social customer engagement. the sapiens&co. approach
DESCRIPTION
Clases sobre Social Customer Engagement impartidas por @RamonLaguna en la #CEA en el módulo Marketing through Social Networks (in English, of course) de Marketing Management & Public Affairs.TRANSCRIPT
Something is happening in Marketing...
Marketing Mix (1960)
PProduct
PPlace
PPromotion
PPrize
advertisementpublic relationspersonal sellingsales promotion
Old marketing was focused on Product & Advertisement but...
Nowadays it doesn’t work!
Marketing Evolution
The keyis the
combination
MK 1.0product
MK 2.0client
MK 3.0values
XXIst Century Marketing Mix
PProduct
PPlace
PPromotion
PPrize
Innovation
Sales Service
Engagement
People
People first! Strong conected!
Don’t interrupt me while I’m ignoring you!
Engagement* is the new advertising
*create a strong relationship (rational & emotional) between people & brands
Customer Experience* is the new way to create differentiation &
lovemarks*
* Wikipedia: Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their
relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual
experience over one transaction; the distinction is usually clear in context.
* Google it!
People don’t buy products, but they buy benefits, stories & experiencies
Social Media* is a toolbox to establish strong relationships
*Wikipedia: Social Media includes web-based and mobile technologies used to communication into interactive dialogue
Marketing has changed, people have changed, channels have changed...
What about companies?
Most of them,
still working on XXth century
paradigms
It’s not about money, it’s about time!
ACME
INC
XXth century XXIst century
Markets are conversations!cluetrain.com, 1999
Traditional Sales Funnel
LearnAwarness
BuyAction
SupportLoyalty
It fails to capture the many touch points and two-way interactions that are a consecuence of the Internet*
*clients well informed, networked and discerning prospect community
Social Customer Sales Funnel
LearnAwarness Engage
RelationshipCo-create
Innovation
Prescibe
Share of heart
BuyAction
SupportLoyalty
New Sales Funnel
Active EvaluationInformation gathering, shoppingInitial
considerationset
Momentof purchase
Trigger
Postpurchase experienceOngoing exposure
Loyalty Loop
1
4 potential battlegrounds where marketers win or lose
2 3
4
How dowe prepare the
success cocktail?
Social Customer Engagement
Key Point to Success
You must have the entire company working on SCE
strategy
business intelligence 2.0
teams & culture
tech & tools
Key Point to Success
You must have the entire company working on SCE
business intelligence 2.0
teams & culture
tech & tools
Defining vision & tactics in a fast changing enviroment with quarterly or half-year reviews
Key Point to Success
You must have the entire company working on SCE
teams & culture
tech & tools
Monitoring & gathering data to understand the social customer and the performance of our teams
strategy
Key Point to Success
You must have the entire company working on SCE
business intelligence 2.0
tech & tools
Redifining processes, roles & responsabilities, deparments & workflows and spreading 2.0 values
inside the organization
strategy
Key Point to Success
You must have the entire company working on SCE
business intelligence 2.0
teams & cultureDecision around social platforms & social SW
development, selection, building & implementation
strategy
strategySocial
ExperienceSocial
ServicesSocial
CommerceSocial
Innovation
Delivering expectation-
beating Customer
Experience using Social
Media
Rising Customer
Satisfaction thought better
customer care using Social CRM
Increasing Sales on &
offline using Social
Shopping & Social Media Optimization
Involving customers in
product development & co-creation using a new innovation process
Let’s go to know HOW...
Social Experience
what it is
toolset
main benefits
don’t forget
Social Experience
what it is
Create a strong, lasting & remarkable relationship between brands & customer through conversations, emotions &
affection by using online (social media) & offline (store) tools.
★Deliver “joy of use” (funs, new insights & tech)★Give exclusive (access, info, prizes, promotions, presents)★Mix online & offline to get a 360º customer experience
key points to success
There are so much behind this actions...
...to get amazing results!
Social Experience
main benefits
★Differenciate yourself from the competition★Activate World of Mouth (referral value)★Improve customer loyalty by enhacing user experience
conversation conversion
Social Experience
toolset
targetsestablish a human
relationship90-9-1 rule of participation
contentsdetailed content to
get depthshort form content
to get reach
feelingsmake it memorable and let’s have fun
(you & your clients)
social media platformsstay where your clients are contected (convenience)
And don’t forget...
