Tagsocial media

Social CRM 2013 Conference (London) – Live Blog

Here is my event blog for the Social CRM 2013 Conference at the Cavendish Conference Centre in London. CRM stands for Customer Relationship Management, so the main focus of the conference was on how Social can be used to build customer relationships.

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The day was kick-started with welcome drinks and networking and a brief introduction by Luke Brynley-Jones, CEO of Our Social Times.

 

The second speaker of the day was Ben Kay (@Benjamin_Kay) – Digital Strategist & Digital Media at Everything, Everywhere.

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Ben spoke about “Bringing Social to the Heart of the Business”, and how EE combined social and mobile to create the ultimate mobile network.

After Ben spoke about how EE became a ‘Social business’, we were then shown a short video of EE’s ‘Social Hub’. Rather than placing staff in a typical office or call centre environment, EE chose to design a purpose-built room called the ‘Social Hub’ as a central HQ for their Social operations. The video can be found here.

 

It was then the turn of Jacqui Taylor (@jacquitaylorfb) – Managing Director at FlyingBinary, to speak about ‘Looking beyond Social Data to Social Business’. As a data scientist, Jacqui showed how mentions through social channels can be categorised by sentiment then analysed.

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Lunch break! We were all given an hour’s lunch break which also facilitated networking and discussions with sponsors and exhibitors.

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Nico Henderijckx (@tweety2b) – European Forum & Community Manager at Sony Europe spoke about “Managing relationships with Brand Fans and Superfans”.

It was interesting to hear about how Sony uses “superfans” to moderate the online community and engage with fans and forum members on Sony’s behalf. Whilst these “superfans” are not paid a salary as such, they are provided with a support package which includes regular training, bi-annual conferences and week long team-building trips where Sony flies them out to a location in Europe along with a number of top-level executives to allow them to bond together. Sony’s “superfans” are also given confidential information and access to new products before everyone else.

At the end of the presentation, a representative from Spotify had asked about how they could make the most of their “superfans”, so it was good to see that they had set an example for other companies to follow.

 

Bian Salins (@b1an) – Head of Social at NOW TV.

Even though NOW TV was part of Sky, it was reassuring to hear that they had still faced the typical barriers that many start-ups face relating to getting their initial brand message out. Bian spoke about how they had run a number of Twitter campaigns with free tickets to exclusive cinema screenings.

Bian was very engaging throughout, and I’m sure she helped inspire the attendees.

 

Next up, it was Tom Ollerton (@mrtomollerton) – Marketing Director at We Are Social.

Tom spoke about how We Are Social had created a unique marketing plan for Marmite (Unilever), where they created a “secret society” group called the “Marmarati”!

A detailed case study can be found here: http://wearesocial.net/forrester-marmarati/

This actually turned out to be the most memorable presentation and talk of the day, as it was a rather unique marketing strategy.

 

Next it was a panel discussion with:

  • Guy Stephens, Managing Consultant – Social Business IBM (Host)
  • Naomi Trickey, EMEA Sales Director, Brandwatch
  • Thomas Messett, Head of Digital Marketing & Advocacy, Nokia
  • Matthew Brazil, COO, Conversocial

The topic of discussion was “Breaking down the ‘Social Façade’ between Internal and External Media”. Whilst members of the panel seemed to agree that internal social tools such as Yammer and Socialcast (although sometimes beneficial) actually wasted time, the opinion of the majority of attendees was actually the opposite.

One comment I found funny was that employees were getting emails from their CEO to say “I have just posted something to Yammer” – professional or what!

 

The day ended with Ronan Gillen (@AskeBay) – EU Complaints, Community & Social CS Manager at eBay, speaking about “Improving the Customer Experience with each social interaction”.

This was a good talk as I was interested to hear how eBay deals with what must be a large amount of enquiries coming in through Social channels.

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eBay realised that social media could be used as a Customer Service channel and whilst they still have traditional call centre support are now focusing their efforts on providing support through social media (Twitter and Facebook).

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Overall, it was a great event with interesting speakers, from which I learnt a lot about what companies are doing to utilize social media. It is clear that CRM through Social growing and is an area to watch out for.
The live ‘Tweet wall’ throughout the day was a great idea too! Thanks to Our Social Times for organising the event!

Social CRM 2013 Conference (London)

Our Social Times logo

 

 

Organised by Our Social Times, Social CRM 2013 is an annual two-day social/digital media event. The first day being a workshop with the second day a conference, which attracts speakers and attendees from a number of blue chip companies.

