How to benefit from the customer’s ownership of the conversation

1. How to benefit from
the customer’s
ownership of the
conversation
photo credits @jessicarone

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Mec Italy, March 2015
How to benefit from the customer’s
ownership of the conversation
It’s not a FAD
It’s not (only) a social topic
After a peak in 2011 and 2012, interest towards Social CRM has decreased
in 2013 and it has been stable in 2014 confirming that it’s not a hype but a
topic that companies need to consider within their Digital Agenda
Wrongly many consider Social CRM as an activity that exclusively concerns
those who manage brand properties in social networking platforms.
Paul Greeeberg definition highlights instead that there are potentially
numerous company departments involved
Social CRM is a philosophy and a business strategy, supported by a
technology platform, business rules, workflow, processes and social
characteristics, designed to engage the customer in a collaborative
conversation in order to provide mutually beneficial value in a trusted and
transparent business environment. It’s the company’s response to the
customer’s ownership of the conversation. […]
How social
media have
changed the
CRM scenario
How
companies
have faced
this evolution
How to
proactively
approach
Social CRM
Source: Google Trends
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3. photo credits @denisdervisevic
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How to benefit from the customer’s
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Social media have introduced new contact channels
between customer and brand with rules that differ from
traditional ones like call centers or email addresses. New
channels are ruled by consumers and companies need to be
able to absorb new communication codes and languages.
In particular Generation Y (Born after 1990) seem to prefer
social media as a contact channel (36,4%) instead of phone
(29,4%) and also Generation X (born between 1961-1989)
consider social media in the top three ways to talk to a
company.
Users can access to social media in every moment of their
day and in every day of the year, which includes
saturdays, sundays and holidays.
They can write to brands using social networks also
outside office hours and publicly complaint whether they
don’t receive a prompt answer.
Natwest Help, Natwest customer care Twitter account,
replies to users requests using 6-seconds Vine videos
Source: Dimension Data “A GUIDE TO MULTI-CHANNEL CUSTOMER SUPPORT “
Source: Facebook Italy
How social media have changed the CRM scenario
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PRIVATE INFORMATION EXCHANGE PUBLIC SHARED CONVERSATION
Consumers often use public spaces within social media to
push through their requests and every user that access
those spaces are able to read them. Replying to a single
user becomes an opportunity to address a wider audience
with clear benefits in terms of efficiency.
Visibility can also go beyond social spaces because users
can mention one-to-one conversations in articles, and
blogs in order to emphasize the attention (or criticize the
inability to give support) that they have experienced or
noticed from a brand.
A teenager was rescued after running out of toilet tissue on
board a Virgin long distance train thanks to a tweet asking
for help and Virgin prompt intervention
Sony has created within its website a Community
where brand lovers and product experts can support
other users
When a social user asks a question to a brand another user
can reply even before the customer care maybe because
he is a product expert or a strong brand fan. In this cases
more than manage the relationship with the customer it’s
necessary to manage the community interactions.
How social media have changed the CRM scenario
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How to benefit from the customer’s
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6. photo credits @ajleon
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How are companies facing the challenge?
FIRST LEVEL CUSTOMER CARE
Using a first level customer service within social properties
to redirect requests towards already active customer care
BLOGGER REQUESTS MANAGEMENT
Sending products to bloggers who have directly contacted
the brand in exchange of reviews and multimedia contents
LIGHT CRISIS MANAGEMENT
Actions aimed at containing crisis situations that have burst
within social media replying to the people that have caused
them
DEDICATED AREAS
Development of dedicated areas where user will be able to
find FAQ and to address the question to the most
appropriate department
DEDICATED SOCIAL ACCOUNTS
Creation of dedicated customer care social accounts in order
to differentiate communication flows between the user and
the brand
TECHNOLOGICAL PLATFORMS
Usage of platforms to keep track of already managed social
interactions with the user synced with CRM platforms
CUSTOMER MAGNIFICATION
Create a memorable experience for one or more selected
clients able to bring to life the attention that the company
has towards brand lovers
BRAND AMBASSADOR IDENTIFICATION
Identify the most influential people within the community
(bloggers, opinion leaders, experts, etc) in order to involve
them in initiatives able to leverage on their networks
REAL TIME
Leverage on real time conversations and actions in order to
be relevant and create a connection with consumers
In 2010 Gap has decided to go back to its original logo after
the launch of the new one has generated a critical amount of
critics among social media: “We recognize that we missed the
opportunity to engage with the online community” (Marka
Hansen, president of Gap North America)
Domino’s Pizza has used
dating app Tinder to offer
tasty deals on Valentine's
Day. They have connected
with 234.350 consumers and
obtained a PR reach of
2.261.558
Source: “Domino’s on Tinder” video
A dedicated customer care twitter account has as
key KPI the response rate. The number of follower
is not relevant as it is for the official account.
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How to benefit from the customer’s
ownership of the conversation

