Speaker: Loic Moisand
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13-Sep-2014 -
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Transcript of Speaker: Loic Moisand
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Taking customer engagement to a whole new
level
Loic Moisand
CEO Synthesio
@loicmo
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“Marketing is the ongoing process of engagement
whereby strangers are nurtured into advocates.”
Trey Pennington
@loicmo Synthesio
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Why people share online?
Physiological
Safety
Love/Belonging
Esteem
Self-
actualization
Maslow Hierarchy of Needs
@loicmo Synthesio
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What insights can you find?
Complaints
Expectations
Crisis situations
Product ideas
Leads
…
@loicmo Synthesio
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Customer Engagement
Research
•Consumer
insights’
analysis
•Competitive
intelligence
Marketing
•Campaign
measurement
•Influencers
outreach
PR
•Crisis
management
•Online
footprint
measurement
Sales
•Lead
generation
•Prospect
outreach
Customer
support
•Complaints
management
• Technical
support
Other
• HR
• Executive’s
reputation
• etc
Customer insights
From customer intelligence to customer engagement, the main
challenge is time
Adapted from Forrester Research
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Orange Telecom Case Study
• We have built Orange a combined listening and engagement platform
which enables a team of 50 community managers to respond to
questions and comments made by customers on the web
• By increasing the visibility online of answers to common questions,
Orange estimates is has already saved « a few million euros » through a
reduction in call centre volumes
A 3 steps communty management strategy
Listen3000 Coments / day
Analyze3 types of contributors
Engage5 to 50 community managers
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Step 1 Detect online communities
Spheres of influence, detractors and
advocates
@loicmo Synthesio
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90%Spectators
9%Contributors
1%
Super-contributors
Step 2 Find contributors and super-contributors
@loicmo Synthesio
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Step 3 Hire a team of community managers for customer
engagement
@loicmo Synthesio
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Reduction in call center volumes
Detection of customer insights to
build a better product
Identification of collective problems
Measure ROI
@loicmo Synthesio
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Self regulation, the community management
Nirvana
@loicmo Synthesio
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Social media monitoring and engagement
Loic Moisand
CEO
@loicmo