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Max Ardigo’Consulente di trasformazione digitale – IBM [email protected]@it.ibm.com
ardigo max ardigo’
3 casi di social business, marketing digitale e CRM integrati: l'agency ci supporta live, dalla relazione alla transazione!
I casi Moby, Amadori e Avanzi sulla nuova piattaforma IBM per la Customer Experience & Multichannel Marketing
© 2012 IBM Corporation
Key sources of sustained economic value
Human capital
Customer relationships
Products / services innovation
Brand(s)
Business model innovation
Technology
Partnership networks
Data access / data-driven insights
R&D, intellectual property
Price / revenue innovation
Assets (physical, infrastructure)
Corporate social responsibility
Access to raw materials
71%71%
66%66%
52%52%
43%43%
33%33%
30%30%
28%28%
25%25%
22%22%
19%19%
15%15%
13%13%
8%8%
Source: 2012 IBM CEO StudyQ24 “What do you see as the key sources of sustained economic value in your organization?
Fattori abilitanti per le strategie di crescita
© 2012 IBM Corporation
• Connettere aziende e contesto• Capitalizzare intelligenza colletiva• Incrementare produttività• Favorire l’innovazione• Ottimizzare forza lavoro
• Creare relazioni durevoli• Capacità di ascolto e interazione• Multicanalità, Automazione• Conversione, Fidelizzazione• Ottimizzazione Marketing
I nuovi percorsi IBM per supportare le aziende innovative
© 2012 IBM Corporation
Il fenomeno social è un elemento chiave per il business
© 2012 IBM Corporation
Market Management:
MarketingCapacità di definire e segmentare il mercato in
tempo reale.
Capacità di socializzare
le transazioni
Critical Situation:
Customer Care & ServiceCapacità di identificarerapidamente le risorsa
migliore per risolvere il
problema urgente di un cliente.
Capacità di costruireservizi relazionali a
valoreSoftware Deployment:
ITCapacità di reperire skill
ed expertise necessari alle
attività di sviluppo e gestione.
Capacità di snellire i processi IT
Talent Management:
HRCapacità di anticipare e
reagire alla comoetitive
dinamiche dei top talent.
Capacità di connettere
persone e processi
Lead Development:
SalesCapacità di sfruttare dati e analisi
predittive per identificare edanticipare gli acquisti dei clienti.
Aree di applicazione social business – work & operations
© 2012 IBM Corporation
Modello digitale integrato – Campagna X – Gestione prospect/clienti – Social long tail
Payed, Earned
Ads
Web
Agency X, Y, Z
Scontrini
Campagna
Vendo/Acquisisco
Analitica = persone
Dati = individuali
Venduto, Cliente, Prodotti, Territori, Profili/Cluster ecc + comportamenti sociali e interattivi, segmenti affinita’, desiderata ecc.
Long tail Reclustering Retargeting Anticipated insight
Multichannel customer onboarding / data collection Digital managed relation
App
Store
7x 15x
Aree di applicazione social business – sales & marketing
Single viewBusiness Data,
Social Data, Interactive data
Integrated cycle
Sales & Marketing SalesMarketing
Owned
Personal, Targeted
ManualAutomate
© 2012 IBM Corporation
Single viewBusiness Data,
Social Data, Interactive data
Digital Analytics
SearchCommerce
Mobile
Portalintuitive front-end
Targeted content &
media
Socialtools
and UCC
You
IBM Customer Experience Suite: Soluzioni digitali integrate per connettere aziende e mercati.
© 2012 IBM Corporation
Single viewBusiness Data,
Social Data, Interactive data
IBM Customer Experience Suite Una piattaforma digitale per co-lavorare e vendere in maniera sincronizzata attraverso tutti i canali.
© 2012 IBM Corporation9
DiscoverySentimentPredictive
Application server - Backoffice
IBM Portal, Content & Commerce 2.0, Web/mobileMashups, Web, Hybrid, Mobile >8000 devicesBusiness Rules, Personalization, Targeting, Precision marketingIntegrated analyticsSearch
IBM ConnectionsIBM Sametime
IBM SmartCloud for Business
Portal Customer
Data Hub
CRM, BI, Predictive& EMM
Web & mobile exceptional experiencesIBM Customer
Experience Suite
Integrated Digital Marketing Optimization
Social registration Social CRM, Connectors
Extendedcloud based services (SaaS)
Social collaborationSocial AnalyticsUnified communication
Consumer
head maps
Multichannel user experience layer
Trade
planning
IBM Customer Experience Suite Architettura per il social business e il marketing digitale.