8. photo credits @smswigart
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Use media, communication
channels and data platforms to
connect with a user that has a
social impact on many other
social users
Use media to drive a message
able to reach as many people as
possible within a defined target
Use communication channels and
data platforms to drive a message
to a selected user
At heart of CRM approach stands relationship
management, “a customer-oriented feature with
service response based on customer input, one-to-one
solutions to customers’ requirements, direct online
communications with customer and customer service
centers that help customers solve their issues”
(Wikipedia).
 use social media data beyond your properties to enrich your customer profile
 cluster your customers among social media in order to customize your message
 measure the impact of social media in converting impressions into sales
 switch from a customer sales value centric approach to a social value one
 analyze the synergy between social media and sales kpis
When you add a social layer to CRM you get closer
to a Media approach because you go beyond one-
to-one and reach a wider audience. More precisely
you establish a relationship with one person that
can affect many alike customers, both actual and
potential.
You can bring to life a proactive Social CRM approach with the following methods
How to proactively approach Social CRM
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SOCIAL AUDIENCE PROFILING
It allows you to enrich your target and also competitors’
profiles analysing public actions that users do among
different Facebook pages, beyond your category.
It differs from Facebook Insights or Social analytics
platform where you are able to collect socio-
demographics, geographical data and information on
the interactions that user have made on your page and
on your competitors’: with social audience profiling you
gather behavioural information on a wider set of
categories like interests and media preferences.
SOCIAL LOG-ON
It links customer’s social identities to its single account
on your brand site enabling the collection of a richer set
of customer profile data improving login flexibility.
Use social networks custom audience tools (e.g.
Facebook custom audiences and Twitter tailored
audiences) to identify social users among your database
and address a personalized message.
Similarly you can
measure how the
weight of social media
differs in the journey
that has brought a user
to social log-on or
social log-in compared
to users that are not
interacting with the
website using their
social accounts
Social Conversion stands for measuring the
impact of social media within a consumer
journey. When it comes to social CRM it’s
possible to measure how the impact differs in a
consumer journey of a user that interacts with
the brand’s social properties compared to a
user that doesn’t in order to give a different
weight in the attribution model
How to proactively approach Social CRM
Source: Janrain “2013 Consumer Research: The Value of Social Login”
Source: Facebook
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Social customers have a great potential not only in
generating earned media but also in terms of sales
value. Enriching your CRM database with social data
allows you to exploit this potential.
Peroni Gamification to engage fans of the
brand and the products
social paid social earned
base
base
+ 8% vs py
Source: Nielsen Twitter Consumer Survey, Italy, March 2014
Investments and econometrics lie at the heart of the process of the marketing mix model and they can consider social
media as part of it in order to analyze the synergy between social and sales kpis. Below two examples.
Analyze the impact that every media, not only social
advertising, have on the growth of the fanbase
Track the correlation between baseline
and fanbase growth
How to proactively approach Social CRM
Francesco Comi
Chief InteractionOfficer
Francesco.Comi@mecglobal.com
MEC
via del Mulino 4
Assago Milanofiori (MI) Italy 20090
Italy
http://www.mecglobal.com
+39 02467671
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How to benefit from the customer’s
ownership of the conversation