social crm 2012 - "social crm is a monkey hat" @mailchimp
Post on 10-May-2015
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SOCIAL CRM IS A MONKEY HAT
How to talk with your favorite company
SOCIAL CUSTOMER
How did the customer evolve
THE POSTMODERN CONSUMER
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He is in trouble!
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A long time ago companies talked like this.
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it worked for a long time
Let’s say, until 2001
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When some signals made us understand that advertising was
changing
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Consumers are changed.
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Ah, you’re not the same any more!
20kis the yearly number of
tv ads seen by a children
8’is the attention-span
in front of the TV
-23is the % of people that stops trusting advertising, from
2008 to 2010
11 They are distracted
They don’t trust advertising.
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdf
They don’t like bestsellers any
more.
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The Long TailInternet makes niche products easily available
Of 100 songs on iTunes, how many are sold at least once in a
year?
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20?16
Pareto would say 20.Hey Wilfred, we still love you!
80?17
That woul be an insane store turnaround.
NO18
99.19
Consumers have an active role in the
making of the brand.They buy online, talk,
review, suggest.
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Caffè?
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CRM & SOCIAL CRM
How to maintain relationship
We found 4 different ways to talk with customers.
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1. CRM2. SOCIAL
3. SOCIAL CRM + LISTENING4. SOCIAL CRM + COMMUNITY
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1. CRM
customer relationship management
IL CRM È LA CREAZIONE, LO SVILUPPO, IL
MANTENIMENTO E L’OTTIMIZZAZIONE DELLE
RELAZIONI DI LUNGO PERIODO
RECIPROCAMENTE PIÙ PROFICUE TRA
CONSUMATORI ED AZIENDA.
- CRM isn’t a software
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CRM is the creation, development and
maintenance of long term relationships
between customers and companies
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“The first type of CRM is the Xmas Panettone that my uncle give to
his customers that buy an half cow every year
My Uncle is a butcher.”
-Anonymous
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• Focus on individual relationship
• Limited view of customers behaviors and groups
• Customers are segmented by spending and demographics data
TOOLS &CHANNELS
2. SOCIAL
Customer relationship management through Social media
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http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
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2009
38Media
relations
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Idea generation
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Idea generation
41Customer
care
42Sales
management
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Promozioni
• Focus on collaboration• Multiple connections• Value of conversations
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• Focus on individual relationship
• Limited view of customers behaviors and groups
• Customers are segmented by spending and demographics data
3. SOCIAL CRM + LISTENING
Listen first!
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http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
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LISTENING
LISTENING49
ChannelsQuantity Topics Sentiment
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Quantity
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1. Check data and timing
2. Analyze peaks
3. Why so many mentions on that date?
4. Channels analysis
5. Find influencers and first conversations
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Peek caused by daily special o!ers.
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1. Let’s check conversations di!usion for each country
2. Let’s find new trend in new countries (low level of discussions)
3. Let’s check the sentiment status
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Channels
56 Analisys
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14000+follower
8000follower
1. What kind of discussions on that channel?
2. Who are the influencers (Broadcaster)?
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1. What kind of discussions on that channel?
2. Who are the bloggers?
3. What are they saying?
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Topics
TOPICSwe tagged all the mentions
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Choice Sales Review UGC
CHOICE 62
How many questions?What kind of questions?
CHOICE 63
SALES 64
REVIEW 65
UGC 66
UGC 67
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Sentiment
69 SENTIMENT
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More Cases
- Gatorade
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@stefanomizzella
- Mulino Bianco
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- Telecom
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- Alitalia
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- Xbox
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Organization: Microsoft, Xbox SupportSocial Media Stats:
๏ Twitter: 55,000 followers
๏ Hours tweeting per week: 91
๏ Highlights:
๏ 5,000 outgoing tweets each week
๏ Highest customer satisfaction rates on Twitter out of all support channels
๏ Proactive Twitter support prevents live service calls
๏ The Guinness World Record for Most Responsive Brand on Twitter
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Gillette did some random acts of kindness, to relief irritated people found on Twitter
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“One woman tweeted that she had voices in her head speaking
in Spanish - Edge responded with the gift of a Spanish/
English dictionary”
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Kotex discover what inspires people on Pinterest, and sends them a gift
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4. SOCIAL CRM + COMMUNITY
People do CRM themselves.
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YES BUT, THE MONKEY HAT?
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IF SOCIAL CRM WORKS, WILL WE RECEIVE A MONKEY HAT?
HEY @MAILCHIMP ARE YOU LISTENING?
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GETGUMMY!
Gummy IndustriesVia Manzoni 22/c - Brescia030 5241468twitter.com/gummyindustries
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