social crm 2012 - "social crm is a monkey hat" @mailchimp
DESCRIPTION
A short presentation for MasterLab in Digital Economics & Entrepreneurship @ Digital Accademia.TRANSCRIPT
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SOCIAL CRM IS A MONKEY HAT
How to talk with your favorite company
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SOCIAL CUSTOMER
How did the customer evolve
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THE POSTMODERN CONSUMER
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He is in trouble!
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A long time ago companies talked like this.
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it worked for a long time
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Let’s say, until 2001
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When some signals made us understand that advertising was
changing
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Consumers are changed.
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Ah, you’re not the same any more!
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20kis the yearly number of
tv ads seen by a children
8’is the attention-span
in front of the TV
-23is the % of people that stops trusting advertising, from
2008 to 2010
11 They are distracted
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They don’t trust advertising.
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdf
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They don’t like bestsellers any
more.
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The Long TailInternet makes niche products easily available
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Of 100 songs on iTunes, how many are sold at least once in a
year?
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20?16
Pareto would say 20.Hey Wilfred, we still love you!
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80?17
That woul be an insane store turnaround.
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NO18
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99.19
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Consumers have an active role in the
making of the brand.They buy online, talk,
review, suggest.
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Caffè?
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CRM & SOCIAL CRM
How to maintain relationship
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We found 4 different ways to talk with customers.
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1. CRM2. SOCIAL
3. SOCIAL CRM + LISTENING4. SOCIAL CRM + COMMUNITY
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1. CRM
customer relationship management
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IL CRM È LA CREAZIONE, LO SVILUPPO, IL
MANTENIMENTO E L’OTTIMIZZAZIONE DELLE
RELAZIONI DI LUNGO PERIODO
RECIPROCAMENTE PIÙ PROFICUE TRA
CONSUMATORI ED AZIENDA.
- CRM isn’t a software
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CRM is the creation, development and
maintenance of long term relationships
between customers and companies
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“The first type of CRM is the Xmas Panettone that my uncle give to
his customers that buy an half cow every year
My Uncle is a butcher.”
-Anonymous
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• Focus on individual relationship
• Limited view of customers behaviors and groups
• Customers are segmented by spending and demographics data
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TOOLS &CHANNELS
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2. SOCIAL
Customer relationship management through Social media
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http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
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2009
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38Media
relations
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Idea generation
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Idea generation
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41Customer
care
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42Sales
management
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Promozioni
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• Focus on collaboration• Multiple connections• Value of conversations
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• Focus on individual relationship
• Limited view of customers behaviors and groups
• Customers are segmented by spending and demographics data
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3. SOCIAL CRM + LISTENING
Listen first!
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http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
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LISTENING
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LISTENING49
ChannelsQuantity Topics Sentiment
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Quantity
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1. Check data and timing
2. Analyze peaks
3. Why so many mentions on that date?
4. Channels analysis
5. Find influencers and first conversations
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Peek caused by daily special o!ers.
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1. Let’s check conversations di!usion for each country
2. Let’s find new trend in new countries (low level of discussions)
3. Let’s check the sentiment status
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Channels
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56 Analisys
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14000+follower
8000follower
1. What kind of discussions on that channel?
2. Who are the influencers (Broadcaster)?
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1. What kind of discussions on that channel?
2. Who are the bloggers?
3. What are they saying?
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Topics
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TOPICSwe tagged all the mentions
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Choice Sales Review UGC
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CHOICE 62
How many questions?What kind of questions?
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CHOICE 63
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SALES 64
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REVIEW 65
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UGC 66
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UGC 67
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Sentiment
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69 SENTIMENT
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More Cases
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- Gatorade
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@stefanomizzella
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- Mulino Bianco
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- Telecom
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- Alitalia
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- Xbox
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Organization: Microsoft, Xbox SupportSocial Media Stats:
๏ Twitter: 55,000 followers
๏ Hours tweeting per week: 91
๏ Highlights:
๏ 5,000 outgoing tweets each week
๏ Highest customer satisfaction rates on Twitter out of all support channels
๏ Proactive Twitter support prevents live service calls
๏ The Guinness World Record for Most Responsive Brand on Twitter
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Gillette did some random acts of kindness, to relief irritated people found on Twitter
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“One woman tweeted that she had voices in her head speaking
in Spanish - Edge responded with the gift of a Spanish/
English dictionary”
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Kotex discover what inspires people on Pinterest, and sends them a gift
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4. SOCIAL CRM + COMMUNITY
People do CRM themselves.
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YES BUT, THE MONKEY HAT?
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IF SOCIAL CRM WORKS, WILL WE RECEIVE A MONKEY HAT?
HEY @MAILCHIMP ARE YOU LISTENING?
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GETGUMMY!
Gummy IndustriesVia Manzoni 22/c - Brescia030 5241468twitter.com/gummyindustries
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