Implementing Social Media Listening & Engagement for Global Brands

Implementing enterprise class Social CRM

Catriona OldershawManaging DirectorSynthesio UK

@CatrionaTweets

“We are now at a point that the customers' expectations are so great and their demands so empowered that our SCRM business strategy needs to be built around collaboration and customer

engagement, not traditional operational customer management.” - Paul Greenberg

Social CRM is amorphous, all encompassing, and a totally different beast from traditional, records-centric CRM

Social CRM: A virtuous circle of co-creation & collaboration

Engagement: community building &

online support

ResearchConsumer insights’ analysis;

Competitive intelligence

MarketingCreative concept

development; Campaign

measurement;Influencer outreach

PRCrisis

management;

Online footprint

measurement

SalesLead

generation;Prospect outreach

Customer supportComplaints

management;

Technical support

Other HR;

Executives’ reputations

Customer Intelligence

Social Media Monitoring

Optimisation: Product & customer experience

improvements

Time is of the essence ... this stuff is perishable

Collaborating with customers to provide a better experience

Your experience of the brand is intimately connected to the hotel you stay at

1 global dashboard

40 country level dashboards

4,000 hotelier dashboards

> Pilot> Global rollout> Training> KPIs> Reward & recognition

Understanding the customer journey ...

Typical metrics from a hotel manager’s dashboard ...

Customer satisfaction index

Online satisfaction scores

Country-level and global dashboards

Cross-brand view of strengths and weaknesses

Engaging with customers & nurturing super contributors

Built out & refined ‘owned’ presence on the Webduring listening phase

LISTEN >> PLAN >> ENGAGE> Top forums> Super Contributors> Team of 50

“Fish where the fish are”

ROI is “in the millions of euros”> Reduction in call handling costs

To conclude …

Listening Analysis Engagement

To be most effective, Social CRM requires an holistic, three-pronged approach

Mix of real time & more contemplative analysis

This is a process of osmosis: a two-way collaboration between a brand and their

communities

Social media is maturing: we need to talk about Enterprise Class solutions

& whole organisations (people and processes) being empowered & involved

http://www.synthesio.com/blog

Catriona.Oldershaw

contact@synthesio.com

http://twitter.com/CatrionaTweets

+44 (0)20 7788 7448

Are you ready to start monitoring?

Implementing Social Media Listening & Engagement for Global Brands

Business

Transcript of Implementing Social Media Listening & Engagement for Global Brands

Advanced Listening Listening Strategy Guide Page 1 · Advanced Listening / Listening Strategy Guide Page 3 Listening Topic 1: Pre-Listening Strategies Predicting the themes and vocabulary

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