Social CRM

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la mia lezione sul Social Crm al MA.D.E.E., il MasterLab in Digital Economics & Entrepreneurship della Digital Accademia, 5 maggio 2012

Negócios

social
CR Media
dal Bimby al Libraio digitale

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship – Domitilla Ferrari 15 maggio 2012

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MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

ruoli
organizzazione aziendale
chi risponde a chi
organigramma

competenze
policy aziendale

chi e come

social media policy

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

comunicazione marketing

• fax • newsletter
• e-mail • blog di prodotti/iniziative
• corporate blog • social media

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

A chi interessano i feedback?

chi vende chi sviluppa

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

tutti
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tutti

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

tutti
parlano di
tutto

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

anche
se non
vuoi

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

ci sei
anche se
non vuoi

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

ASCOLTARE per definire:

• una policy
• una strategia
• una presenza

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

il Customer Service
aumenta
la soddisfazione
del cliente

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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Individ
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Relatio
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MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

CRM, elementi e strategia:

• interazione
• relazione
• analisi del cliente
• risposte (e proposte) personalizzate

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

• interazione
• relazione
• co-creazione

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

che tipo di
relazione?

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

• romantica
• onesta
• obbligata

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

le 5 del W

CRM

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

1. W ho?
ufficio CRM

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

2. W hat?
push

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

4. W hen?
in orario d’ufficio

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

4. W here?
in luoghi decisi
dall’azienda

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

5. hy? W

per monetizzare

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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le 5 del W

social CRM

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

1. ho? W

chiunque

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

2. W hat?
ascolto

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

3. here? W

ovunque

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

4. hen? W

sempre

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

5. hy W

relazionarsi

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

6. in W

vince l’azienda

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

7. in W

vince il cliente

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

VANTAGGI

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

PER TUTTI

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

il cliente ha fatto
una domanda
l’azienda ha
risposto
(velocemente)

MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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Domitilla Ferrari
@semerssuaq
giornalista, social media strategist

domitillaferrari.com
domitilla.ferrari@mondadori.it

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DO I NEED SPECIAL INSURANCE FOR MY BUSINESS? The term business insurance encompasses the many different types of insurance available to protect businesses, business owners, and employees of businesses. As a new business owner it can be stressful to think about the additional costs involved in getting your business up and running. However, every business owner should have some basic types of business insurance. Obtaining insurance for your business is an investment that will help to protect your business and your livelihood in a number of different emergency circumstances. What kind of insurance coverage do I need to have for my small business? One, you may need business property insurance to cover your assets against various losses that result from natural and man-made causes. Check the policy to determine what assets and an event it covers, and purchase riders for any additional coverage you feel is necessary. You may want to cover any building you own and its contents (e.g., furniture, office equipment, inventory, and supplies). If you lease space, you may still want to purchase property insurance; your landlord's building insurance will not cover your business possessions. If you run your business from your home, you should consider purchasing separate business property insurance. In most cases, your homeowner’s policy does not cover the use of your home for business purposes. Special insurance for the business It is wise for any business to possess a general business insurance policy, which includes liability and other standard coverage. Your place of business, if you own it, should be insured; and if you rent, you still want to possess your own coverage. Don't rely on the landlord's insurance. If you have one or more employees, there are three types of insurance that are mandated by law; social security, unemployment and worker's compensation insurance. Social security and unemployment plans are administered through payroll processing and workers compensation is arranged either through private insurance of employer self-insured coverage.

DO I NEED SPECIAL INSURANCE FOR MY BUSINESS?

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CAN A WORK AT HOME BUSINESS LEAD TO SELF-EMPLOYMENT There are millions and millions of new internet users around the world that visit online on a daily basis. With this huge number of daily website visitors, starting your online home based business can be great way to becoming self employed. Many works from home businesses may not eventually lead to self employment. But a lot more work at home business opportunities will and do lead to becoming self employed. How you can be self employed by running work at home internet business or any other work at home business idea will greatly depend on how hard you want to work for for this business. You cannot expect to start a home business without hard work and dedication and then sit back and expect money to start coming in from such business. Characteristics of Successful Work From Home Businesses Having a successful home based business means you will have a favorable business outcome, this may come in the form of of either money or fame or both. Running a successful home business will enable you to have time flexibility, financial gain as well as being your own boss. Whatever work at home business opportunity you want to run, it is better to develop your own marketing strategies. That is, how are you going to market or promote your business? Self-employment work at home internet business People have several reasons for starting their own work from home business. Some people with small children may want to start a home based business as a work at home moms, or some other people just need income that comes with home based business. There are many genuine works at home internet businesses. Not all online businesses are scams. The one many people I know are doing is online article publishing on shared revenue. They earn money by writing and publishing online.

