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What is Social CRM?

By Scott Max

A Social CRM is the customer relationship management (CMR) software that integrates with your social media accounts, measuring how you are interacting with your audience, who and where your audience are and other insights.

I'm sure you've been hearing about Social CRM for years. But do you know how it works?

This video will help illustrate the subject:

Here are 9 things you should know about Social CRM.

Getting to know your customers better and understanding their needs is key to being able to provide them with the content that interests them at all times. But do you really know your customers? What do you know about them? Surely you have been hearing about Social CRM for years, do you know what it is and how it works?

  1. Social CRM allows the creation of individualized solutions in the customer loyalty strategy. This is the case of a well-known hotel chain, which offers its customers unique experiences based on the likes and dislikes they get from them through their social information. Imagine that as you enter the hotel room you have booked, one of the latest hits you have shared on Facebook plays as background music.
  2. Social CRM allows you to predict audience behavior thanks to complex statistical analysis.
  3. Social CRM responds to a business strategy supported by a technological solution. This means implementing a platform or tool (Xeerpa, Nimble, Contactually...) to exploit the data obtained and search for behavioral patterns to enrich our current database.
  4. graph-crm
  5. Before developing a Social CRM strategy, it is necessary to take into account the legal conditions for data processing, framed in the Data Protection Act. What is the purpose of using the information? How long do I want to store it?
  6. The collection of social information must comply with a principle of proportionality. In other words, it must meet the company's business objectives. It is necessary to collect information obtained from the social environment that serves to complete the customer database with information relevant to the business.
  7. To develop a complete Social CRM strategy, it is necessary to integrate the different data sources in the collection of social information: social networks, social logins on the web, e-commerce, customer service, mobile applications, surveys, gamification...
  8. There are two types of data: declared data (that which the user completes in their social profiles) and inferred data (semantic results that we arrive at from their social behavior; for example, we will know that a user is interested in Marketing if they are a fan of several Content Marketing agency pages on Facebook, if they participate in Marketing discussion groups on Linkedin and if they have posted relevant industry news on their Twitter profile).
  9. In order to integrate the social database with the company's CRM, it is necessary to uniquely identify the customer. To do this, you need to ask yourself the following questions: Do I have a unique customer identifier? Can I use it in the social environment? For example, a loyalty card number can be used to identify a social media user as a customer.

Now that you know how Social CRM can help you manage your customers, are you ready to put it into practice?

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