Taking Community Management and Customer Engagement to a whole new level

Fabio De Bernardi Senior Account Manager Synthesio UK @fabiodebe

“Marketing is the ongoing process of engagement whereby strangers are turned

into advocates” – Trey Pennington

Marketing Community management is the ongoing process of engagement whereby

strangers are turned into advocates.

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

“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

Social CRM: A virtuous circle of co-creation & collaboration

Engagement: community

building & online support

Research Consumer

insights’ analysis;

Competitive

intelligence

Marketing Creative concept

development;

Campaign

measurement;

Influencer outreach

PR Crisis

management;

Online

footprint

measurement

Sales

Lead

generation;

Prospect

outreach

Customer support

Complaints

management;

Technical

support

Other

HR;

Executives’

reputations

etc

Customer Intelligence

Social Media Monitoring

Optimisation: Product & customer

experience improvements

Time is of essence... this stuff is perishable

Engaging with customers & nurturing super contributors

Read the full case study here: Orange case study

Built out & refined ‘owned’ presence on the Web during listening phase

LISTEN >> PLAN >> ENGAGE > Top forums > Super Contributors > Team of 50

“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

ROI is “in the millions of euros” Reduction in call handling costs New plans / happier customers

Synthesio Unity real time engagement platform. Info at http://bit.ly/SynthesioUnity

Synthesio Unity real time engagement platform. Info at http://bit.ly/SynthesioUnity

Collaborating with customers to provide a better experience

Read the full case study here: Accor case study

Your experience of the brand is intimately connected to the hotel you stay at

1 global dashboard

40 country level dashboards

4,000 hotelier dashboards

> Pilot > Global rollout > Training > KPIs > Reward & recognition

Understanding the customer journey ...

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

Novotel: 55% growth in positive sentiment. Double digit growth in online sales

To conclude …

Listening Analysis Engagement

To be most effective, Community Management and Customer Engagement require an

holistic, three-pronged approach

Mix of real time & more contemplative analysis

This is a process of osmosis: a two-way collaboration between a brand and their

communities

Social media is maturing: the need is for Enterprise Class solutions and

whole organisations (people and processes) being empowered and involved

http://www.synthesio.com/blog

fabiodebe

fabio@synthesio.com

@fabiodebe

+44 (0) 7545 065495

Thank you! Any question?