hanged© SOCIALEARNING | THERE IS NO SO...
Companies are trying to understand       customers’ job                                                                   ...
The Social Web provide them with new tools       to gather more and better feedback…                                      ...
… to better understand their        customers’ needs and expectations© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   15
Please take note:                  There is                  Social Customer                                              ...
Customers didn’t change© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   17
The tools they use have changed© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   18
So have changed tools companies can use© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER     19
Do not mistake the                       means      end       for the© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER        ...
Let us move ‘engaging customers’        beyond PR stuff …© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   21
… since this doesn’t enhance        your core business© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   22
You need to understand ‘social’        at a deeper level© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER   23
You need to embrace emergence and        seize the added opportunity ‘social’ offers© SOCIALEARNING | THERE IS NO SOCIAL C...
And use it to your own advantage                               ‘Social CRM is the company’s                               ...
What should be the      Next step                                                ?© SOCIALEARNING | THERE IS NO SOCIAL CUS...
Focus on the right effort, using the right tools                                                                         F...
Advanced monitoring               ADVANCED              MONITORING                                     Listen to conversat...
Collaborative learning            COLLABORATIVE              LEARNING                                     Leverage interna...
Open innovation                 OPEN              INNOVATION                                     Involving customers in th...
The new business equation:                                       Company                                     + Customers  ...
Thierry de Baillon                         tdebaillon@socialearning.fr                         @tdebaillon                ...
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There Is NO Social Customer

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There Is NO Social Customer

  1. 1. There is NO Social Customer© SOCIALEARNING |
  2. 2. The Social Web is here to stay © Brian Solis 2010© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 2
  3. 3. But it is still in its infancy© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 3
  4. 4. Rules and findings are mainly emergent Source Edelman trustbarometer 2011© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 4
  5. 5. But what is The Social Web ?© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 5
  6. 6. The Social Web is a new channel for extending existing conversations© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 6
  7. 7. An extra set of tools used by individuals© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 7
  8. 8. People are Social© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 8
  9. 9. Incidentally, they are also customers© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 9
  10. 10. They use companies’ products and services…© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 10
  11. 11. For their own purpose: They have a job-to-be-done© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 11
  12. 12. To paraphrase Ted Levitt: they don’t want a drill, they want a picture to be hanged© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 12
  13. 13. Companies are trying to understand customers’ job FIRM CO ONLINE CON ICES TRAN NCLU CONVERSATIONS CHO SAC DE TIO WEB N MEDIA SHOP VIC R AD THE ES GA SHOP RETURN LOYALTY AWARENESS COLLABORATIVE PROGRAMS LEARNING COMMUNITIES REJECTION CUSTOMER SERVICE NEW OFFERS ADVANCED MONITORING E AL CO ERN ONLINE RESEARCH SOCIAL V IC T / S ME CONVERSATIONS NS AT OPEN FOCUS GROUPS CUSTOMER ER E SU ID INNOVATION SERVICE IV R SURVEYS N ES CO UCT D P RO IDEATION © Socialearning 2011© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 13
  14. 14. The Social Web provide them with new tools to gather more and better feedback… FIRM CO ONLINE CON ICES TRAN NCLU CONVERSATIONS CHO SAC DE TIO WEB N MEDIA SHOP VIC R AD THE ES GA SHOP RETURN LOYALTY AWARENESS COLLABORATIVE PROGRAMS LEARNING COMMUNITIES REJECTION CUSTOMER SERVICE NEW OFFERS ADVANCED MONITORING E AL CO ERN ONLINE RESEARCH SOCIAL V IC T / S ME CONVERSATIONS NS AT OPEN FOCUS GROUPS CUSTOMER ER E SU ID INNOVATION SERVICE IV R SURVEYS N ES CO UCT D P RO IDEATION © Socialearning 2011© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 14
  15. 15. … to better understand their customers’ needs and expectations© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 15
  16. 16. Please take note: There is Social Customer no© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 16
  17. 17. Customers didn’t change© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 17
  18. 18. The tools they use have changed© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 18
  19. 19. So have changed tools companies can use© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 19
  20. 20. Do not mistake the means end for the© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 20
  21. 21. Let us move ‘engaging customers’ beyond PR stuff …© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 21
  22. 22. … since this doesn’t enhance your core business© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 22
  23. 23. You need to understand ‘social’ at a deeper level© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 23
  24. 24. You need to embrace emergence and seize the added opportunity ‘social’ offers© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 24
  25. 25. And use it to your own advantage ‘Social CRM is the company’s response to customer’s control of the conversation’ Paul Greenberg© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 25
  26. 26. What should be the Next step ?© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 26
  27. 27. Focus on the right effort, using the right tools FIRM CO ONLINE CON ICES TRAN NCLU CONVERSATIONS CHO SAC DE TIO WEB N MEDIA SHOP VIC R AD THE ES GA SHOP RETURN LOYALTY AWARENESS COLLABORATIVE PROGRAMS LEARNING COMMUNITIES REJECTION CUSTOMER SERVICE NEW OFFERS ADVANCED MONITORING E AL CO ERN ONLINE RESEARCH SOCIAL V IC T / S ME CONVERSATIONS NS AT OPEN FOCUS GROUPS CUSTOMER ER E SU ID INNOVATION SERVICE IV R SURVEYS N ES CO UCT D P RO IDEATION © Socialearning 2011© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 27
  28. 28. Advanced monitoring ADVANCED MONITORING Listen to conversations, interact, gain operational knowledge: §  What are our clients (and those who aren’t) saying about our products and services? §  What are their needs and expectations? §  Which trends are emerging through conversations?© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 28
  29. 29. Collaborative learning COLLABORATIVE LEARNING Leverage internal dynamics to help to resolve shortcomings in organizational training and information flows: §  How may we foster and value informal knowledge? §  How can we accelerate the diffusion of insights gathered from customers’ interactions? §  How can we address the necessity to integrate knowledge acquisition into workflows?© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 29
  30. 30. Open innovation OPEN INNOVATION Involving customers in the creation of new products and services: §  How can we better help customers to get their job done? §  How can we foster internal innovation, as most innovation factors and actors reside outside the company? §  How can we step from a transaction-dominant logic to a service-dominant logic, and integrate value-in-use in the creation of new products and services?© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 30
  31. 31. The new business equation: Company + Customers + Social = Value© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 31
  32. 32. Thierry de Baillon tdebaillon@socialearning.fr @tdebaillon Socialearning http://www.socialearning.fr© SOCIALEARNING | THERE IS NO SOCIAL CUSTOMER 32

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