CAN A WORK AT HOME BUSINESS LEAD TO SELF-EMPLOYMENT

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OVER CONFIDENCE MAY BE RISKY FOR START NEW BUSINESS/NEW ENTREPRENEURS Starting a business not only to prepare for your start-up emotionally for new business but you has to hub enough of its own. Here are the three things you must ask before starting new business? 1. Are we passionate about the product what we are doing for business? Let us think about that starting our new business is stressful, were we made a right decision for making the profits in the correct time. As a business owner you have the right for your company and for your product and business, tax preparation land deals and attracting the customers. You can have confidence in your business but there must not be over confidence in the business because you cannot think what will happen for the new business. 2. Tolerance for risk business? Whether leaving your current job and starting the business keeping over confidence in mind nothing for the faith of heart. Just see other business running in your area and study about the business persons life how they achieved for launching a number of ventures. There cannot give guarantee of success for a steady cash or check for the business. A new entrepreneurship must have confidence were we are in a right path for the business if your are risk-averse. 3. Good in taking business decisions? By your over confidence you have started a new business these early decisions you might take: work for home or take an office space? Need new employees? Do I need high end clients for my business? Do I join with someone as partner? Need to advertise? Need to borrow money form family or friends? Using entire savings? Keep in mind of taking decision only when the time goes on once the employees or clients depends with you. Here the business can be success or down so keep in mind be confident in your business for making a good decision.

OVER CONFIDENCE MAY BE RISKY FOR START NEW BUSINESS/NEW ENTREPRENEURS

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HOW DO I FINANCE MY BUSINESS? You have a great idea for your business and you have found the best place to locate it. You know who will buy your product or service and you know who your competitors are. But starting and running your business is going to take cash, possibly a lot of cash. How much money do you need? If you do not know exactly how much money you need, then no-one is going to lend anything to you. And nor should they, because it means that you have not thought through your business plan properly. Without enough working capital, your business' vital functions will fail. It won't be able to meet its daily requirements for living, such as purchasing supplies, paying rent, and paying salaries. The Business Plan includes a section about Financial Matters. Within this section, you will tabulate financial data and projections related to your business. Based on the estimated projections contained within your Business Plan, you will be able to determine how much money you will need, both to start your business, and to keep it humming. Sources for your business Personal sources include: savings accounts, insurance policies, stock and other investments, second mortgages, and donations from friends and relatives. Note: You will probably need to provide at least 20% of what you need from personal funds if the needed funds are coming from a bank. Remaining sources for business 1) Debt. Debt is a loan made to you or your business. Sources of debt lending include banks, credit unions, federal lending programs and state financing programs. 2). Equity. Equity is ownership rights and privileges in your business that you give away in return for capital. Businesses seeking this type of financing must become a Partnership, Corporation or Limited Liability Company. 3) Alternative Funding. Alternative means of funding include: suppliers who provide concessions, such as extended payment periods and discounts; and grants. *note: Grants, for the most part are only available for non-profit organizations.

HOW DO I FINANCE MY BUSINESS?

