THE BRAVE NEW

CUSTOMER

RELATIONSHIP

MANAGEMENT

THE SOCIAL CRM

KAIZER GÁBOR// CO-FOUNDER OF REVISION & BUZZMIRROR

/// FACEBOOK.COM/ReVISION.THE.BUZZMAKER

19. REKLÁMKONFERENCIA // 2011 09. 28. EGERSZALÓK

2006-2007 // FIRST STEP: LISTEN!

"THE SOCIAL CUSTOMER OWNS THE RELATIONSHIP, AND YOU NEED TOEARN HER TRUST."

http://www.youtube.com/watch?v=YFqYTG39hUc TBWA’S BRAND GOSSIP

1. SOCIAL ‘TRACKING’, LISTENING, MONITORING2. SOCIAL ANALYTICS & INTELLIGENCE3. SOCIAL CRM

AZ EVOLÚCIÓ

SOCIAL CRM IS A PHILOSOPHY & A BUSINESS STRATEGY, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It's the company's response to the customer's ownership of the conversation. Paul Greenberg

Social CRM is often used as a synonym for Social Media Monitoring, where organisations watch services like Facebook, Twitter and LinkedIn for relevant mentions of their product and brand and react accordingly. However, this is too narrow an interpretation,

AS SOCIAL CRM ALSO INCLUDES CUSTOMER COMMUNITIES MANAGED BY THE ORGANISATION THEMSELVES. (wikipedia / social CRM)

“SOCIAL CRM IS THE TOOLS AND PROCESSES that encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers. The goal is to make the relationship with the customer more intimate and tied to the company by building a public ecosystem to better understand what they want and how they interact with the various company touchpoints like sales, customer service, product development, marketing / PR etc…”

Attensity’s “LARA” FRAMEWORK

Listen to customer conversations

Analyze those conversations

Relate this information to existing information within your enterprise

Act on those customer conversations

= SocialCRM

Forrás: http://mashable.com/2010/05/21/social-crm/

SOCIAL MEDIA RÉTEG A CRM-EN

• BRAND REPUTATION MANAGEMENT, CAPTURING INDIRECT FEEDBACKS FROM SOCIAL NETWORKS

• MARKET RESEARCH• PEER-TO-PEER CUSTOMER SUPPORT• IDEA MANAGEMENT, CO-

DEVELOPMENT NEW PRODUCT, CAMPAIGN, CROWDSOURCING

• PRODUCT LAUNCH, PRODUCT REVIEW (WOM - VOCALPOINT.COM)

• …

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SOCIAL CRM VENDORS HAVE MOSTLY COME FROM ONE OF TWO DIRECTIONS — TRADITIONAL CRM VENDORS WHO ARE ADDING SOCIAL CRM CAPABILITIES, AND SOCIAL SOFTWARE STARTUPS WHO CENTER UPON CUSTOMER ENGAGEMENT

FORRÁS: TMCAPITAL.COM; DIGITAL MEDIA: MONETIZING SOCIAL AND MOBILE MEDIA INDUSTRY SPOTLIGHT

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“BELSŐ ÉS KÜLSŐ KÖZÖSSÉGEK” BRITISH TELECOM

“WE WANTED THE CONSUMER TO PARTICIPATE AND TO HAVE AN OPEN DIALOGUE WITH THEM ABOUT IT. IT’S SUCH A SMART WAY OF DOING THINGS. WE’RE TESTING THE WATER SO WE KNOW UP-FRONT WHAT PEOPLE WANT. YOU’RE NOT THROWING MUD AT A WALL AND SEEING WHAT STICKS.” Jan-Hendrik Schlottmann, Derek Lam’s chief executive

Amit még el kell olvasnom

• http://www.forrester.com/rb/Research/defining_social_crm/q/id/58507/t/2

• http://www.ecrmguide.com/insights/article.php/3917376/Ten-Ways-Social-Media-is-Changing-Sales-and-CRM.htm

WWW.HMC.HU

KÖSZÖNÖM A FIGYELMET!

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