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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
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
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
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’
Social CRM is amorphous, all
encompassing, and a totally
different beast from traditiona
records-centric CRM
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
The New Fashioned Brand and its DNA


    It’s not (all) about marketing, all departments
                    need to be involved
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
Time is of the essence... this stuff is perishable
1. Listening to drive innovation
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
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
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
PUSH >> "If I’d asked my
 customers what they wanted
they’d have said a faster horse"

   - attributed to Henry Ford
PULL >> If you want to
understand the tiger, don’t go
to the zoo, go to the jungle.
2. Listening for marketing purposes
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
Actionable insights


 You don’t need to know everything, you need to know what matters.
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.”
Celebrating the 1,000,000th Qashqai
Understanding cultural/
national differences
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.”
3. Listening to manage a crisis
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
Crisis management (and prevention)
Collective problems:
Social media monitoring
can be the canary in the
coalmine
4. Engagement
“Fish where the fish are”
 LISTEN >> PLAN >> ENGAGE
 > Top forums / sources
 > Super Contributors
 > Lead gen opportunities
Customer engagement
nirvana: let others do
the job for you
ONE answer online is seen by
NINE people on average
Integration with existing systems
Social CRM: Turning the buzz word into an integrated part of  your strategy
To be most effective, Social CRM requires an
      holistic, three-pronged approach




  Listening       Analysis    Engagement
Mix of real time & more
contemplative analysis
A promise is a promise, even on social media
Are you ready to start monitoring?

http://www.synthesio.com/blog

+44 (0)7545 065495

fabio@synthesio.com

fabiodebe

http://twitter.com/fabiodebe

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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
  • 10. 1. Listening to drive innovation
  • 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.
  • 16. 2. Listening for marketing purposes
  • 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
  • 18. Actionable insights You don’t need to know everything, you need to know what matters.
  • 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.”
  • 23. 3. Listening to manage a crisis
  • 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
  • 25. Crisis management (and prevention)
  • 26. Collective problems: Social media monitoring can be the canary in the coalmine
  • 28. “Fish where the fish are” LISTEN >> PLAN >> ENGAGE > Top forums / sources > Super Contributors > Lead gen opportunities
  • 29. Customer engagement nirvana: let others do the job for you
  • 30. ONE answer online is seen by NINE people on average
  • 33. To be most effective, Social CRM requires an holistic, three-pronged approach Listening Analysis Engagement
  • 34. Mix of real time & more contemplative analysis
  • 35. A promise is a promise, even on social media
  • 36. Are you ready to start monitoring? http://www.synthesio.com/blog +44 (0)7545 065495 fabio@synthesio.com fabiodebe http://twitter.com/fabiodebe