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WHAT BASIC KNOWLEDGE YOU NEED TO START A BUSINESS When you are going to start your business you will find yourself asking either of these questions: • "How much experience do I need to start this business?" • "Do I have enough experience to start this business?" Here I can advise you that go ahead and wish for the best, or go slowly studying every single step. One of the video distribution industry when she started BigKidsVideo.com to distribute independently produced children's videos were the Tamara Carlisle has no knowledge in this business. One of the important personal traits of an entrepreneur is the willingness to explore new horizons and accept risks. You need to have self-motivation or the characteristic that gets you going and keep you moving when you are in business for yourself. It is the trait that will push you to continue despite drawbacks, such as minimal capital, lack of education or limited experience. Knowledge and experience are important. In fact, studies show that lack of business experience is one of the primary reasons for the failure of a business. You can also opt to get an on-the-job training to give you some hands-on experience in the field you are interested in. Starting a new small business is the dream of many people ...starting that business converts your dream into reality. But there is a gap between your dream and reality that can only be filled with careful planning. As a business owner, you will need a plan to avoid pitfalls, to achieve your goals and to build a profitable business. These are some of the advantages and pleasures of starting and operating your own business. If you have employees, you must meet a payroll week after week. You must always have money to pay creditors - the man who sells you goods or materials, the dealer who furnishes fixtures and equipment, the landlord if you rent, the mortgage holder if you are buying your place of business, the publisher running your advertisements, the tax collector, and many others. All of these must be paid before you can consider the "profits" yours.

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A FASTEST WAY TO EARN EXTRA CASH If you're in a money crunch (and who isn't?), you can do one of two things: Sulk or go out and earn some extra dough. We vote for the second. Here, inventive ways to line your purse with a little more green. The fastest way to earn extra cash tips are 1. Sell stuff on eBay. Clothes, exercise gear, books, housewares — anything you've got lying around that's in decent shape can be put up for sale on eBay or another Internet auction site such as craigslist.org. Post decent digital photos of your items so browsers can really see what you're pawning off; credibility is key to making a sale. Also, ask that the buyer pay the shipping charges, not you. 2. Tutor struggling students. If you have strong writing or math skills (and the grades/résumé to prove it), check in with schools and learning centers and offer yourself up as a tutor. If you're a college student or recent grad living near a university, contact the academic department of the subject you excel in and see if they're looking for tutors. 4. Sign up with a temp agency. Even in tough times, temp agencies still have openings for office work or retail help during evenings and weekends, so you can work a regular job yet take on the occasional shift elsewhere. Yeah, it's not the ideal way to spend a Saturday, but you can rack up at least a Rs. 3000 for a day's work. 5. Hold a mega-garage sale with friends. There's strength and money in numbers. Combining lots of items for a blow-out rummage or stoop sale will bring in more crowds (and cash) than if you sat in your driveway with just your own wares. 9. Sign on with a catering company. Caterers have huge turnover and always need to recruit new reliable, presentable employees to work weekend weddings and parties as waiters, bartenders, and hostesses. You'll earn about Rs.1500 on a day.

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HOW/WHERE TO GET RIGHT GUIDENCE TO START OWN BUSINESS If you are starting your own business and work for yourself but don’t have a right guidance for business in mind, you probably think that what kind business are going to start. Start the business you know immediately. Don’t urgently move in the business what someone tells for you. So keep in mind “customers will give the hard-earning money only if they know that they are getting worth” so you need to keep in mind what kind of business are you doing and what task you are going to do. Business you know Choose a business in which you have already have experience will give many advantages. In this business you can see the knowledge about the industry, training and skills, network of contacts, were you can find financing, suppliers and customers for your new business. If you know the business which you are interested in turning into business talk to the related business people you are presently working in, and are the necessary tasks to run the business. Try to get knowledge about start-up-costs for the business, expenses, and how much revenue or income you can expect in your business. If you have much interests in your business and choosing the best business, so you need to consider your strengths, find the education and skills for the business opportunities and research the marketplace to see that what type of business presently need in your area. If someone else gives the bad idea of turning the business and earning into a lot where you cannot promote the business, how to explain the business for the customers and not having enough knowledge to supervise the salespeople your business will fail. Try to learn much about the business which you are going to start set on it, spend more time in learning it before you start the business.

