Social CRM

Contact met klanten

via sociale media

CRM in one day - Social CRM - by Social Inc.

Agenda

• Het sociale internet• Impact op CRM• Social CRM Social CRM

CRM in one day - Social CRM - by Social Inc.

Sta allen op

• Blijf staan als …

• U Google Alerts tenminste wekelijks bekijkt

• U in de laatste 3 dagen op Twitter naar Tweets over uw merk of van uw klanten heeft gezocht

• Er iemand in uw organisatie verantwoordelijk is voor het (regelmatig) monitoren en analyseren van online conversaties

• U weet of uw concurrent een Social CRM strategie heeft

• U online in dialoog bent gegaan met uw klant / doelgroep

CRM in one day - Social CRM - by Social Inc.

Het sociale

internet

CRM in one day - Social CRM - by Social Inc.

Beinvloedingskanalen – mass markettijdperk versus social media tijdperk

CRM in one day - Social CRM - by Social Inc.

• Talk face to face• Phone call• Talk to a shop worker• Consult professional• Readers letters• Phone in; TV/Radio

=

Mass Market Age

“Consumer influence channels- mass market age versus social media age” , Global Average, Universal McCann – when did we start trusting stangers

Beinvloedingskanalen – mass markettijdperk versus social media tijdperk

• Talk face to face• Phone call• Talk to a shop worker• Consult professional• Readers letters• Phone in; TV/Radio

=

• Talk face to face• Phone call• Talk to a shop worker• Consult professional• Readers letters• Phone in; TV/Radio• SMS• Email• Instant Messenger

• Personal blog• Social network page• Widgets• Video sharing site• Chat rooms• Message boards• Social Bookmarking• Chat room

• Comments on blogs• Comments on

websites• Viral emails• Auction websites• Wish lists• Ratings on retail sites• Reviews on retail sites• Price comparison sites• Socialshopping sites

Mass Market Age Social Media Age

“Consumer influence channels- mass market age versus social media age” , Global Average, Universal McCann – when did we start trusting stangers

CRM in one day - Social CRM - by Social Inc.

An entire generation

is growing up that

will never dial a

1-800 number to

reach Customer Care”

Veranderende positie consument

CRM in one day - Social CRM - by Social Inc.

De impact van online conversaties

• Er wordt meer over merken gepraat dan ooit

• Communicatie van merken wordt minder vertrouwd

• Merken hebben minder invloed op consumenten

• Gedrag van merken onmiddelijk beloond en bestraft

• Koopgedrag voorgoed verandert

Meer gesprekken over merken dan ooittevoren

CRM in one day - Social CRM - by Social Inc.

Gedrag van merken onmiddelijk beloond en bestraftCRM in one day - Social CRM - by Social Inc.

Veranderend koopgedrag

CRM in one day - Social CRM - by Social Inc.

Impact op CRM

CRM in one day - Social CRM - by Social Inc.

Verandering in het landschap van CRM

• Focus op 1:1 relaties

• Beperkt zicht op de klant en zijn gewoontes, voorkeuren, gedragingen etc

• Gerichte boodschappen creeeren waarde

Your company

Competitor Supplier / Partner

Customer Customer

CustomerCustomer

Customer Customer

Customer

CRM 1.0

Verandering in het landschap van CRM

• Focus op 1:1 relaties

• Beperkt zicht op de klant en zijn gewoontes, voorkeuren, gedragingen etc

• Gerichte boodschappen creeeren waarde

Your company

Competitor Supplier / Partner

Customer Customer

CustomerCustomer

Customer Customer

Customer

Your company

Competitor Supplier / Partner

Customer Customer

CustomerCustomer

Customer Customer

Customer

Customer Customer

Customer Customer

Customer Customer

• Focus op gezamenlijke relaties (complexere relaties / netwerk)

• Meerdere connecties maken meer zicht op klant, gewoontes, voorkeuren etc mogelijk

• Conversaties creeeren waarde

CRM 1.0 CRM 2.0

CRM in one day - Social CRM - by Social Inc.

Evolution of CRM - Technology

Process Support

Account Management

Contact Management

Activity Management

Lead / Opp Management

Campaign Management

Sales Management

Service Management…

Conversation tools

Process Support

Account Management

Contact Management

Activity Management

Lead / Opp Management

Campaign Management

Sales Management

Service Management…

Monitoring /

Interconnecting tools

RSS

Blogs

Wikis

Social Networks

Widgets

Forums

Podcast

Brand monitoring

services

Data

mining

APIsOpen Id

Customer

Owned

Data

Cloud

Computing

CRM 1.0

Social CRM

Social CRM

Social CRM

A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels.

CRM in one day - Social CRM - by Social Inc.

Social CRM

A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels.

CRM in one day - Social CRM - by Social Inc.

Social CRM

A process to monitor, engage and manage

conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels.

