la mia lezione sul Social Crm al MA.D.E.E., il MasterLab in Digital Economics & Entrepreneurship della Digital Accademia, 5 maggio 2012

1. social
CR Media
dal Bimby al Libraio digitale
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship – Domitilla Ferrari 15 maggio 2012

2. CR M
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

3. cial
so
CR M
Custom
er
Relatio
nship
M an a g
em ent
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

4. MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

5. ruoli
organizzazione aziendale
chi risponde a chi
organigramma
competenze
policy aziendale
chi e come
social media policy
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

6. comunicazione marketing
• fax • newsletter
• e-mail • blog di prodotti/iniziative
• corporate blog • social media
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

7. A chi interessano i feedback?
chi vende chi sviluppa
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

8. tutti
parlano a
tutti
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

9. tutti
parlano di
tutto
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

10. anche
se non
vuoi
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

11. BRAND
consumatori
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

12. BRAND
consumatori
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

13. BRAND
consumatori
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

14. BRAND
share push
share
feed
tele pull back
lamen share
share reazioni relazioni
recensioni
consumatori
customer prospect fan
o ri
detratt
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

15. il BRAND
è un
Social Object
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

16. ci sei
anche se
non vuoi
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

17. ASCOLTARE per definire:
• una policy
• una strategia
• una presenza
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

18. il Customer Service
aumenta
la soddisfazione
del cliente
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

19. IR M
Individ
ual
Relatio
nship
M an a g
em ent
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

20. MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

21. CRM, elementi e strategia:
• interazione
• relazione
• analisi del cliente
• risposte (e proposte) personalizzate
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

22. • interazione
• relazione
• co-creazione
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

23. che tipo di
relazione?
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

24. • romantica
• onesta
• obbligata
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

25. le 5 del W
CRM
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

26. 1. W ho?
ufficio CRM
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

27. 2. W hat?
push
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

28. 4. W hen?
in orario d’ufficio
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

29. 4. W here?
in luoghi decisi
dall’azienda
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

30. 5. hy? W
per monetizzare
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

31. più due
le 5 del W
social CRM
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

32. 1. ho? W
chiunque
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

33. 2. W hat?
ascolto
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

34. 3. here? W
ovunque
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

35. 4. hen? W
sempre
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

36. 5. hy W
relazionarsi
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

37. 6. in W
vince l’azienda
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

38. 7. in W
vince il cliente
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

39. VANTAGGI
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

40. PER TUTTI
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

41. il cliente ha fatto
una domanda
l’azienda ha
risposto
(velocemente)
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

42. l’azienda ha
migliorato la sua
Brand Reputation e
raccolto feedback a
costo (quasi) zero
MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

43. W
Domitilla Ferrari
@semerssuaq
giornalista, social media strategist
domitillaferrari.com
domitilla.ferrari@mondadori.it