Thank you to everyone who joined us at Social CRM & Customer Engagement 2011 on Friday in London. We had around 120 brands, agencies, vendors, consultants and journalists in the room, plus an online audience of several hundred live-streamers and #scrm11 hashtag followers. The discussions were heated, we trended on Twitter and we finished off all the wine. I couldn’t ask for more!
The Social CRM video footage is being uploaded this week (some there already). It’s password protected and we are emailing the password to attendees/live streamers today. We’ll be posting up the remaining presentations up shortly. In the meantime, here are my highlights:
Brent Leary (CRM Essentials) – Provided an inspiring introduction to social CRM and CIM (“Customer Information Management”). plus a case study of J&P Cycles, who began to engage with customers online to reduce their email traffic. Results: 1000% increase in online chat. Chat users 4x more likely to buy than emailers. 98% would recommend J&P to friends. Brent also highlighted the importance of mobile for the future of customer engagement.
Esteban Kolsky (ThinkJar) – Encouraged attendees to not only listen, but engage with their customers, and explained how valuable analysts are in a new era of real-time data. Highlighted case studies of socially-driven customer services at ComCast, GiffGaff, HBO and Best Buy. He also recommended involving customers in product planning and creation, to increase engagement and sales.
Mitch Lieberman (Sword Ciboodle) – Explained that “social media management” is not the same as “community management” and that, usually, “customers want the benefits of community without the relationship”. He suggested that there are 6 different perspectives from which to approach social CRM (i.e. Marketing, Service…) and highlighted the irony that while communications are becoming more “social”, staff often lack the social skills to use them properly.
Catriona Oldershaw (Synthesio) – The most popular phrase on Twitter during the Royal Wedding was “pippa’s bum”. Hair recovery treatment company, Regain, used Prince William’s bald patch to engage with Twitterers on the topic (clever – if a little risky). Synthesio set up a global listening and engagement platform for 4000 Accor Hotels, enabling each to monitor and engage via social media. They achieved a 55% move from negative to positive sentiment and 11% increase in online bookings.
Giles Palmer (Brandwatch) – Explained how brands can use Brandwatch to identify social media “mentions”, assign them to relevant staff members to respond and then track the reactions. Also highlighted the opportunities for mapping user mentions to known “influencers”.
Eric Stahl / Xabier Ormazabal (Salesforce.com) – Provided a walk-through of the customer experience using Salesforce for supporting a sales team. A suite of features, strongly based on the concept of “following” (people, documents etc.), offering a Facebook-like network to enable internal knowledge-sharing.
Luis Carranza (Chemistry) – Explained that HMU, meaning Hit Me Up, is the most popular word on Facebook . “It’s what the kids are saying” apparently. He said brands should be providing contextually relevant content across a range of social media channels.
Richard Hughes (Broadvision) – A refreshing, up-beat presentation, recommending that brands should “regain part of the control of the conversation”, e.g. by selecting which channels they use for different types of engagement. They should consider switching off their Facebook wall if it’s likely to be misused and not feel they are being “anti-social”. Suggested three communities to tap into: customers, employees, partners.
Mark Tamis (Net-7) – Gave a short insightful view of the next phase of social CRM. “The role of the salesperson will move from gatekeeper to consultant”. We should “co-create value with our customers” and move further towards the “collaborative enterprise”.
Discussion: The Customer Perspective – Highlighted the risks of joining customer conversations uninvited. It can backfire – but if it’s (a) a real person and (b) contextual, it can be spectacularly successful. Is it OK to map customer data across different networks without telling them (vote: No). Is it OK to engage with customers via a different channel to the one they started the conversation in? (Vote: No).