social customer engagement. the sapiens&co. approach

Something is happening in Marketing...

Marketing Mix (1960)

PProduct

PPlace

PPromotion

PPrize

advertisementpublic relationspersonal sellingsales promotion

Old marketing was focused on Product & Advertisement but...

Nowadays it doesn’t work!

Marketing Evolution

The keyis the

combination

MK 1.0product

MK 2.0client

MK 3.0values

XXIst Century Marketing Mix

PProduct

PPlace

PPromotion

PPrize

Innovation

Sales Service

Engagement

People

People first! Strong conected!

Don’t interrupt me while I’m ignoring you!

Engagement* is the new advertising

*create a strong relationship (rational & emotional) between people & brands

Customer Experience* is the new way to create differentiation &

lovemarks*

* Wikipedia: Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their

relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual

experience over one transaction; the distinction is usually clear in context.

* Google it!

People don’t buy products, but they buy benefits, stories & experiencies

Social Media* is a toolbox to establish strong relationships

*Wikipedia: Social Media includes web-based and mobile technologies used to communication into interactive dialogue

Marketing has changed, people have changed, channels have changed...

What about companies?

Most of them,

still working on XXth century

paradigms

It’s not about money, it’s about time!

ACME

INC

XXth century XXIst century

Markets are conversations!cluetrain.com, 1999

Traditional Sales Funnel

LearnAwarness

BuyAction

SupportLoyalty

It fails to capture the many touch points and two-way interactions that are a consecuence of the Internet*

*clients well informed, networked and discerning prospect community

Social Customer Sales Funnel

LearnAwarness Engage

RelationshipCo-create

Innovation

Prescibe

Share of heart

BuyAction

SupportLoyalty

New Sales Funnel

Active EvaluationInformation gathering, shoppingInitial

considerationset

Momentof purchase

Trigger

Postpurchase experienceOngoing exposure

Loyalty Loop

1

4 potential battlegrounds where marketers win or lose

2 3

4

How dowe prepare the

success cocktail?

Social Customer Engagement

Key Point to Success

You must have the entire company working on SCE

strategy

business intelligence 2.0

teams & culture

tech & tools

Key Point to Success

You must have the entire company working on SCE

business intelligence 2.0

teams & culture

tech & tools

Defining vision & tactics in a fast changing enviroment with quarterly or half-year reviews

Key Point to Success

You must have the entire company working on SCE

teams & culture

tech & tools

Monitoring & gathering data to understand the social customer and the performance of our teams

strategy

Key Point to Success

You must have the entire company working on SCE

business intelligence 2.0

tech & tools

Redifining processes, roles & responsabilities, deparments & workflows and spreading 2.0 values

inside the organization

strategy

Key Point to Success

You must have the entire company working on SCE

business intelligence 2.0

teams & cultureDecision around social platforms & social SW

development, selection, building & implementation

strategy

strategySocial

ExperienceSocial

ServicesSocial

CommerceSocial

Innovation

Delivering expectation-

beating Customer

Experience using Social

Media

Rising Customer

Satisfaction thought better

customer care using Social CRM

Increasing Sales on &

offline using Social

Shopping & Social Media Optimization

Involving customers in

product development & co-creation using a new innovation process

Let’s go to know HOW...

Social Experience

what it is

toolset

main benefits

don’t forget

Social Experience

what it is

Create a strong, lasting & remarkable relationship between brands & customer through conversations, emotions &

affection by using online (social media) & offline (store) tools.

★Deliver “joy of use” (funs, new insights & tech)★Give exclusive (access, info, prizes, promotions, presents)★Mix online & offline to get a 360º customer experience

key points to success

There are so much behind this actions...

...to get amazing results!

Social Experience

main benefits

★Differenciate yourself from the competition★Activate World of Mouth (referral value)★Improve customer loyalty by enhacing user experience

conversation conversion

Social Experience

toolset

targetsestablish a human

relationship90-9-1 rule of participation

contentsdetailed content to

get depthshort form content

to get reach

feelingsmake it memorable and let’s have fun

(you & your clients)

social media platformsstay where your clients are contected (convenience)

And don’t forget...

