Clases sobre Social Customer Engagement impartidas por @RamonLaguna en la #CEA en el módulo Marketing through Social Networks (in English, of course) de Marketing Management & Public Affairs.

1. Something is happening in Marketing...

2. Marketing Mix (1960)
P
Product
P
Promotion
advertisement
public relations
personal selling
sales promotion
P
Prize
P
Place
Old marketing was focused on
Product & Advertisement but...
Nowadays it doesn’t work!

3. Marketing Evolution
MK 1.0 MK 2.0 MK 3.0
product client values
The key
is the
combination

4. XXIst Century Marketing Mix
Innovation
P
Product
P
Promotion
Sales People Service
P
Prize
P
Place
Engagement
People first! Strong conected!

5. Don’t interrupt
me while I’m
ignoring you!

6. Engagement* is the new advertising
*create a strong relationship (rational & emotional) between people &
brands

7. Customer Experience* is the new
way to create differentiation &
lovemarks*
* Wikipedia: Customer experience (CX) is the sum of all experiences a
customer has with a supplier of goods or services, over the duration of their
relationship with that supplier. From awareness, discovery, attraction, interaction,
purchase, use, cultivation and advocacy. It can also be used to mean an individual
experience over one transaction; the distinction is usually clear in context.
* Google it!

8. People don’t buy products, but they
buy benefits, stories & experiencies

9. Social Media* is a toolbox to
establish strong relationships
*Wikipedia: Social Media includes web-based and mobile technologies
used to communication into interactive dialogue

10. Marketing has changed, people have
changed, channels have changed...
What about
companies?

11. Most of them,
still working on
XXth century
paradigms

12. Markets are conversations!
cluetrain.com, 1999
XXth century XXIst century
ACME
INC
It’s not about money, it’s about time!

13. Traditional Sales Funnel
Learn
Awarness
Buy
Action
Support
Loyalty
It fails to capture the many touch
points and two-way interactions that
are a consecuence of the Internet*
*clients well informed, networked and discerning prospect community

14. Social Customer Sales Funnel
Learn En
ante Awarness
Re g
reio
-ncovat
lat a
ion g
sh e
CoI n ip
Su e
ihbart
pp socf e
ya o
rere
Lo
lty rt
Buy P ha
S
Action

15. New Sales Funnel
1 2 3
Active Evaluation
Initial Information gathering, shopping
consideration Moment
set of purchase
Loyalty Loop
Trigger
Postpurchase experience
Ongoing exposure
4
4 potential battlegrounds where
marketers win or lose

16. How do
we prepare the
success cocktail?

17. Social Customer Engagement

18. Key Point to Success
You must have the entire
company working on SCE
strategy
business intelligence 2.0
teams & culture
tech & tools

19. Key Point to Success
You must have the entire
company working on SCE
Defining vision & tactics in a fast changing
enviroment with quarterly or half-year reviews
business intelligence 2.0
teams & culture
tech & tools

20. Key Point to Success
You must have the entire
company working on SCE
strategy
Monitoring & gathering data to understand the social
customer and the performance of our teams
teams & culture
tech & tools

21. Key Point to Success
You must have the entire
company working on SCE
strategy
business intelligence 2.0
Redifining processes, roles & responsabilities,
deparments & workflows and spreading 2.0 values
inside the organization
tech & tools

22. Key Point to Success
You must have the entire
company working on SCE
strategy
business intelligence 2.0
teams & culture
Decision around social platforms & social SW
development, selection, building & implementation

23. strategy
Social Social Social Social
Experience Services Commerce Innovation
Delivering Rising Increasing Involving
expectation- Customer Sales on & customers in
beating Satisfaction offline using product
Customer thought better Social development
Experience customer Shopping & & co-creation
using Social care using Social Media using a new
Media Social CRM Optimization innovation
process
Let’s go to know HOW...

24. Social Experience
what it is
main benefits
toolset
don’t forget

25. Social Experience
what it is
Create a strong, lasting & remarkable relationship between
brands & customer through conversations, emotions &
affection by using online (social media) & offline (store) tools.
key points to success
★Deliver “joy of use” (funs, new insights & tech)
★Give exclusive (access, info, prizes, promotions, presents)
★Mix online & offline to get a 360º customer experience

28. There are so much behind this
actions...

29. ...to get amazing results!

