Social CRM is a big challenge for 'traditional' CRM professionals and the automotive industry is one of those which can benefit from it the most. Social CRM has already become an empty buzz word too, and the goal of the presentation is to give an idea of what can be achieved and which departments can benefit from investing in it.
USDA’s EV Charging Infrastructure Solutionsby Chris McLean
Social CRM: Turning the buzz word into an integrated part of your strategy
1. Social CRM: Turning the buzz word into an
integrated part of your strategy
Fabio De Bernardi
Senior Account Manager
Synthesio UK
fabio@synthesio.com
+44 (0) 7545 065495
Twitter: @fabiodebe
2. Social CRM: Turning the buzz word into an
integrated part of your strategy
Fabio De Bernardi
Senior Account Manager
Synthesio UK
fabio@synthesio.com
+44 (0) 7545 065495
Twitter: @fabiodebe
3. Global, multi-lingual, end-to-end service providers
Social media experts
• 80 people strategically located all over the world End-to-end social media platform
• Analysts, consultants and technical teams to help you build the
• Consumer Insights
right response for your project
• Engagement platform
•160 projects in 2010
• Campaign measurement
• Business Intelligence
• Crisis Monitoring
Synthesio: social media monitoring & engagement
London – Paris – New York – Shanghai (Q1 2012)
Customised solutions
Strong international coverage Our core ethos is one of customisation,
• Monitoring and analysis in 30+ languages Easy and powerful end-to-end service and support. You will
• Customised sourcing for each client to cover • Award for excellence and receive what you need, when you need it,
local markets innovation by the French Ministry of without having to wait for a faceless
• 80% of projects is deployed on more than 3 Research development team to put something on
countries • Best international listening the roadmap
platform - Forrester Groundswell
Awards 2010 and 2011
4. Full services provider
We audit and monitor your brand reputation and image online by
Online Reputation assessing sentiment, opinion, and word-of-mouth conversations
Monitoring surrounding your brands and products
When you need to put the brakes on your next crisis, we can
deploy specific crisis monitoring for you in about an hour. Crisis
Crisis Monitoring monitoring will keep you informed, in real time, about what's
being said online
Our researchers use award-winning technology combined with
Consumer Insight and thorough human analysis to help you identify consumer opinions,
Market Research habits, and expectations to drive innovation and product
development
Our Unity engagement platform is an enterprise-scalable solution
Engagement enabling your teams to directly respond to consumers’ comments
on both your own and third party sites – be they forums, blogs,
Twitter or Facebook
ROI We'll measure the impact and reach of your efforts and give you
Measurement the data you'll need to assess the all-important ROI
Want to perform your web monitoring in-house? You team can take
DIY Tool advantage of our innovating platform and ‘do-it-yourself’
5. Social CRM is amorphous, all
encompassing, and a totally
different beast from traditiona
records-centric CRM
6. Social CRM – A company’s response to the customer’s
ownership of the conversation
“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
7. The New Fashioned Brand and its DNA
It’s not (all) about marketing, all departments
need to be involved
8. Social Media KPIs
Competitors‘ Campaign social Volume of mentions Lead generation Customer satisfaction
benchmarking score
Social vs Number of coupon Response rate
Audience Impact on SEO and mainstream media offers redeemed
website traffic through social Response time
Demographics of registrations by Media value media
communities third-party logins # of cases resolved
Share of voice Sales triggered
Market share of # of and growth Savings compared to
voice rate of fans and Influence level of traditional customer
followers community service channels
Social «Net members reached (reduction in call
Promoter Score» Loyalty – Number of volumes)
interactions and
growth rate
9. Time is of the essence... this stuff is perishable
11. Automotive industry: investment in innovation pays
Outcome
Efficient Innovators Inter-industry average High Intensity Innovators
70%
60%
products launched in the last 5 years (%)
Automotive OEMs
50% and Suppliers
Share of sales generated by
Electrical
Telecommunication, engineering and
IT and Media Electronics
40% Aerospace
Engineering and
Manufacturing Pharmaceuticals
Consumer goods Inter-industry average
30% and food Construction Public and Professional Services
and Equipment
Financial Institutions
20% Chemicals and Resources
Logistics and
Services
10% Utilities
Low intensity innovators Low Leverage Innovators
0%
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11%
Share of R&D budget in total sales (%) Investment
Chart courtesy of Michael Nautsch at Cumulus Analytics
12. The role of customer intelligence in innovation
Learning
Customers
Idea Management
Product/Service
Development Post
Portfolio
Business & & Launch Launch Customer &
Management
Business Vision
Technology Business
& Strategy
Intelligence Technology Portfolio Results
Management Management
Resource & Competence Management
Partners
Learning
13. Balancing Push vs. Pull
Push Pull
Leading customers: Responding to customers:
– offering the future A refined art & science
– prototyping, the experience is the – customer insight
dialogue – the role of the ‘lead user’
– linking capabilities to possibilities, – the customer’s customer
the role of an innovation strategy – disruptive innovation as a
source of insight, ignored at
your peril
14. PUSH >> "If I’d asked my
customers what they wanted
they’d have said a faster horse"
- attributed to Henry Ford
15. PULL >> If you want to
understand the tiger, don’t go
to the zoo, go to the jungle.
17. Investments in listening should deliver Social Intelligence
Social intelligence is the management and analysis of data from social media sources, used
to activate and recalibrate business programmes.
Strategic
Consumer segmentation
Market/campaign messaging
Campaign measurement
Market research
Product research
Sentiment analysis
Interactive buying
Lead generation Product innovation
Customer support Competitive intelligence
Brand protection Influencer marketing
Tactical Crisis management
Reactive Proactive
Adapted from Forrester Research
19. Tap into the authentic voice of the customer
“Still not as bad as that f**king Juke
“I still snigger when I see them on the thing everyone’s driving about… I
road.... a positive snigger. I have worked in actually quite like it. I know I shouldn’t,
the development side of the car industry but it looks like something they would
and know what it takes to sign a program drive around on the Apollo missions.”
off and it would have taken serious cojones
to give this the green light.”
“The boot is pretty small, especially
compared to the Audi A3 which had a
fairly decent boot. It's one of the reasons
I'm probably not going to be keeping the
car after my finance finishes in 2 and a
bit years.”
22. Pimp my ride
“Freakdude, Cool job done on your car,
neighbro. Good that you have shared
detailed pics for all others here. Though I
have kept my car ICE basic for the time
being, but I feel like hearing out your ICE
sometime soon.”
24. In a crisis situation, knowledge is power
Identification:
• Automated alerts based on keywords, sources & influence
• Pro-active emails / alerts from human analysts
Management:
• Reconfiguration of search terms / launch of new dashboard to track crisis
• Ability to review conversations in real-time via dashboard
• Know what people are saying