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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”
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Talking Heads is a 360° social media agency,
developing long term, integrated social media strategies and ways to implement those.
Tuesday 17 December 13
SOCIALCRM
Bron afbeelding: Flickr - Sam Wolff
Tuesday 17 December 13
Tuesday 17 December 13
Tuesday 17 December 13
Message
Tuesday 17 December 13
Message
Channel
Tuesday 17 December 13
Message
Channel
Timing
Tuesday 17 December 13
Message
Channel
Timing SOCIAL CONSUMER
Tuesday 17 December 13
“Social CRM is the company’s response to customers seizing power and dominating the conversation”
Paul Greenberg
Tuesday 17 December 13
CRM SOCIAL CRM
Direct Marketing
Gathering client’s data through surveys and buying behavior
Mainly direct 1-to-1 contact
Within office hours
Automatic and impersonal
Conversation and engagement
Discovering opportunities from existing AND potential clients
Monitoring online to capture the client’s perception and experience with the company
Swift customer service at any time
Captures data from existing client database to improve targeting and
customer experience
Focusses on engagement, conversation and collaboration to
reach mutual benefits
Tuesday 17 December 13
HOW?
Bron afbeelding: Flickr - Oberazzi
Tuesday 17 December 13
1. LISTEN TO YOUR AUDIENCEWhat do your customers want? Engage in conversation!
Source image: The Renegade Blog
Tuesday 17 December 13
Value through listening
✓ 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!
Tuesday 17 December 13
NIKO HOME CONTROLImproving a product by monitoring
Tuesday 17 December 13
TELENETCrowdsourcing to get better insights of your customers
Tuesday 17 December 13
2. BRING RELEVANT CONTENTWhat content is interesting for your clients’ needs?
Source image: Flickr - Simon Greig
Tuesday 17 December 13
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
Tuesday 17 December 13
CHRISTELIJKE MUTUALITEITENBringing content based on client’s current needs and interests
Tuesday 17 December 13
NIKO - DE WERF/LE CHANTIERCreate a win-win situation with your customer
Tuesday 17 December 13
3. IMPROVE THE CUSTOMER’S EXPERIENCEEngage your customer with the values of your brand
Source image: Fine art America - Eric Hacke
Tuesday 17 December 13
An experience only you can bring
✓ Based on the company’s USPand values✓ Make clients feel they are part
of your story✓ Be unique
Tuesday 17 December 13
KLM - DISNEY’S PLANESIncrease appreciation with the movie experience of a lifetime
Tuesday 17 December 13
GREY POUPONCreating an experience through data-mining
Tuesday 17 December 13
THE OUTCOME:SOCIAL
BUSINESS
Source image: Flickr - Paul Giron
Tuesday 17 December 13
MARKETING
SALES
SERVICE
?
!
Tuesday 17 December 13
SOCIAL BUSINESS!
?
Tuesday 17 December 13
Tuesday 17 December 13
Tuesday 17 December 13
QUESTIONS?
Tuesday 17 December 13
