the i community
Post on 17-Sep-2014
17 views
DESCRIPTION
www.onlinemarketingmanager.be Presentation talking about CRM, 360° marketing and how to put the consumer central. Giving some tips and tricks how to create an automated environment without a huge budget. NL: Bij e-commerce platformen staat de koper centraal.” Een veel gehoorde leuze, maar hoe pak je dit aan, hoe ga je je klant/consument benaderen en hoe speel je in op een veranderende maatschappij? De “i-community” is dé trend van 2010, waar de consument (“i”) regeert, meer dan ooit de touwtjes in handen heeft en nu ook de tools heeft om zijn wet te laten gelden. Hoe kunnen de bedrijven met hun 360° view hierop inspelen? Hoe kan je jouw klant - die eerder gelooft wat zijn buur hem zegt dan wat jij hem vertelt - toch omtoveren tot een brand advocate? Tijdens deze sessie wordt een tipje van de sluier opgelicht…TRANSCRIPT
![Page 1: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/1.jpg)
Your CRM success with agility, pragmatism and implication
REAL TIME REAL CONVERSATION REAL AUTOMATION
Selligent Interactive Marketing
360°The i community
![Page 2: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/2.jpg)
Your CRM success with agility, pragmatism and implication
Wie zijn we?
CRM & Interactive Software
Since 1990 (Selligent Interactive since 2002)
More 1.000 clients (more than 170 interactive clients)
More than 100.000 users of our software
More than 9 billion e-mails every year!
Connecting to A brands like Ikea, Sunweb, TUI, VW, Opel, etc.
Selligent offices is:Benelux
Germany
France
Spain
2
![Page 3: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/3.jpg)
Your CRM success with agility, pragmatism and implication
3
![Page 4: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/4.jpg)
Your CRM success with agility, pragmatism and implication
4
![Page 5: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/5.jpg)
Your CRM success with agility, pragmatism and implication
5
More Is not alwaysbetter!
![Page 6: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/6.jpg)
Your CRM success with agility, pragmatism and implication
We know what you did…
6
CLICKED / VIEWED
CUSTOMER INTEREST
![Page 7: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/7.jpg)
Your CRM success with agility, pragmatism and implication
We know what you did…
7
BOUGHT
CONVERSION
![Page 8: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/8.jpg)
Your CRM success with agility, pragmatism and implication
We know what you did…
8
FILLED IN
CUSTOMER SATISFACTION
![Page 9: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/9.jpg)
Your CRM success with agility, pragmatism and implication
Some even know…
9
WEB BEHAVIOUR
INTENTION
![Page 10: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/10.jpg)
Your CRM success with agility, pragmatism and implication
5% conversion
10
![Page 11: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/11.jpg)
Your CRM success with agility, pragmatism and implication
INFOBESITAS
Still, most brands see interactivity as:
11
1 way
![Page 12: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/12.jpg)
Your CRM success with agility, pragmatism and implication
Still, most brands see interactivity as:
12
Personalisation based on confirmed data
Same message for everybodyOnly used for promotions
CMS personalisationNeuro-marketing: what?! Causing industry tunnel vision
1 size fits all
![Page 13: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/13.jpg)
Your CRM success with agility, pragmatism and implication
But the target audience wants more…
13
i WEB MOBILE OFFLINE SOCIAL IN PERSON
B2B & B2C
Inter-channel rules!
![Page 14: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/14.jpg)
Your CRM success with agility, pragmatism and implication
But the target audience wants more…
14
The conversation prism
i
![Page 15: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/15.jpg)
Your CRM success with agility, pragmatism and implication
But the consumer wants more…
15
START A DIALOGUE BY AUTOMATING AND INTEGRATING
BUSINESS PROCESSES
![Page 16: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/16.jpg)
Your CRM success with agility, pragmatism and implication
Profile your target audience
Delayed profiling:= find intentions
= discover the white spots
CRM
Data mining
RFM models
Predictive modeling
Real-time profiling:Web behaviour
Click behaviour
Convert unknown (pop-in)
16The end of the excel sheets!
![Page 17: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/17.jpg)
Your CRM success with agility, pragmatism and implication
Click icon to add picture
Cliquez sur l'icône pour ajouter une image
17
![Page 18: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/18.jpg)
Your CRM success with agility, pragmatism and implication
The 1 to 1 urban legend
Interest groups
18
300 GroupsPersonasTargets
![Page 19: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/19.jpg)
Your CRM success with agility, pragmatism and implication
From persona to interactive campaign
Go beyond the simple campaigns:Welcome email / SMS
Confirmation e-mail/SMS
Yearly satisfaction survey
Newsletter
RSS feed
19
![Page 20: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/20.jpg)
Your CRM success with agility, pragmatism and implication
From persona to interactive campaign
Clever campaigns:Abandon shopping card (re-enter at exit point)
Out of stock
Alternative suggestion (if delivery takes longer than 24 hours)
Weather forecast with insurance proposition
Dynamic Newsletters based on combined real-time data (confirmed / non-confirmed)
Dynamic websites: banners based on profiling, offering based on profiling
Distribute content/offering: Auto-distribution: RSS User generated: add this, tweetme, etc.
Theme generated RSS feeds (selection is added to user profile)
Convert people on a clever way (pop-in, cookie based)
Use brand advocates to generate content
20
![Page 21: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/21.jpg)
Your CRM success with agility, pragmatism and implication
Your paradigma
COMMUNICATE
SURF
BUY
• Spread the word• Follow the talks• In store actions
• Interests• Potential
cross/up sell
• Buying behaviour• Satisfaction
information
21
Lot’s of data / no control about content / customers screaming
![Page 22: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/22.jpg)
Your CRM success with agility, pragmatism and implication
From brand to social brand
Traditional brand
Interactive brand
Social brand
22
- Gather data: - Sales- Satisfaction- Web/digital channels
- Think about conversion of channels- RFM models / Predictive modelling
- Newsletters based on profiling- Clever campaigns in place- Exchanges with social networks- Follow visitors / content
- Interact with customers on non-company platforms- Active use of social media in the marketing mix- Your PR team has become a communications team- Use your brand lovers for:
- test of new products & services- generating content
![Page 23: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/23.jpg)
Your CRM success with agility, pragmatism and implication
23
Beyond B2C
What are you doing between 2 client visits?Are your clients satisfied? How do you confirm client visits?
![Page 24: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/24.jpg)
Your CRM success with agility, pragmatism and implication
Integrating social media
Example of an interactive brand
Mobistar
24
![Page 25: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/25.jpg)
Your CRM success with agility, pragmatism and implication
Mobistar
25
Become TempoMusic
Be TempoMusic & get benefits
![Page 26: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/26.jpg)
Your CRM success with agility, pragmatism and implication
Example of a social brand
Based on what exists, but assembly required!
IKEA
26
![Page 27: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/27.jpg)
Your CRM success with agility, pragmatism and implication
When we mix individual ideas
POS: Mobile scanner
POS: In store search
IKEA personal catalogue
IKEA Family Card
IKEA Credit Card
IKEA fan page
IKEA 2nd hand website
IKEA Christmas tree
Facebook pages
Adding:Web & mobile shopping list
Routeplanner (inside the store)
27
![Page 28: The i Community](https://reader033.vdocument.in/reader033/viewer/2022061104/541931997bef0afa688b4672/html5/thumbnails/28.jpg)
Your CRM success with agility, pragmatism and implication
Contact info
Hans SmellinckxSenior Consultant Interactive Marketing
Hasselt – Charleroi – Brussels - Paris
M: +32 (0)478 88 36 87
Blog: www.onlinemarketingmanager.be
28