15. “Praten met de klant zoals die met zijn
vrienden praat, dat is de toekomst”
(Lex de Rooi, vice-president marketingcommunicatie
Domestic Appliances van Philips)
17. Het Social Era
• Consument kan 24 uur per dag zoeken en vergelijken op het web
• Informatie is direct voorhanden: gestructureerd en ongestructureerd
• Consument neemt op grote schaal het initiatief en wordt zelf zender
• De consument voert dialoog via allerlei middelen: review sites, social
networks/communities, Blogs, Podcasts etc.
• User generated content als nieuwe contentbron
• Consument krijgen als sociaal netwerk een groeiende invloed en kunnen
verandering tot stand brengen
• Consumenten vertrouwen elkaar meer dan merken
• Opkomst van het ‘Live Web’ (Twitter, Facebook)
• Er ontstaat samenwerking tussen mensen en merken: co-creatie
• De social customer is steeds vaker een mobile customer
18. “Social Media is
people connecting, using technology
to get the things they need from each other,
bypassing traditional institutions
like corporations.”
(Groundswell: winning in a World Transformed by Social Technologies
By Li and Bernoff)
21. Met een gestage mondiale groei….
• Unique visitors to Twitter increased 1.382 percent from February 2008 to
February 2009
• 85% of Dutch population is active online
• Facebook has more than 193 million users worldwide and is the #1 social
network in Europe
• There are more than 133 million blogs in the world written in 81 different
languages
• 60% is registered with one or more social networks, 30% are active users
• 25% of music sales go through the web
(Deloitte 2009)
22.
23. Digital natives
18% van NL is Digital Native Ze hebben 10 x zoveel
(13-26 jaar) online vrienden dan
echte vrienden
Voor hen heeft Ze gebruiken
internet, de mobiel, & 24- dagelijks een
hr TV altijd bestaan sociaal netwerk
Ze besteden meer Ze sturen 50 tot 100
tijd aan online dan SMS-jes per DAG
aan tv kijken
24. She doesn’t care about ‘ads’
She
cares
about
what
here
friends
think.
32. Het merk moet geen kunstmatige
façade zijn tussen producent en
consument, maar een gelijkwaardige
‘door to ongoing relationships and
dialog’
De klant is niet de laatste schakel in
het proces, maar een onderdeel
33.
34. “It is not about being cool, it is about
being connected"
(Tony Ruys, CEO Heineken )
35. Als de consument verandert, moet het
managen van de relatie met die
consument ook veranderen.
39. Merkgeheugen registreert naam, laatst
gekochte product, bekeken en geklikte items etc.
Algoritmes bepalen product en pagina
presentatie klant
Continue (online) analyse om de personalisatie
te optimaliseren
Gericht op aanbevelingen en sales
41. Amazon.com: Prijs bundeling
It suggests another
movie and, at the same
time, offers them
together at a lower price
42. “CRM is a philosophy and a business
strategy, supported by a system and a
technology designed to improve human
interactions in a business environment”
(Paul Greenberg)
43. “Social CRM is a process to monitor, engage and
manage conversations and relationships with existing
and prospective customers and influencers across the
Internet, social networks and digital channels.”
Or another way to look at it:
“Social CRM is the process of converting content into
conversations and extending these conversations into
collaborative experiences and then transforming those
experiences into meaningful relationships.”
(Martin Walsh)
44. In ‘Jip en Janneke’
[klik voor film: http://www.youtube.com/watch?v=j1ozGiXSpI0]
45. Dus Social CRM is een onderdeel van
CRM…of toch een vervanging?
“They are predicting a $1 billion spend on what they define as
that market (more on that in a bit) in 2011, which would put it
at about 8% of the total CRM software market if they are
seeing it as a subset of that. Meaning it’s not replacing CRM
but its extending social capabilities into CRM.”
(Gartner, 2010)
53. “Why does listening to your customers
sound like a Web 2.0 Idea?
It should be a Business 1.0 Necessity.”
(Jeff Jarvis. Professor Interactive journalism NYU)
57. Top 10 merken inzet Social Media
1. Bol.com
2. Rabobank
3. Hema
4. ASR verzekeringen
5. Telfort
6. Nuon
7. ABN Amro
8. BCC
9. Wehkamp.nl
10.Ned. Energiemaatschappij
(bron: Social Media Monitor)
58. “never ignore, always talk back
start the dialogue, even a negative one
make an apology, if necessary
explain why you did what you did
never break a promise
be transparent and open
be personal not corporate, lose your ego
have your own environment to follow up,
enable your responsiveness
bookmark, tag, save the discussion”
(Proximity, Digital Natives)
59. Het is een motor voor
gestructureerde innovatie
60. “Would you rather do a focus
group with 10 people or listen to
100.000 people debate ideas for
a few months and ask them
questions through the process?”
Bob Pearson,
VP Communities & Conversations, Dell
61. “Watch out for the content pushers. They
want to create stuff and then dump it.
People are looking for conversations and
relevance”
(Bob Pearson
VP communities and conversation at Dell)
65. "We don't do advertising any more. We
just do cool stuff. It sounds a bit wanky,
but that's just the way it is. Advertising is
all about achieving awareness, and we
no longer need awareness. We need to
become part of people's lives and digital
allows us to do that.“
(Simon Pestridge, Marketing Director Nike UK)
96. “If it is digital, it discoverable.
Privacy is dead, get used to it. If
you don’t want to share it, don’t
type it.”
(Ed Thomson, CRM analist van Gartner )