1. Social CRM
Contact met klanten
via sociale media
CRM in one day - Social CRM - by Social Inc.

2. Agenda
• Het sociale internet
• Impact op CRM
• Social CRM Social CRM
CRM in one day - Social CRM - by Social Inc.

3. Sta allen op
• Blijf staan als …
• U Google Alerts tenminste wekelijks bekijkt
• U in de laatste 3 dagen op Twitter naar Tweets over
uw merk of van uw klanten heeft gezocht
• Er iemand in uw organisatie verantwoordelijk is voor
het (regelmatig) monitoren en analyseren van online
conversaties
• U weet of uw concurrent een Social CRM strategie
heeft
• U online in dialoog bent gegaan met uw klant /
doelgroep
CRM in one day - Social CRM - by Social Inc.

4. Het
sociale
internet

5. CRM in one day - Social CRM - by Social Inc.

6. Beinvloedingskanalen – mass market
tijdperk versus social media tijdperk
Mass Market Age
• Talk face to face
• Phone call
• Talk to a shop worker
• Consult professional
• Readers letters
• Phone in; TV/Radio
=
“Consumer influence channels- mass market age versus social media age” , Global Average, Universal
McCann – when did we start trusting stangers
CRM in one day - Social CRM - by Social Inc.

7. Beinvloedingskanalen – mass market
tijdperk versus social media tijdperk
Mass Market Age Social Media Age
• Talk face to face • Talk face to face • Personal blog • Comments on blogs
• Phone call • Phone call • Social network page • Comments on
• Talk to a shop worker • Talk to a shop worker • Widgets websites
• Consult professional • Consult professional • Video sharing site • Viral emails
• Readers letters • Readers letters • Chat rooms • Auction websites
• Phone in; TV/Radio • Phone in; TV/Radio • Message boards • Wish lists
• SMS • Social Bookmarking • Ratings on retail sites
• Email • Chat room • Reviews on retail sites
• Instant Messenger • Price comparison sites
• Socialshopping sites
=
“Consumer influence channels- mass market age versus social media age” , Global Average, Universal
McCann – when did we start trusting stangers
CRM in one day - Social CRM - by Social Inc.

8. An entire generation
is growing up that
will never dial a
1-800 number to
reach Customer Care”

9. Veranderende positie consument
CRM in one day - Social CRM - by Social Inc.

10. De impact van online conversaties
• Er wordt meer over merken gepraat dan ooit
• Communicatie van merken wordt minder vertrouwd
• Merken hebben minder invloed op consumenten
• Gedrag van merken onmiddelijk beloond en bestraft
• Koopgedrag voorgoed verandert

11. Meer gesprekken over merken dan ooit
tevoren
CRM in one day - Social CRM - by Social Inc.

12. Gedrag van merken- Social CRM - by Social Inc. beloond en bestraft
CRM in one day
onmiddelijk

13. Veranderend koopgedrag
CRM in one day - Social CRM - by Social Inc.

14. Impact
op CRM
CRM in one day - Social CRM - by Social Inc.

15. Verandering in het landschap van CRM
CRM 1.0
Customer
Customer Customer
Competitor Supplier / Partner
Customer Customer
Your company
Customer Customer
• Focus op 1:1 relaties
• Beperkt zicht op de klant en zijn gewoontes, voorkeuren,
gedragingen etc
• Gerichte boodschappen creeeren waarde

16. Verandering in het landschap van CRM
CRM 1.0 CRM 2.0
Customer Customer
Customer
Customer
Customer Customer
Customer Customer
Customer Customer
Competitor Supplier / Partner
Competitor Supplier / Partner
Customer Customer
Customer Customer
Your company
Your company
Customer Customer
Customer Customer Customer Customer
• Focus op 1:1 relaties • Focus op gezamenlijke relaties (complexere relaties / netwerk)
• Beperkt zicht op de klant en zijn gewoontes, voorkeuren, • Meerdere connecties maken meer zicht op klant, gewoontes,
gedragingen etc voorkeuren etc mogelijk
• Gerichte boodschappen creeeren waarde • Conversaties creeeren waarde

17. CRM in one day - Social CRM - by Social Inc.

18. Evolution of CRM - Technology
Social CRM
Monitoring /
Interconnecting tools
CRM 1.0
Conversation tools Data
Customer mining
Owned
Data RSS Forums
Process Support Process Support
Account Management Account Management
Contact Management Contact Management
Activity Management Blogs Activity Management Widgets
Lead / Opp Management Lead / Opp Management
Campaign Management Campaign Management
Sales Management Sales Management
Service Management… APIs Service Management… Open Id
Podcast
Wikis
Social Networks Cloud
Computing
Brand monitoring
services

19. Social CRM

20. Social CRM
A process to monitor, engage and manage
conversations and relationships with existing and
prospective customers and influencers across the
Internet, social networks and digital channels.
CRM in one day - Social CRM - by Social Inc.

21. Social CRM
A process to monitor, engage and manage
conversations and relationships with existing
and prospective customers and influencers across the
Internet, social networks and digital channels.
CRM in one day - Social CRM - by Social Inc.

