SOCIAL MEDIA STRATEGIC VALUE IN THE CURRENT BUSINESS ENVIRONMENT

Charles MokLegislative Councillor (Information Technology)

• more devices• more channels• more multi-tasking

SMARTER, EMPOWERED AND CONNECTED CUSTOMERS

Top-down advertising

Peer review and word of

mouth

Sales-driven

Conversation-driven

BUSINESS REALITY – NOT JUST ‘LIKES’

•

Customers read about, share, discuss, review and suggest brands ONLINE

More channels

More collaboratio

n

More connection

s

More conversatio

ns

CHALLENGES FACED BY BRANDS IN SOCIAL CRM

Customers want to interact differently and expect response

SOCIAL CRM – EVOLUTION

Traditional CRM

• Phone, fax, email, letter, website, SMS, IM, mass media

+ Social CRM

• SEO, eDM, Apps, Blog, microblog, wiki, social networks, video/photo sharing, forums, review and comparison websites

Listen/Analyze

• Track mentions online

• how many, by whom, where, how, about what, how they feel

HK: SOCIAL CRM VIA FACEBOOK

SUCCESSFUL ENGAGEMENT

SOCIAL CRM TURNED INTO PR DISASTER…

• How to handle loads of messages• - Analyze, standardize, automate

• Data Retention and Privacy• Brands need to be open and transparent• Respect customer’s data, share what you

know and what you are doing with it

SOCIAL CRM IS GOOD BUT…

• Identify your objective and strategy

• Choose your metrics and tools (mobile!)

• Listen: Track conversations• Build relationships: respond,

engage and converse• Evolve

MAKING GOOD USE OF SOCIAL MEDIA CRM

THANK YOU!

Charles MokLegislative Councillor (Information Technology)charlesmok@charlesmok.hk