The social dimension of customer relationships – Part IIBy Mark Atterby Social CRM is an emerging area that crosses over with other digital strategies and marketing technology. Traditional CRM systems from companies such as Microsoft and Sugar CRM have integrated social media into their products, where social media conversations can be tracked along with phone calls and emails. But hundreds of social media tools have emerged in recent years. Some performing very specific functions, while others form part of comprehensive digital platforms. Social CRM is about aggregating a variety of information from different social
Social CRM depends on the development of good content which generates discussions and interactions with potential customers.
- Content distribution and engagement
- Monitoring and listening
- Aggregation and Integration
- Analytics and Reporting
Content Distribution and EngagementSocial CRM depends on the development of good content which generates discussions and interactions with potential customers. But managing the distribution of this content across different channels and platforms can be tedious and time consuming. Tools such as Onlywire.com and Buffer App allow the posting of content to be scheduled and automated. Then there are engagement tools that allow social media agents to respond to blog posts and comments as well participating in ongoing discussions. They provide real-time and highly customised dashboards across multiple accounts and campaigns, where agents have the ability to respond in multiple places with one click. This includes tools such as Hootesuite (which also allows for content distribution and sharing as well monitoring and listening).
Monitoring and listeningA popular service offered by BPO and outsourcing providers is social media monitoring and listening. Based on predefined keywords and phrases, listening and monitoring tools track mentions and discussions concerning the brand, products, competitors and industry issues. They provide a variety of reports that can be used to identify opportunities to address customer service issues or participate in a conversation with a customer. These include dedicated tools such as Buzz Logic, Brandwatch, Sysomos and so on.
Aggregation and IntegrationSocial CRM allows users to, by entering an email into the contact record of a customer, to connect to every social media profile that was setup using that email. The relevant interactions and conversations can then be aggregated and stored in relation to that customer record. But the crucial link between social media and CRM is where a social media interaction such as a tweet or a facebook comment can initiate CRM workflows depending on the interaction. The social media interaction has turned into a sales opportunity. Recently developed CRM solutions such as Insightly.com and Bantam Live have been designed with social media firmly in mind. For the enterprise Microsoft, Salesforce and Sugar CRM have made integration with social media a top priority.
Analytics and ReportingTo understand the effectiveness of your CRM and social media strategies and identify areas for improvement requires analytics and reporting. Some of the areas you should look and establish benchmark metrics for, include:
- Social media consumption:The amount of social media signals – views, likes, downloads, comments, responses, etc.
- Content Sharing:How resonant is this content, and how often is it shared with others? Retweets, shares, pins, etc
- Brand awareness and reputation: What are people saying about the brand and how often?
- Lead-gen metrics:How many likes, downloads etc contribute to a lead?
- Sales metrics:And how many of those leads become sales?