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Ppt 77

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DO I NEED TO TRADEMARK MY BUSINESS NAME? If you have not trademarked your business name yet, it could cost you millions to protect in the future or you might even lose the rights to use it, according to your business. Considering the application for a trademark costs a few thousand of rupees and you can fill out the paperwork yourself in minutes, trade marking your company name is a wise idea. You acquire trade and service marks through consistent use of a mark. As with copyrights, there is no requirement that you register the trademark. There are significant advantages, though, to registering your mark with the Indian government and Trademark Office in your locality. Search your company's name with the TESS (Trademark Electronic Search System) Database, suggests the INDIAN SITE. Small Business Administration. Even if you do not end up registering a trademark, you want to make sure that you are not using a trademarked name. Trademark infringement could result in punitive damages and giving up any profits earned while you operated under a trademarked name. Even if you do not register your name you can still use a mark you have adopted to identify your goods and/or services. Anytime you claim rights to a mark, you may use the "TM" (trademark) or "SM" (service mark) symbol, regardless of whether you filed an application with the INPTO. But registering your mark will offer you added protection under trademark law, including giving you the ability to bring action in court concerning the mark and obtaining registration in foreign countries. The mark ¨ can only be used after the mark is actually registered with the INPTO. Trademarks prevent the confusion that could occur if multiple companies used the same or similar business names and/or logos, according to. The legal process of trade marking exists to send out a formal notice that a business is declaring exclusive rights to a name in a certain geographic location.

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HOW FEASIBILITY STUDY/REPORT IS IMPORTANT TO AVOID LOSSES FOR NEW ENTREPRENEURS Feasibility study is the tool for business owners to evaluate and change in their business. This change may involve in developing a new product in your business, improve the existing product, changing the market strategy by expanding. An entrepreneur has other ideas such as allowing the family members to join hands for the new expanding of his/her business. If the feasibility analysis indicates that the goal cannot be met in this business the entrepreneur can stop the idea investing much in his new business. A change in your business always involves risk and through feasibility study identifies to contribute the risk, this effect gives the business opportunity for the entrepreneur. The feasibility study gives each stage to the business planner to do two things: • Set goal or criteria by which you business will or will not proceed to the next planning phase. • Try to make decision for proceeding to the next stage or stop the idea at that point. These steps involve in starting the new business at the beginning. If the entrepreneur sets a goal to make profit of Rs.100,000 per year, and the profit must increase at least Rs.50,000 or it is a bad idea for proceeding. But for the business the market shows the business is more to get Rs.10,000 extra for the new business idea so the entrepreneur decides not to involve in this project, looking for new opportunity. Before looking the new opportunity for the business the entrepreneur should involve the methods to obtain the results. Here are the questions to get the results. • Were the techniques involved in getting accurate results? • Did your marketing people survey accurately what the customer needs? • Do this cost of our products is accurate for the production and distribution?

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SHOULD I INCORPORATE? The process to incorporate is fairly straightforward. The main steps are: acquiring appropriate incorporation forms from the state of you’re choosing, assembling required documents like corporate bylaws that limit investor liability and submitting forms, documents and required fees. Although the steps are straightforward, business owners seeking to incorporate may seek the assistance of an attorney. Applying for incorporate the business The cheapest way to incorporate your business is by submitting the “Incorporation” forms to your state government in person, by mail, or online. Processing prices vary by state but you can generally complete incorporation for Rs.2500 to Rs.5000. As an entrepreneur, you know that incorporating your business can be a wise move to minimize your liability, protect your personal assets, and even provide tax savings in some cases. However, navigating the various logistical and legal requirements isn’t always easy particularly when you don’t want to spend countless hours buried deep in legal fine print. Legal process for business Once the decision to incorporate your business has been made, the legal process begins with the preparation of a certificate of incorporation. Whereas in the past this was prepared by three or more legally qualified individuals, today only a single incorporator is needed. The incorporator may or may not be a person who will own stock. The state is likely to have a standard form for incorporating a small business. The three typical pieces of information requested are: corporate name, purpose, and corporate life span. The corporate name is usually required to be a business name dissimilar from any other firm incorporated within the state. In addition, the name must not be deceptive or misleading. The state charter office can tell you whether the name you want is available. The purpose of the business must be stated. It is a good practice to use a specific object clause that spells out the specific purpose for which the corporation is being formed. While most corporations are formed for an indefinite period, it is possible to set up a specific limited life.

