Weitere Ă€hnliche Inhalte Ăhnlich wie Ibm customer experience - iab12 - milano - Ardigo (20) Mehr von Max ArdigĂł đŠđ· (20) KĂŒrzlich hochgeladen (20) Ibm customer experience - iab12 - milano - Ardigo1. 3 casi di social business, marketing digitale
e CRM integrati: l'agency ci supporta live,
dalla relazione alla transazione!
I casi Moby, Amadori e Avanzi sulla nuova piattaforma IBM
per la Customer Experience & Multichannel Marketing
Max Ardigoâ
Consulente di trasformazione digitale â IBM Italia
max_ardigo@it.ibm.com@it.ibm.com
ardigo
max ardigoâ
2. Fattori abilitanti per le strategie di crescita
Key sources of sustained economic value
Human capital
71%
71%
Customer relationships
66%
66%
Products / services innovation
52%
52%
Brand(s)
43%
43%
Business model innovation
33%
33%
Technology
30%
30%
Partnership networks
28%
28%
Data access / data-driven insights
25%
25%
R&D, intellectual property
22%
22%
Price / revenue innovation
Assets (physical, infrastructure)
Corporate social responsibility
Access to raw materials
19%
19%
15%
15%
13%
13%
8%
8%
Source: 2012 IBM CEO Study
Q24 âWhat do you see as the key sources of sustained economic value in your organization?
© 2012 IBM Corporation
3. I nuovi percorsi IBM per supportare le aziende innovative
âą Connettere aziende e contesto
âą Capitalizzare intelligenza colletiva
âą Incrementare produttivitĂ
âą Favorire lâinnovazione
âą Ottimizzare forza lavoro
âą Creare relazioni durevoli
âą CapacitĂ di ascolto e interazione
âą MulticanalitĂ , Automazione
âą Conversione, Fidelizzazione
âą Ottimizzazione Marketing
© 2012 IBM Corporation
5. Aree di applicazione social business â work & operations
Critical Situation:
Market Management:
Customer Care &
Service
Marketing
CapacitĂ di definire e
segmentare il mercato in
tempo reale.
CapacitĂ di socializzare
le transazioni
CapacitĂ di identificare
rapidamente le risorsa
migliore per risolvere il
problema urgente di un
cliente.
CapacitĂ di costruire
servizi relazionali a
valore
Software Deployment:
IT
CapacitĂ di reperire skill
ed expertise necessari alle
attivitĂ di sviluppo e
gestione.
CapacitĂ di snellire i
processi IT
Talent Management:
HR
Lead Development:
Sales
CapacitĂ di sfruttare dati e analisi
predittive per identificare ed
anticipare gli acquisti dei clienti.
CapacitĂ di anticipare e
reagire alla comoetitive
dinamiche dei top talent.
CapacitĂ di connettere
persone e processi
© 2012 IBM Corporation
6. Aree di applicazione social business â sales & marketing
Modello digitale integrato â Campagna X â Gestione prospect/clienti â Social long tail
Integrated cycle
Sales & Marketing
Marketing
Sales
Payed, Earned
Ads
Personal, Targeted
Agency X, Y, Z
Campagna
Owned
Multichannel customer onboarding / data collection
Automate
Manual
7x
Print
App
Digital managed relation
Scontrini
Store
Long tail
Reclustering
Retargeting
Anticipated insight
Vendo/Acquisisco
Analitica = persone
Web
Dati = individuali
Venduto, Cliente, Prodotti,
Territori, Profili/Cluster ecc
+ comportamenti sociali e
interattivi, segmenti
affinitaâ, desiderata ecc.
15x
Single view
Business Data,
Social Data,
Interactive data
© 2012 IBM Corporation
7. IBM Customer Experience Suite:
Soluzioni digitali integrate per connettere aziende e mercati.
Search
Commerce
Digital
Analytics
You
Mobile
Social
tools
and UCC
Portal
Targeted
content &
media
intuitive
front-end
Single view
Business Data,
Social Data,
Interactive data
© 2012 IBM Corporation
8. IBM Customer Experience Suite
Una piattaforma digitale per co-lavorare e vendere
in maniera sincronizzata attraverso tutti i canali.
Single view
Business Data,
Social Data,
Interactive data
© 2012 IBM Corporation
9. IBM Customer Experience Suite
Architettura per il social business e il marketing digitale.
