Talking Heads's presentation on Social Media Forum of 17 December 2013: Customer Relationship Status: It's complicated. “Social CRM is the company’s response to customers seizing power and dominating the conversation”

1. Customer Relationship
status
twitter.com/michverbeeck
mich@talkingheads.be
www.talkingheads.be
Tuesday 17 December 13

2. twitter.com/MichVerbeeck
mich@talkingheads.be
www.talkingheads.be
Tuesday 17 December 13

3. 360° social media agency,
developing long term, integrated social media
Talking Heads is a
strategies and ways to implement those.
Tuesday 17 December 13

4. Bron afbeelding: Flickr - Sam Wolff
SOCIAL
CRM
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5. Tuesday 17 December 13

6. Tuesday 17 December 13

7. Message
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8. Message
Channel
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9. Message
Channel
Timing
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10. Message
Channel
Timing
SOCIAL CONSUMER
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11. “Social CRM is the company’s response to
customers seizing power and dominating the
conversation”
Paul Greenberg
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12. CRM
S OCI AL C RM
Direct Marketing
Conversation and engagement
Gathering client’s data through
surveys and buying behavior
Discovering opportunities from
existing AND potential clients
Mainly direct 1-to-1 contact
Monitoring online to capture
the client’s perception and
experience with the company
Within office hours
Automatic and impersonal
Captures data from existing client
database to improve targeting and
customer experience
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Swift customer service at any
time
Focusses on engagement,
conversation and collaboration to
reach mutual benefits

13. Bron afbeelding: Flickr - Oberazzi
HOW ?
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14. Source image: The Renegade Blog
1. LISTEN TO YOUR AUDIENCE
What do your customers want? Engage in conversation!
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15. Value through listening
✓
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What is being said about your company,
your competitors, your products/services?
✓ Proactively ask for feedback
✓ Use this intel to improve your
message and your products/services
✓ Show people you care about their
opinion!

16. NIKO HOME CONTROL
Improving a product by monitoring
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17. TELENET
Crowdsourcing to get better insights of your customers
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18. Source image: Flickr - Simon Greig
2. B R I NG R E L E VA N T CO N TE N T
What content is interesting for your clients’ needs?
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19. Content that makes sense
✓
✓
Based on:
- The identity and strengths of
your company
- The needs of your clients
Give people something to talk
about, a reason to connect and
interact with your company
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20. CHRISTELIJKE MUTUALITEITEN
Bringing content based on client’s current needs and interests
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21. NIKO - DE WERF/LE CHANTIER
Create a win-win situation with your customer
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22. Source image: Fine art America - Eric Hacke
3. I MP ROV E T H E CUSTO ME R ’ S E X P E R IEN CE
Engage your customer with the values of your brand
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23. An experience only
you can bring
✓
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Based on the company’s USP
and values
✓ Make clients feel they are part
of your story
✓ Be unique

24. KLM - DISNEY’S PLANES
Increase appreciation with the movie experience of a lifetime
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25. GREY POUPON
Creating an experience through data-mining
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26. Source image: Flickr - Paul Giron
TH E OU TC O M E :
SOCIAL
BUSINESS
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27. SALES
M A RK ETI NG
SERV IC E
!
?
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28. SOCIAL BUSINESS
!
?
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31. Q UE S T I ON S ?
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