Key topics of discussion will include:

  • From Social CRM to Social Business
  • How Organisations are Managing Social Customer Engagement
  • Integrating Social Customer Service, Marketing and Communications
  • Brand Case Studies: Social CRM in Action
  • Measuring the Value of Social CRM
  • Beyond Big Data: The Long Road to Genuine Social Business
  • Leveraging Customer Communities
  • Delivering End-to-End Social Customer Service
  • Panel Discussion and Q&A

This year’s speakers are:

Ronan Gillen
Twitter: @Nanor23
eBay – EU Complaints, Community & Social CS Manager

Bian Salins
Twitter: @b1an
Job Title: Head of Social
Company: Now TV

Ben Kay
Twitter: @Benjamin_Kay
Job Title: Head of Digital Strategy & Adoption, Company: Everything, Everywhere

Jacqui Taylor
Twitter: @jacquitaylorfb
Job Title: Managing Director
Company: FlyingBinary

Martin Hill-Wilson
Twitter: @martinhw
Job Title: Consultant
Company: Brainfood Consulting

Chris Heffer
Twitter: @theotherhef
Job Title: EMEA Marketing Manager Company: Dachis Group

Leon Chaddock
Twitter: @leonchaddock
Job Title: CEO
Company: Sentiment Metrics

Luke Brynley-Jones
Twitter: @lbrynleyjones
Job Title: CEO
Company: Our Social Times

Nico Henderijckx
Twitter: @tweety2b
Job Title: European Forum and Community Manager
Company: Sony

Tom Messett
Twitter: @TomMessett

Social CRM London 2013 logos

A programme/agenda for the day can be found here:

Tickets are £295 and include complimentary breakfast and a 3 course lunch. It is being held at the Cavendish Conference Centre which is easily accessible by tube (Oxford Circus).

Businesses using social media

Social_Networks

If your business isn’t on the main social networks these days, the truth is that you’re missing out on potential business.

Many of the blue chip companies and large corporations have multiple accounts. Take Dell for example. They have their main @Dell account, but also accounts for home user news, SME news and large enterprise news as well as corresponding support accounts too. Just some of Dell’s Twitter handles include:
@Dell – General Dell and technology related news.
@DellCares – Home user support.
@DellCaresPro – Business user support.

O2 (Telefonica UK) has a simpler approach, with just two accounts. They have their main account (@O2) which handles customer support and has Tweets aimed at end users, and @O2BusinessUK which Tweets SME related news and interacts on a B2B level.

From a small business perspective, you should only need one account on these sites, however if you are lets say a restaurant with multiple locations, you may wish to have a different account for each location so that you can post relevant news and the manager of each restaurant can manage their own Twitter account.

But which social networks should I use for my business?

Here’s an overview of the main social networks and my personal opinions on each from a business perspective:

Facebook – For businesses, there are two options when it comes to creating a profile. They can either create a Page which can be ‘Liked’, or they can setup a normal account and accept friend requests. Whilst Facebook seems to be the most popular at the moment (especially for small businesses), Twitter is growing in popularity. You can also link a Twitter account to directly post to your Facebook.

Twitter – Unlike Facebook which has endless fields to input information for your profile, Twitter took the simple approach. You can have just your name or you can add a short ‘bio’ along with your location and website URL (if applicable).
The key with twitter is INTERACTION! Instead of posting plain, generic things about your business, create interesting Tweets with hashtags instead which will boost interaction with your brand, and also give it a ‘personality’ which would otherwise never be seen.
Maybe even have a few ‘quick question’ type Tweets or end your post with a question. This way, you can avoid losing followers due to your Tweets being percieved as ‘spam’, whilst still being able to promote your business.
For more info on Twitter, read my blog post about Twitter (coming soon).

LinkedIn – Once a network thought of as only for CEO’s and corporate executives, LinkedIn is now used by students, junior employees and has become more widespread. The exposure that this network can provide could land you your next job! Recent research showed that 30% of college students were using LinkedIn as their primary and only method of finding and applying for jobs.

Pinterest – This is a social network which seems to be for more creative/crafty people and businesses. Its user base is also highly female dominated with around 70% of its users being female. If your business offers a handmade product, Pinterest would be great for you.

Google+ – This is a network which seems to be growing (although at a slow pace) and seems to be a way off from being one of the top 3. Google+ does have the benefit that if you have thousands of ‘followers’, your page will rank high in Google searches for your name which will boost your online profile and reputation.

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