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End-to-end Social CRM: case studies
Social CRM Brussels, September 2012
Alexandre Vandermeersch
@alexvdm
Who I am, who we are
2
Alexandre Vandermeersch
CEO, Dialog Solutions
@alexvdm
/in/alexvdm
alexvdm.com
Prev: McKinsey&Co, P&G
Boosting dialogue across the
value chain since 2009, through:
• Research & Consulting:
qualitative & quantitative
market research
• Software:
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Social CRM, sure…But what is CRM again ?
CRM =
Sales Force automation ?
Email Marketing ?
Something else ?
Jesus (= CEO): does not
seem to understand
Maria Magdalena
(= CRM expert) –
can’t explain much
4
What is End-to-end social CRM ?
End-to-end Social CRM is the ability to identify and truly,
personally & timely engage every customer & prospect
continuously in time, in the relevant channels, and
leverage those relationships to drive consumer insights,
innovation, marketing, sales and customer service
R&D Opera-
tions Marketing Sales Service
Disclaimer: Nothing more
than a tentative definition
by @alexvdm
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Why do you need it ? Because you have to
“For the first time, marketers trail
the consumers – Consumers are
discussing and recommending
products and brands, are creating
new worlds, launching new
innovations, – and marketers are
barely catching up on those trends”
Steve Ballmer speech to Stanford
Alumni Belgium, LLN, April 2008
Welcome to…reversed markets!
@alexvdm
What for ? Strategic framework
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Private Dialogue
(Online research)
Learn
Leverage Engage Open Dialogue (Social Media)
@alexvdm
With who ? Map stakeholders’ needs, interests, & motivations
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B2C clients
B2B SME/Ind.
Affiliates
B2B Large
Brokers B2C Non-clients
Employees Share- holders
Community
Life Insurance example
@alexvdm
With who (bis) ?
8
Top influencers
High-engaged
Masses-disengaged
@alexvdm
And how ?
Direct contact, online & offline
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Top influencers
High-engaged
Own site
Social media
Panels
Direct marketing
Communities
Through high-engaged-activated, supported & amplified
Mass media
Masses-disengaged
@alexvdm
Social Insights: Research communities
10
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R&D case - End-to-end co-creation
Explore a new product through
qualitative research and co-
creation
• 4-months Private Dialog (Brandialog) for :
• Brainstorming on interest of the project
• Calls to reactions on product features
• Brainstorming on operational
implications for users (follow up)
• Creativity sessions for naming
• Test of marketing material (display)
• ‘off context’ feedback, feedback from
prescriptors
“ Brandialog offered us a unique
way to gather insights on a
relevant set of consumers. We
are on their turf. They are
‘experts’ in their decision-
making and guide us through
our decision-making process.
Brandialog’s solution and team
enable more validity, creativity
and disclosure.”
Yannick Grécourt, VP
Strategy & Marketing,
Deutsche Bank
APPROACH CHALLENGE
@alexvdm
Permanent panel for always-on research
Recruitment within client database
“SHORT PRIVATE DIALOG”
Qualified recruitment
base between
1500-8000 people
Engagement through on-going animation of the community
Use a selection of the panel for
“QUANTITATIVE” surveys
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“IN-DEPTH PRIVATE DIALOG”
@alexvdm
Open Engagement – timely, social & relevant
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Open engagement: in reversed markets, social content is king
Content marketing
Brands a publishers,
driving attention &
conversions through
great content
Social Media
marketing:
Use social media to
drive marketing
objectives
Social content
Optimization:
Optimize
distribution &
republishing of
social content to
maximize its
impact
Engage: Create & maintain the debate Build an army of volunteers to support you Identify & activate your ambassadors
Leverage: our core beliefs
Social media is best for
CONVERSATIONS Websites are best for
CONVERSIONS
But conversations are bringing
conversions – bridge the two
Leverage: social content to your site
• Social media teams produce
great content, everyday
• In addition, your ambassadors
are feeding you great content,
too!
• Bringing a moderated feed
from your social media
presences is a great way to get
people to come
• Kiss the static Website
goodbye!
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Activate & amplify your ambassadors! • Social currency/proof happens
when people rave about your
product or service
• Ask testimonials, feedback,
engagement!
• Social media is great for that:
• Social profile
• No sign-on required
• Immediate virality
• AMPLIFY those by bringing
them to your site in the
conversion funnel!
• Result: DOUBLE impact
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Activate & amplify your ambassadors!
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Leverage: create a true social hub from your engagement efforts
• A clear, filtered feed of messages
gives a preview of the content of
the specific social channel before
they register
• Map & Feed are managed from the
back-end of Dialogfeed and can
be put anywhere in seconds (here:
Facebook)
• A map of social channels by
theme with 1-click subscribe
buttons, to enable people to
like/follow one or more social
channels without leaving the site
In a nutshell, in reversed markets, you need to build a virtuous circle around your brand
AMPLIFY &
OPTIMIZE
ENGAGE
& REACH
CONVINCE,
GET OPT-IN
Campaigns
What we do…Social republishing & engagement
. . .
Social Content
Optimization
Your social
channels Your Website(s)
Leading brands are using Dialogfeed to optimize their social content & engagement
And 100+ other
brands
www.dialogfeed.com
@alexvdm
Contact us…
• Alexandre Vandermeersch
• 0491/08 80 09
• Twitter: @alexvdm
www.dialogsolutions.com
• Patrick Willemarck
• 0475/23.34.34
• Twitter: @dialogsol
www.dialogfeeed.com