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Social CRM Myth or Reality jo@dearmedia.be @jcaudron 1 vrijdag 8 maart 13
@jcaudron
• a digital consulting company
• founded in 2009 by Jo Caudron
• our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media
• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...
• We work for large European clients
2vrijdag 8 maart 13
@jcaudron
Strategy & concept development
Impact on traditional communication, media, business, ...
Online Media Social MediaMobile & Tablets
Connected TV
3vrijdag 8 maart 13
What about social media?
4vrijdag 8 maart 13
@jcaudronThe sky is the limit...
TV
Ra
dio
Pri
nt
Bill
bo
ard
s
DM
So
cia
l Me
dia
From ... ... to
Sa
les
Ma
rke
tin
g &
Co
mm
un
icat
ion
Se
rvic
e &
Su
pp
ort
HR IT
PR
& E
xte
rna
l Co
mm
un
.
R&
D &
En
terp
rise
2.0
Social Business
5vrijdag 8 maart 13
PublicCustomers &
Relaties (B2C + B2B)
Care
Closeness
Conversion
Context
Influencers Media StaffCompe-
titors
The 7 C’s of “Engagement”
Crisis
Collaboration
Content
Res
pons
ive
Pro-
activ
e
Listening to anticipate potential damaging messages that can create crisis situations in the organization.
Listening to provide help & support to people with questions or problems.
Listening to understand people’s needs & expectations, being ‘close’ to their feelings and acting upon it.
Listening to understand the broader picture: what are trends in consumer behavior, technology, the industry,..to find relevant insights.
Listening to collaborate & co-create with the community to develop better products & services
Listening to spot opportunities to convert people to your business.
Pro-active outbound initiatives to engage in content marketing via social media
6vrijdag 8 maart 13
@jcaudron 7.000.000.0007vrijdag 8 maart 13
@jcaudron 7.000.000.000
2.000.000.000
8vrijdag 8 maart 13
@jcaudron 7.000.000.000
2.000.000.000
1.500.000.000
9vrijdag 8 maart 13
@jcaudron 7.000.000.000
2.000.000.000
1.500.000.000
6.000.000.000
10vrijdag 8 maart 13
So let’s try to tap into all that activity.
11vrijdag 8 maart 13
So what is ...?
12vrijdag 8 maart 13
“Social CRM is a philosophy and a business strategy,
supported by a technology platform, business rules,
workflow, processes and social characteristics, designed
to engage the customer in a collaborative conversation
in order to provide mutually beneficial value in a
trusted and transparent business environment...”
What is Social CRM?
WTF?
13vrijdag 8 maart 13
Is this CRM?
14vrijdag 8 maart 13
Is this CRM?
15vrijdag 8 maart 13
Is this CRM?
16vrijdag 8 maart 13
Is this CRM?
17vrijdag 8 maart 13
Is this CRM?
18vrijdag 8 maart 13
Is this CRM?
19vrijdag 8 maart 13
Most companies have NO social CRM
They have NO decent web-CRM
They have NO customer-journey CRM
OK, some might have some sales-oriented CRM
Bottom-line
20vrijdag 8 maart 13
So what is happening?
21vrijdag 8 maart 13
First this
22vrijdag 8 maart 13
ForgetCRM
It just became RM
(do you know who is a customer and who is not?)
23vrijdag 8 maart 13
@jcaudron
AUDIENCE
Engaged Audience
ExistingClients
Full Market
24vrijdag 8 maart 13
@jcaudron
AUDIENCE
Engaged Audience
ExistingClients
Full audience, total possible reach of people
influenced and impacted by the brand
Total market, including those not impacted by
the brand
People in a (short term) commercial relationship
People in a social relationship with the brand (via Facebook,
Twitter,...), not linked to a commercial relationship
Aim 2: turn existing clients (commercial relationship) into engaged customers (social long term relationship)
Aim 1: convert “general audience” into
“engaged audience” (social
relationship) Aim 2: convert “engaged
audience” into clients
Full Market
25vrijdag 8 maart 13
It’s becoming complex
26vrijdag 8 maart 13
Social CRM
Web CRM CRM
RMopportunities
web/social profile integrity opportunitiescare
salessupportonline/offline/PoSthe full customer journey
online journeyaccess
profilessubscriptions
profilingtargetting
salesservice
salessupportonline/offline/PoSthe full customer journey
bra
nd
sales &
sup
po
rtstuff, stuff, stuff, stuff, big stuff
27vrijdag 8 maart 13
It’s becoming big too
28vrijdag 8 maart 13
@jcaudron
Mobile
BIG DATA!29vrijdag 8 maart 13
@jcaudronBIG DATA!
Mobile Stuff
Mobile
Tweets Check-ins
Sensor dataMachine2Machine (IoT)
(Youtube) videosSpotify Streams
Facebook Stuff
All the traditional (structured) input
The quantified self
30vrijdag 8 maart 13
@jcaudron
Mobile
BIG DATA!
oops
31vrijdag 8 maart 13
@jcaudron
How does the social and mobile data-buzz becomes meaningful?From manual to machine?
32vrijdag 8 maart 13
@jcaudron
How do you get unstructured thoughts, emotions, intentions, opinions, ...
of billions of people in a database?
?
33vrijdag 8 maart 13
@jcaudron
You can use social media and big data to predict the future of the world
34vrijdag 8 maart 13
@jcaudron
But can you predict the next purchase of one individual?
- who’s able to work out the actual business rules?
- what business people are able to use these rules to do business?
35vrijdag 8 maart 13
@jcaudron
B I GDATA
SMALL DATA
Mobile
Apps+Location+ Profiles+Social Recommendations
feed trends
add live intelligence
Relevant individual solutions
36vrijdag 8 maart 13
Steps to take
37vrijdag 8 maart 13
1. Build your Social RM (whatever that may be for you)
2. Integrate with your online RM(branding, profiling, subscriptions, targetting)
3. Integrate with that Holy-Grail-Corporate RM(that probably will never come)
now
ASAP
Who knows when
38vrijdag 8 maart 13
But whatever you use it for...
39vrijdag 8 maart 13
@jcaudron
Use it to be relevant, help and service, not to spam
me
40vrijdag 8 maart 13
