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Social CRM
Contact met klanten
via sociale media
CRM in one day - Social CRM - by Social Inc.
Agenda
• Het sociale internet• Impact op CRM• Social CRM Social CRM
CRM in one day - Social CRM - by Social Inc.
Sta allen op
• Blijf staan als …
• U Google Alerts tenminste wekelijks bekijkt
• U in de laatste 3 dagen op Twitter naar Tweets over uw merk of van uw klanten heeft gezocht
• Er iemand in uw organisatie verantwoordelijk is voor het (regelmatig) monitoren en analyseren van online conversaties
• U weet of uw concurrent een Social CRM strategie heeft
• U online in dialoog bent gegaan met uw klant / doelgroep
CRM in one day - Social CRM - by Social Inc.
Het sociale
internet
CRM in one day - Social CRM - by Social Inc.
Beinvloedingskanalen – mass markettijdperk versus social media tijdperk
CRM in one day - Social CRM - by Social Inc.
• Talk face to face• Phone call• Talk to a shop worker• Consult professional• Readers letters• Phone in; TV/Radio
=
Mass Market Age
“Consumer influence channels- mass market age versus social media age” , Global Average, Universal McCann – when did we start trusting stangers
Beinvloedingskanalen – mass markettijdperk versus social media tijdperk
• Talk face to face• Phone call• Talk to a shop worker• Consult professional• Readers letters• Phone in; TV/Radio
=
• Talk face to face• Phone call• Talk to a shop worker• Consult professional• Readers letters• Phone in; TV/Radio• SMS• Email• Instant Messenger
• Personal blog• Social network page• Widgets• Video sharing site• Chat rooms• Message boards• Social Bookmarking• Chat room
• Comments on blogs• Comments on
websites• Viral emails• Auction websites• Wish lists• Ratings on retail sites• Reviews on retail sites• Price comparison sites• Socialshopping sites
Mass Market Age Social Media Age
“Consumer influence channels- mass market age versus social media age” , Global Average, Universal McCann – when did we start trusting stangers
CRM in one day - Social CRM - by Social Inc.
An entire generation
is growing up that
will never dial a
1-800 number to
reach Customer Care”
Veranderende positie consument
CRM in one day - Social CRM - by Social Inc.
De impact van online conversaties
• Er wordt meer over merken gepraat dan ooit
• Communicatie van merken wordt minder vertrouwd
• Merken hebben minder invloed op consumenten
• Gedrag van merken onmiddelijk beloond en bestraft
• Koopgedrag voorgoed verandert
Meer gesprekken over merken dan ooittevoren
CRM in one day - Social CRM - by Social Inc.
Gedrag van merken onmiddelijk beloond en bestraftCRM in one day - Social CRM - by Social Inc.
Veranderend koopgedrag
CRM in one day - Social CRM - by Social Inc.
Impact op CRM
CRM in one day - Social CRM - by Social Inc.
Verandering in het landschap van CRM
• Focus op 1:1 relaties
• Beperkt zicht op de klant en zijn gewoontes, voorkeuren, gedragingen etc
• Gerichte boodschappen creeeren waarde
Your company
Competitor Supplier / Partner
Customer Customer
CustomerCustomer
Customer Customer
Customer
CRM 1.0
Verandering in het landschap van CRM
• Focus op 1:1 relaties
• Beperkt zicht op de klant en zijn gewoontes, voorkeuren, gedragingen etc
• Gerichte boodschappen creeeren waarde
Your company
Competitor Supplier / Partner
Customer Customer
CustomerCustomer
Customer Customer
Customer
Your company
Competitor Supplier / Partner
Customer Customer
CustomerCustomer
Customer Customer
Customer
Customer Customer
Customer Customer
Customer Customer
• Focus op gezamenlijke relaties (complexere relaties / netwerk)
• Meerdere connecties maken meer zicht op klant, gewoontes, voorkeuren etc mogelijk
• Conversaties creeeren waarde
CRM 1.0 CRM 2.0
CRM in one day - Social CRM - by Social Inc.
Evolution of CRM - Technology
Process Support
Account Management
Contact Management
Activity Management
Lead / Opp Management
Campaign Management
Sales Management
Service Management…
Conversation tools
Process Support
Account Management
Contact Management
Activity Management
Lead / Opp Management
Campaign Management
Sales Management
Service Management…
Monitoring /
Interconnecting tools
RSS
Blogs
Wikis
Social Networks
Widgets
Forums
Podcast
Brand monitoring
services
Data
mining
APIsOpen Id
Customer
Owned
Data
Cloud
Computing
CRM 1.0
Social CRM
Social CRM
Social CRM
A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels.
CRM in one day - Social CRM - by Social Inc.
Social CRM
A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels.
CRM in one day - Social CRM - by Social Inc.
Social CRM
A process to monitor, engage and manage
conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels.
