1. There is NO
Social Customer
© SOCIALEARNING |

2. The Social Web is here to stay
© Brian Solis 2010
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3. But it is still in its infancy
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4. Rules and findings are mainly emergent
Source Edelman trustbarometer 2011
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5. But what is
The Social Web ?
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6. The Social Web is a new channel for
extending existing conversations
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7. An extra set of tools used by individuals
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8. People are Social
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9. Incidentally, they are also customers
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10. They use companies’ products
and services…
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11. For their own purpose:
They have a job-to-be-done
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12. To paraphrase Ted Levitt: they don’t want a
drill, they want a picture to be hanged
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13. Companies are trying to understand
customers’ job
FIRM CO
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LEARNING COMMUNITIES
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NEW
OFFERS ADVANCED
MONITORING
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© Socialearning 2011
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14. The Social Web provide them with new tools
to gather more and better feedback…
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OFFERS ADVANCED
MONITORING
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© Socialearning 2011
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15. … to better understand their
customers’ needs and expectations
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16. Please take note:
There is
Social Customer
no
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17. Customers didn’t change
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18. The tools they use have changed
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19. So have changed tools companies can use
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20. Do not mistake the means
end
for the
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21. Let us move ‘engaging customers’
beyond PR stuff …
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22. … since this doesn’t enhance
your core business
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23. You need to understand ‘social’
at a deeper level
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24. You need to embrace emergence and
seize the added opportunity ‘social’ offers
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25. And use it to your own advantage
‘Social CRM is the company’s
response to customer’s control of
the conversation’
Paul Greenberg
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26. What should be the
Next step
?
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27. Focus on the right effort, using the right tools
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WEB N
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VIC R
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GA SHOP RETURN
LOYALTY
AWARENESS COLLABORATIVE PROGRAMS
LEARNING COMMUNITIES
REJECTION CUSTOMER
SERVICE
NEW
OFFERS ADVANCED
MONITORING
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CO ERN
ONLINE RESEARCH SOCIAL
V IC
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/ S ME
CONVERSATIONS
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OPEN FOCUS GROUPS CUSTOMER
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INNOVATION SERVICE
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SURVEYS N
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D
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© Socialearning 2011
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28. Advanced monitoring
ADVANCED
MONITORING
Listen to conversations, interact,
gain operational knowledge:
§ What are our clients (and those who aren’t) saying about our
products and services?
§ What are their needs and expectations?
§ Which trends are emerging through conversations?
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29. Collaborative learning
COLLABORATIVE
LEARNING
Leverage internal dynamics to help to resolve
shortcomings in organizational training and
information flows:
§ How may we foster and value informal knowledge?
§ How can we accelerate the diffusion of insights gathered from
customers’ interactions?
§ How can we address the necessity to integrate knowledge
acquisition into workflows?
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30. Open innovation
OPEN
INNOVATION
Involving customers in the creation of new
products and services:
§ How can we better help customers to get their job done?
§ How can we foster internal innovation, as most innovation
factors and actors reside outside the company?
§ How can we step from a transaction-dominant logic to a
service-dominant logic, and integrate value-in-use in the
creation of new products and services?
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31. The new business equation:
Company
+ Customers
+ Social
= Value
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32. Thierry de Baillon
tdebaillon@socialearning.fr
@tdebaillon
Socialearning
http://www.socialearning.fr
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