taking community management and customer engagement to a whole new level
Post on 13-Sep-2014
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Event: IBB International Next Generation Social Media Summit. Amsterdam, 19-20 May 2011.Using Orange and Accor as case studies this presentation illustrates successful community management and customer engagement examples using social media.TRANSCRIPT
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Taking Community Management and Customer Engagement to a whole new level
Fabio De Bernardi Senior Account Manager Synthesio UK @fabiodebe
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“Marketing is the ongoing process of engagement whereby strangers are turned
into advocates” – Trey Pennington
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Marketing Community management is the ongoing process of engagement whereby
strangers are turned into advocates.
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Social CRM is amorphous, all encompassing, and a totally different beast from traditional, records-centric CRM
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“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
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Social CRM: A virtuous circle of co-creation & collaboration
Engagement: community
building & online support
Research Consumer
insights’ analysis;
Competitive
intelligence
Marketing Creative concept
development;
Campaign
measurement;
Influencer outreach
PR Crisis
management;
Online
footprint
measurement
Sales
Lead
generation;
Prospect
outreach
Customer support
Complaints
management;
Technical
support
Other
HR;
Executives’
reputations
etc
Customer Intelligence
Social Media Monitoring
Optimisation: Product & customer
experience improvements
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Time is of essence... this stuff is perishable
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Engaging with customers & nurturing super contributors
Read the full case study here: Orange case study
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Built out & refined ‘owned’ presence on the Web during listening phase
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LISTEN >> PLAN >> ENGAGE > Top forums > Super Contributors > Team of 50
“Fish where the fish are”
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Customer engagement nirvana. Let others do the job for you
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ONE answer online is seen by NINE people on average
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ROI is “in the millions of euros” Reduction in call handling costs New plans / happier customers
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Synthesio Unity real time engagement platform. Info at http://bit.ly/SynthesioUnity
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Synthesio Unity real time engagement platform. Info at http://bit.ly/SynthesioUnity
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Collaborating with customers to provide a better experience
Read the full case study here: Accor case study
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Your experience of the brand is intimately connected to the hotel you stay at
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1 global dashboard
40 country level dashboards
4,000 hotelier dashboards
> Pilot > Global rollout > Training > KPIs > Reward & recognition
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Understanding the customer journey ...
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Collective problems: Social media monitoring can be the canary in the coalmine
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Novotel: 55% growth in positive sentiment. Double digit growth in online sales
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To conclude …
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Listening Analysis Engagement
To be most effective, Community Management and Customer Engagement require an
holistic, three-pronged approach
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Mix of real time & more contemplative analysis
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This is a process of osmosis: a two-way collaboration between a brand and their
communities
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Social media is maturing: the need is for Enterprise Class solutions and
whole organisations (people and processes) being empowered and involved
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http://www.synthesio.com/blog
fabiodebe
@fabiodebe
+44 (0) 7545 065495
Thank you! Any question?