The document discusses social CRM and how companies can utilize social media platforms like Foursquare to better understand and engage customers. It provides frameworks for using customer insights from social media to improve social marketing, sales, service/support, and drive innovation through collaboration. The goal is to create customer advocacy by enhancing customer experiences on social platforms and treating customers as a community.

1. 4sq + SCRM
Mayor Stefano Mizzella
http://www.flickr.com/photos/roomjosh/2072272160/

3. Social CRM

4. Social CRM is the company’s response to
the customer’s ownership of the
conversation. Paul Greenberg
Le citazioni del vs brand sui social sono
email per voi, con in cc: il mondo
intero.
Gianluca Diegoli

5. Traditional Customer

6. Social Customer
Some 90% of buyers trust peer
reviews and 70% trust online
reviews
American Marketing Association
http://www.flickr.com/photos/dpstyles/4107097443/

7. The end goal of CRM is to allow the company to effectively manage
the customer in order to keep them purchasing a product or service.

8. Social CRM involves companies
collaborating with their customers to
create advocacy, by improving
customer experiences.

9. Framework

10. Social
Service &
Support
Social Social
Sales Innovation
Social Collaboration
Marketing
Business
Values
Social
Customer
Customer
Experience
Insights

11. Social Customers Insights
Most recent visitors
Most frequent visitors
Time of day people check in
Total number of unique visitors
Histogram of check-ins per day
Gender breakdown of customers
Check-ins broadcast to Twitter and Facebook
Sentiment
Key infulencers
Top sources
Top mentions
Customers tips

12. Social Marketing
Own your venues
Create a multi-platform strategy
Design a playful engagement
Follow your visitors on Twitter
Mirror your venues on Facebook

13. Social Sales
Utilize tips
Promote Check-ins
Offer specials to mayors
Offer specials to everyday visitators
Target first time customers
Reward loyalty
Track ROI

14. Foursquare + Square
Hutch Carpenter

15. Social Service & Support
Consider your customers as a community
Offer real-time feedbacks and support
Provide fun & usefull informations
Recruit and reward brand ambassadors

16. Social Innovation

17. Collaboration

18. Customer Experience

19. Results

20. Social Customer Insights
Social Marketing
Social Sales
Social Service & Support
Social Innovation
Collaboration
Customer Experience

21. Thanks
@stefanomizzella
stefano.mizzella@open-knowledge.it
www.socialmediascape.org