It’s about people and people❤ participating
strategySocial
ExperienceSocial
ServicesSocial
CommerceSocial
Innovation
Delivering expectation-
beating Customer
Experience using Social
Media
Rising Customer
Satisfaction thought better
customer care using Social CRM
Increasing Sales on &
offline using Social
Shopping & Social Media Optimization
Involving customers in
product development & co-creation using a new innovation process
Go ahead!✔
Social Services
what it isBring more satisfaction, solve problems and make easier, faster
& more convenient the life of our clients, specially on critical touch points of our relationship, being closer, accessible and giving them online services, support & customer care using
Social Media tools (usually TW, FB & sCRM).
★24x7 online service & fast answers★Workflow, processes & tools adapted to access any info★Team with responsibility & ready to take action
key points to success
strategySocial
ExperienceSocial
ServicesSocial
CommerceSocial
Innovation
Delivering expectation-
beating Customer
Experience using Social
Media
Rising Customer
Satisfaction thought better
customer care using Social CRM
Increasing Sales on &
offline using Social
Shopping & Social Media Optimization
Involving customers in
product development & co-creation using a new innovation process
Now, a strong revolution...✔ ✔
Social Commerce
what it is
toolset
main benefits
don’t forget
What does Googllllle think about Social Commerce?
Social Commerce
what it isIt’s the concept of World of Mouth applied to
e-commerce through Social Media. It’s helping people buy where they connect and connect where they buy. It’s creating places where people can collaborate online, get advice from trusted individuals, find goods & services and then purchase them.
★Let’s people talk and you listen, learn & get better! ★Use LEAD road map (listen, experiment, appy, develop) ★Pay attention to the rise of SoLoMo Consumer (social, local, mobile)
key points to success
Social Commerce
main benefits
★Gather market insights★Monetize your Social Media investment solving ROI problem★Boost e-commerce sales (traffic, conversion, order value)
0
75
150
225
300
moresales
Social Commerce
toolset
Rating & Reviews
Forums & Communities
Social Shopping
Social Media Optimization
Referrals & Recomendations
Social Ads & Apps
Social Commerce
Reviews&Ratings
Social Commerce
SocialShopping
Social Commerce
Reviews&Ratings
Social Commerce
Referrals&Recommendations
Social Commerce
Forums&Communities
Social Commerce
Social Media Optimization
Social Commerce
Social Ads & Apps
And don’t forget...
It’s not the future, it’s the present since 2009
11.50 am EST · July 8, 2009 · $34
People trust in people
A wise man learns by experiments of others; a fool
by his own. Benchmark!
strategySocial
ExperienceSocial
ServicesSocial
CommerceSocial
Innovation
Delivering expectation-
beating Customer
Experience using Social
Media
Rising Customer
Satisfaction thought better
customer care using Social CRM
Increasing Sales on &
offline using Social
Shopping & Social Media Optimization
Involving customers in
product development & co-creation using a new innovation process
Last but not least...✔ ✔ ✔
Social Innovation
what it isIt’s making innovation open & participatory to the people. It’s use
the Internet to meet social needs of all kind with the desires of people, their ideas, what they want, what they value and what they are goint to pay for. It’s co-creation to improve value for
money ratio in our new products & services.
★24x7 online service & fast answers★Workflow, processes & tools adapted to access any info★Team with responsibility & ready to take action
key points to success
100 000 ideas!!
If you want to know more about Starbucks Innovation I
recommend you to see Matthew Guiste...
vimeo.com/15270898
How to make money in this business?
How are they creating Social Engagement through communication?
strategySocial
ExperienceSocial
ServicesSocial
CommerceSocial
Innovation
Delivering expectation-
beating Customer
Experience using Social
Media
Rising Customer
Satisfaction thought better
customer care using Social CRM
Increasing Sales on &
offline using Social
Shopping & Social Media Optimization
Involving customers in
product development & co-creation using a new innovation process
We’ve got it!✔ ✔ ✔ ✔
Thanks :)
Ramon LagunaCEO Sapiens&Co.
607 543 032@RamonLaguna/in/ramonlaguna/ramonlaguna
www.slideshare.com/sapiensco
One more thing...
It’s not stronger that survives. Not the most intelligent. It’s the most adaptable to change.
Charles Darwin