Consumer
head maps
Trade
planning
Social registration
Social CRM, Connectors
Integrated
interaction
analytics
Integrated Digital
Marketing
Optimization
Discovery
Sentiment
Predictive
Multichannel user experience layer
Web & mobile
exceptional
experiences
IBM Customer
Experience Suite
CRM, BI,
Predictive
& EMM
Portal
Customer
Data Hub
9
Social collaboration
Social Analytics
Unified communication
Extended
cloud based
services (SaaS)
IBM Portal, Content &
Commerce 2.0,
Web/mobile
Mashups, Web , Hyb rid,
Mob ile >8000 devices
Business Rules,
Personalization,
Targeting,
Precision marketing
Integrated analytics
Search
IBM Connections
IBM Sametime
IBM SmartCloud for
Business
Application server - Backoffice
© 2012 IBM Corporation
11. Social Business Marketing case studies
Delight customers
with targeted
social and transactional
propositions
Connect
People and Brands,
discover, insight, invent
You
Enhance
workforce for
social engagement
knowledge and
collaboration
Single view
Business Data,
Social Data,
Interactive data
Enterprise Systems
© 2012 IBM Corporation
13. Esempio: Moby/ Social Business case
Progressione mese 18
ROI
Migliorare churn rate
preventivi/prenotazioni
>Xmio
Incrementare base/conoscenza
dei clienti e lâefficacia delle azioni
di marketing
Trade-off costi/benefici
Milioni âŹ
2011-2013
XX
>Xmio
Sfruttare nuovi modelli di
contatto/proposizione con i
canali (agenzie, professionisti)
Massimizzare
la revenue extraction
pre-durante-post viaggio
ROI 20x
XX
0,XX
Potenziale ricav i **
incramentali da
nuov e tecnologie
âŒ
SOCIAL
BUSINESS
Stime ricavi incrementali
a regime Milioni âŹ/anno
âŒ
Leve strategiche
Costo* Moby 2.0
XX
Single view
Business Data,
Social Data,
Interactive data
Obiettivi non supportabili da tecnologia
sviluppata custom âin-houseâ
© 2012 IBM Corporation
14. Esempio: Moby/ Social Business case
Social Engagement & Digital Marketing Optimizazion
A - Migliorare churn rate
preventivi/prenotazioni
Media periodo picco (Giu-Sett)
60.000
57.000
?
3000
Preventivi
Abbandoni
Acquis ti
© 2012 IBM Corporation
15. Esempio: Moby/ Social Business case
Customer base enlargement + customer info collection
Social registration ratio 7x
Single view
Business Data,
Social Data,
Interactive data
Enterprise Systems
© 2012 IBM Corporation
16. Esempio: Moby/ Social Business case
Digital marketing optimization: lifetime individual tracking,
microsegmentation, channel attribution, proposition automation
Intuitive front-end (mobile/web)
Social Registration / Data collection Real
time personalization
Targeting
Digital Marketing / CRM / ERP
individual digital analytics, real time
monitoring, I/O ERP data, dynamic
segments, mkt. automation
Single view
Business Data,
Social Data,
Interactive data
Enterprise Systems
© 2012 IBM Corporation
17. Esempio: Moby/ Social Business case
Digital marketing optimization: microsegmentation detail
Single view
Business Data,
Social Data,
Interactive data
Enterprise Systems
© 2012 IBM Corporation
18. Esempio: Moby/ Social Business case
New multichannel digital strategy
Single view
Business Data,
Social Data,
Interactive data
© 2012 IBM Corporation
19. Esempio: Moby/ Social Business case
New multichannel interactive model (using social)
Single view
Business Data,
Social Data,
Interactive data
© 2012 IBM Corporation
20. Esempio: Moby/ Social Business case
Progressione mese 18
ROI
Migliorare churn rate
preventivi/prenotazioni
>Xmio
Incrementare base/conoscenza
dei clienti e lâefficacia delle azioni
di marketing
Trade-off costi/benefici
Milioni âŹ
2011-2013
XX
>Xmio
Sfruttare nuovi modelli di
contatto/proposizione con i
canali (agenzie, professionisti)
Massimizzare
la revenue extraction
pre-durante-post viaggio
ROI 20x
XX
0,XX
Potenziale ricav i **
incramentali da
nuov e tecnologie
âŒ
SOCIAL
BUSINESS
Stime ricavi incrementali
a regime Milioni âŹ/anno
âŒ
Leve strategiche
Costo* Moby 2.0
XX
Single view
Business Data,
Social Data,
Interactive data
Obiettivi non supportabili da tecnologia
sviluppata custom âin-houseâ
© 2012 IBM Corporation
22. Esempio: Amadori / Social Business case
progressione KPI â 1 anno
SOCIAL
BUSINESS
ROI
http://tinyurl.com/amadori
© 2012 IBM Corporation
23. Esempio: Amadori / Social Business case
Obiettivi aziendali e ruolo dei canali digitali
© 2012 IBM Corporation
24. Esempio: Amadori / Social Business case
Multichannel strategy â comprensione, relazione
e interazione marca-consumatore
© 2012 IBM Corporation
25. Esempio: Amadori / Social Business case
Infrastruttura web/mobile smart: targeting e personalizzazione
social intranet, extranet, internet â data collection & listening
Intranet
Extranet
Internet
Socializing (data, people)
