Discover Social CRM and learn how it can enhance your digital strategy – WAU
It is very common for them to describe social CRM as an update or extension of the traditional Customer Relationship Management that focuses more intensely on the relationships experienced on social networks. Really. It is an evolution that brings direct and indirect results. According to the Social Media Trends 2018 survey, companies identify the main benefits of the strategy to be […]
It is very common for them to describe social CRM as an update or extension of the traditional Customer Relationship Management that focuses more intensely on the relationships experienced on social networks.
Really. It is an evolution that brings direct and indirect results. According to the Social Media Trends 2018 survey, companies identify brand promotion (78.1%), sales and customer base growth (51%) as the main benefits of the strategy, in addition to engaging the target audience ( 62.5%).
But the audience that interacts with a company on social networks is usually very wide and capable of covering much more than leads, qualified or not for the product.
Pasting this finding in numbers, the survey published by Brandwatch, 96% of users of social networks who comment on a brand do not follow their profile on social networks.
So, in spite of being an excellent channel, it is necessary to promote a filter of the opportunities and relevance of the users in their comments and mentions, right?
Another important point to note is that most social media actions do not characterize a relationship or private conversation. Most of the time interactions are available for all users to read or listen to.
And finally, considering that there is freedom for both the user of the social network and the company to address any type of theme or subject, controlling the purchase journey is more challenging for CRM.
These three points highlighted are some of the dilemmas that social CRM proposes to solve. In other words, it does not differ from the traditional client management model only in terms of the social network environment, but also in terms of the variables of the virtual environment.
In this post we go deeper into this virtual scenario that social CRM operates, its fundamentals and applicability.
What is CRM and social CRM?
The acronym for Customer Relationship Management (CRM) it is used to name the philosophy or strategy of managing the relationship with the customer, as well as software that organizes its actions.
Its most well-known pillars are: recording the data of the entire customer journey, analyzing it and using it to offer the best service and commercial experience possible.
We can also list some of its main actions:
- recognize the customer and use their relationship history to deliver a memorable service;
- use the customer’s buying behavior data to propose businesses that anticipate and meet their needs;
- integrate service channels ensuring that any point of contact can continue the commercial relationship that has already started;
- optimize processes and promote integration between the sectors involved in customer service;
- manage the sales team and their performances;
- systematize and allow monitoring of the sales funnel;
- identify business opportunities and consumer trends;
- generate strategic business reports for decision making, among others.
Social CRM, also called CRM 2.0, adds in these actions the attention to relationships made on social networks, keeping in mind their particularities.
The customer journey, from attraction to post-sale, can be considered the format of the process that CRM manages.
However, in the modern commercial world, there are multiple acquisition channels, including social networks, that allow several combinations and ways for the customer to discover their need and solve it with the purchase of a product or service.
Thus, social CRM needs to deal with the functioning, processes, ethics and elements that increase or decrease public attention.
Benefits of Social CRM for Digital Marketing
The benefits of social CRM range from proximity to Digital Marketing strategies, making the customer experience more fluid and relevant, even due to the fact that consumers are increasingly connected.
These are the so-called “social consumers”, who, among other characteristics, stand out for following the news, researching products and relating to friends more often through networks.
No accident, develop expectations of quality and efficiency of brands in their actions on social networks.
Humanization of companies and their brands
First of all, we must remember that the focus of this CRM variation is social networks, and the interactions they provide.
Brands, in turn, have values and characteristics that need to be perceived by customers, and nothing is more effective for that than humanizing them through a conversation in a comfortable environment for the public.
That is, the brand values can be transmitted through interactions, mainly because they use a channel that social consumers prefer.
Being a reference channel of knowledge that offers answers to customer questions, preferably quickly, also strengthens the authority and confidence of a brand, and this is particularly important to generate more business.
A survey published by Edelman in partnership with LinkedIn in June 2017 shows this clearly. According to their results, decision makers think it is important or very important for a company to be the leader in recognizing its market.
This helps to build your trust with business decision makers, especially in the B2B market and in the final stages of converting sales.
The same research shows that more than 80% of purchasing influencing executives say that a brand’s authority increases their confidence in it.
