Social CRM

Eduardon

Social CRM ( customer relationship management ) is a social media service, technology and technology to enable organizations to engage with their customers. [1] [ better source needed ]

Applications

Social CRM has applications in marketing , customer service and sales, including:

  • Social Engagement with prospects: SocialCRM tools allow businesses to engage with their customers by, for example, listening to feelings about their products and services.
  • Social Customer Service: Ownership of social media is shifting away from Marketing and Communication as it relates to customer service-based topics. Rather than simply being able to deliver a message to the outside world, it is the inbound customer queries that allow for meaningful points of engagement and the building of brand advocacy. [2]
  • Personalized Marketing Strategy: The ability to create a personalized social media solution. Moreover, dynamic audience segments, built on both social data and demographic data, allow for more accurate measurement of campaign KPIs.

Traditional CRM

Traditional customer relationship management focuses on collecting and managing static customer data, such as purchasing information, contact history and customer demographics. This information is often sourced from email and phone interactions, commonly limited to direct interactions between the company and the customer.

Social CRM adds a deeper layer of information onto traditional CRM by Adding data derived from social networks like Facebook, Twitter, LinkedIn or Any Other Social Network Where a user Publicly shares information. The key benefit of social CRM is the ability to interact with customers in a multichannel retailing environment (commonly referred to as omnichannel) and talk to customers. [3]Social CRM enables companies to track a customer’s social influence and source data from conversations outside of formal, direct communication. Social CRM also allows companies to keep track of all customer interactions, regardless of social channel. [4]

Social CRM metrics in applications

Metrics for building awareness: [5]

  • web traffic
  • search volume trends
  • volume of followers
  • social mentions

Metrics for increasing sales: [5]

  • website traffic
  • social mentions
  • volume of followers
  • repeat visits
  • social content acceptance rate

Metrics for testing in an industry: [5]

  • Share of Voice: how much of the overall voice has a single brand consumes. [5]

See also

  • Customer experience management
  • Natural language processing
  • Sentiment analysis
  • Social analytics
  • Text analytics
  • Text mining
  • Unstructured data
  • Voice of the customer

References

  1. Jump up^ “Why Integrating social data is essential for a single view of your customers” . 2015-07-01 . Retrieved 2015-07-01 .
  2. Jump up^ “The Definitive Guide to Social Customer Service” .
  3. Jump up^ “Social CRM Brand Embassy” .
  4. Jump up^ “Social Sentiment CRM” .
  5. ^ Jump up to:a b c d Castronovo, C. and Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness , 6 (1), pp.117-131.