case study creating a social crm strategy that spans the value chain - alexandre vandermeersch...

End-to-end Social CRM: case studies

Social CRM Brussels, September 2012

Alexandre Vandermeersch

@alexvdm

Who I am, who we are

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Alexandre Vandermeersch

CEO, Dialog Solutions

@alexvdm

/in/alexvdm

alexvdm.com

alexandre@dialogsolutions.com

Prev: McKinsey&Co, P&G

Boosting dialogue across the

value chain since 2009, through:

• Research & Consulting:

qualitative & quantitative

market research

• Software:

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Social CRM, sure…But what is CRM again ?

CRM =

Sales Force automation ?

Email Marketing ?

Something else ?

Jesus (= CEO): does not

seem to understand

Maria Magdalena

(= CRM expert) –

can’t explain much

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What is End-to-end social CRM ?

End-to-end Social CRM is the ability to identify and truly,

personally & timely engage every customer & prospect

continuously in time, in the relevant channels, and

leverage those relationships to drive consumer insights,

innovation, marketing, sales and customer service

R&D Opera-

tions Marketing Sales Service

Disclaimer: Nothing more

than a tentative definition

by @alexvdm

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Why do you need it ? Because you have to

“For the first time, marketers trail

the consumers – Consumers are

discussing and recommending

products and brands, are creating

new worlds, launching new

innovations, – and marketers are

barely catching up on those trends”

Steve Ballmer speech to Stanford

Alumni Belgium, LLN, April 2008

Welcome to…reversed markets!

@alexvdm

What for ? Strategic framework

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Private Dialogue

(Online research)

Learn

Leverage Engage Open Dialogue (Social Media)

@alexvdm

With who ? Map stakeholders’ needs, interests, & motivations

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B2C clients

B2B SME/Ind.

Affiliates

B2B Large

Brokers B2C Non-clients

Employees Share- holders

Community

Life Insurance example

@alexvdm

With who (bis) ?

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Top influencers

High-engaged

Masses-disengaged

@alexvdm

And how ?

Direct contact, online & offline

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Top influencers

High-engaged

Own site

Social media

Panels

Direct marketing

Communities

Through high-engaged-activated, supported & amplified

Mass media

Masses-disengaged

@alexvdm

Social Insights: Research communities

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R&D case - End-to-end co-creation

Explore a new product through

qualitative research and co-

creation

• 4-months Private Dialog (Brandialog) for :

• Brainstorming on interest of the project

• Calls to reactions on product features

• Brainstorming on operational

implications for users (follow up)

• Creativity sessions for naming

• Test of marketing material (display)

• ‘off context’ feedback, feedback from

prescriptors

“ Brandialog offered us a unique

way to gather insights on a

relevant set of consumers. We

are on their turf. They are

‘experts’ in their decision-

making and guide us through

our decision-making process.

Brandialog’s solution and team

enable more validity, creativity

and disclosure.”

Yannick Grécourt, VP

Strategy & Marketing,

Deutsche Bank

APPROACH CHALLENGE

@alexvdm

Permanent panel for always-on research

Recruitment within client database

“SHORT PRIVATE DIALOG”

Qualified recruitment

base between

1500-8000 people

Engagement through on-going animation of the community

Use a selection of the panel for

“QUANTITATIVE” surveys

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“IN-DEPTH PRIVATE DIALOG”

@alexvdm

Open Engagement – timely, social & relevant

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Open engagement: in reversed markets, social content is king

Content marketing

Brands a publishers,

driving attention &

conversions through

great content

Social Media

marketing:

Use social media to

drive marketing

objectives

Social content

Optimization:

Optimize

distribution &

republishing of

social content to

maximize its

impact

Engage: Create & maintain the debate Build an army of volunteers to support you Identify & activate your ambassadors

Leverage: our core beliefs

Social media is best for

CONVERSATIONS Websites are best for

CONVERSIONS

But conversations are bringing

conversions – bridge the two

Leverage: social content to your site

• Social media teams produce

great content, everyday

• In addition, your ambassadors

are feeding you great content,

too!

• Bringing a moderated feed

from your social media

presences is a great way to get

people to come

• Kiss the static Website

goodbye!

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Activate & amplify your ambassadors! • Social currency/proof happens

when people rave about your

product or service

• Ask testimonials, feedback,

engagement!

• Social media is great for that:

• Social profile

• No sign-on required

• Immediate virality

• AMPLIFY those by bringing

them to your site in the

conversion funnel!

• Result: DOUBLE impact

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Activate & amplify your ambassadors!

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Leverage: create a true social hub from your engagement efforts

• A clear, filtered feed of messages

gives a preview of the content of

the specific social channel before

they register

• Map & Feed are managed from the

back-end of Dialogfeed and can

be put anywhere in seconds (here:

Facebook)

• A map of social channels by

theme with 1-click subscribe

buttons, to enable people to

like/follow one or more social

channels without leaving the site

In a nutshell, in reversed markets, you need to build a virtuous circle around your brand

AMPLIFY &

OPTIMIZE

ENGAGE

& REACH

CONVINCE,

GET OPT-IN

Campaigns

What we do…Social republishing & engagement

. . .

Social Content

Optimization

Your social

channels Your Website(s)

Leading brands are using Dialogfeed to optimize their social content & engagement

And 100+ other

brands

www.dialogfeed.com

@alexvdm

Contact us…

• Alexandre Vandermeersch

• 0491/08 80 09

• Alexandre@dialogsolutions.com

• Twitter: @alexvdm

www.dialogsolutions.com

• Patrick Willemarck

• 0475/23.34.34

• Patrick@dialogsolutions.com

• Twitter: @dialogsol

www.dialogfeeed.com