Social Crm 2012 - "Social CRM is a monkey hat" @mailchimp

SOCIAL CRM IS A MONKEY HAT

How to talk with your favorite company

SOCIAL CUSTOMER

How did the customer evolve

THE POSTMODERN CONSUMER

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He is in trouble!

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A long time ago companies talked like this.

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it worked for a long time

Let’s say, until 2001

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When some signals made us understand that advertising was

changing

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Consumers are changed.

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Ah, you’re not the same any more!

20kis the yearly number of

tv ads seen by a children

8’is the attention-span

in front of the TV

-23is the % of people that stops trusting advertising, from

2008 to 2010

11 They are distracted

They don’t trust advertising.

http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdf

They don’t like bestsellers any

more.

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The Long TailInternet makes niche products easily available

Of 100 songs on iTunes, how many are sold at least once in a

year?

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20?16

Pareto would say 20.Hey Wilfred, we still love you!

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That woul be an insane store turnaround.

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Consumers have an active role in the

making of the brand.They buy online, talk,

review, suggest.

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Caffè?

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CRM & SOCIAL CRM

How to maintain relationship

We found 4 different ways to talk with customers.

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1. CRM2. SOCIAL

3. SOCIAL CRM + LISTENING4. SOCIAL CRM + COMMUNITY

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1. CRM

customer relationship management

IL CRM È LA CREAZIONE, LO SVILUPPO, IL

MANTENIMENTO E L’OTTIMIZZAZIONE DELLE

RELAZIONI DI LUNGO PERIODO

RECIPROCAMENTE PIÙ PROFICUE TRA

CONSUMATORI ED AZIENDA.

- CRM isn’t a software

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CRM is the creation, development and

maintenance of long term relationships

between customers and companies

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“The first type of CRM is the Xmas Panettone that my uncle give to

his customers that buy an half cow every year

My Uncle is a butcher.”

-Anonymous

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• Focus on individual relationship

• Limited view of customers behaviors and groups

• Customers are segmented by spending and demographics data

TOOLS &CHANNELS

2. SOCIAL

Customer relationship management through Social media

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http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/

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2009

38Media

relations

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Idea generation

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Idea generation

41Customer

care

42Sales

management

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Promozioni

• Focus on collaboration• Multiple connections• Value of conversations

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• Focus on individual relationship

• Limited view of customers behaviors and groups

• Customers are segmented by spending and demographics data

3. SOCIAL CRM + LISTENING

Listen first!

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http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/

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LISTENING

LISTENING49

ChannelsQuantity Topics Sentiment

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Quantity

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1. Check data and timing

2. Analyze peaks

3. Why so many mentions on that date?

4. Channels analysis

5. Find influencers and first conversations

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Peek caused by daily special o!ers.

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1. Let’s check conversations di!usion for each country

2. Let’s find new trend in new countries (low level of discussions)

3. Let’s check the sentiment status

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Channels

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14000+follower

8000follower

1. What kind of discussions on that channel?

2. Who are the influencers (Broadcaster)?

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1. What kind of discussions on that channel?

2. Who are the bloggers?

3. What are they saying?

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Topics

TOPICSwe tagged all the mentions

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Choice Sales Review UGC

CHOICE 62

How many questions?What kind of questions?

CHOICE 63

SALES 64

REVIEW 65

UGC 66

UGC 67

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Sentiment

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More Cases

- Gatorade

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@stefanomizzella

- Mulino Bianco

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- Telecom

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- Alitalia

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- Xbox

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Organization: Microsoft, Xbox SupportSocial Media Stats:

๏ Twitter: 55,000 followers

๏ Hours tweeting per week: 91

๏ Highlights:

๏ 5,000 outgoing tweets each week

๏ Highest customer satisfaction rates on Twitter out of all support channels

๏ Proactive Twitter support prevents live service calls

๏ The Guinness World Record for Most Responsive Brand on Twitter

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Gillette did some random acts of kindness, to relief irritated people found on Twitter

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“One woman tweeted that she had voices in her head speaking

in Spanish - Edge responded with the gift of a Spanish/

English dictionary”

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Kotex discover what inspires people on Pinterest, and sends them a gift

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4. SOCIAL CRM + COMMUNITY

People do CRM themselves.

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YES BUT, THE MONKEY HAT?

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IF SOCIAL CRM WORKS, WILL WE RECEIVE A MONKEY HAT?

HEY @MAILCHIMP ARE YOU LISTENING?

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GETGUMMY!

Gummy IndustriesVia Manzoni 22/c - Brescia030 5241468twitter.com/gummyindustries

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