Social CRM (customer relationship management) adds in the social data from your social customer to help your organization better market to your customers. It truly is the new way of marketing. In this video, social media strategist Megan Adams teaches you how you can add this to your organization's strategy. She helps you think about ways your marketing, sales, and customer service teams can leverage and embrace this new way of marketing.
- [Narrator] Social CRM helps to combine all information pulled from social media and other conversational platforms. And it uses CRM analytics to determine how an organization can best use this information. Be it developing a better sales process or forecasting market trends. When you add the social to CRM, all the social data on your customers collected and added to their profile. This is a powerful piece for all marketers. Social CRM adds in the social data points so organizations like yours can better track and measure your audiences behaviors online.
Traditional CRM and social CRM are combining as consumers spend much more time online and on different social media channels like Facebook, Linkedin, Instagram and Twitter. And for organizations the need to track, measure and analyze your audiences behavior over this complex social landscape is becoming more difficult. Here are some benefits of organizations using Social CRM. So a social CRM strategy allows organizations to better engage with their consumers in a transparent and effective way.
This in turn creates brand advocates. And it adds to the collection of important user data, which helps to shape the online conversations about the organization. Social CRM switches from the philosophy of building systems for customers to interact with, to one that encourages and allows the customer to choose the way they interact with that organization. So how can you add social CRM to your strategy? First, think marketing, the use of social listening tools like sproutsocial, for example, help your organization to monitor, analyze and respond to customer conversations.
This allows your organization to monitor purchasing behavior so you can individualize that customer's buying experience. Next is sales, so understanding where prospects are discussing your organization's products and services as well as your competitors can help your sales department determine the best way to engage these prospects. Thus bringing them into the sales cycle. And customer service and support, so social media has revolutionized customer service, you see this a lot within air travel, there's always an angry tweet on Twitter that makes news headlines about a missed connection or a delayed flight.
A social CRM strategy would enable that airline to respond in a timely manner in order to resolve that issue. And I'd like to discuss the customer experience or the creation of brand advocates. Social CRM allows brands to enhance customer experience by listening to and collaborating with the customer in order to design exclusive VIP programs and services. Virgin America is a great example of a brand that regularly goes above and beyond their customer's expectations.
They're the first airline to offer fleetwide Wi-Fi and this shows you that they are actively listening to their customers. They're also known for exceptional customer service and mood lighting in their planes. The integration of social CRM in to your organizations marketing strategy will enable you to create exceptional experiences, products and services for your customers simply by listening to them and acting on that information, so you really can see that social CRM is the new way of marketing.
To begin, Megan explains what social CRM is and how to select and implement the best CRM platform for your organization. Next, she shows you how to develop your social CRM strategy so you can define and maintain your brand, develop social media best practices, and launch targeted and segmented marketing campaigns. She also explains how to connect with online influencers who can enthusiastically and effectively spread the good word about your brand, engage with prospects, and handle challenging customer service interactions. She wraps up with how to document your processes and use customized analytics.
- Choosing the right platform for your business
- Allocating resources to support your initiative
- Building and maintaining brand strategies
- Establishing rules of engagement for customer interactions
- Creating targeted marketing campaigns
- Identifying and working with social media influencers
- Using social media to monitor customer issues
- Handling negative feedback
- Documenting your strategy
- Customizing an analytical framework
- Measuring and monitoring results
Skill Level Intermediate
Q: This course was updated on 04/11/2018. What changed?
A: The following topics were updated: campaigns and identifying influencers.