The story of how social crm and technology can leverage social network activity, customer advocacy and mobile connectivity to deliver a better contextual e-commerce experience.
The movie on slide 67 is about Adidas Adiverse Virtual Footwear Wall (http://bit.ly/1guUQ4p) and on slide 72 is Control Group/Titan: Reinventing Payphones With NYC I/O (http://bit.ly/19bqDmY)
Keynote for the Social Media Day Academy's Social Retailing congress on Sept.17, 2013 at LeadFabric.
3. Defining things.
CRM is a company-wide solid business strategy
to efficiently increase profitability
by solidifying customer satisfaction,
customer loyalty
and customer advocacy.
4. • Sales & marketing automation
• Customer service automation
• Team collaboration
= a good CRM system
5. • Business goals
• Market position and (audience) analysis
• Problems and opportunities
• Roadmap
• KPIs
• Identify Resources
• Outline Processes
• Implement CRM system
Strategy process
11. Benefits of social crm
Better targeting and content personalization
Improve customer experience
Gain more social traction
Collect market insights to refine effectiveness
Enhancement of cross- / up-sell
Increase and nurture customer loyalty
Facilitate customer advocacy
18. Defining things.
Social Commerce is a subset of e-commerce
that involves using social media,
online media that supports social interaction
and user contributions,
to assist in the online buying
and selling of products and services.
22. The future of social commerce will happen outside of
social networks because the consumer experience has
been underwhelming and people are concerned about
their privacy and security.
TRUST
30. Social commerce examples
Initially Current TV producers found it
challenging to get their online community to
coalesce behind a single, user-generated
concept for the show. But when they
provided three of their own story suggestions
— including one about a group of friends who
open a bar and another about a metaphysical
organization that evaluates a people’s lives —
the community combined those two ideas
into what became “Bar Karma.”
36. Social Networks
Collective creativity / organizational transparency
Analytics & Big Data
Deep insights into consumer patterns
Cloud delivery
Efficiently bringing together value networks
Mobile
Engaging with everyone, all the time
Fundamental disruptions
46. 1. Scarcity and exclusivity mechanics
Using fans to create desire with earned
media amongst non-customers
(Heinz, Nutella, Coca-Cola)
2. Social referral programmes
Customers become affilitates and can
be used to acquire new customers
(Tesco, Fab)
47. 3. Leverage social curation
“Earned Media” becomes shoppable
the portable e-shop
(Zappos + Pinterest, Nike + Tumblr)
4. Leverage Interest Graph data for paid media
Increase conversion rate by scaling
audiences using interest-data
48. The future of marketing
…must be non-interruptive and non-intrusive.
It’s tailored, personalized and adjusted to
what a consumer has predefined as a
preference, or for which the consumer has
previously opted in.
Marketing will be content.
49. Display evolution
First screen: TV
Second screen: desktop PC
Third screen: laptop
Fourth screen: smartphone
Fifth screen: tablet
Sixth screen: custom contextual displays
68. we can target adverts based on what
our customers bought yesterday.
- Clubcard TV director Scott Deutrom
69.
70.
71. If it can’t lead to offline interaction,
online communication will be abandoned.
Technology is either a tool to enable offline interaction
or it’s an online hinderance
to be hacked, engineered or disposed
74. <connect>
+32 472 675 692 | Miel Van Opstal
A marketing facilitator for mobile social
miel@wavelab.be | @coolz0r | linkedin.com/in/mielvo
Digital Reputation + Future Connectivity
</connect>