Social CRM: Finally, database context to social media marketing!
Say, what's your "effective close rate of retweeted links by existing customer-followers?"
I've always been excited about, and engaged in social media. But the database marketer in me has always been somewhat reserved by the data and tracking of social media marketing (SMM) activity (or lack thereof).
See, the nature of SMM has led to its tracking and reporting being done in the aggregate. Overall clicks, lead conversion, total sales, etc.
But how do you organize and collect data on social media behaviors all the way down to the individual customer level? And how does social media activity interact with, influence and get influenced by other forms of traditional database marketing?
What if I asked you these questions about current customer Joe Somebody:
I've asked these questions of many. The answer is unanimously "uh...I have no idea."
Enter Social CRM
Social CRM takes all the data related to individual customers' social activity and compiles it as part of the customer record in a CRM system.
Twitter handle and Facebook page URL appear right next to phone number and email address in the customer record. A list of tweets appears right below a list of phone conversations.
Lump in things like "followers," "fans," "Shared links," "retweets," and suddenly you're tracking metrics like "effective close rate of retweeted links by existing customers."
Then, you're running your Twitter, Facebook and Linkedin campagins alongside your directmail and outbound calling campaigns in the CRM system. Suddenly, you're measuring impact right down to a man (or woman, of course).
It's still early, but...
Sure, the applications, bridges, platforms and integrations that do this kind of listening and participation are infantile...embryonic, even.
But they're there, and evolving fast. And I can't wait.
I've always been excited about, and engaged in social media. But the database marketer in me has always been somewhat reserved by the data and tracking of social media marketing (SMM) activity (or lack thereof).
See, the nature of SMM has led to its tracking and reporting being done in the aggregate. Overall clicks, lead conversion, total sales, etc.
But how do you organize and collect data on social media behaviors all the way down to the individual customer level? And how does social media activity interact with, influence and get influenced by other forms of traditional database marketing?
What if I asked you these questions about current customer Joe Somebody:
- How many tweets has he made related to your company or you're company's industry and what was the content of said tweets?
- Can you tell me how many times he's been tweeted at with a marketing message by your company? What was the result? Did he retweet?
- Can you tell me how many of his Facebook Friends have "liked" your company page because he introduced them?
- Do shares of videos produce as many sales as shares of links?
I've asked these questions of many. The answer is unanimously "uh...I have no idea."
Enter Social CRM
Social CRM takes all the data related to individual customers' social activity and compiles it as part of the customer record in a CRM system.
Twitter handle and Facebook page URL appear right next to phone number and email address in the customer record. A list of tweets appears right below a list of phone conversations.
Lump in things like "followers," "fans," "Shared links," "retweets," and suddenly you're tracking metrics like "effective close rate of retweeted links by existing customers."
Then, you're running your Twitter, Facebook and Linkedin campagins alongside your directmail and outbound calling campaigns in the CRM system. Suddenly, you're measuring impact right down to a man (or woman, of course).
It's still early, but...
Sure, the applications, bridges, platforms and integrations that do this kind of listening and participation are infantile...embryonic, even.
But they're there, and evolving fast. And I can't wait.