SOCIAL CRM

THE NEXT WEB

“Nearly 25% of people aged 18-34

use social media to

comment on what

they like/dislike

about a storyline

while watching TV”

“Adults aged 35-44 are the most likely

to discuss

television

programming with

their social

connections”

GENERATION C

• Definition: “Generation C, where C stands for connectedness, is not define by demographics, but by their adoption of technology and social networks that contribute to a digital lifestyle”

• 86% share brand experiences online

• 36% have purchased a product the same week their friend recommended it

• 65% are offline less than an hour a day

• Consists of gen. Y, X and the baby boomers

Online

GENERATION C

Connected

Traditional

KEY CHARACTERISTICS OF

YOUR SOCIAL CONSUMER

• Shared experiences

• An Audience with an Audience of Audiences

• News don’t break they tweet

• Social objects

• Personal brand

• Platform-savvy

• Addicted to feedback loops

• Wants to be treated like an individual and to be remembered

• Wants brand to listen, engage and respond quickly

•

THE CONSUMER

DECISION JOURNEY

SOCIAL CRM

“We’ve moved from the transaction to the interaction with customers, though we haven’t eliminated the transaction – or the data associated with it... Social CRM focuses on engaging the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s (i.e. Social CRM is) the company’s response to the customer’s ownership of the conversation.”

- Paul Greenberg, “the Godfather of CRM”

THE EVOLUTION FROM

CRM TO SOCIAL CRM

SOCIAL CRM USE CASES

“Finding your prospects’ and customers’watering holes"

•Where are the customers?

•What are their needs?

•Who do they listen to?

•How did Purell Hand Sanitizer predict a flu?

EVERYTHING STARTS

WITH LISTENING

RAPID SOCIAL SALES

RESPONSE

Catching a lead in mid-air”

RAPID SOCIAL RESPONSE

Defending the brand”

• People see themselves in the critic

• Everyone is busy so don’t use that as an excuse

• Don’t ask people to mail you if you’re busy

• Facebook enhances bad products and experiences - so why have a presence there?

• So how to respond?

INNOVATION INSIGHTS

“Catching innovation trends right under your nose"

•How are my customers using my product?

•Why aren’t people using my product?

•What are the trends?

•How did Fiskars experience a 3x increase in sales?

Source: Chess Media Group

KEY POINTS

• Listening with Intent

• What are people saying or seeking to improve what they’re doing today?

• Designing the Experience

• Social media represents a series of open windows to engage

• Paying It Forward

• Customers feel a sense of appreciation for those who help and provide value.

• The Power to Tell

• Make your customers the hero by helping them see what they can accomplish simply by aligning with you.

• Have you mapped your customer’s decision journey in a digital age?

• What is the experience you would want your customer to have at every touchpoint?

• How do you need to organize to create that experience?

QUESTIONS TO ASK

YOURSELF

Thank you

Connect with me onTwitter: @kasperrisbjerg

LinkedIn: linkedin.com/in/kasperrisbjerg/

Website: kasperrisbjerg.dk

Email: risbjerg@dk.ibm.com

Future Events18/2: Social Media Week Copenhagen:Employees as brand advocates in the social media sphere

18/2: Social Media Week Copenhagen:Data for ikke-nørder

More information atsocialmediaweek.org/copenhagen