social crm: turning the buzz word into an integrated part of your strategy

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Post on 11-Aug-2014




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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.


  • Social CRM: Turning the buzz word into an integrated part of your strategyFabio De BernardiSenior Account ManagerSynthesio [email protected]+44 (0) 7545 065495Twitter: @fabiodebe
  • Social CRM: Turning the buzz word into an integrated part of your strategyFabio De BernardiSenior Account ManagerSynthesio [email protected]+44 (0) 7545 065495Twitter: @fabiodebe
  • Global, multi-lingual, end-to-end service providers Social media experts 80 people strategically located all over the world End-to-end social media platform Analysts, consultants and technical teams to help you build the Consumer Insights right response for your project Engagement platform 160 projects in 2010 Campaign measurement Business Intelligence Crisis Monitoring Synthesio: social media monitoring & engagement London Paris New York Shanghai (Q1 2012) Customised solutions Strong international coverage Our core ethos is one of customisation, Monitoring and analysis in 30+ languages Easy and powerful end-to-end service and support. You will Customised sourcing for each client to cover Award for excellence and receive what you need, when you need it, local markets innovation by the French Ministry of without having to wait for a faceless 80% of projects is deployed on more than 3 Research development team to put something on countries Best international listening the roadmap platform - Forrester Groundswell Awards 2010 and 2011
  • Full services provider We audit and monitor your brand reputation and image online by Online Reputation assessing sentiment, opinion, and word-of-mouth conversations Monitoring 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 Crisis Monitoring monitoring will keep you informed, in real time, about whats being said online Our researchers use award-winning technology combined with Consumer Insight and thorough human analysis to help you identify consumer opinions, Market Research habits, and expectations to drive innovation and product development Our Unity engagement platform is an enterprise-scalable solution Engagement enabling your teams to directly respond to consumers comments on both your own and third party sites be they forums, blogs, Twitter or Facebook ROI Well measure the impact and reach of your efforts and give you Measurement the data youll need to assess the all-important ROI Want to perform your web monitoring in-house? You team can take DIY Tool advantage of our innovating platform and do-it-yourself
  • Social CRM is amorphous, allencompassing, and a totallydifferent beast from traditionarecords-centric CRM
  • Social CRM A companys response to the customers ownership of the conversationWe 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 Its not (all) about marketing, all departments need to be involved
  • Social Media KPIs Competitors Campaign social Volume of mentions Lead generation Customer satisfaction benchmarking score Social vs Number of coupon Response rate Audience Impact on SEO and mainstream media offers redeemed website traffic through social Response time Demographics of registrations by Media value media communities third-party logins # of cases resolved Share of voice Sales triggered Market share of # of and growth Savings compared to voice rate of fans and Influence level of traditional customer followers community service channels Social Net members reached (reduction in call Promoter Score Loyalty Number of volumes) interactions and growth rate
  • Time is of the essence... this stuff is perishable
  • 1. Listening to drive innovation
  • Automotive industry: investment in innovation pays Outcome Efficient Innovators Inter-industry average High Intensity Innovators 70% 60% products launched in the last 5 years (%) Automotive OEMs 50% and Suppliers Share of sales generated by Electrical Telecommunication, engineering and IT and Media Electronics 40% Aerospace Engineering and Manufacturing Pharmaceuticals Consumer goods Inter-industry average 30% and food Construction Public and Professional Services and Equipment Financial Institutions 20% Chemicals and Resources Logistics and Services 10% Utilities Low intensity innovators Low Leverage Innovators 0% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% Share of R&D budget in total sales (%) Investment Chart courtesy of Michael Nautsch at Cumulus Analytics
  • The role of customer intelligence in innovation Learning Customers Idea Management Product/Service Development Post Portfolio Business & & Launch Launch Customer & ManagementBusiness Vision Technology Business & Strategy Intelligence Technology Portfolio Results Management Management Resource & Competence Management Partners Learning
  • Balancing Push vs. Pull Push Pull Leading customers: Responding to customers: offering the future A refined art & science prototyping, the experience is the customer insight dialogue the role of the lead user linking capabilities to possibilities, the customers customer the role of an innovation strategy disruptive innovation as a source of insight, ignored at your peril
  • PUSH >> "If Id asked my customers what they wantedtheyd have said a faster horse" - attributed to Henry Ford
  • PULL >> If you want tounderstand the tiger, dont goto 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. Strategic Consumer segmentation Market/campaign messaging Campaign measurement Market research Product research Sentiment analysis Interactive buying Lead generation Product innovation Customer support Competitive intelligence Brand protection Influencer marketing Tactical Crisis management Reactive Proactive Adapted from Forrester Research
  • Actionable insights You dont need to know everything, you need to know what matters.
  • Tap into the authentic voice of the customer Still not as bad as that f**king JukeI still snigger when I see them on the thing everyones driving about Iroad.... a positive snigger. I have worked in actually quite like it. I know I shouldnt,the development side of the car industry but it looks like something they wouldand know what it takes to sign a program drive around on the Apollo and it would have taken serious cojonesto give this the green light. The boot is pretty small, especially compared to the Audi A3 which had a fairly decent boot. Its one of the reasons Im 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 rideFreakdude, Cool job done on your car,neighbro. Good that you have shareddetailed pics for all others here. Though Ihave kept my car ICE basic for the timebeing, but I feel like hearing out your ICEsometime soon.
  • 3. Listening to manage a crisis
  • In a crisis situation, knowledge is power 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
  • Crisis management (and prevention)
  • Collective problems:Social media monitoringcan be the canary in thecoalmine
  • 4. Engagement
  • Fish where the fish are LISTEN >> PLAN >> ENGAGE > Top forums / sources > Super Contributors > Lead gen opportunities
  • Customer engagementnirvana: let others dothe job for you
  • ONE answer online is seen byNINE people on average
  • Integration with existing systems
  • To be most effective, Social CRM requires an holistic, three-pronged approach Listening Analysis Engagement
  • Mix of real time & morecontemplative analysis
  • A promise is a promise, even on social media
  • Are you ready to start monitoring? (0)7545 [email protected]://