Social CRM (customer relationship management) is becoming the expected standard for businesses of all sizes. Brands can no longer afford to use social media separately.
Valuable insights gathered from social interactions must be available to all departments. On the other hand, user data from other departments can be invaluable to the social media team.
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Social CRM means managing social relationships with customers.
It involves connecting social media channels to your CRM system, giving all team members within the company a complete record of interactions with a customer or potential customer. Including, of course, the interactions that take place on social channels.
That means social connections can they become real clues. Your first contact with someone on social media is generally not the best time for a hard sale. But without a way to track this potential, it is impossible to nurture a relationship and work on sales in the long run.
Integrating social media into your CRM also allows you to create a more complete picture of the success of your social marketing strategy. Social user interactions can be clearly linked to business outcomes such as purchases or subscriptions.
Finally, CRM data on social media allows you to create a highly targeted custom audience for social ads. The characteristics of existing customers are the best basis for an effective audience similar in appearance.
Social CRM benefits all departments that work with clients or potential clients. He gives everyone a more complete picture of the people he talks to. These include sales, customer support, technical support, marketing, and even product development.
Here’s how to make social CRM work for your business.
1. Set up a social listening program
Social listening involves monitoring brand mention, including conversations about:
- your company
- your products and services
- key people in your company
- and targeted keywords through social channels
… even when you’re not tagged.
Finding existing social conversations about your brand or your niche is an important part of building online relationships.
This could mean revealing customer complaints that need to be resolved on Twitter. Or identifying a potential business leader on LinkedIn. All of this information can be used by teams across the company and is a good starting point for adding social data to your CRM.
We have a whole post about social listening if you want to dive into the details.
2. Consolidate social interactions
Your social and customer support teams can communicate with existing and potential customers across multiple channels. By combining this data into one inbox, you ensure that your CRM data is linked to people, not just profiles.
If you are just starting out with social media CRM and don’t have an existing CRM system, just these first two steps are a good first start. If you have an existing CRM system, go to step 3.
3. Include social data in your existing CRM
Ideally, you will be able to integrate social data into your CRM using platform integrations. We’ll get into the details in the Tools section below, but for now, know that it doesn’t have to be complicated.
Social CRM is a growing point of focus for companies of all sizes. Thus, many existing CRM systems already allow easy integration with social tools.
Social CRM challenges you should be aware of
There may be some imperfections when setting up social CRM. Perhaps this is why only 10% of marketing experts surveyed in the Hootsuite report on social transformation said they effectively linked social data to enterprise CRM.
Here are a few potential obstacles you need to be aware of.
Change can be embarrassing
Changing the nature of your company’s approach to CRM can be a challenge for sales and customer service teams. They may need to learn how to use new tools or simply rethink how they have always done things.
Help them understand the ways they will benefit from social media CRM, to motivate them to accept change. For customer support, the main advantage is a more complete customer history, while for sales it leads better and better.
You may not see results overnight
Depending on the size of your social tracking, you may not get a bunch of social data right away. In that case, it may feel a bit like turning the wheels.
Stick to it. As you increase the number of your followers, the social data entered into your CRM will improve. In turn, this better data will help you further increase the number of your social media. It’s a kind of circle that might just need a little time to get going.
You may be overwhelmed with data
On the other hand, you may have a great social follower, or there is already a lot of talk about your brand on social media. In this case, you could find yourself overwhelmed by the huge amount of new potential data you will include in your CRM.
You will need to make some decisions about what types of interactions and data to add to the CRM. For example, you might include interactions that involve a direct question or comment, but not those that mention your brand along the way.
Hootsuite performs several valuable social CRM functions. It allows you to set up social listening programs and combine social messages from multiple platforms into a single inbox.
From your inbox, you can assign social messages to the appropriate team members in the appropriate department. They will be able to see the entire history of social conversations, providing the full context.
Hootsuite also integrates with high-end CRM platforms such as:
Sparkcentral is a social customer care tool that collects messages from various channels (social media and others) and distributes them to dedicated teams or support agents.
It allows users to access the services through social messaging apps (including WhatsApp), SMS and live chat on your website or in the app.
Sparkcentral also integrates with Zendesk, Salesforce and Microsoft Dynamics 365, allowing all user contacts to be synchronized.
Source: Sparkcentral by Hootsuite
Salesforce integration for Hootsuite allows you to attribute social interactions to potential customers, contacts, accounts, and cases. All teams have a more complete picture.
You can run Salesforce workflows based on social interactions. You will also be able to create targeted marketing lists based on social data.
Source: Hootsuite Apps
Zendesk integration for Hootsuite allows you to view, update and comment on Zendesk tickets within Hootsuite. You can also enter social data into Zendesk maps.
Customer service agents can respond to customers through the original contact person, all while monitoring the entire social thread.
Microsoft Dynamics 365
Integrating Microsoft Dynamics 365 with Hootsuite brings social data to your Microsoft CRM. You can create leads and opportunities based on social posts and conversations. And you can use case management to solve user problems.
You will be able to see your CRM data in Hootsuite and connect social activities and conversations with potential clients and contacts.
1. Use social CRM to understand the true value of a potential client and customer
Having a complete picture of how social interactions turn into sales allows you to truly understand the value of social potential in the long run. This will help you plan your social media budget, especially the amount you plan to spend on social media ads.
2. Use social data to provide customer service efficiently
More than three-quarters (76%) of customers say they expect consistent interaction from all departments. But more than half (54%) say teams don’t share information: they get different responses from sales, services and marketing.
This can be very frustrating for customers:
In a conversation with your technical support, I was told an hour ago that there was a known interruption in the work in our area that “they are investigating it”. Can you please clarify your stories? I work from home and if you can’t give me access, I have to access through someone else.
– Doug Griffin @ 🏳️🌈 (@dbgriffin) August 30, 2021
Social CRM provides a complete picture of customer relationships with your company, including social connections. Build your CRM strategy on social media around this additional information and how it helps you interact better with real people.
3. Better qualify potential customers with social data
Social customers can help you fill out your sales funnel. Even better, the inclusion of social interactions in the profiles of potential clients and users can help in the faster and more accurate qualification of potential clients.
Make sure you have the right offers and campaigns to nurture potential customers discovered through social media platforms. Consider subscribing to a newsletter or drip campaign and dedicated offers available exclusively to social users. This will help you build your credibility while building a relationship while working towards sales.
4. Use CRM data to create a custom audience for social ads
CRM helps you understand who your customers are. Social CRM allows you to translate that data into a highly targeted new audience similar to social ads based on characteristics such as age, location, social behavior, and so on.
Audiences based on people who actually bought from you are more likely to generate conversions than an audience similar based on fans or followers.
Save time on building effective social CRM with Sparkcentral by Hootsuite. Quickly answer questions and complaints across channels, create maps, and work with chatbots from a single dashboard. Try it for free today.
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