télémétrie partie 2

Social CRMIRIMIFacilitate Your Business

2.0 – Digital Focus2.0 – Digital Focus

Bertrand PrignonBertrand Prignon

18/04/201218/04/2012

Social CRMIRIMIFacilitate Your Business

Social Relationship ManagementAugmented Client Relationship

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Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

The customer is taking control of the conversation

Social CRMIRIMIFacilitate Your Business

Benefits of social media exposure

Source: 2012 Social Media Marketing Industry Report – April 2012

Social CRMIRIMIFacilitate Your Business

Commonly used social media tools

Source: 2012 Social Media Marketing Industry Report – April 2012

Social CRMIRIMIFacilitate Your Business

• 67% REACH• 4 MILLION USERS (ComScore)• 67% REACH• 4 MILLION USERS (ComScore)

• 78% REACH• 4,7 MILLION USERS (ComScore) – 4,4 MILLION (Facebook)• 78% REACH• 4,7 MILLION USERS (ComScore) – 4,4 MILLION (Facebook)

• 12,5% REACH• 0,7 MILLION USERS (ComScore) - 1,1 MILLION (LinkedIn)• 12,5% REACH• 0,7 MILLION USERS (ComScore) - 1,1 MILLION (LinkedIn)

• 10% REACH• 0,6 MILLION USERS (ComScore) – 0,3 MILLION (estimate)• 10% REACH• 0,6 MILLION USERS (ComScore) – 0,3 MILLION (estimate)

Source : ComScore December 2011

• 12% REACH• 0,7 MILLION USERS (ComScore)• 12% REACH• 0,7 MILLION USERS (ComScore)

• 12% REACH• 0,7 MILLION USERS (ComScore)• 12% REACH• 0,7 MILLION USERS (ComScore)

Reach of social media in Belgium

Social CRMIRIMIFacilitate Your Business

Source : InSites Consulting October - 2011

second step / understand the opportunities social networks represent

50% of social network users are connected to brands

50% of social network users are connected to brands

44% is asking to take part in co-creation of products & advertising

44% is asking to take part in co-creation of products & advertising

42% had a conversation with a brand via social media

42% had a conversation with a brand via social media

36% posted content about a brand on social networks

36% posted content about a brand on social networks

Awareness, reachAwareness, reach

Product developmentProduct development

Engagement, experienceEngagement, experience

Advocacy, recommendationAdvocacy, recommendation

Opportunities of social media in Belgium

Social CRMIRIMIFacilitate Your Business

Social CRM encompasses a much broader spectrum of customerinteraction spaces which are not controlled by the enterprise.

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Monitor Map Manage Middleware Measure

5 M’s of Social CRM

Social CRMIRIMIFacilitate Your Business

Social CRM, an evolution towards a more collaborative enterprise

Social CRMIRIMIFacilitate Your Business

YOU

The Best SCRM Model is…

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Development

Support

Sales

Marketing

Research

Social program objectivesRoles

Listening

Talking

Energizing

Supporting

Embracing

Source : Forrester Research

Social CRMIRIMIFacilitate Your Business

Learning from whatyour customers aresaying

Source : Forrester Research

Listening(Research)

Social CRMIRIMIFacilitate Your Business

Two-way conversation,not just shouting

Source : Forrester Research

Talking(Marketing)

Social CRMIRIMIFacilitate Your Business

Helping your best customersto recruit others

Source : Forrester Research

Energizing(Sales)

Social CRMIRIMIFacilitate Your Business

Enablingyour customersto supporteach other

Source : Forrester Research

Supporting(Support)

Social CRMIRIMIFacilitate Your Business

Involvingcustomersin yourproduct development

Source : Forrester Research

fourth step / define your goalsEmbracing

Embracing(Development)

Social CRMIRIMIFacilitate Your Business

Example

Social – Local - Mobile

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Features

• Integration of Foursquare

• Reduce time to answer

• Personalize answers

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRMIRIMIFacilitate Your Business

Social CRM

is a philosophy & a business strategy, supported by a technology platform,business rules, workflow, processes & socialcharacteristics, designed to engage the customer in a collaborative conversation in

order to provide mutually beneficial value in atrusted & transparent business environment.

It’s the company's response to the customer’sownership of the conversation.

~ Paul Greenberg, Author of CRM at the Speed of Light

Social CRMIRIMIFacilitate Your Business

Thank You

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