Integrated interaction analytics
© 2012 IBM Corporation
Social Business Marketing case studies
© 2012 IBM Corporation
Single viewBusiness Data,
Social Data, Interactive data
Enterprise Systems
Delight customers with targeted
social and transactional propositions
Enhance workforce for
social engagementknowledge and collaboration
Connect People and Brands, discover, insight, invent
You
Social Business Marketing case studies
© 2012 IBM Corporation
Esempio: Moby/ Social Business Marketing case
© 2012 IBM Corporation
Leve strategiche
Migliorare churn rate preventivi/prenotazioniMigliorare churn rate preventivi/prenotazioni
Incrementare base/conoscenzadei clienti e l’efficacia delle azionidi marketing
Incrementare base/conoscenzadei clienti e l’efficacia delle azionidi marketing
Massimizzarela revenue extraction pre-durante-post viaggio
Massimizzarela revenue extraction pre-durante-post viaggio
Sfruttare nuovi modelli dicontatto/proposizione con i canali (agenzie, professionisti)
Sfruttare nuovi modelli dicontatto/proposizione con i canali (agenzie, professionisti)
Stime ricavi incrementalia regime Milioni €/anno
Trade-off costi/beneficiMilioni €
Potenziale ricav i ** incramentali danuov e tecnologie
Costo* Moby 2.0
∼XX
ROI 20xROI 20x
2011-2013
>Xmio
XX
XX
∼0,XX
Obiettivi non supportabili da tecnologiasviluppata custom “in-house”
Obiettivi non supportabili da tecnologiasviluppata custom “in-house”
Esempio: Moby/ Social Business case Progressione mese 18
>Xmio
SOCIALBUSINESS
ROI
Single viewBusiness Data,
Social Data, Interactive data
© 2012 IBM Corporation
?
Esempio: Moby/ Social Business case Social Engagement & Digital Marketing Optimizazion
A - Migliorare churn rate preventivi/prenotazioni
A - Migliorare churn rate preventivi/prenotazioni
Preventivi Abbandoni Acquisti
3000
57.000
60.000
Media periodo picco (Giu-Sett)
© 2012 IBM Corporation
Single viewBusiness Data,
Social Data, Interactive data
Enterprise Systems
Esempio: Moby/ Social Business case Customer base enlargement + customer info collection Social registration ratio 7x
© 2012 IBM Corporation
Digital Marketing / CRM / ERP individual digital analytics, real time monitoring, I/O ERP data, dynamic
segments, mkt. automation
Intuitive front-end (mobile/web) Social Registration / Data collection Real
time personalization
Targeting
Single viewBusiness Data,
Social Data, Interactive data
Enterprise Systems
Esempio: Moby/ Social Business case Digital marketing optimization: lifetime individual tracking, microsegmentation, channel attribution, proposition automation
© 2012 IBM Corporation
Single viewBusiness Data,
Social Data, Interactive data
Enterprise Systems
Esempio: Moby/ Social Business case Digital marketing optimization: microsegmentation detail
© 2012 IBM Corporation
Esempio: Moby/ Social Business case New multichannel digital strategy
Single viewBusiness Data,
Social Data, Interactive data
© 2012 IBM Corporation
Esempio: Moby/ Social Business case New multichannel interactive model (using social)
Single viewBusiness Data,
Social Data, Interactive data
© 2012 IBM Corporation
Leve strategiche
Migliorare churn rate preventivi/prenotazioniMigliorare churn rate preventivi/prenotazioni
Incrementare base/conoscenzadei clienti e l’efficacia delle azionidi marketing
Incrementare base/conoscenzadei clienti e l’efficacia delle azionidi marketing
Massimizzarela revenue extraction pre-durante-post viaggio
Massimizzarela revenue extraction pre-durante-post viaggio
Sfruttare nuovi modelli dicontatto/proposizione con i canali (agenzie, professionisti)
Sfruttare nuovi modelli dicontatto/proposizione con i canali (agenzie, professionisti)
Stime ricavi incrementalia regime Milioni €/anno
Trade-off costi/beneficiMilioni €
Potenziale ricav i ** incramentali danuov e tecnologie
Costo* Moby 2.0
∼XX
ROI 20xROI 20x
2011-2013
>Xmio
XX
XX
∼0,XX
Obiettivi non supportabili da tecnologiasviluppata custom “in-house”
Obiettivi non supportabili da tecnologiasviluppata custom “in-house”
Esempio: Moby/ Social Business case Progressione mese 18
>Xmio
SOCIALBUSINESS
ROI
Single viewBusiness Data,
Social Data, Interactive data
© 2012 IBM Corporation
Esempio: Amadori / Social Business Marketing case
© 2012 IBM Corporation
http://tinyurl.com/amadori
Esempio: Amadori / Social Business case progressione KPI – 1 anno
SOCIALBUSINESS
ROI
© 2012 IBM Corporation
Esempio: Amadori / Social Business case Obiettivi aziendali e ruolo dei canali digitali
© 2012 IBM Corporation
Esempio: Amadori / Social Business case Multichannel strategy – comprensione, relazionee interazione marca-consumatore
© 2012 IBM Corporation
Intranet Extranet Internet Socializing (data, people) Listening (Digital focus, Alerts)
