"Taking Customer Engagement to a whole new level" Grow and nurture a community of advocates

1. Taking customer engagement to a whole new
level
Loic Moisand
CEO Synthesio
@loicmo

2. “Marketing is the ongoing process of engagement
whereby strangers are nurtured into advocates.”
Trey Pennington
@loicmo Synthesio

3. Why people share online?
Self-
actualization
Esteem
Love/Belonging
Safety
Physiological
Maslow Hierarchy of Needs
@loicmo Synthesio

4. What insights can you find?
Complaints
Expectations
Crisis situations
Product ideas
Leads
…
@loicmo Synthesio

5. From customer intelligence to customer engagement, the main
challenge is time
Customer insights
Research Marketing PR Sales Customer Other
•Consumer •Campaign •Crisis •Lead support • HR
insights’ measurement management generation •Complaints • Executive’s
analysis •Influencers •Online •Prospect management reputation
•Competitive outreach footprint outreach • Technical • etc
intelligence measurement support
Customer Engagement
Adapted from Forrester Research

6. Orange Telecom Case Study
A 3 steps communty management strategy
Engage
Analyze 5 to 50 community managers
Listen 3 types of contributors
3000 Coments / day
• We have built Orange a combined listening and engagement platform
which enables a team of 50 community managers to respond to
questions and comments made by customers on the web
• By increasing the visibility online of answers to common questions,
Orange estimates is has already saved « a few million euros » through a
reduction in call centre volumes

7. Step 1 Detect online communities
 Spheres of influence, detractors and
advocates
@loicmo Synthesio

8. Step 2 Find contributors and super-contributors
1%
Super-contributors
9%
Contributors
90%
Spectators
@loicmo Synthesio

9. Step 3 Hire a team of community managers for customer
engagement
@loicmo Synthesio

10. Measure ROI
Reduction in call center volumes
Detection of customer insights to
build a better product
Identification of collective problems
@loicmo Synthesio

11. Self regulation, the community management
Nirvana
@loicmo Synthesio

12. Social media monitoring and engagement
Loic Moisand
CEO
@loicmo