In other words, relating through social networks is an important step to gain the trust of customers and make them loyal for solid reasons.
Increased number of leads and sales opportunities
As social CRM operates at different stages of the customer’s purchase journey, it can also contribute to the generation of new business opportunities.
Renault used Facebook Lead Ads to schedule test drives in the UK for those people who were looking for more information about a particular vehicle model.
The cost per lead generated from the action was 7.9 times lower than a conventional sponsored link on the same network that led to the manufacturer’s page.
Renault has already used Facebook to interact with its public in that country since 2014, but it was the work of customer management on their journey of interest associated with the process of educating the values and differentials of the product that caused the number of opportunities generated increase.
How the strategy works
With CRM 2.0 it is possible to create some work fronts that sometimes mix or complement marketing strategies on social networks.
Capturing information to update customer history
Considering that its performance is considered an extension of the traditional CRM, your actions on social networks can aim to capture data and customer information for regularly updating their history.
Higher education institutions and MBA schools, for example, can follow updates from their potential students or alumni to identify the possibility of offering a new course.
Professionals who leave the job market tend to seek academic degrees and degrees to gain new opportunities.
Customer relationship channel
Social networks can also be used for customer relations, as well as other traditional channels such as the call center and physical store.
For this, however, it is necessary that the responsible team or employee is also connected to the other channels through the CRM system. It will be possible to analyze the history and continue the contact.
In the case of social networks, however, some characteristics must be given to the contact, such as language suited to the virtual environment and agility.
Agility plays an important role considering the type of contact opened by the customer. An open comment on Instagram, for example, is seen by any user who visits the page, which sets precedents for the company’s response to be evaluated by thousands of people.
If it offers a right answer and quickly, even if it is for criticism for the delay of a purchased product, it will show efficiency and attention.
But if it takes too long or gives an undue response, the bad reputation could impact the opinion of several customers and potential buyers who would consider the business.
This was the basis for a study published in the Havard Business Review in January 2018 that demonstrated that respondents would be more willing to buy again or spend more on a company that responds to your tweets, especially if such an action was performed within the next 5 minutes.
Monitoring the public and identifying influencers
It is still possible to use the features and philosophy of CRM applied to social networks to follow the interactions of interest to the company, but which are not directly linked to it.
This is the case for discussions and mentions of the company to third parties after a shopping experience. A customer of a motorcycle dealership, for example, can comment on a specialized forum about the superior quality of the tires on a vehicle he has purchased.
This is an example of a evangelizer, a customer who, after his experience, contributed to strengthening the authority and brand image.
There are also the actions of customers classified as aggressors, those who make negative comments to their network damaging the company’s image.
And finally, within those two categories and also among those who have not necessarily had an acquisition experience, there are influencers, which has its words and opinions considered relevant to the target audience.
In addition to identifying them, social CRM can also determine which actions and interactions are most efficient for each type of user in the process of interacting with the company on social networks.
3 social CRM systems worth mentioning
The choice of a system to manage customer relations on social networks needs to focus on existing CRMs that have the tools for this or auxiliary modules that can be hired.
RD Station CRM
One of the advantages of RD Station’s CRM is that it has a practically natural integration with its digital marketing automation module, that is, all information from leads, since their capture on social networks are meticulously stored and can be transformed into information for decision making.
It is also known worldwide as a tool for Inbound Marketing, but has a CRM with excellent solutions for customer management.
Intuitive layout that allows visualization of the sales funnel, classification of leads and their potential to close deals, in addition, of course, the control of the relationship via email, social media and any other channel.
Salesforce is also a globally known CRM, and for social media, it works with the concept of Communities Cloud.
Its functions of recording customer data and converting it to strategic reports in real time ensure that the management of social media as a relationship channel is enhanced.
The evolution of CRM to a more strategic approach on social networks only consolidates its importance for business.
The digital world, its tools and actions are gaining more and more prominence in business, both for the number of customers using virtual media, as well as for the efficiency in the results generated.
In your assessment, how is the online presence of your company and the performance of your actions on social networks? Do you have room for improvement? So be sure to check out our complete Social Media Marketing kit!