Event: IBB International Next Generation Social Media Summit. Amsterdam, 19-20 May 2011. Using Orange and Accor as case studies this presentation illustrates successful community management and customer engagement examples using social media.

1. Taking Community Management and
Customer Engagement to a whole new level
Fabio De Bernardi
Senior Account Manager
Synthesio UK
@fabiodebe

2. “Marketing is the ongoing process of
engagement whereby strangers are turned
into advocates” – Trey Pennington

3. Marketing Community management is the
ongoing process of engagement whereby
strangers are turned into advocates.

4. Social CRM is amorphous,
all encompassing, and a
totally different beast
from traditional,
records-centric CRM

5. “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

6. Social CRM: A virtuous circle of co-creation & collaboration
Customer Intelligence
Social Media Monitoring
Research Marketing PR Sales Customer Other
Consumer Creative concept Crisis Lead support
HR;
insights’ analysis; development; management; generation; Complaints
Executives’
Competitive Campaign Online Prospect management;
reputations
intelligence measurement; footprint outreach Technical
etc
Influencer outreach measurement support
Engagement: community Optimisation: Product & customer
building & online support experience improvements

7. Time is of essence... this stuff is perishable

8. Engaging with customers &
nurturing super contributors
Read the full case study here: Orange case study

9. Built out & refined ‘owned’ presence on the Web
during listening phase

10. “Fish where the fish are”
LISTEN >> PLAN >> ENGAGE
> Top forums
> Super Contributors
> Team of 50

11. Customer engagement
nirvana. Let others do
the job for you

12. ONE answer online is seen by
NINE people on average

13. ROI is “in the millions of euros”
 Reduction in call handling costs
 New plans / happier customers

14. Synthesio Unity real time engagement platform.
Info at http://bit.ly/SynthesioUnity

15. Synthesio Unity real time engagement platform.
Info at http://bit.ly/SynthesioUnity

16. Collaborating with customers to
provide a better experience
Read the full case study here: Accor case study

17. Your experience of the brand is intimately
connected to the hotel you stay at

18. 1 global dashboard
40 country level dashboards
4,000 hotelier dashboards
> Pilot
> Global rollout
> Training
> KPIs
> Reward & recognition

19. Understanding the customer journey ...

20. Collective problems:
Social media monitoring
can be the canary in the
coalmine

21. Novotel: 55% growth in
positive sentiment.
Double digit growth in
online sales

22. To conclude …

23. To be most effective, Community Management
and Customer Engagement require an
holistic, three-pronged approach
Listening Analysis Engagement

24. Mix of real time & more
contemplative analysis

25. This is a process of osmosis: a two-way
collaboration between a brand and their
communities

26. Social media is maturing: the need is for
Enterprise Class solutions and
whole organisations (people and processes)
being empowered and involved

27. Thank you! Any question?
fabio@synthesio.com
+44 (0) 7545 065495
fabiodebe
@fabiodebe
http://www.synthesio.com/blog