It’s about people and people❤ participating

strategySocial

ExperienceSocial

ServicesSocial

CommerceSocial

Innovation

Delivering expectation-

beating Customer

Experience using Social

Media

Rising Customer

Satisfaction thought better

customer care using Social CRM

Increasing Sales on &

offline using Social

Shopping & Social Media Optimization

Involving customers in

product development & co-creation using a new innovation process

Go ahead!✔

Social Services

what it isBring more satisfaction, solve problems and make easier, faster

& more convenient the life of our clients, specially on critical touch points of our relationship, being closer, accessible and giving them online services, support & customer care using

Social Media tools (usually TW, FB & sCRM).

★24x7 online service & fast answers★Workflow, processes & tools adapted to access any info★Team with responsibility & ready to take action

key points to success

strategySocial

ExperienceSocial

ServicesSocial

CommerceSocial

Innovation

Delivering expectation-

beating Customer

Experience using Social

Media

Rising Customer

Satisfaction thought better

customer care using Social CRM

Increasing Sales on &

offline using Social

Shopping & Social Media Optimization

Involving customers in

product development & co-creation using a new innovation process

Now, a strong revolution...✔ ✔

Social Commerce

what it is

toolset

main benefits

don’t forget

What does Googllllle think about Social Commerce?

Social Commerce

what it isIt’s the concept of World of Mouth applied to

e-commerce through Social Media. It’s helping people buy where they connect and connect where they buy. It’s creating places where people can collaborate online, get advice from trusted individuals, find goods & services and then purchase them.

★Let’s people talk and you listen, learn & get better! ★Use LEAD road map (listen, experiment, appy, develop) ★Pay attention to the rise of SoLoMo Consumer (social, local, mobile)

key points to success

Social Commerce

main benefits

★Gather market insights★Monetize your Social Media investment solving ROI problem★Boost e-commerce sales (traffic, conversion, order value)

0

75

150

225

300

moresales

Social Commerce

toolset

Rating & Reviews

Forums & Communities

Social Shopping

Social Media Optimization

Referrals & Recomendations

Social Ads & Apps

Social Commerce

Reviews&Ratings

Social Commerce

SocialShopping

Social Commerce

Reviews&Ratings

Social Commerce

Referrals&Recommendations

Social Commerce

Forums&Communities

Social Commerce

Social Media Optimization

Social Commerce

Social Ads & Apps

And don’t forget...

It’s not the future, it’s the present since 2009

11.50 am EST · July 8, 2009 · $34

People trust in people

A wise man learns by experiments of others; a fool

by his own. Benchmark!

strategySocial

ExperienceSocial

ServicesSocial

CommerceSocial

Innovation

Delivering expectation-

beating Customer

Experience using Social

Media

Rising Customer

Satisfaction thought better

customer care using Social CRM

Increasing Sales on &

offline using Social

Shopping & Social Media Optimization

Involving customers in

product development & co-creation using a new innovation process

Last but not least...✔ ✔ ✔

Social Innovation

what it isIt’s making innovation open & participatory to the people. It’s use

the Internet to meet social needs of all kind with the desires of people, their ideas, what they want, what they value and what they are goint to pay for. It’s co-creation to improve value for

money ratio in our new products & services.

★24x7 online service & fast answers★Workflow, processes & tools adapted to access any info★Team with responsibility & ready to take action

key points to success

100 000 ideas!!

If you want to know more about Starbucks Innovation I

recommend you to see Matthew Guiste...

vimeo.com/15270898

How to make money in this business?

How are they creating Social Engagement through communication?

strategySocial

ExperienceSocial

ServicesSocial

CommerceSocial

Innovation

Delivering expectation-

beating Customer

Experience using Social

Media

Rising Customer

Satisfaction thought better

customer care using Social CRM

Increasing Sales on &

offline using Social

Shopping & Social Media Optimization

Involving customers in

product development & co-creation using a new innovation process

We’ve got it!✔ ✔ ✔ ✔

Thanks :)

Ramon LagunaCEO Sapiens&Co.

ramon.laguna@sapiensco.com

607 543 032@RamonLaguna/in/ramonlaguna/ramonlaguna

www.slideshare.com/sapiensco

One more thing...

It’s not stronger that survives. Not the most intelligent. It’s the most adaptable to change.

Charles Darwin