CRM in the Social Age
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Introduction
With more than 1.5 billion “netizens” spending on average 2 hours a day online, people are connecting, contributing, creating and collaborating as never before. And mobile internet will likely double the number of people connecting in digital media within three years. That’s a staggering three billion people.
And they are not only engaging in dialogue with each other, but also are connecting to all aspects of their lives, including with the products and services they buy. According to a Cone Business in Social Media study conducted in September 2008, '85% of social media users believe that a company should go further than just having a presence in social media and should interact with its customers. Unfortunately, most companies in the UK will spend less than £5K in social media in 2009.'
How do you help clients find a focus in social media?
By listening to and engaging with consumers and the people who influence their decisions on platforms which encourage authentic conversations.
Meanwhile, digital has also helped the next generation of CRM to evolve. We are no longer reliant on expensive, intensive proprietary systems or costly DM channels from which learning evolved over time.
All of us can now take advantage of open source data from many more customer channels, activate on cheaper, more automated formats and test, learn and optimise in real-time. Managing customer engagement to drive customer and business value is more important (and possible) than ever.
We believe that CRM in the social age is building relationships much earlier in the traditional marketing cycle based on real-time value exchange with individuals and communities, converting more prospects to leads, more leads to customers. To help clients get the most from CRM in social media, develop four key practices
1. Listen for insights from conversations
Listen to social media with conversation scanning and analyzing tools that mine powerful insights to drive engagement and propositions, analyse the volume and sentiment of their conversation, allows you to gain insights into the language they're using to form and articulate their needs and the emerging trends / habits / desires that we can use to engage them.
This in turn allows you to tap into the biggest, real-time focus group available at your fingertips for any marketing purpose - from target audience understanding to marketing messaging to product development purposes. You and your clients can start small and then scale your/theirlistening for maximum insight.
2. Participate with customers in authentic conversations
Help your clients to understand how powerful it is to have solutions in place that allow them to pick up, respond to and participate in conversations customers are having about their products and services in social media as well as to activate these on branded platforms such as IdeaStorm.
This active listening approach can build customer relationships, loyalty and positive word-of-mouth as well as providing you with valuable insight.
3. Activate influence in and outside of your customer set
Building on the work that the likes of John Bell and his Ogilvy 360 Digital Influence team have done, Social CRM starts with identifying who the key influencers for online conversation on your category and brand, which then allows you to leverage the principles of CRM to engage and build genuine, strong and long-term relationships with them that benefit both the brand and the influencers.
4. Engage communities with brand value exchange wherever they gather
Engaging communities on their own site and/or in social media turns these sites into real destinations for consumers and customers and allows the brand to build customer and business value.