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01 CRM e Social media marketing intelligence con Odoo

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Il talk sarà un tour funzionale del C.R.M. di Odoo all'interno del ciclo dell'attivo, dall'inserimento dei lead all'assistenza post vendita. Particolare attenzione verrà data all'utilizzo di Odoo come pannello di controllo della reputazione aziendale online e HUB d'informazioni provenienti dai tre principali social network (Facebook, Twitter e Linkedin) oltre che da Google Alert. Verrà mostrato il flusso di lavoro per tracciare le quattro C della social media marketing intelligence all'interno di Odoo: clienti, competitors, competenze, costi (fornitori)
- Marco Lombardo -

Published in: Technology
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01 CRM e Social media marketing intelligence con Odoo

  1. 1. C.R.M. e Social Media Marketing Intelligence con www.marcolombardo.com
  2. 2. Marketing Business Administration Qualità Software Libero marcolombardo.com
  3. 3. Programma: ● Nozioni di base: la Marketing Intelligence, il Customer Relationship Management. ● La gestione della fase antecedente alla vendita: i lead ed i clienti, telefonate ed appuntamenti, dal contatto all’opportunità. ● I progetti di marketing intelligence: da lead a problematiche ed attività dei progetti. ● La gestione della fase post – vendita: i reclami, up-selling & cross-selling, da clienti a prosumer. marcolombardo.com
  4. 4. marcolombardo.com Capacità dell'azienda di comprendere, analizzare e valutare pienamente l’ambiente interno ed esterno relativo a clienti, concorrenti, mercato e industria in cui si muove un’azienda, per migliorarne i processi di decision making. Marketing Intelligence:
  5. 5. Clienti Competitor Costi Competenze marcolombardo.com
  6. 6. Il C.R.M.: È uno strumento per gestire le interazioni tra l'azienda ed i clienti attuali e potenziali. ● Acquisire nuovi clienti. ● Aumentare le relazioni con i clienti più importanti. ● Attuare un “demarketing” dei clienti meno importanti. ● Trasformare i clienti in “Prosumer”. marcolombardo.com
  7. 7. Definizioni: ● Lead (definizione tradizionale) : Interesse dimostrato da un (potenziale) cliente in seguito ad un'iniziativa promozionale, si può poi concretizzare nell'avvio di una trattativa commerciale. ● Lead (definizione moderna): il primo contatto con un informazione proveniente dall'ambiente esterno all'azienda riguardante una delle 4C della marketing intelligence: Clienti, Competitor, Costi (fornitori), Competenze. ● Partner: cliente (fornitore) associato al lead. ● Opportunità: lead che ha avuto un seguito. marcolombardo.com
  8. 8. Il ciclo dell'attivo: ● Raccolta dei Leads. ● Opportunità (Qualificazione, Proposta, Negoziazione, Vincita). ● Ordine (modulo magazzino). ● Fatturazione (modulo e-invoicing). ● Assistenza post vendita. ● Nuova offerta agli attuali clienti. marcolombardo.com
  9. 9. Per “qualificazione / offerta” s'intende il marketing mix: ● Prodotto / Servizio. ● Prezzo. ● Distribuzione. ● Promozione. marcolombardo.com
  10. 10. Raccolta dei Leads: ● Banche dati pubbliche (Elenco telefonico, Registro delle Imprese, etc.). ● Marketing Intelligence (Riviste, Forum, etc.). ● Mappa delle interazioni (telefono, social network, fiere, etc.). marcolombardo.com
  11. 11. marcolombardo.com Raccolta dei Leads:
  12. 12. Inserimento automatico di un Lead: marcolombardo.com
  13. 13. Inserimento di un Lead: marcolombardo.com
  14. 14. Inserimento di un Lead: marcolombardo.com
  15. 15. Inserimento di un Lead: marcolombardo.com
  16. 16. Inserimenti di Lead: marcolombardo.com
  17. 17. Inserimento manuale di un Lead: marcolombardo.com
  18. 18. Pianificazione chiamate: marcolombardo.com
  19. 19. Chiamate pianificate: marcolombardo.com
  20. 20. Chiamate per partner: marcolombardo.com
  21. 21. Vista calendario: marcolombardo.com
  22. 22. marcolombardo.com Lead Chiusura Problema Opportunità Chiamate
  23. 23. Converto il Lead in opportunità: marcolombardo.com
  24. 24. Converto il Lead in opportunità: marcolombardo.com
  25. 25. Viene creato un nuovo cliente: marcolombardo.com
  26. 26. Indico entrata prevista e % di successo: marcolombardo.com
  27. 27. Appuntamenti: marcolombardo.com
  28. 28. Appuntamenti: marcolombardo.com
  29. 29. Mappa delle opportunità: marcolombardo.com
  30. 30. Vinto / Perso / Preventivo: marcolombardo.com
  31. 31. Storico direttamente sulla scheda cliente: marcolombardo.com
  32. 32. Storico sulla scheda opportunità: marcolombardo.com
  33. 33. Reports Telefonate: marcolombardo.com
  34. 34. Reports Vendite: marcolombardo.com
  35. 35. marcolombardo.com Lead Chiusura Problema Opportunità Chiamate
  36. 36. Converti Lead in problematica: marcolombardo.com
  37. 37. Assegna problematica al progetto: marcolombardo.com
  38. 38. Allega file, associa un'attività: marcolombardo.com
  39. 39. Gestisci le fasi delle problematiche: marcolombardo.com
  40. 40. marcolombardo.com Contatto Reclamo Lead
  41. 41. Apertura di un reclamo: marcolombardo.com
  42. 42. Apertura di un reclamo: marcolombardo.com
  43. 43. Reports Reclami: marcolombardo.com
  44. 44. Up selling e cross selling : Up selling: tecnica di vendita che mira ad offrire al consumatore qualcosa di maggior valore rispetto alla sua scelta d'acquisto iniziale es. estensione della garanzia di vendita, proposta di un prodotto di gamma superiore. Cross selling: tecnica di vendita che mira ad offrire al consumatore prodotti complementari a quelli acquistati inizialmente. marcolombardo.com
  45. 45. Prosumer : Proactive consumer: consumatori attivi nell'aiutare gratuitamente l'azienda di cui sono clienti a: - migliorare i beni e servizi offerti. - promuovere i beni e servizi tra gli altri potenziali clienti. Caratteristiche: - alta competenza nel bene/servizio di produzione dell'azienda. - identificazione nei valori dell'azienda, appartenenza. Mezzi: - blog, social network, passaparola, giornali, trasmissioni radio e tv. marcolombardo.com
  46. 46. credits : marcolombardo.com Marco Lombardo www.marcolombardo.com Carlo Vettore www.didotech.com

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