CRM in one day - Social CRM - by Social Inc.

Social CRM

A process to monitor, engage and manage conversations and relationships with existing and

prospective customers and influencers across the Internet, social networks and digital channels.

CRM in one day - Social CRM - by Social Inc.

Social CRM toepassingen

• Monitor conversaties

• Engage conversaties en relaties

• Manage relaties en conversaties

CRM in one day - Social CRM - by Social Inc.

Monitor conversaties

• Verkrijg continue inzichten in merk, klant, doelgroep, campagne en/of concurrentie

• Richt je marketing op bestaande klanten

• Volg de buzz over het merk, bijv.

• Acteer snel op (potentiële) PR crisis

• Herken de beinvloeders

CRM in one day - Social CRM - by Social Inc.

Zelf monitoren

• De belangrijkste bronnen

• Marktplaats

• Tros Radar / Kassa

• Social networking sites & communities(Hyves, Facebook, LinkedIn, Netlog)

• Specifieke blogs en fora

CRM in one day - Social CRM - by Social Inc.

Zelf monitoren

• Gratis tools

• http://www.technorati.com/

• http://www.blogpulse.com

• http://www.icerocket.com/

• http://blogsearch.google.com/

• http://www.Twitter.com

• Google alerts

• Yahoo Pipes

CRM in one day - Social CRM - by Social Inc.

Social Media Monitoring & Analyse tools

1. NL: Buzzcapture, Social Inc.

2. Intnl: o.a. Radian6, Alterion / Techrigy, Trackur, Cymphony, SalesForce

CRM in one day - Social CRM - by Social Inc.

Hoe werkt monitoren - artikeloverzicht

Hoe werkt monitoren – sentiment trend

Hoe werkt monitoren – trend analyse vergelijking

Engage conversaties en relaties

• Interacteer

• Faciliteer & stimuleer

CRM in one day - Social CRM - by Social Inc.

Engage conversaties en relaties

• Interacteer: contact tussen bedrijf en klant / doelgroep / beïnvloeders etc

• Koester en voed je fans

• Directe beïnvloeding van je doelgroep

• Beperk (PR) schade

CRM in one day - Social CRM - by Social Inc.

Engage – betrek je doelgroep en beïnvloeders bij de oplossing• AEGON Tweetbanket

CRM in one day - Social CRM - by Social Inc.

Engage - damage controll

CRM in one day - Social CRM - by Social Inc.

CRM in one day - Social CRM - by Social Inc.

CRM in one day - Social CRM - by Social Inc.

CRM in one day - Social CRM - by Social Inc.

Manage relaties en conversaties

CRM in one day - Social CRM - by Social Inc.

Manage conversaties en relaties

• Integreer Social in het CRM pakket

• CRM Lab op CRM in one day

• Salesforce

• Microsoft

• Radian6

• Social Inc.

CRM in one day - Social CRM - by Social Inc.

Manage conversaties en relaties

• (interne) Wiki’s

• Webcare – zoek actief klanten op met vragen en klachten op het sociale web

CRM in one day - Social CRM - by Social Inc.

Manage - webcare

CRM in one day - Social CRM - by Social Inc.

Manage - webcare

CRM in one day - Social CRM - by Social Inc.

Manage - webcare

CRM in one day - Social CRM - by Social Inc.

Manage - webcare

CRM in one day - Social CRM - by Social Inc.

Manage - webcare

CRM in one day - Social CRM - by Social Inc.

Manage - webcare

CRM in one day - Social CRM - by Social Inc.

Webcare energie:direct

Webcare energie:direct

Wie in de organisatie ..?

• Implementeer een Social Media Policy

• Alle klantgerichte afdelingen!

• Marketing; bijv. Word of Mouth & ambassadeursprogramma’s

• Sales; bijv. Stimuleren positieve reviews

• Support; bijv. Closed communities, webcare

CRM in one day - Social CRM - by Social Inc.

Voordelen Social CRM

• Herken prospects

• Verbeter customer intelligence

• Educatie en support van klanten

• Vergroot je invloed; wacht niet tot klanten in jouw‘systeem’ zitten

CRM in one day - Social CRM - by Social Inc.

CRM in one day - Social CRM - by Social Inc.

Sonja Loth, Directorsonja@socialinc.nl

0299-415541 | 0653-635 635

CRM in one day - Social CRM - by Social Inc.

•Social Marketing•Online Reputatiemanagement•SocialScan•Tools & Technology•Kennissessies

Bronvermelding

• PriceWaterhouseCoopers, jan 2008“How consumer conversation will transform business”

• Universal McCann, “When did we start trusting strangers”

• Fabio Cipriani

• Forrester – Groundswell, winning in a worldtransformed by social technologies

• Graphics: David Armano

• www.smpa.nl

CRM in one day - Social CRM - by Social Inc.