Social Networking and CRM22nd November 2020
It’s a familiar story: the marketing department is diligently creating and publishing tweets, Facebook posts, YouTube videos and more all carefully crafted to make the most of each channel and designed to encourage sharing, retweeting and customer engagement. But the audience doesn’t come.
Meanwhile, your customers are elsewhere on Facebook and Twitter, having conversations about your organisation discussing you, recommending you, complaining about you and even trying desperately to talk to you. But they’re not getting the answers they want.
That’s where social CRM comes in. A customer relationship management platform that integrates social media gives you access to the same level of insight you have for more traditional channels, plus the ability to use social tools for communicating internally. You can monitor, track and benchmark your social media communications using familiar tools, dashboards and metrics.
With social CRM you can place the customer right at the heart of your organisation. No more forcing customers to use the channel you prefer. No more losing track of issues when they change channels. You can engage and respond to customers individually and in the way they choose, without compromising your ability to track and manage communications on a global scale. You’ll have both a broad overview of your brand’s reach and a granular, detailed view of each customer interaction.
Customer service, marketing and sales all benefit from a more dynamic, complete picture of each individual customer, and can make use of social tools to communicate between themselves. You see the cost of delighting customers fall. Your customers see an organisation that listens to what they want and responds in a way that suits them, across multiple channels. Everybody wins.
Your customer care teams can use Social CRM to:
- Deliver customer support via the social media networks your customers are using;
- Interact and engage with customers in real time;
- Talk to each other so that customers get the best help;
- Monitor social media for complaints and resolve issues quickly;
- Find and reward brand advocates and customers who help others.
Benefits of Social CRM for marketing
The combined promise of reduced cost and increased effectiveness is a heady one for any marketer. And while social CRM has a valuable role to play in customer services and sales, it can also revolutionise your marketing effort. It can change your understanding of brand reach and perception, while giving you access to a raft of new information about customer behaviour and opinions. Social CRM can help you deliver:
- Greater exposure in the places where your audiences spend their time;
- Increased engagemente and deeper relationships with customers;
- Increased web traffic and conversions and higher search rankings;
- High-quality inbound leads that turn into revenue faster;
- More efficient marketing budgets with higher returns;
- Faster marketing campaigns with better targeting.
CRM system should integrate this data to show all your information in one place.
Traffic and conversions from social media
- Simple to measure and well understood
- Beware of chasing traffic and overlooking conversion rates
- Use conversion rates to target the best-performing platforms
Fans and followers
- Remember that not all followers are active
- Use social CRM to segment your audience into follower types
Participation and sharing
- Details vary from platform to platform
- An effective measure of customer engagement
- Often undervalued