Listening (Digital focus, Alerts)
Timeline
Reputation
Sentiment
Analytics
Social Registration
http://tinyurl.com/amadori
Single view
Business Data,
Social Data,
Interactive data
© 2012 IBM Corporation
26. Esempio: Amadori / Social Business case
Concorsi Digital - le Amadorabili Ricette
Ca. 2 mesi, 170.000 visitatori
Single view
Business Data,
Social Data,
Interactive data
© 2012 IBM Corporation
27. Esempio: Amadori / Social Business case
Concorsi Digital - le Amadorabili Ricette â Evviva
Ca. 1 mese, 70.000 visitatori
Single view
Business Data,
Social Data,
Interactive data
© 2012 IBM Corporation
28. Esempio: Amadori / Social Business case
Social Business Intelligence
Brand monitoring, Alerting, Discovery, Market beat, Tempo reale
Reputation
Sentiment
Analytics
© 2012 IBM Corporation
29. Esempio: Amadori / Social Business case
progressione KPI â 1 anno
SOCIAL
BUSINESS
ROI
http://tinyurl.com/amadori
© 2012 IBM Corporation
31. Esempio: Avanzi / Social Business case
High Performance Organization
1
Rafforzare la cultura di Avanzi,
competenze (social) da elevare
2
Socializzare il business
3
Ingaggiare il cliente digitale
Comunicazione interna, Training online, Prodotto
KPI, Sales 2.0, Supporto agli store
Digital strategy, Digital marketing, Social
© 2012 IBM Corporation
32. Esempio: Avanzi / Social Business case
Il CEO e la cultura partecipativa per lâHigh Performance
Filmato lancio Avanzi 3D community
© 2012 IBM Corporation
33. Esempio: Avanzi / Social Business case
Social/mobile Workspace for sales, logistics, marketing,
operations, talent &competence.
H
P
O
© 2012 IBM Corporation
34. Esempio: Avanzi / Social Business case
Progressione mese 6 (da zero)
SOCIAL
BUSINESS
ROI
Statistiche social business
04 nov 11
11 gen 12
persone collegate nell'ultima
settimana
117
199
318
359
persone collegate nell'ultimo
mese
193
334
485
487
comunitĂ pubbliche
4
14
12
23
comunitĂ con limitazioni
55
66
72
86
file caricati
69
526
589
1.004
download di file
871
7.661
11.079
17.719
argomenti nei forum
32
203
244
325
pubblicazioni nei forum
115
951
1162
1677
13 feb 12
26 apr 12
© 2012 IBM Corporation
35. Esempio: Avanzi / Social Business case
Fase 2 â Il Social Store ingaggia usando la piattaforma
ComunitĂ
social
business + FB
+ UnitĂ di crisi
Socialnetw ork
Store
manager
Socialnetw ork
Cliente
go to store
App Cliente
relazione
go to store
ok
Conferma
ko
Store
Vista unica relazione (transazioni,
profilo sociale, trend, desideri, leads)
Pagamento e ritiro in store
Pagamento online e ritiro in store
Pagamento online e consegna
35
Single view
Business Data,
Social Data,
Interactive data
Enterprise Systems
© 2012 IBM Corporation
36. Su le mani!
Max Ardigoâ
max_ardigo@it.ibm.com@it.ibm.com
ardigo
max ardigoâ
38. IBM Customer Experience Suite & Intranet Experience Suite
Fast and easy for business users â Lots of ready templates
PLE
M
EXA
38
39. IBM Customer Experience Suite & Intranet Experience Suite
Fast and easy for business users â 15 min activity
39
40. IBM Customer Experience Suite & Intranet Experience Suite
Enabling Mobile and BYOD for Employees and Customers
Portal Responsive Design & Worklight for full native apps.
41. IBM Customer Experience Suite & Intranet Experience Suite
Injecting social business and collaboration in context for selective
customer relation, engagement, service
42. IBM Customer Experience Suite & Intranet Experience Suite
Injecting social business and collaboration in context for selective
customer relation, engagement, service
PLE
XA M
E
43. IBM Customer Experience Suite & Intranet Experience Suite
Enabling real time social content compliancy by rules and alerts
PLE
XA M
E
44. IBM Customer Experience Suite & Intranet Experience Suite
Enabling social data collection, segmentation and
prospect/customer clustering
Customer
Data Hub
44
45. IBM Customer Experience Suite & Intranet Experience Suite
Enabling digital marketing optimization and automation,
individual behavioral and social analytics
IBM Portal & Web Content
Social Registration / Data collection
Real time personalization
Targeting
Coremetrics / Tealeaf /
Unica / SPSS
individual digital analytics, real
time monitoring, I/O ERP
data, dynamic segments,
mkt. automation
Customer
Data Hub
45
46. IBM Customer Experience Suite & Intranet Experience Suite
Enabling âin contextâ analytics, for employers, marketers
47. IBM Customer Experience Suite & Intranet Experience Suite
Enabling advanced analytics and rule-based
cross channel segmentation, targeting and automation
48. IBM Customer Experience Suite & Intranet Experience Suite
Enabling advanced analytics and rule-based
cross channel segmentation, targeting and automation: i.e. organic search