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SOCIAL MEDIA STRATEGIC VALUE IN THE CURRENT BUSINESS ENVIRONMENT
Charles MokLegislative Councillor (Information Technology)
• more devices• more channels• more multi-tasking
SMARTER, EMPOWERED AND CONNECTED CUSTOMERS
Top-down advertising
Peer review and word of
mouth
Sales-driven
Conversation-driven
BUSINESS REALITY – NOT JUST ‘LIKES’
•
Customers read about, share, discuss, review and suggest brands ONLINE
More channels
More collaboratio
n
More connection
s
More conversatio
ns
CHALLENGES FACED BY BRANDS IN SOCIAL CRM
Customers want to interact differently and expect response
SOCIAL CRM – EVOLUTION
Traditional CRM
• Phone, fax, email, letter, website, SMS, IM, mass media
+ Social CRM
• SEO, eDM, Apps, Blog, microblog, wiki, social networks, video/photo sharing, forums, review and comparison websites
Listen/Analyze
• Track mentions online
• how many, by whom, where, how, about what, how they feel
HK: SOCIAL CRM VIA FACEBOOK
SUCCESSFUL ENGAGEMENT
SOCIAL CRM TURNED INTO PR DISASTER…
• How to handle loads of messages• - Analyze, standardize, automate
• Data Retention and Privacy• Brands need to be open and transparent• Respect customer’s data, share what you
know and what you are doing with it
SOCIAL CRM IS GOOD BUT…
• Identify your objective and strategy
• Choose your metrics and tools (mobile!)
• Listen: Track conversations• Build relationships: respond,
engage and converse• Evolve
MAKING GOOD USE OF SOCIAL MEDIA CRM
