social crm: turning the buzz word into an integrated part of your strategy
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Social CRM is a big challenge for 'traditional' CRM professionals and the automotive industry is one of those which can benefit from it the most. Social CRM has already become an empty buzz word too, and the goal of the presentation is to give an idea of what can be achieved and which departments can benefit from investing in it.TRANSCRIPT
Social CRM: Turning the buzz word into an integrated part of your strategy
Fabio De Bernardi Senior Account Manager Synthesio UK [email protected] +44 (0) 7545 065495 Twitter: @fabiodebe
Social CRM: Turning the buzz word into an integrated part of your strategy
Fabio De Bernardi Senior Account Manager Synthesio UK [email protected] +44 (0) 7545 065495 Twitter: @fabiodebe
Social media experts • 80 people strategically located all over the world • Analysts, consultants and technical teams to help you build the right response for your project •160 projects in 2010
Synthesio: social media monitoring & engagement London – Paris – New York – Shanghai (Q1 2012)
Easy and powerful • Award for excellence and innovation by the French Ministry of Research • Best international listening platform - Forrester Groundswell Awards 2010 and 2011
Customised solutions Our core ethos is one of customisation, end-to-end service and support. You will receive what you need, when you need it, without having to wait for a faceless development team to put something on the roadmap
Global, multi-lingual, end-to-end service providers
Strong international coverage • Monitoring and analysis in 30+ languages • Customised sourcing for each client to cover local markets • 80% of projects is deployed on more than 3 countries
End-to-end social media platform • Consumer Insights • Engagement platform • Campaign measurement • Business Intelligence • Crisis Monitoring
Engagement
Full services provider
ROI Measurement
Our Unity engagement platform is an enterprise-scalable solution enabling your teams to directly respond to consumers’ comments on both your own and third party sites – be they forums, blogs, Twitter or Facebook
DIY Tool Want to perform your web monitoring in-house? You team can take advantage of our innovating platform and ‘do-it-yourself’
We'll measure the impact and reach of your efforts and give you the data you'll need to assess the all-important ROI
Online Reputation Monitoring
Crisis Monitoring
Consumer Insight and Market Research
We audit and monitor your brand reputation and image online by assessing sentiment, opinion, and word-of-mouth conversations surrounding your brands and products
When you need to put the brakes on your next crisis, we can deploy specific crisis monitoring for you in about an hour. Crisis monitoring will keep you informed, in real time, about what's being said online
Our researchers use award-winning technology combined with thorough human analysis to help you identify consumer opinions, habits, and expectations to drive innovation and product development
Social CRM is amorphous, all encompassing, and a totally different beast from traditiona records-centric CRM
Social CRM – A company’s response to the customer’s ownership of the conversation
“We are now at a point that the customers' expectations are
so great and their demands so empowered that our Social CRM business strategy needs to be built around
collaboration and customer engagement, not traditional operational customer management.” - Paul Greenberg
The New Fashioned Brand and its DNA
It’s not (all) about marketing, all departments need to be involved
Social Media KPIs
Lead generation Number of coupon offers redeemed through social media Sales triggered
Competitors‘ benchmarking Audience Demographics of communities Market share of voice Social «Net Promoter Score»
Customer satisfaction Response rate Response time # of cases resolved Savings compared to traditional customer service channels (reduction in call volumes)
Campaign social score Impact on SEO and website traffic registrations by third-party logins # of and growth rate of fans and followers Loyalty – Number of interactions and growth rate
Volume of mentions Social vs mainstream media Media value Share of voice Influence level of community members reached
Time is of the essence... this stuff is perishable
1. Listening to drive innovation
Share of R&D budget in total sales (%)
Shar
e of
sale
s gen
erat
ed b
y
prod
ucts
laun
ched
in th
e la
st 5
yea
rs (%
)
Aerospace
0%
10%
20%
30%
40%
50%
60%
70%
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11%
Pharmaceuticals
Electrical engineering and Electronics
Chemicals and Resources Financial Institutions
Logistics and Services
Public and Professional Services
Telecommunication, IT and Media
Utilities
Efficient Innovators High Intensity Innovators
Low intensity innovators Low Leverage Innovators
Construction and Equipment
Consumer goods and food
Engineering and Manufacturing
Inter-industry average
Inter-industry average
Investment
Outcome
Chart courtesy of Michael Nautsch at Cumulus Analytics
Automotive industry: investment in innovation pays
Automotive OEMs and Suppliers
The role of customer intelligence in innovation
Partners
Customers
Business & Technology Intelligence
Learning
Learning
Idea Management
Resource & Competence Management
Product/Service Portfolio
Management
Technology Management
Business Vision & Strategy
Customer & Business Results Portfolio
Management
Development & Launch
Post Launch
Balancing Push vs. Pull
Push Pull
Leading customers: – offering the future – prototyping, the experience is the
dialogue – linking capabilities to possibilities,
the role of an innovation strategy
Responding to customers: A refined art & science – customer insight – the role of the ‘lead user’ – the customer’s customer – disruptive innovation as a
source of insight, ignored at your peril
PUSH >> "If I’d asked my customers what they wanted
they’d have said a faster horse"
- attributed to Henry Ford
PULL >> If you want to understand the tiger, don’t go to the zoo, go to the jungle.
2. Listening for marketing purposes
Investments in listening should deliver Social Intelligence
Social intelligence is the management and analysis of data from social media sources, used to activate and recalibrate business programmes.
Reactive Proactive
Tactical
Strategic Consumer segmentation
Campaign measurement
Product research
Sentiment analysis
Lead generation
Customer support
Brand protection
Crisis management
Interactive buying
Competitive intelligence
Market/campaign messaging
Market research
Product innovation
Influencer marketing
Adapted from Forrester Research
Actionable insights
You don’t need to know everything, you need to know what matters.
Tap into the authentic voice of the customer “I still snigger when I see them on the road.... a positive snigger. I have worked in the development side of the car industry and know what it takes to sign a program off and it would have taken serious cojones to give this the green light.”
“Still not as bad as that f**king Juke thing everyone’s driving about… I actually quite like it. I know I shouldn’t, but it looks like something they would drive around on the Apollo missions.”
“The boot is pretty small, especially compared to the Audi A3 which had a fairly decent boot. It's one of the reasons I'm probably not going to be keeping the car after my finance finishes in 2 and a bit years.”
Celebrating the 1,000,000th Qashqai
Understanding cultural/ national differences
Pimp my ride
“Freakdude, Cool job done on your car, neighbro. Good that you have shared detailed pics for all others here. Though I have kept my car ICE basic for the time being, but I feel like hearing out your ICE sometime soon.”
3. Listening to manage a crisis
Identification: • Automated alerts based on keywords, sources & influence • Pro-active emails / alerts from human analysts
Management: • Reconfiguration of search terms / launch of new dashboard to track crisis • Ability to review conversations in real-time via dashboard • Know what people are saying
In a crisis situation, knowledge is power
Crisis management (and prevention)
Collective problems: Social media monitoring can be the canary in the coalmine
4. Engagement
LISTEN >> PLAN >> ENGAGE > Top forums / sources > Super Contributors > Lead gen opportunities
“Fish where the fish are”
Customer engagement nirvana: let others do the job for you
ONE answer online is seen by NINE people on average
Integration with existing systems
Listening Analysis Engagement
To be most effective, Social CRM requires an holistic, three-pronged approach
Mix of real time & more contemplative analysis
A promise is a promise, even on social media
http://www.synthesio.com/blog
fabiodebe
http://twitter.com/fabiodebe
+44 (0)7545 065495
Are you ready to start monitoring?