what is social crm? social CRM is a philosophy, and business strategy, comprised of a technology platform, (business &engagement) boundaries/ rules, (engagement) workflows & processes and, social characteristics (brand).it (social CRM) engages customers, creates collaborative conversations, derives mutual benefit, creates value, drives transparency and, builds trust.
sm user community* avg brand on fb top 10%** of brands on fb sharer advocate advocate 2% 5% 15% sharer 34% joiner joiner 61% 83%joiner: sharer advocate likes shares comments fan base promotes reach generates content basis for conversion algorithm is convertible influences passive prospect/ customer has “klout” source: wildfire: “how superbrands breed superfans: 6 best practices for 10x greater fan growth“ ** as defined by 12 month growth in: revenue, lead-to-sales ratios, new customer acquisitions
media typespaid•pay-per-click•display ads•metric: active responses•objectives: transactionsowned•website•microsite•blog•metric: traffic•objective: informationearned•social media platforms•metrics: likes, shares, endorsements, content•objective: loyalty
12 steps to a “flawsome” sm campaign market campaign targetedresponse to tracking & offers launch management (segment) geographictrend/ insight advocate event recognition engagement targeting transaction/ advocate segment conversionengagement analytics tracking campaign- to- advocate campaign re- sales feedback design correlations
the stats. top 10% of performing pages see twice as many “likes 5 times as many comments twice as many posts double the avg number of fans a 5% greater increase in fan growth per month sales was a 1-2-1 relationship sales now is a 1-2-many relationship customers are influenced more by advocates & peers sales needs to, as such, influence and synergize, advocates & peers key considerations goal ROI influencers industry, campaign specific media (not all about fb) data is where we are at don’t forgot website (make it social) there are not experts/ gurus
building blocks for sm presence mixed campaigns seasonal & eventimages, images, images relevance clear call-to-action multiple engagement apps multi- platform * source: wildfire: “how superbrands breed superfans: 6 best practices for 10x greater fan growth“
rules of social1, respond to everything, not just complaints5, monetization detracts from experience7, 24-7 is the new 9-58, always write back12, trial, error, re- trial is flawsome19, optimization is the new volume21, social is part of the campaign strategy30, multi- engagement is multi- fan34, boredom of social means no value creation36, its an evolution, not a process
imperatives for social media *1) add value 5) multi- social presence distinction b/w social “place-holder” & “purpose” customer on are other platforms (so to must be you) new ways of showing old data it’s not just fb, linkedin, twitter and 4square opportunities for targeted trials integrate, integrate, integrate turn personal data, into personal commitment 6) policy2) identify influencers when, how, with whom, and why have the conversations you shouldn’t boundaries & guidelines (not command & rules) are who your buyers turn to monetization is enemy of engagement do not care about your bottom line (or top) 7) experience3) earn conversations social is part of cX (it isn’t cX) what was closed is now open more than your customers be flawsome4) monitor behaviour pre- trend to capitalize on trends * source: gleanster: “7 imperatives for embracing sm in sales“