22. Social CRM
A process to monitor, engage and manage
conversations and relationships with existing and
prospective customers and influencers across
the Internet, social networks and digital channels.
CRM in one day - Social CRM - by Social Inc.

23. Social CRM
A process to monitor, engage and manage
conversations and relationships with existing and
prospective customers and influencers across the
Internet, social networks and digital channels.
CRM in one day - Social CRM - by Social Inc.

24. Social CRM toepassingen
• Monitor conversaties
• Engage conversaties en relaties
• Manage relaties en conversaties
CRM in one day - Social CRM - by Social Inc.

25. Monitor conversaties
• Verkrijg continue inzichten in merk, klant,
doelgroep, campagne en/of concurrentie
• Richt je marketing op bestaande klanten
• Volg de buzz over het merk, bijv.
• Acteer snel op (potentiële) PR crisis
• Herken de beinvloeders
CRM in one day - Social CRM - by Social Inc.

26. Zelf monitoren
• De belangrijkste bronnen
• Marktplaats
• Tros Radar / Kassa
• Social networking sites & communities
(Hyves, Facebook, LinkedIn, Netlog)
• Specifieke blogs en fora
CRM in one day - Social CRM - by Social Inc.

27. Zelf monitoren
• Gratis tools
• http://www.technorati.com/
• http://www.blogpulse.com
• http://www.icerocket.com/
• http://blogsearch.google.com/
• http://www.Twitter.com
• Google alerts
• Yahoo Pipes
CRM in one day - Social CRM - by Social Inc.

28. Social Media Monitoring & Analyse tools
1. NL: Buzzcapture, Social Inc.
2. Intnl: o.a. Radian6, Alterion / Techrigy, Trackur,
Cymphony, SalesForce
CRM in one day - Social CRM - by Social Inc.

29. Hoe werkt monitoren - artikeloverzicht

30. Hoe werkt monitoren – sentiment trend

31. Hoe werkt monitoren – trend analyse vergelijking

32. Engage conversaties en relaties
• Interacteer
• Faciliteer & stimuleer
CRM in one day - Social CRM - by Social Inc.

33. Engage conversaties en relaties
• Interacteer: contact tussen bedrijf en klant /
doelgroep / beïnvloeders etc
• Koester en voed je fans
• Directe beïnvloeding van je doelgroep
• Beperk (PR) schade
CRM in one day - Social CRM - by Social Inc.

34. Engage – betrek je doelgroep en
beïnvloeders bij de oplossing
• AEGON Tweetbanket
CRM in one day - Social CRM - by Social Inc.

35. Engage - damage controll
CRM in one day - Social CRM - by Social Inc.

36. CRM in one day - Social CRM - by Social Inc.

37. CRM in one day - Social CRM - by Social Inc.

38. CRM in one day - Social CRM - by Social Inc.

39. Manage relaties en conversaties
CRM in one day - Social CRM - by Social Inc.

40. Manage conversaties en relaties
• Integreer Social in het CRM pakket
• CRM Lab op CRM in one day
• Salesforce
• Microsoft
• Radian6
• Social Inc.
CRM in one day - Social CRM - by Social Inc.

41. Manage conversaties en relaties
• (interne) Wiki’s
• Webcare – zoek actief klanten op met vragen en
klachten op het sociale web
CRM in one day - Social CRM - by Social Inc.

42. Manage - webcare
CRM in one day - Social CRM - by Social Inc.

43. Manage - webcare
CRM in one day - Social CRM - by Social Inc.

44. Manage - webcare
CRM in one day - Social CRM - by Social Inc.

45. Manage - webcare
CRM in one day - Social CRM - by Social Inc.

46. Manage - webcare
CRM in one day - Social CRM - by Social Inc.

47. Manage - webcare
CRM in one day - Social CRM - by Social Inc.

48. Webcare energie:direct

49. Webcare energie:direct

50. Wie in de organisatie ..?
• Implementeer een Social Media Policy
• Alle klantgerichte afdelingen!
• Marketing; bijv. Word of Mouth & ambassadeurs
programma’s
• Sales; bijv. Stimuleren positieve reviews
• Support; bijv. Closed communities, webcare
CRM in one day - Social CRM - by Social Inc.

51. Voordelen Social CRM
• Herken prospects
• Verbeter customer intelligence
• Educatie en support van klanten
• Vergroot je invloed; wacht niet tot klanten in jouw
‘systeem’ zitten
CRM in one day - Social CRM - by Social Inc.

52. CRM in one day - Social CRM - by Social Inc.

53. Sonja Loth, Director
sonja@socialinc.nl
0299-415541 | 0653-635 635
•Social Marketing
•Online Reputatiemanagement
•SocialScan
•Tools & Technology
•Kennissessies
CRM in one day - Social CRM - by Social Inc.

54. Bronvermelding
• PriceWaterhouseCoopers, jan 2008
“How consumer conversation will transform
business”
• Universal McCann, “When did we start trusting
strangers”
• Fabio Cipriani
• Forrester – Groundswell, winning in a world
transformed by social technologies
• Graphics: David Armano
• www.smpa.nl
CRM in one day - Social CRM - by Social Inc.