CRM in one day - Social CRM - by Social Inc.
Social CRM
A process to monitor, engage and manage conversations and relationships with existing and
prospective customers and influencers across the Internet, social networks and digital channels.
CRM in one day - Social CRM - by Social Inc.
Social CRM toepassingen
• Monitor conversaties
• Engage conversaties en relaties
• Manage relaties en conversaties
CRM in one day - Social CRM - by Social Inc.
Monitor conversaties
• Verkrijg continue inzichten in merk, klant, doelgroep, campagne en/of concurrentie
• Richt je marketing op bestaande klanten
• Volg de buzz over het merk, bijv.
• Acteer snel op (potentiële) PR crisis
• Herken de beinvloeders
CRM in one day - Social CRM - by Social Inc.
Zelf monitoren
• De belangrijkste bronnen
• Marktplaats
• Tros Radar / Kassa
• Social networking sites & communities(Hyves, Facebook, LinkedIn, Netlog)
• Specifieke blogs en fora
CRM in one day - Social CRM - by Social Inc.
Zelf monitoren
• Gratis tools
• http://www.technorati.com/
• http://www.blogpulse.com
• http://www.icerocket.com/
• http://blogsearch.google.com/
• http://www.Twitter.com
• Google alerts
• Yahoo Pipes
CRM in one day - Social CRM - by Social Inc.
Social Media Monitoring & Analyse tools
1. NL: Buzzcapture, Social Inc.
2. Intnl: o.a. Radian6, Alterion / Techrigy, Trackur, Cymphony, SalesForce
CRM in one day - Social CRM - by Social Inc.
Hoe werkt monitoren - artikeloverzicht
Hoe werkt monitoren – sentiment trend
Hoe werkt monitoren – trend analyse vergelijking
Engage conversaties en relaties
• Interacteer
• Faciliteer & stimuleer
CRM in one day - Social CRM - by Social Inc.
Engage conversaties en relaties
• Interacteer: contact tussen bedrijf en klant / doelgroep / beïnvloeders etc
• Koester en voed je fans
• Directe beïnvloeding van je doelgroep
• Beperk (PR) schade
CRM in one day - Social CRM - by Social Inc.
Engage – betrek je doelgroep en beïnvloeders bij de oplossing• AEGON Tweetbanket
CRM in one day - Social CRM - by Social Inc.
Engage - damage controll
CRM in one day - Social CRM - by Social Inc.
CRM in one day - Social CRM - by Social Inc.
CRM in one day - Social CRM - by Social Inc.
CRM in one day - Social CRM - by Social Inc.
Manage relaties en conversaties
CRM in one day - Social CRM - by Social Inc.
Manage conversaties en relaties
• Integreer Social in het CRM pakket
• CRM Lab op CRM in one day
• Salesforce
• Microsoft
• Radian6
• Social Inc.
CRM in one day - Social CRM - by Social Inc.
Manage conversaties en relaties
• (interne) Wiki’s
• Webcare – zoek actief klanten op met vragen en klachten op het sociale web
CRM in one day - Social CRM - by Social Inc.
Manage - webcare
CRM in one day - Social CRM - by Social Inc.
Manage - webcare
CRM in one day - Social CRM - by Social Inc.
Manage - webcare
CRM in one day - Social CRM - by Social Inc.
Manage - webcare
CRM in one day - Social CRM - by Social Inc.
Manage - webcare
CRM in one day - Social CRM - by Social Inc.
Manage - webcare
CRM in one day - Social CRM - by Social Inc.
Webcare energie:direct
Webcare energie:direct
Wie in de organisatie ..?
• Implementeer een Social Media Policy
• Alle klantgerichte afdelingen!
• Marketing; bijv. Word of Mouth & ambassadeursprogramma’s
• Sales; bijv. Stimuleren positieve reviews
• Support; bijv. Closed communities, webcare
CRM in one day - Social CRM - by Social Inc.
Voordelen Social CRM
• Herken prospects
• Verbeter customer intelligence
• Educatie en support van klanten
• Vergroot je invloed; wacht niet tot klanten in jouw‘systeem’ zitten
CRM in one day - Social CRM - by Social Inc.
CRM in one day - Social CRM - by Social Inc.
Sonja Loth, [email protected]
0299-415541 | 0653-635 635
CRM in one day - Social CRM - by Social Inc.
•Social Marketing•Online Reputatiemanagement•SocialScan•Tools & Technology•Kennissessies
Bronvermelding
• PriceWaterhouseCoopers, jan 2008“How consumer conversation will transform business”
• Universal McCann, “When did we start trusting strangers”
• Fabio Cipriani
• Forrester – Groundswell, winning in a worldtransformed by social technologies
• Graphics: David Armano
• www.smpa.nl
CRM in one day - Social CRM - by Social Inc.