Taking customer engagement to a whole new

level

Loic Moisand

CEO Synthesio

@loicmo

“Marketing is the ongoing process of engagement

whereby strangers are nurtured into advocates.”

Trey Pennington

@loicmo Synthesio

Why people share online?

Physiological

Safety

Love/Belonging

Esteem

Self-

actualization

Maslow Hierarchy of Needs

@loicmo Synthesio

What insights can you find?

Complaints

Expectations

Crisis situations

Product ideas

Leads

…

@loicmo Synthesio

Customer Engagement

Research

•Consumer

insights’

analysis

•Competitive

intelligence

Marketing

•Campaign

measurement

•Influencers

outreach

PR

•Crisis

management

•Online

footprint

measurement

Sales

•Lead

generation

•Prospect

outreach

Customer

support

•Complaints

management

• Technical

support

Other

• HR

• Executive’s

reputation

• etc

Customer insights

From customer intelligence to customer engagement, the main

challenge is time

Adapted from Forrester Research

Orange Telecom Case Study

• We have built Orange a combined listening and engagement platform

which enables a team of 50 community managers to respond to

questions and comments made by customers on the web

• By increasing the visibility online of answers to common questions,

Orange estimates is has already saved « a few million euros » through a

reduction in call centre volumes

A 3 steps communty management strategy

Listen3000 Coments / day

Analyze3 types of contributors

Engage5 to 50 community managers

Step 1 Detect online communities

Spheres of influence, detractors and

advocates

@loicmo Synthesio

90%Spectators

9%Contributors

1%

Super-contributors

Step 2 Find contributors and super-contributors

@loicmo Synthesio

Step 3 Hire a team of community managers for customer

engagement

@loicmo Synthesio

Reduction in call center volumes

Detection of customer insights to

build a better product

Identification of collective problems

Measure ROI

@loicmo Synthesio

Self regulation, the community management

Nirvana

@loicmo Synthesio

Social media monitoring and engagement

Loic Moisand

CEO

@loicmo