the social crm // the brave new customer relationship management
Post on 20-Oct-2014
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Gabor Kaizer's (co-founder of ReVISION buzz marketing agency) presentation about the power of social CRM. @ Hungarian Adconference, September 2011 www.revision.co.hu www.buzzmirror.huTRANSCRIPT
THE BRAVE NEW
CUSTOMER
RELATIONSHIP
MANAGEMENT
THE SOCIAL CRM
KAIZER GÁBOR// CO-FOUNDER OF REVISION & BUZZMIRROR
/// FACEBOOK.COM/ReVISION.THE.BUZZMAKER
19. REKLÁMKONFERENCIA // 2011 09. 28. EGERSZALÓK
2006-2007 // FIRST STEP: LISTEN!
"THE SOCIAL CUSTOMER OWNS THE RELATIONSHIP, AND YOU NEED TOEARN HER TRUST."
http://www.youtube.com/watch?v=YFqYTG39hUc TBWA’S BRAND GOSSIP
1. SOCIAL ‘TRACKING’, LISTENING, MONITORING2. SOCIAL ANALYTICS & INTELLIGENCE3. SOCIAL CRM
AZ EVOLÚCIÓ
SOCIAL CRM IS A PHILOSOPHY & A BUSINESS STRATEGY, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It's the company's response to the customer's ownership of the conversation. Paul Greenberg
Social CRM is often used as a synonym for Social Media Monitoring, where organisations watch services like Facebook, Twitter and LinkedIn for relevant mentions of their product and brand and react accordingly. However, this is too narrow an interpretation,
AS SOCIAL CRM ALSO INCLUDES CUSTOMER COMMUNITIES MANAGED BY THE ORGANISATION THEMSELVES. (wikipedia / social CRM)
“SOCIAL CRM IS THE TOOLS AND PROCESSES that encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers. The goal is to make the relationship with the customer more intimate and tied to the company by building a public ecosystem to better understand what they want and how they interact with the various company touchpoints like sales, customer service, product development, marketing / PR etc…”
Attensity’s “LARA” FRAMEWORK
Listen to customer conversations
Analyze those conversations
Relate this information to existing information within your enterprise
Act on those customer conversations
= SocialCRM
Forrás: http://mashable.com/2010/05/21/social-crm/
SOCIAL MEDIA RÉTEG A CRM-EN
• BRAND REPUTATION MANAGEMENT, CAPTURING INDIRECT FEEDBACKS FROM SOCIAL NETWORKS
• MARKET RESEARCH• PEER-TO-PEER CUSTOMER SUPPORT• IDEA MANAGEMENT, CO-
DEVELOPMENT NEW PRODUCT, CAMPAIGN, CROWDSOURCING
• PRODUCT LAUNCH, PRODUCT REVIEW (WOM - VOCALPOINT.COM)
• …
RÖVID KITEKINTÉS:
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SOCIAL CRM VENDORS HAVE MOSTLY COME FROM ONE OF TWO DIRECTIONS — TRADITIONAL CRM VENDORS WHO ARE ADDING SOCIAL CRM CAPABILITIES, AND SOCIAL SOFTWARE STARTUPS WHO CENTER UPON CUSTOMER ENGAGEMENT
FORRÁS: TMCAPITAL.COM; DIGITAL MEDIA: MONETIZING SOCIAL AND MOBILE MEDIA INDUSTRY SPOTLIGHT
e
“BELSŐ ÉS KÜLSŐ KÖZÖSSÉGEK” BRITISH TELECOM
“WE WANTED THE CONSUMER TO PARTICIPATE AND TO HAVE AN OPEN DIALOGUE WITH THEM ABOUT IT. IT’S SUCH A SMART WAY OF DOING THINGS. WE’RE TESTING THE WATER SO WE KNOW UP-FRONT WHAT PEOPLE WANT. YOU’RE NOT THROWING MUD AT A WALL AND SEEING WHAT STICKS.” Jan-Hendrik Schlottmann, Derek Lam’s chief executive
Amit még el kell olvasnom
• http://www.forrester.com/rb/Research/defining_social_crm/q/id/58507/t/2
• http://www.ecrmguide.com/insights/article.php/3917376/Ten-Ways-Social-Media-is-Changing-Sales-and-CRM.htm
WWW.HMC.HU