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Social CRM IRIMI Facilitate Your Business 2.0 – Digital Focus 2.0 – Digital Focus Bertrand Prignon Bertrand Prignon 18/04/2012 18/04/2012
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Social CRMIRIMIFacilitate Your Business
2.0 – Digital Focus2.0 – Digital Focus
Bertrand PrignonBertrand Prignon
18/04/201218/04/2012
Social CRMIRIMIFacilitate Your Business
Social Relationship ManagementAugmented Client Relationship
2
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
The customer is taking control of the conversation
Social CRMIRIMIFacilitate Your Business
Benefits of social media exposure
Source: 2012 Social Media Marketing Industry Report – April 2012
Social CRMIRIMIFacilitate Your Business
Commonly used social media tools
Source: 2012 Social Media Marketing Industry Report – April 2012
Social CRMIRIMIFacilitate Your Business
• 67% REACH• 4 MILLION USERS (ComScore)• 67% REACH• 4 MILLION USERS (ComScore)
• 78% REACH• 4,7 MILLION USERS (ComScore) – 4,4 MILLION (Facebook)• 78% REACH• 4,7 MILLION USERS (ComScore) – 4,4 MILLION (Facebook)
• 12,5% REACH• 0,7 MILLION USERS (ComScore) - 1,1 MILLION (LinkedIn)• 12,5% REACH• 0,7 MILLION USERS (ComScore) - 1,1 MILLION (LinkedIn)
• 10% REACH• 0,6 MILLION USERS (ComScore) – 0,3 MILLION (estimate)• 10% REACH• 0,6 MILLION USERS (ComScore) – 0,3 MILLION (estimate)
Source : ComScore December 2011
• 12% REACH• 0,7 MILLION USERS (ComScore)• 12% REACH• 0,7 MILLION USERS (ComScore)
• 12% REACH• 0,7 MILLION USERS (ComScore)• 12% REACH• 0,7 MILLION USERS (ComScore)
Reach of social media in Belgium
Social CRMIRIMIFacilitate Your Business
Source : InSites Consulting October - 2011
second step / understand the opportunities social networks represent
50% of social network users are connected to brands
50% of social network users are connected to brands
44% is asking to take part in co-creation of products & advertising
44% is asking to take part in co-creation of products & advertising
42% had a conversation with a brand via social media
42% had a conversation with a brand via social media
36% posted content about a brand on social networks
36% posted content about a brand on social networks
Awareness, reachAwareness, reach
Product developmentProduct development
Engagement, experienceEngagement, experience
Advocacy, recommendationAdvocacy, recommendation
Opportunities of social media in Belgium
Social CRMIRIMIFacilitate Your Business
Social CRM encompasses a much broader spectrum of customerinteraction spaces which are not controlled by the enterprise.
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Monitor Map Manage Middleware Measure
5 M’s of Social CRM
Social CRMIRIMIFacilitate Your Business
Social CRM, an evolution towards a more collaborative enterprise
Social CRMIRIMIFacilitate Your Business
YOU
The Best SCRM Model is…
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Development
Support
Sales
Marketing
Research
Social program objectivesRoles
Listening
Talking
Energizing
Supporting
Embracing
Source : Forrester Research
Social CRMIRIMIFacilitate Your Business
Learning from whatyour customers aresaying
Source : Forrester Research
Listening(Research)
Social CRMIRIMIFacilitate Your Business
Two-way conversation,not just shouting
Source : Forrester Research
Talking(Marketing)
Social CRMIRIMIFacilitate Your Business
Helping your best customersto recruit others
Source : Forrester Research
Energizing(Sales)
Social CRMIRIMIFacilitate Your Business
Enablingyour customersto supporteach other
Source : Forrester Research
Supporting(Support)
Social CRMIRIMIFacilitate Your Business
Involvingcustomersin yourproduct development
Source : Forrester Research
fourth step / define your goalsEmbracing
Embracing(Development)
Social CRMIRIMIFacilitate Your Business
Example
Social – Local - Mobile
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Features
• Integration of Foursquare
• Reduce time to answer
• Personalize answers
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRMIRIMIFacilitate Your Business
Social CRM
is a philosophy & a business strategy, supported by a technology platform,business rules, workflow, processes & socialcharacteristics, designed to engage the customer in a collaborative conversation in
order to provide mutually beneficial value in atrusted & transparent business environment.
It’s the company's response to the customer’sownership of the conversation.
~ Paul Greenberg, Author of CRM at the Speed of Light
Social CRMIRIMIFacilitate Your Business
Thank You
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