Social CRM: Turning the buzz word into an integrated part of your strategy

Fabio De Bernardi Senior Account Manager Synthesio UK fabio@synthesio.com +44 (0) 7545 065495 Twitter: @fabiodebe

Social CRM: Turning the buzz word into an integrated part of your strategy

Fabio De Bernardi Senior Account Manager Synthesio UK fabio@synthesio.com +44 (0) 7545 065495 Twitter: @fabiodebe

Social media experts • 80 people strategically located all over the world • Analysts, consultants and technical teams to help you build the right response for your project •160 projects in 2010

Synthesio: social media monitoring & engagement London – Paris – New York – Shanghai (Q1 2012)

Easy and powerful • Award for excellence and innovation by the French Ministry of Research • Best international listening platform - Forrester Groundswell Awards 2010 and 2011

Customised solutions Our core ethos is one of customisation, end-to-end service and support. You will receive what you need, when you need it, without having to wait for a faceless development team to put something on the roadmap

Global, multi-lingual, end-to-end service providers

Strong international coverage • Monitoring and analysis in 30+ languages • Customised sourcing for each client to cover local markets • 80% of projects is deployed on more than 3 countries

End-to-end social media platform • Consumer Insights • Engagement platform • Campaign measurement • Business Intelligence • Crisis Monitoring

Engagement

Full services provider

ROI Measurement

Our Unity engagement platform is an enterprise-scalable solution enabling your teams to directly respond to consumers’ comments on both your own and third party sites – be they forums, blogs, Twitter or Facebook

DIY Tool Want to perform your web monitoring in-house? You team can take advantage of our innovating platform and ‘do-it-yourself’

We'll measure the impact and reach of your efforts and give you the data you'll need to assess the all-important ROI

Online Reputation Monitoring

Crisis Monitoring

Consumer Insight and Market Research

We audit and monitor your brand reputation and image online by assessing sentiment, opinion, and word-of-mouth conversations 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 monitoring will keep you informed, in real time, about what's being said online

Our researchers use award-winning technology combined with thorough human analysis to help you identify consumer opinions, habits, and expectations to drive innovation and product development

Social CRM is amorphous, all encompassing, and a totally different beast from traditiona records-centric CRM

Social CRM – A company’s response to the customer’s ownership of the conversation

“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

The New Fashioned Brand and its DNA

It’s not (all) about marketing, all departments need to be involved

Social Media KPIs

Lead generation Number of coupon offers redeemed through social media Sales triggered

Competitors‘ benchmarking Audience Demographics of communities Market share of voice Social «Net Promoter Score»

Customer satisfaction Response rate Response time # of cases resolved Savings compared to traditional customer service channels (reduction in call volumes)

Campaign social score Impact on SEO and website traffic registrations by third-party logins # of and growth rate of fans and followers Loyalty – Number of interactions and growth rate

Volume of mentions Social vs mainstream media Media value Share of voice Influence level of community members reached

Time is of the essence... this stuff is perishable

1. Listening to drive innovation

Share of R&D budget in total sales (%)

Shar

e of

sale

s gen

erat

ed b

y

prod

ucts

laun

ched

in th

e la

st 5

yea

rs (%

)

Aerospace

0%

10%

20%

30%

40%

50%

60%

70%

0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11%

Pharmaceuticals

Electrical engineering and Electronics

Chemicals and Resources Financial Institutions

Logistics and Services

Public and Professional Services

Telecommunication, IT and Media

Utilities

Efficient Innovators High Intensity Innovators

Low intensity innovators Low Leverage Innovators

Construction and Equipment

Consumer goods and food

Engineering and Manufacturing

Inter-industry average

Inter-industry average

Investment

Outcome

Chart courtesy of Michael Nautsch at Cumulus Analytics

Automotive industry: investment in innovation pays

Automotive OEMs and Suppliers

The role of customer intelligence in innovation

Partners

Customers

Business & Technology Intelligence

Learning

Learning

Idea Management

Resource & Competence Management

Product/Service Portfolio

Management

Technology Management

Business Vision & Strategy

Customer & Business Results Portfolio

Management

Development & Launch

Post Launch

Balancing Push vs. Pull

Push Pull

Leading customers: – offering the future – prototyping, the experience is the

dialogue – linking capabilities to possibilities,

the role of an innovation strategy

Responding to customers: A refined art & science – customer insight – the role of the ‘lead user’ – the customer’s customer – disruptive innovation as a

source of insight, ignored at your peril

PUSH >> "If I’d asked my customers what they wanted

they’d have said a faster horse"

- attributed to Henry Ford

PULL >> If you want to understand the tiger, don’t go to 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.

Reactive Proactive

Tactical

Strategic Consumer segmentation

Campaign measurement

Product research

Sentiment analysis

Lead generation

Customer support

Brand protection

Crisis management

Interactive buying

Competitive intelligence

Market/campaign messaging

Market research

Product innovation

Influencer marketing

Adapted from Forrester Research

Actionable insights

You don’t need to know everything, you need to know what matters.

Tap into the authentic voice of the customer “I still snigger when I see them on the road.... a positive snigger. I have worked in the development side of the car industry and know what it takes to sign a program off and it would have taken serious cojones to give this the green light.”

“Still not as bad as that f**king Juke thing everyone’s driving about… I actually quite like it. I know I shouldn’t, but it looks like something they would drive around on the Apollo missions.”

“The boot is pretty small, especially compared to the Audi A3 which had a fairly decent boot. It's one of the reasons I'm 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 ride

“Freakdude, Cool job done on your car, neighbro. Good that you have shared detailed pics for all others here. Though I have kept my car ICE basic for the time being, but I feel like hearing out your ICE sometime soon.”

3. Listening to manage a crisis

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

In a crisis situation, knowledge is power

Crisis management (and prevention)

Collective problems: Social media monitoring can be the canary in the coalmine

4. Engagement

LISTEN >> PLAN >> ENGAGE > Top forums / sources > Super Contributors > Lead gen opportunities

“Fish where the fish are”

Customer engagement nirvana: let others do the job for you

ONE answer online is seen by NINE people on average

Integration with existing systems

Listening Analysis Engagement

To be most effective, Social CRM requires an holistic, three-pronged approach

Mix of real time & more contemplative analysis

A promise is a promise, even on social media

http://www.synthesio.com/blog

fabiodebe

fabio@synthesio.com

http://twitter.com/fabiodebe

+44 (0)7545 065495

Are you ready to start monitoring?