1) The document discusses end-to-end social CRM, which is the ability to engage customers across all channels continuously to drive insights, innovation, marketing, sales and service. 2) It provides examples of how companies can use social media research communities, private dialogue panels, and open engagement to better understand customers and influence prospects. 3) The key is to leverage social media conversations to drive conversions by amplifying customer content and activating brand ambassadors across online and offline channels.

1. End-to-end Social CRM: case
studies
Social CRM Brussels, September 2012
Alexandre Vandermeersch

2. Who I am, who we are
Boosting dialogue across the
value chain since 2009, through:
• Research & Consulting:
qualitative & quantitative
market research
• Software:
Alexandre Vandermeersch
CEO, Dialog Solutions
@alexvdm
/in/alexvdm
alexvdm.com
alexandre@dialogsolutions.com
Prev: McKinsey&Co, P&G
@alexvdm 2

3. Social CRM, sure…But what is CRM again ?
Maria Magdalena
(= CRM expert) –
can’t explain much
Jesus (= CEO): does not
seem to understand
CRM =
Sales Force automation ?
Email Marketing ?
Something else ?
3

4. What is End-to-end social CRM ?
Opera-
R&D Marketing Sales Service
tions
End-to-end Social CRM is the ability to identify and truly,
Disclaimer: Nothing more
personally & timely engage every customer & prospect
than a tentative definition
continuously in time, in the relevant channels, and
by @alexvdm
leverage those relationships to drive consumer insights,
innovation, marketing, sales and customer service
4

5. Why do you need it ? Because you have
to
“For the first time, marketers trail
the consumers – Consumers are
discussing and recommending
products and brands, are creating
new worlds, launching new
innovations, – and marketers are
barely catching up on those trends”
Steve Ballmer speech to Stanford
Alumni Belgium, LLN, April 2008
Welcome to…reversed markets!
5

6. What for ? Strategic framework
Learn
Private
Dialogue
(Online research)
Open Dialogue
(Social Media) Engage
Leverage
@alexvdm 6

7. With who ? Map stakeholders’ needs,
interests, & motivations
Life Insurance example
Affiliates
B2B B2B
SME/Ind. Large
B2C B2C
Brokers
clients Non-clients
Share-
Employees Community
holders
@alexvdm 7

8. With who (bis) ?
Top influencers
High-engaged
Masses-
disengaged
@alexvdm 8

9. And how ?
Direct contact,
Top online & offline
influencers
Own site
High-engaged Social media
Panels
Direct marketing
Masses- Communities
disengaged
Through high-
engaged-activated,
supported &
amplified
Mass media
@alexvdm 9

10. Social Insights: Research communities
@alexvdm 10

11. R&D case - End-to-end co-creation
CHALLENGE APPROACH
Explore a new product through • 4-months Private Dialog (Brandialog) for :
qualitative research and co- • Brainstorming on interest of the project
creation
• Calls to reactions on product features
“ Brandialog offered us a unique • Brainstorming on operational
way to gather insights on a implications for users (follow up)
relevant set of consumers. We
are on their turf. They are • Creativity sessions for naming
‘experts’ in their decision-
making and guide us through • Test of marketing material (display)
our decision-making process.
Brandialog’s solution and team • ‘off context’ feedback, feedback from
enable more validity, creativity prescriptors
and disclosure.”
Yannick Grécourt, VP
Strategy & Marketing,
Deutsche Bank
11

12. Permanent panel for always-on research
Recruitment within client Use a selection of the panel for
database
“IN-DEPTH PRIVATE DIALOG”
Qualified
recruitment
base
between “SHORT PRIVATE DIALOG”
1500-8000
people
Engagement “QUANTITATIVE” surveys
through on-going
animation of the
community
@alexvdm 12

13. Open Engagement – timely, social &
relevant
@alexvdm 13

14. Open engagement: in reversed markets,
social content is king
Content marketing Social content Social Media
Brands a publishers, Optimization: marketing:
driving attention & Optimize Use social media to
conversions through distribution & drive marketing
great content republishing of objectives
social content to
maximize its
impact

15. Engage:
Create & maintain
the debate
Build an army of
volunteers to
support you
Identify & activate
your ambassadors

16. Leverage: our core beliefs
Social media is best for Websites are best for
CONVERSATIONS CONVERSIONS
But conversations are bringing
conversions – bridge the two

17. Leverage: social content to your site
• Social media teams produce
great content, everyday
• In addition, your ambassadors
are feeding you great content,
too!
• Bringing a moderated feed
from your social media
presences is a great way to get
people to come
• Kiss the static Website
goodbye!

18. Activate & amplify your ambassadors!
• Social currency/proof happens
when people rave about your
product or service
• Ask testimonials, feedback,
engagement!
• Social media is great for that:
• Social profile
• No sign-on required
• Immediate virality
• AMPLIFY those by bringing
them to your site in the
conversion funnel!
• Result: DOUBLE impact
18

19. Activate &
amplify your
ambassadors!
19

20. Leverage: create a true social hub from your
engagement efforts
• A map of social channels by
theme with 1-click subscribe
buttons, to enable people to
like/follow one or more social
channels without leaving the site
• A clear, filtered feed of messages
gives a preview of the content of
the specific social channel before
they register
• Map & Feed are managed from the
back-end of Dialogfeed and can
be put anywhere in seconds (here:
Facebook)
20

21. In a nutshell, in reversed markets, you need to
build a virtuous circle around your brand
ENGAGE
& REACH
AMPLIFY &
CONVINCE, OPTIMIZE
GET OPT-IN
Campaigns

22. What we do…Social republishing &
engagement
Your social Your Website(s)
channels
Social Content
Optimization
...

23. Leading brands are using Dialogfeed to
optimize their social content &
engagement
And 100+ other
brands

24. www.dialogfeed.com

25. Contact us…
• Alexandre Vandermeersch
• 0491/08 80 09
• Alexandre@dialogsolutions.com
• Twitter: @alexvdm
• Patrick Willemarck
• 0475/23.34.34
• Patrick@dialogsolutions.com
• Twitter: @dialogsol
www.dialogfeeed.com
www.dialogsolutions.com
@alexvdm