SOCIAL MEDIA STRATEGIC VALUE IN THE CURRENT BUSINESS ENVIRONMENT Charles Mok Legislative Councillor (Information Technology)
Jul 29, 2015
SOCIAL MEDIA STRATEGIC VALUE IN THE CURRENT BUSINESS ENVIRONMENT
Charles MokLegislative Councillor (Information Technology)
Top-down advertising
Peer review and word of
mouth
Sales-driven
Conversation-driven
BUSINESS REALITY – NOT JUST ‘LIKES’
•
Customers read about, share, discuss, review and suggest brands ONLINE
More channels
More collaboratio
n
More connection
s
More conversatio
ns
CHALLENGES FACED BY BRANDS IN SOCIAL CRM
Customers want to interact differently and expect response
SOCIAL CRM – EVOLUTION
Traditional CRM
• Phone, fax, email, letter, website, SMS, IM, mass media
+ Social CRM
• SEO, eDM, Apps, Blog, microblog, wiki, social networks, video/photo sharing, forums, review and comparison websites
Listen/Analyze
• Track mentions online
• how many, by whom, where, how, about what, how they feel
• How to handle loads of messages• - Analyze, standardize, automate
• Data Retention and Privacy• Brands need to be open and transparent• Respect customer’s data, share what you
know and what you are doing with it
SOCIAL CRM IS GOOD BUT…
• Identify your objective and strategy
• Choose your metrics and tools (mobile!)
• Listen: Track conversations• Build relationships: respond,
engage and converse• Evolve
MAKING GOOD USE OF SOCIAL MEDIA CRM
THANK YOU!
Charles MokLegislative Councillor (Information Technology)[email protected]