social crm - mec point of view
TRANSCRIPT
How to benefit from the customer’s ownership of the conversation
photo credits @jessicarone
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Mec Italy, March 2015How 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 havechanged the
CRM scenario
How companies have faced
this evolution
How to proactivelyapproach
Social CRM
Source: Google Trends
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photo credits @denisdervisevic
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How to benefit from the customer’s ownership of the conversation
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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 theirday and in every day of the year, which includessaturdays, sundays and holidays.
They can write to brands using social networks alsooutside office hours and publicly complaint whether theydon’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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How to benefit from the customer’s ownership of the conversation
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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 ownership of the conversation
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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” (MarkaHansen, 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
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Use media, communicationchannels and data platforms to connect with a user that has a social impact on many othersocial users
Use media to drive a messageable to reach as many people aspossible within a defined target
Use communication channels and data platforms to drive a messageto a selected user
At heart of CRM approach stands relationshipmanagement, “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 ComiChief Interaction [email protected]
MECvia 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