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Sociale medier af kasper risbjerg

1 Feb 2013
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Sociale medier af kasper risbjerg

  1. THE NEXT WEB
  2. “Nearly 25% of people aged 18-34 use social media to comment on what they like/dislike about a storyline while watching TV” “Adults aged 35-44 are the most likely to discuss television programming with their social connections”
  3. GENERATION C • Definition: “Generation C, where C stands for connectedness, is not define by demographics, but by their adoption of technology and social networks that contribute to a digital lifestyle” • 86% share brand experiences online • 36% have purchased a product the same week their friend recommended it • 65% are offline less than an hour a day • Consists of gen. Y, X and the baby boomers
  4. GENERATION C Connected Online Traditional
  5. KEY CHARACTERISTICS OF YOUR SOCIAL CONSUMER • Shared experiences • An Audience with an Audience of Audiences • News don’t break they tweet • Social objects • Personal brand • Platform-savvy • Addicted to feedback loops • Wants to be treated like an individual and to be remembered • Wants brand to listen, engage and respond quickly
  6. THE CONSUMER DECISION JOURNEY
  7. SOCIAL CRM “We’ve moved from the transaction to the interaction with customers, though we haven’t eliminated the transaction – or the data associated with it... Social CRM focuses on engaging the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s (i.e. Social CRM is) the company’s response to the customer’s ownership of the conversation.” - Paul Greenberg, “the Godfather of CRM”
  8. THE EVOLUTION FROM CRM TO SOCIAL CRM
  9. SOCIAL CRM USE CASES
  10. EVERYTHING STARTS WITH LISTENING “Finding your prospects’ and customers’ watering holes" •Where are the customers? •What are their needs? •Who do they listen to? •How did Purell Hand Sanitizer predict a flu?
  11. RAPID SOCIAL SALES RESPONSE ching a lead in mid-air”
  12. RAPID SOCIAL RESPONSE ending the brand” • People see themselves in the cr • Everyone is busy so don’t use t as an excuse • Don’t ask people to mail you if you’re busy • Facebook enhances bad produc and experiences - so why have presence there? • So how to respond?
  13. INNOVATION INSIGHTS “Catching innovation trends right under your nose" •How are my customers using my product? •Why aren’t people using my product? •What are the trends? •How did Fiskars experience a 3x increase in sales?
  14. Source: Chess Media Group
  15. KEY POINTS • Listening with Intent • What are people saying or seeking to improve what they’re doing today? • Designing the Experience • Social media represents a series of open windows to engage • Paying It Forward • Customers feel a sense of appreciation for those who help and provide value. • The Power to Tell • Make your customers the hero by helping them see what they can
  16. QUESTIONS TO ASK YOURSELF • Have you mapped your customer’s decision journey in a digital age? • What is the experience you would want your customer to have at every touchpoint? • How do you need to organize to create that experience?
  17. Thank you Connect with me on Future Events Twitter: @kasperrisbjerg 18/2: Social Media Week Copenhagen: LinkedIn: Employees as brand advocates linkedin.com/in/kasperrisbjerg/ in the social media sphere Website: kasperrisbjerg.dk 18/2: Social Media Week Copenhagen: Email: risbjerg@dk.ibm.com Data for ikke-nørder More information at socialmediaweek.org/copenhage n
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