Beruflich Dokumente
Kultur Dokumente
OF SOCIAL CRM
HOW-TO GUIDE
The Importance of Social CRM
HOW-TO GUIDE
Social media is a pervasive presence in corporate and personal life. Even for those who aren’t
users of social media, rarely will a day pass without encountering the presence of social media
in some aspect of their lives. Social media is clearly deeply integrated into the fabric of society,
serving as a communications channel and a way to connect with people and brands.
Marketers have long been proponents of social media as a means of engaging customers
and prospects, as well as promoting their brands. The uses of social media continue to evolve,
growing in sophistication and value. Not long ago, social media and Customer Relationship
Management (CRM) were viewed as separate initiatives with different purposes. Now, there is
clear intersection between the two, giving rise to the concept of Social CRM.
The logic is obvious: an initiative that is all about managing customer relationships should have
some degree of visibility into or integration with the vast social-media networks and followings
companies have built.
This How-to Guide will explain what Social CRM (SCRM) is and how your business can benefit,
detail various applications of SCRM and outline an action plan for getting your business started
in the world of SCRM.
Paul Greenberg
SCRM, however, is a management activity, implying a level of proactive involvement in the process.
Both processes can yield valuable insights into customer behavior, pains and sentiments, as well
as new trends, and feedback.
The goal for the brand is to attract and engage an audience—followers—in conversation. These
conversations differ substantially from colleagues chatting around the water cooler because the
reach of these conversations is magnified and visible to a large audience.
In social media forums, hundreds, or even thousands of followers are free to express opinions,
create dialogue, ask questions, and receive honest feedback from the brand and other followers.
These conversations are powerful influencers for shaping the perception of the brand.
Even when the discourse is initially negative, such as when a customer complains or expresses
displeasure, the brand has the opportunity to not only recover with that customer, but also to
impress the entire community of followers with its desire to respond, its response and the timeli-
ness of the response.
The Benefits
Customer Interaction
Facilitates efficient, convenient interaction with customers in a way they prefer to communicate.
Grows customer appreciation when customers feel the brands they’re connected to are
responding and listening to them.
Encourages engagement through social-media channels through rewards and special offers
to your brand’s followers.
Enables dialogue with and influence customers that were formerly inaccessible or difficult to reach.
Creates sharing mechanisms make it easy for brand loyalists to promote your brand.
Exposes your brand to new markets.
Customer Service
Applications
New use cases for Social CRM are discovered almost every day, inspired by the relationship and
communications potential of being connected to a large group of followers. What follows is a brief
discussion on some of the more common use cases for SCRM.
Social media provides an excellent listening post to detect trends, areas of opportunity or dissatis-
faction and even competitive threats. Followers of a brand will use their connection to its social-
media channels to communicate their expectations of the brand and how it needs to perform.
Social-media followers of a brand represent a sample population or virtual focus group with
whom you can conduct primary research quickly and inexpensively.
Product Launch
The vast reach and immediacy of social-media communications make it the first choice for
many companies when it comes to new-product announcements.
Pre-announce new product features, terms or conditions to get immediate feedback that is
useful for making program changes and enhancements prior to general product availability.
Identify excellent beta-test or case-study candidates by monitoring social media posts.
Monitor social-media posts to understand sentiment about your brand. At regular intervals,
take a social-media snapshot of brand sentiment and track the trend. Identify causes for both
upward and downward sentiment trends so you can manage them.
Engage directly with brand loyalists and detractors to understand the reasons for their senti-
ments. Through social-media engagement, turn brand detractors into loyalists, and brand
loyalists into brand ambassadors.
Bottom Line
Your business can benefit from culture of customer-centric social media and CRM. By lever-
aging the power of online discussion forums, your business can extend its reach and build brand
equity by listening to what your customers are saying through social media.
Managing the online conversation is a catalyst to grow the stature of a brand. An effective SCRM
process provides opportunities to gain new market insights, improve service quality and deepen
loyalty to the brand.
105
Engage Your
5 Audience
VIEW RESOURCE
Research
Tools
Training
Software
Demand Metric has the world’s largest library
of practical marketing tools and templates,
all ready for you to customize.
LEARN MORE
Playbooks & Training
Toolkits Courses
Reports &
Guides
GET STARTED