1. CRM

2. What is CRM?
Customer rela2onship management (CSM) is the strategy for managing a
company’s interac2ons, customers, clients and sales prospects. It involves
using technology to organize, automate and synchronize business processes.
It is essen2ally how a company handles it’s rela2onships with everyone
it deals with.

3. Why is CRM important?
CRM is important because it is how you communicate with everyone that your
business works with – including the consumer. CRM provides a structure so
that you can improve the quality of the rela2onships your company has. It
helps manage workflows and anything that could otherwise be complicated
for a business to handle. CRM avoids poor usability and prevents
fragmenta2on which would damage the rela2onship with customers.

4. How brands use CRM in social media
CRM is important for brands because it helps them grow. CRM can help give a
company useful insights about customer’s purchasing habits leading to beJer
customer service.
Paul Greenberg, author and leading authority on SCRM, stated that Social CRM is “…
designed to engage the customer in a collabora2ve conversa2on in order to
provide a mutually beneficial value in a trusted and transparent business
environment. It’s the company response to the customer’s owning of the
rela2onship.
Case study: BARACK OBAMA
Social media campaign for the President on My.BarackObama.com raised $30,000,000
from over 70,000 personal fund‐raising pages, 400,000 blogs, 35,000 groups and
200,000 offline events. Based on approval ra2ngs, it also was probably the 2me
when trust in the President was highest. The idea was The Great Schlep and it got
children to educate their parents and grandparents about how Obama was a good
thing for America and equality etc.