Beyond Social Media – Social CRMSocial Media Forum 25/07

First Some Physical Excercise

• Stand up and keep standing if:

– You keep track of Google Alerts weekly

– You have checked Twitter (e.g.; via Tweetdeck) for tweets on your

brand/clients for the pas 3 days

– Someone in your company is responsible for monitoring and analysing

online conversations

– You know whether your main competitor(s) has a social CRM strategy

– You have entered the dialogue with your clients via social media

It’s not so bad to be a geek

Nowadays

• Organizations embrace social media more and more

• Permanent evolution or just a mere trend?

• Long-term sustainable value for customer and company

• If your customers don’t like you then they aren’t going to be customers for very long

…the World is changing

• Social Web has changed the way people connect and communicate

• Everyone & everywhere

• Present new business opportunities

Some Key Facts

• Social web enabled customers to more easlily connect with each other

• Whether you like it or not, they are talking about you. Ignoring is no longer an option.

• The conversations are so vast and numerous that organizations could not keep up with the channel via traditional CRM tools

• A need arose to:• capture both official and unofficial customer conversations• to engage with customers in their preferred environment

Social CRM

A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks

and digital channels.

Social CRM

A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and

digital channels.

Social CRM

A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and

digital channels.

Social CRM

A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital

channels.

Or another way to look at it:

[…] the proces of converting content into conversations and extending these conversations into collaborative experiences and then transforming those

experiences into meaningful relationships.

(Martin Walsch, Digital Marketing Director IBM)

Social CRM

A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital

channels.

Or another way to look at it:

[…] the proces of converting content into conversations and extending these conversations into collaborative experiences and then transforming those experiences into meaningful

relationships.

Don't implement Social CRM "just because". There needs to be some clearly defined business value.

To start, you need to be actively listening.

(Seth Godin)

a basic Social Media Strategy

a basic Social Media Strategy

| Social Consumer Insights

MonitoringNo monitoring

a basic Social Media Strategy

a basic Social Media Strategy

Succes of viral marketing depends on

• Content

– The Kiss-principle (keep it simple & stupid)– Either create online added value in their daily lives or provide online ‘never seen before’– Count on the community-effect rather than their goodwill to create themselves (on-offline

events)

• Seeding

– Mechanisms depend largely on the concept and the social media KPI’s– Should be a combination of push (e.g. video seeding) and pull (blog outreach) marketing

Noyz case - Mattel Scrabble Battle

• Challenge

Undust Scrabble & create online conversations in Flanders and The Netherlands

• Solution

– Social Media research: “What keeps Belgian and Dutch people busy in terms of language?

– Both countries persisted in thinking the other country was worse in the Dutch language

– We organised an on-/offline and cross-country language battle in order to settle this once and for all…

Scrabble Battle, the ultimate language battle…

| Consumer Engagement

Noyz case - Mattel Scrabble Battle

Scrabble Battle, the ultimate language battle…

– A website that kept track of the score

– Integrated social plugins

– Participation via applications on Facebook and Twitter

– Target-specific seeding via Facebook, Twitter and the Blogosphere

Website

Facebook

Twitter

Noyz case - Mattel Scrabble Battle

• Results

Due to the effective digital PR and social media seeding:

– For 3 weeks, we were thé talk of the town on Twitter and Facebook

– Enormous blog participation rates (80%)

– Cherry on the cake:

• Mentions in various magazines• Mentions on various news sites• Mention in Contagious Magazine• Mention during a live radio show

– Generated media value: € 864.000

– ROI: 2100%

Humo

Blogosphere

Studio Brussel

a basic Social Media Strategy

Social Media Measurement Framework

Evaluate – Social Media ROI

« Why are we trying to measure social media like a traditional channel anyway? Social media touches every facet of business and is more an extension of good business ethics. »

- Erick Qualman

| Social Media ROI

• The real value of Social CRM is not in being able to respond to every Tweet or blog post, nor is it about appeasing customers with a “we’re sorry here’s a discount for your next purchase.”  

• It is about being able to collaborate and innovate with your customers/ potential clients to give them what they want.  

• It is about being able to empower and encourage your customers to become brand advocates

Conclusion

Geerlinde Pevenagegeerlinde.pevenage@aemedia.com

http://twitter.com/geerlindehttp://facebook.com/geerlinde