Digital Media Barcelona

Driving a conversation with your customers :
A powerful way to achieve business goals
Stephane LEE - CEO Dimelo/Feedback2.0

Copyright Dimelo SA http://www.feedback20.com

Agenda

• Introduction : Social Media and the New Marketing

• Case study : MacHeist

• Case study : GetSatisfaction

• Case study : Brandtags

• Why should I participate in digital conversations ?

• How to host and leverage your own customer community ?

• Demystifying conversation strategies

• The Feedback2.0 story

• Practical tips on designing and managing customer interactions


Introduction : Social Media and the New Marketing


MacHeist case study

$3M and 80 000 buyers
in 14 days


MacHeist case study

Your marketing campaigns are
compared to this

$3M and 80 000 buyers
in 14 days


GetSatisfaction case study


GetSatisfaction case study

You’re being displaced
of your legitimate perimeter


Brandtags case study

Can you guess
this one ?


Brandtags case study

Your brand is being deﬁned by internauts

Can you guess
this one ?


The funnel is now a loop



Engagement in digital conversations
is the new performance indicator



Engagement in digital conversations
is the new performance indicator

cf http://www.engagementdb.com/


Why should I participate in digital conversations ?


Because conversation trumps media

Did you s
ee a good
to the mo ﬁlm late
vie theat ly ? I’d li
er this w ke to go
eek-end a
nd…

y…
hy do n’t the
W see my
? ﬁlm
rush to


Because we are social animals

Should we participate in conversations ? «Markets are conversations»


Because your brand is a person

http://gapingvoid.com/2004/06/27/the-hughtrain/


How to host and leverage your own customer community ?
Demystifying conversation strategies...


The dirty little secret


What should I think
about ?

• Imagine you’re organizing an
ongoing conference

• Attendee proﬁles

• Venue

• Topics, conversation drivers

• Sessions

• MC and guest speakers

• Materials

• Open panel


Where will you host ?
http://ideas.mybrand.com

Page Header Logo, baseline etc.

Editorial Editorial
Bloc Bloc (Video)
(Text Image)

Navigatio
n Filtered
Other
Participative Bloc ﬁlter
On

Forums, blogs, wikis
By category 1
different
criteria:
Categories,
Rules etc. Latest
Better Ideas
Ideas

Users Bloc

A department store Your own place


Who will you invite ?
CRM
extract
Company engagement

Hot Prospects First time customers

? SATISFACTION INSIGHTS
SATISFACTION ANSWERS IDEAS

Visitors Old time cust./VIPs

SEO LOYALTY BUZZ SATISFACTION

Loyalty


What will be the driver ?
Right
time
Company engagement

Q&A Suggestions

SATISFACTION SEO INSIGHTS IDEAS LOYALTY INSIGHTS

Collaborative FAQ Testimonials

? LOYALTY
ANSWERS SATISFACTION SEO INSIGHTS BUZZ

Existing proximity


Who will energize it ?
Social
animals
Company engagement

Internal experts Community Managers

SATISFACTION SATISFACTION INSIGHTS LOYALTY

Good Samaritans External experts

? ? BUZZ
SEO ANSWERS IDEAS ANSWERS SEO

Hiring cost


What topic will support it ?
Inter-
section
Company engagement

Internal Projects Main Offer

?
INSIGHTS ANSWERS IDEAS SEO
LOYALTY

Niche Innovation Free Expertise

INSIGHTS LOYALTY BUZZ SEO

Audience/Traﬁc


Exemples of beneﬁts and ROI


What are the
returns ?

• Community-powered customer B rand Image
service : 15 to 20% call
avoidance

• Ideas generation : how would it
cost to get 1000 internally ?
Custo mer Relations

• SEO : What would it cost to get
an extra 10 000 visitors to your
main website ?

Product Innovation
• Crisis management : What’s
your e-reputation cost ?


The Feedback2.0 Story


About us

• The Feedback2.0 SocialCRM Suite is the ﬁrst application of Dimelo, a French web
software company

• Dimelo was founded in 2006

• Our 100+ bluechip customers, make us the European Leader of SocialCRM tools

• We have a two-fold expertise :

• Software development, web technology, hosting, and integration project management

• Brand conversations know-how, consultancy and conversation project management


What is feedback2.0 ?

Feedback2.0 is a white-label dialog platform that provide customer-
driven organizations a secure, flexible and actionable way to build
a trusted environment with their community and drive targeted
conversations.


Scalable conversation architecture

Création des opérations Gestion des comptes utilisateurs
Gestions des « back-office »
Configuration, analyse
Sécurité et performance
users

Socle technologique

DIMELO – Editeur de feedback2.0 29, rue du Louvre
www.feedback20.com 75002 PARIS
Page Tel : 01 77 37 27 57


Suggestions Q&R Témoignages
Entraide Q&R
et Support Experts

fb 2.0 Ideas fb2.0 fb2.0 fb2.0 Ideas
Answers Answers
Gestions des « back-office »
Configuration, analyse
users

Socle technologique

Page Tel : 01 77 37 27 57


Suggestions Q&R Témoignages
Entraide Q&R
et Support Experts

Web services Information System
API
fb2.0 Ideas fb 2.0
fb2.0 fb2.0 Ideas API
Answers Answers CRM
Widgets Apps
LDAP
RSS XML Gestions des « back-office »
Configuration, analyse Open ID
users
Soap
SSO

Mobile
Socle technologique
BI Apps

Page Tel : 01 77 37 27 57

Live Demo


Interactive Page Layout

!

A unique way to change page layout on demand


Quick feedback


Back ofﬁce

!


Search engine friendly

SEO


A few tips on designing and managing
conversations


Get them excited !

• Never forget the web basics : audience rules !

• You can always improve your story when you have readers

• Think you are a ﬁlm storyteller, plan the action

• Behave as a human being, not as a marketing machine

• Put your social animals upfront

• What they want :

• to simplify their daily life

• to learn and be valued

• to help each other

• to believe in you


Drive the conversation safely

• Control what is published

• Beforehand moderation, admin alerts, afterhand moderation, user ban, anti-spam

• Highlight the signal, hide the noise

• Interactive page layout, «star» conversations, archive

• Anticipate what’s happening

• Trafic statistics, conversation analytics, trends

• Manage the flow

• Group content for one-to-many response

• Apply our methodology (slow start, set expectations, organize response flow ...)


A good customer conversation

• is NOT a marketing campaign

• has a great design and user experience

• is funny and attractive, yet professional

• mixes different user proﬁles

• changes every week (news, events,...)

• surpasses user expectations

• produces many children
Leads to a deeper
• transcends organization silos
relationship


As a conclusion

Dear Brands,

Become a social animal and
remember your conversation
instincts !

s.lee@dimelo.fr
http://www.feedback20.com


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