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IS MY PRODUCT COMMERCIALLY VIABLE? Having ideas for new products is only an initial step for introducing a new product to market. It is important to assess the commercial viability, is the market large enough and is there sufficient margin, for this product before going too far down the line of developing prototypes. Market assessment Where superior products are being developed to better address the needs of a market, it is likely that sales will be gained at the expense of existing products. The introduction of digital pen equipments probably did not result in more things being weighed, rather the same things being weighed more easily. If this is the case then essentially you need to know three things about the market you are developing a better product for. Firstly, how big is it – this is normally measured in Rs. value. Secondly, how do consumers or retailers segment the market? And lastly, is the overall market and its segments growing or shrinking? Thinking about both markets you wish to investigate, the internet and Google have made this exercise much easier but I would start by visiting a couple of stores or sections in-store where you can imagine your new products being sold. Look at what is currently offered by suppliers at the moment. Make a note of the supplier names, equipment or feed manufacturers and if you have access to the internet start by looking at their websites. Larger suppliers may produce annual reports, and often in the chief executive’s statement you can find either a reference to how they describe their markets or sometimes their estimate of the market size or their percentage market share. Compare this to their sales and you have one estimate of market size. Often these have very limited information without paying a subscription but you might find headline information to help. You might also find articles that reference this data which can be forthcoming,

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I HAVE DONE DIPLOMA IN ENGINEERING AND WANT TO START OWN BUSINESS HOW CAN I BE USEFUL ENTREPRENEURS? Here I am explaining you that it depends on you were you quit your current job entirely or slowly make your way into it. Quitting entirely is good so you can focus 100% of you attention on the business, but you need enough finances to back you. Slowly making your way into it is the safest method but it can take more time for becoming useful entrepreneur. If you are a diploma in computer engineering there are newly computer business for the source of income you need to work for how much money you needed and technician of repairing it. Here are some of the things you need to invest for starting your business as a computer repair services DVD-Burners, Power Supplies, Wireless Routers, Wireless USB Dongles, Cables, Cases, Keyboard/Mice and copies of Windows XP/Vista/7. Items like CPUs, Video Cards and Hard Drives should only be bought on an as needed basis if you are a new business since the value drops so quickly. For machines I have learned and explained for a particular business that starting a business in mechanical engineering need to have sum huge sum of money for the particular device is designed and developed in PVC. Here you want to know about that your family need to support for the particular business and placing the engineers in your shop for the particular work. In the diploma engineering I have selected the mechanical engineering to explain about starting your own business. Here I have realized the scope of mechanical engineering From machines- automation, biomechanical science, design of implants, injection molding, plastic molds design, plastic components design, manufacturing, maintenance, HVAC, printing and packaging technology, etc- everything dealing in plastics. Your must have your business cards in your hand when meeting the client bases for the first impression of your own. Were you needed it for your business which the business cards make professionally. If you need to show your business to the worldwide then do not host in free host. Most free hosts allow for lame domain names many of them are ads support here you need to sell the competitors adds in your sites too.

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1. social CR Media dal Bimby al Libraio digitale MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship – Domitilla Ferrari 15 maggio 2012

2. CR M MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

3. cial so CR M Custom er Relatio nship M an a g em ent MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

4. MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

5. ruoli organizzazione aziendale chi risponde a chi organigramma competenze policy aziendale chi e come social media policy MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

6. comunicazione marketing • fax • newsletter • e-mail • blog di prodotti/iniziative • corporate blog • social media MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

7. A chi interessano i feedback? chi vende chi sviluppa MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

8. tutti parlano a tutti MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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11. BRAND consumatori MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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13. BRAND consumatori MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

14. BRAND share push share feed tele pull back lamen share share reazioni relazioni recensioni consumatori customer prospect fan o ri detratt MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

15. il BRAND è un Social Object MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

16. ci sei anche se non vuoi MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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18. il Customer Service aumenta la soddisfazione del cliente MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

19. IR M Individ ual Relatio nship M an a g em ent MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

20. MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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23. che tipo di relazione? MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

24. • romantica • onesta • obbligata MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

25. le 5 del W CRM MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

26. 1. W ho? ufficio CRM MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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32. 1. ho? W chiunque MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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39. VANTAGGI MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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41. il cliente ha fatto una domanda l’azienda ha risposto (velocemente) MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

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43. W Domitilla Ferrari @semerssuaq giornalista, social media strategist domitillaferrari.com domitilla.ferrari@mondadori.it

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