Timeline
ReputationSentimentAnalytics
Social Registration
http://tinyurl.com/amadori
Esempio: Amadori / Social Business case Infrastruttura web/mobile smart: targeting e personalizzazionesocial intranet, extranet, internet – data collection & listening
Single viewBusiness Data,
Social Data, Interactive data
© 2012 IBM Corporation
Esempio: Amadori / Social Business case Concorsi Digital - le Amadorabili Ricette Ca. 2 mesi, 170.000 visitatori
Single viewBusiness Data,
Social Data, Interactive data
© 2012 IBM Corporation
Esempio: Amadori / Social Business case Concorsi Digital - le Amadorabili Ricette – Evviva Ca. 1 mese, 70.000 visitatori
Single viewBusiness Data,
Social Data, Interactive data
© 2012 IBM Corporation
ReputationSentimentAnalytics
Esempio: Amadori / Social Business case Social Business Intelligence Brand monitoring, Alerting, Discovery, Market beat, Tempo reale
© 2012 IBM Corporation
http://tinyurl.com/amadori
Esempio: Amadori / Social Business case progressione KPI – 1 anno
SOCIALBUSINESS
ROI
© 2012 IBM Corporation
Esempio: Avanzi / Social Business case
© 2012 IBM Corporation
Rafforzare la cultura di Avanzi, competenze (social) da elevareComunicazione interna, Training online, Prodotto
Socializzare il businessKPI, Sales 2.0, Supporto agli store
Ingaggiare il cliente digitaleDigital strategy, Digital marketing, Social
1
2
3
Esempio: Avanzi / Social Business case High Performance Organization
© 2012 IBM Corporation
Esempio: Avanzi / Social Business case Il CEO e la cultura partecipativa per l’High Performance Filmato lancio Avanzi 3D community
© 2012 IBM Corporation
Esempio: Avanzi / Social Business case Social/mobile Workspace for sales, logistics, marketing, operations, talent &competence.
HPO
© 2012 IBM Corporation
Statistiche social business04 nov 11 11 gen 12 13 feb 12 26 apr 12
persone collegate nell'ultima settimana
117 199 318 359
persone collegate nell'ultimo mese
193 334 485 487
comunità pubbliche 4 14 12 23
comunità con limitazioni 55 66 72 86
file caricati 69 526 589 1.004
download di file 871 7.661 11.079 17.719
argomenti nei forum 32 203 244 325
pubblicazioni nei forum 115 951 1162 1677
SOCIALBUSINESS
ROI
Esempio: Avanzi / Social Business case Progressione mese 6 (da zero)
© 2012 IBM Corporation
Single viewBusiness Data,
Social Data, Interactive data
Enterprise Systems35
Comunitàsocial
business + FB + Unità di crisi
Socialnetw orkStore
manager
Socialnetw orkCliente
App Cliente
Store
go to store
ok ko
go to store
Conferma
relazione
Vista unica relazione (transazioni, profilo sociale, trend, desideri, leads)
Pagamento e ritiro in storePagamento online e ritiro in store
Pagamento online e consegna
Esempio: Avanzi / Social Business case Fase 2 – Il Social Store ingaggia usando la piattaforma
Tech Backup - Ready for business
38
EXAMPLE
IBM Customer Experience Suite & Intranet Experience Suite Fast and easy for business users – Lots of ready templates
39
IBM Customer Experience Suite & Intranet Experience Suite Fast and easy for business users – 15 min activity
IBM Customer Experience Suite & Intranet Experience Suite Enabling Mobile and BYOD for Employees and Customers Portal Responsive Design & Worklight for full native apps.
IBM Customer Experience Suite & Intranet Experience Suite Injecting social business and collaboration in context for selective customer relation, engagement, service
EXAMPLE
IBM Customer Experience Suite & Intranet Experience Suite Injecting social business and collaboration in context for selective customer relation, engagement, service
EXAMPLE
IBM Customer Experience Suite & Intranet Experience Suite Enabling real time social content compliancy by rules and alerts
44
Customer Data Hub
IBM Customer Experience Suite & Intranet Experience Suite Enabling social data collection, segmentation and prospect/customer clustering
45
Customer Data Hub
Coremetrics / Tealeaf / Unica / SPSS
individual digital analytics, real time monitoring, I/O ERP data, dynamic segments, mkt. automation
IBM Portal & Web Content Social Registration / Data collection Real time personalization Targeting
IBM Customer Experience Suite & Intranet Experience Suite Enabling digital marketing optimization and automation, individual behavioral and social analytics
IBM Customer Experience Suite & Intranet Experience Suite Enabling “in context” analytics, for employers, marketers
IBM Customer Experience Suite & Intranet Experience Suite Enabling advanced analytics and rule-based cross channel segmentation, targeting and automation
IBM Customer Experience Suite & Intranet Experience Suite Enabling advanced analytics and rule-based cross channel segmentation, targeting and automation: i.e. organic search