30. Social Experience
main benefits
conversation conversion
★Differenciate yourself from the competition
★Activate World of Mouth (referral value)
★Improve customer loyalty by enhacing user
experience

31. Social Experience
toolset
targets contents feelings
establish a human detailed content to make it memorable
relationship get depth and let’s have fun
90-9-1 rule of short form content (you & your
participation to get reach clients)
social media platforms
stay where your clients are contected (convenience)

32. And don’t forget...

33. It’s about people and people
❤ participating

35. strategy
Social Social Social Social
Experience Services Commerce Innovation
Delivering Rising Increasing Involving
expectation- Customer Sales on & customers in
beating Satisfaction offline using product
Customer thought better Social development
Experience customer Shopping & & co-creation
using Social care using Social Media using a new
Media Social CRM Optimization innovation
process
✔
Go ahead!

36. Social Services
what it is
Bring more satisfaction, solve problems and make easier, faster
& more convenient the life of our clients, specially on critical
touch points of our relationship, being closer, accessible and
giving them online services, support & customer care using
Social Media tools (usually TW, FB & sCRM).
key points to success
★24x7 online service & fast answers
★Workflow, processes & tools adapted to access any info
★Team with responsibility & ready to take action

37. strategy
Social Social Social Social
Experience Services Commerce Innovation
Delivering Rising Increasing Involving
expectation- Customer Sales on & customers in
beating Satisfaction offline using product
Customer thought better Social development
Experience customer Shopping & & co-creation
using Social care using Social Media using a new
Media Social CRM Optimization innovation
process
✔ ✔
Now, a strong revolution...

38. Social Commerce
what it is
main benefits
toolset
don’t forget

39. What does Googllllle think
about Social Commerce?

40. Social Commerce
what it is
It’s the concept of World of Mouth applied to
e-commerce through Social Media. It’s helping people buy where
they connect and connect where they buy. It’s creating places
where people can collaborate online, get advice from trusted
individuals, find goods & services and then purchase them.
key points to success
★Let’s people talk and you listen, learn & get better!
★Use LEAD road map (listen, experiment, appy, develop)
★Pay attention to the rise of SoLoMo Consumer (social, local,
mobile)

41. Social Commerce
main benefits
300
★Gather market
225 insights
more ★Monetize your Social
150
sales Media investment
solving ROI problem
★Boost e-commerce
75
sales (traffic,
conversion, order
value)
0

42. Social Commerce
toolset
Rating & Social Referrals &
Reviews Shopping Recomendations
Forums & Social Media Social Ads &
Communities Optimization Apps

43. Social Commerce
Reviews&Ratings

44. Social Commerce
Social
Shopping

45. Social Commerce
Reviews&Ratings

46. Social Commerce
Referrals&Recommendations

47. Social Commerce
Forums&Communities

48. Social Commerce
Social Media
Optimization

49. Social Commerce
Social Ads & Apps

50. And don’t forget...

51. It’s not the future, it’s the
present since 2009
11.50 am EST · July 8, 2009 · $34

52. People trust in people

53. A wise man learns by
experiments of others; a fool
by his own. Benchmark!

54. strategy
Social Social Social Social
Experience Services Commerce Innovation
Delivering Rising Increasing Involving
expectation- Customer Sales on & customers in
beating Satisfaction offline using product
Customer thought better Social development
Experience customer Shopping & & co-creation
using Social care using Social Media using a new
Media Social CRM Optimization innovation
process
✔ ✔ ✔
Last but not least...

55. Social Innovation
what it is
It’s making innovation open & participatory to the people. It’s use
the Internet to meet social needs of all kind with the desires of
people, their ideas, what they want, what they value and what
they are goint to pay for. It’s co-creation to improve value for
money ratio in our new products & services.
key points to success
★24x7 online service & fast answers
★Workflow, processes & tools adapted to access any info
★Team with responsibility & ready to take action

56. 100 000 ideas!!

57. If you want to know more about
Starbucks Innovation I
recommend you to see Matthew
Guiste...
vimeo.com/15270898

59. How to make money in this business?

60. How are they creating Social Engagement
through communication?

61. strategy
Social Social Social Social
Experience Services Commerce Innovation
Delivering Rising Increasing Involving
expectation- Customer Sales on & customers in
beating Satisfaction offline using product
Customer thought better Social development
Experience customer Shopping & & co-creation
using Social care using Social Media using a new
Media Social CRM Optimization innovation
process
✔ ✔ ✔ ✔
We’ve got it!

62. Thanks :)

63. Ramon Laguna
CEO Sapiens&Co.
ramon.laguna@sapiensco.com
607 543 032
@RamonLaguna
/in/ramonlaguna
/ramonlaguna
www.slideshare.com/sapiensco

64. One more thing...

65. It’s not stronger that
survives. Not the most
intelligent. It’s the most
adaptable to change.
Charles Darwin