Page 59 - AC/E Digital Culture Annual Report 2014

AC/E digital culture ANNUAL REPORT 2014because they find a place where they can resolve their doubts and keep up to date.In fact, any CRM strategy is based on two principles: on one hand, actively identifying and listening to users, consumers, readers and creators and on the other hand, using this information in a logical and astute manner.At the present time any brand can, with conversation administration tools in the social media space, analyse the tone and feeling of this conversation, find out what a particular consumer needs or resolve any specific issue that might crop up. They can, and should, participate in these conversations through their Community Management teams in order to make their point of view known and, above all, provide real value to the conversations.Adopting a plan for use or a strategy in the field of Social CRM is key for defining what aims are to be achieved.All the considerations made can be resumed in aims to be achieved in any Social CRM plan.Here are some of the most important ones:1. To increase the engagement and prescription marketing ratios.2. To increase online and offline channel conversations.3. To increase the utility of customer care responses.4. To integrate marketing, sales and customer care.5. To improve customer knowledge.6. To strengthen the digital reputation of thebrand or institution heading the strategy.7. To place the user at the centre of the strategy.All actions must start and finish with the user, that is to say, they must be customer centric.In the coming years there will be more people who, through their participation in the digital conversation space, will volunteer their data,AC/Eprofiles, and preferences to groups in a totally spontaneous and natural way to give shape to new products and services.By means of social networks, stories, electronic commerce and infinite lists of reading matter, videos and music, connected consumers are going to create extensive profiles and trails of data that will encompass information from their cultural preferences to their daily movements.This means that the people connected will mature through the tendency towards crowdshaping: new products and services being defined by the aggregate preferences and behaviour of groups of consumers, large and small, as expressed by their data. Furthermore, the technologies that enable the creation andpassive comparison of these data flows will become even more omnipresent.Connected consumers are going to create extensive profiles and data trails that will make it possible to assess their activities and relevanceAt this point it will be the communities themselves that, through their natural behaviour, will be sending the message about what cultural content they want to consume and enjoy. And that, without doubt, will be an important statement of information because nothing and nobody will be able to prevent them from taking up the challenge of creating it themselves if they have not got it.Users already participate in the social networks in a natural way by interacting with their friends, family and colleagues. They comment on daily events, share news and content, publish their personal photos and so on thereby making these spaces an extension of their “analogue” lives. Of course, they are also spaces where they ask for recommendations when it comes to making a decision within the cultural sphere. Is this exhibition worth visiting? Is Arturo Pérez‐Reverte’s latest book as good as they say it is? Is that going to be an unrepeatable concert at the auditorium?WHERE WE ARE HEADING: DIGITAL TRENDS IN THE WORLD OF CULTURETHEME 5: CULTURAL SECTOR MARKETING AND CONSUMPTION THROUGH DIGITAL TECHNOLOGY CURRENT PAGE...59