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Mt115 social2013
1.
©2013 LHST sarl Social
CRM MT 115
2.
©2013 LHST sarl Introduction
Branding Cases SCRM The Key Question Partners Stockholders Clients Employees How can customer relationship management enhance organizational performance? CRM helps us understand the motivations, experience and objectives of the internal and external clients of the organization
3.
©2013 LHST sarl Introduction
Branding Cases SCRM The Answer (at least in part) Focus Improve Knowledge Leverage Mesure Organization Processes Explicit Transactions Efficency Networks Relationships Emerging Interactions Effectiveness Social CRM Participation Embedded Innovation Engagement
4.
©2013 LHST sarl Introduction
Cases Workshop SCRM Social CRM Thousands of « friends » or partners in the co-creation of value? • “Social CRM is a business strategy designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. • It's the company's response to the customer's ownership of the conversation.” Paul Greenberg
5.
©2013 LHST sarl Introduction
Cases Workshop SCRM Five Questions • In which areas do they believe organizations are investing today in social business? • Which new work activities and capabilities are required to make customer communities successful:? • According to to article, how do organizations enhance learning through social business? • Of the examples given of structured innovation, which make the most sense from your point of view? • Which key issues must be addressed to weave social business into the organizational fabric:? C’est quoi le social CRM ? The Business of Social Business
6.
©2013 LHST sarl Introduction
Cases Workshop SCRM Social CRM • Social CRM is a business strategy rather than technology, tools or platforms • Social CRM is all about engagement – drawing customers into the organization. • Social CRM enhances rather than replaces “traditional” CRM • It’s by defintion customer centric - the ultimate goal of Social CRM is building trust and the brand Harish Kotadia, Ph.D..
7.
©2013 LHST sarl Introduction
Cases Workshop SCRM Outside In • The three most important factors that influence consumer behavior are : – personal experience (98%) – company’s reputation or brand (92%) – recommendations from friends and family (88%) • 41% of customers believe that companies should use social media tools to solicit feedback (Cone Business in Social Media Study, 2008) • 43% of consumers say that companies should use social networks to address customers problems • Only 7% of organizations understand the CRM value of social media, according to the Brand Science Institute, European Perspective, August 2010 Jacob Morgan
8.
©2013 LHST sarl Introduction
Cases Workshop SCRM Mobility – acknowledging context Geographical Social Longitude Experience Latitude Networks Altitude Events Can enterprise applications take context into account?
9.
©2013 LHST sarl Introduction
Cases Workshop SCRM Trust - in a virtual world Blind trust "Seeing is believing" Trustworthiness Personal or product based reputation Contextual trust What works in a special context Referred trust Relying on the opinions of those we admire Vanessa Hall - The Truth About Trust in Business
10.
©2013 LHST sarl SCRM MT
115
11.
©2013 LHST sarl Introduction
Cases Workshop SCRM SCRM in six questions
12.
©2013 LHST sarl Introduction
Cases Workshop SCRM Common Features of Social Networking Applications • Hosting and supporting a branded or private- label community • Monitoring and surveying private-label or independent social networks • Facilitating the sharing of common B2B or business-to-consumer (B2C) contacts through the use of an internal community • Community product reviews to facilitate the online sales process 12
13.
©2013 LHST sarl Introduction
Cases Workshop SCRM The Conversation Prism The Conversation Prism v2.0 • You are at the center of the prism • The first layer of circles displays the activity of learning and organizing engagement strategies… • The second ring maps specific authorities within an organization to provide a competent and helpful response. • The third ring represents the continual rotation of listening, responding, and learning online and in the real world.
14.
©2013 LHST sarl Introduction
Cases Workshop SCRM Market Leaders • It’s not a question of channels but of capturing conversations • Gartner sees SCRM is a $1B extension of the CRM market • Jive and Lithium are seen as market leaders • Oracle CRM and Salesforce are niche players • The importance of hosted communities • The future of social analytics
15.
©2013 LHST sarl Case
Studies MT 115
16.
©2013 LHST sarl Introduction
Branding Cases SCRM Case Testimony - Transportation • KLM has sought to differentiate itself by offering a superior customer experience • Strategy of “Circle of Contacts” to make its customer relationships as intimate as possible • Facebook + Twitter = KLM Surprises and Fly2Miami • Staff of 16, 230 000+ fans, wide press coverage
17.
©2013 LHST sarl Introduction
Branding Cases SCRM Case Testimony - Consumer products Prof. Lee • Finnish maker of fine cutting tools • Customer communities of crafting enthusiasts have transformed the way this 300-year-old company does business. • Brings customers into the product development process • Fiskars also leverages these groups of advocates to market to small retailers • Virtual + Real events – 6000 members
18.
©2013 LHST sarl Introduction
Branding Cases SCRM Case Testimony – Printed Media • The Guardian- founded in Manchester over 150 years ago • Threat of the Internet – consistently lost money over the last decade • The Internet itself serves as a metaphor in helping consumers make better decisions • “The real measure of our success is what the industry can create. Not what we can cut.” Open Platform Case Study
19.
©2013 LHST sarl Introduction
Branding Cases SCRM Case Testimony – Fashion Prof. Lee • Moving from design to the store front in less than three weeks • Benneton, H&M, Topshop, Wet Seal, Zara • Collaborative design, social CRM, electronic store fronts • Fast fashion retailer Wet Seal used their technology platform to help their customers create 50 000 garment designs over the past two years
20.
©2013 LHST sarl Introduction
Branding Cases SCRM Case Testimony - Pharmaceuticals • InnoCentive is an example of Open Innovation born out of necessity in the Pharmaceutical Industyr • InnoCentive captures value between "seekers" and "solvers" by exchangint monetary rewards for external technical expertise • 64 customers have posted more than 800 "challenges" in 40 disciplines
21.
©2013 LHST sarl Social Metrics MT
115
22.
©2013 LHST sarl Introduction
Branding Cases SCRM Funnel Analysis • Why are users are failing to complete proposed activity? • Monitor conversion rate using unique visitors and click-through rates. • Landing pages provide the biggest challenge to digital challenges. • Reduce number of steps to facilitate engagement. • Reduce the number of fields that require user input. • Check for leaks: visitors might not be dropping completely but using other routes. Cian O' Sullivan Intro Application Metrics Impact
23.
©2013 LHST sarl Introduction
Branding Cases SCRM Social stickiness • What aspects of your app are influencing the mindset of your users? • Monitor the « stickiness » of your message through number of visits, time spent per visit, citations and redirects. • What customer challenges/opportunities are you addressing? • What skills and knowledge are you targeting? • How does your application fit into the story that your customers are trying to tell? Intro Application Metrics Impact
24.
©2013 LHST sarl Introduction
Branding Cases SCRM Mapping context • Why your user base does what it does? • Tracking time and location to map out the spaces where "what's going on" happens. • Context is a means of measuring the extent to which a vision (product, service, idea) can be shared • Social spaces are constructed from a vision, “actors”, repeatable events, and outcomes. Intro Application Metrics Impact
25.
©2013 LHST sarl Introduction
Branding Cases SCRM Social graph and emergent behavious • How does your data elucidate user behavior? • Social graphs are the global mapping of your customer base and how they're related • Capture and monitor identity, quality and structure of relationships with others • Emergent behaviors – what new business opportunities might be explored? Alex Iskold Intro Application Metrics Impact
26.
©2013 LHST sarl Workshop MT
115
27.
©2013 LHST sarl Introduction
Cases Workshop SCRM Additional Resources
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