The existential question for companies present on social networks: What do our social accounts really bring us? The most likely ROI track evolves mainly around the impacts on the CRM strategy (Client Relationship Management) of the company …
These social media are in fact increasingly prescribed by marketing managers to support certain customer processes previously devolved to so-called “traditional” CRM applications. But why ? How to assess the ROI? The answer below.
If anyone thinks that the social CRM is useless because social networks do not lend themselves to coherently managing a sales process with a customer / consumer, or for others, that it is necessary to adapt to the consumer; in both cases, the question of ROI is not on the agenda, it is a big mistake. ROI is indeed a fundamental concept with which any CRM approach must be confronted. First, because without return on investment, it would not be interesting to use a prospect conversion channel. But especially because this indicator (ROI) is essential to better understand and especially better to invest on social media since I am convinced: ROI is often very interesting including in B2B and with large-account customers.
What about social CRM?
An idea that needed to be clarified in the first place: let’s admit that social media marketing is the most effective approach in order to attract its prospects to content published and shared on social networks, SCRM (Social CRM) is then the ” relational tool to get a conversion from this traffic and monetize leads. SCRM is dedicated to using complementarity with social media marketing, it is also a means of ensuring customer loyalty and providing direct responses to all their needs, in real time.
The Air England case:
Air England is one of the pioneers in England, the company in particular uses the SCRM to reach its objective of proximity and satisfaction of the travelers by answering all their questions and comments. The company finds a way of direct interaction to offer followers commercial offers directly integrated into practical and fun content. An example often used to evoke the quality of customer service: response rates and delays are among the lowest. As a result, a real commitment from customers and above all a strategy that pays off, the brand is reviving and the image it has sent has helped to restore its image to the public. ROI is also there, communications are simplified with regard to the “hot-line” part, and published content is also a means of gaining customer loyalty.
The Facebook and Twitter pages act as clearing houses, including the hotline for answering questions and requests, information about the company, and engagement of the loyal community on the networks.
The Sosh example:
A low cost package results in “less-disance” on customer service, CQFD. It’s true, the operator is not a magician who is going to get a salesperson who listens to the customer out of his hat for a package of 2 €, but Sosh still managed a feat. Challenging his CRM was a necessity because too costly to compete, the SCRM allowed Sosh to cut costs and helped the mobile market succeed in its transformation. To better understand Sosh’s strategy, just take a look at the community forum, the only CRM tool available. Questions already posted allow customers to find a solution without having to post their own question. If a question arises, the community can answer it, and it works, the Sosh teams still answer the majority of the questions, but the users are also present and the atmosphere is far from being around general criticism of other operators’ forums.
Note the storytelling dimension and the brand universe integrated into this forum, which is far from being awful; all the ingredients are there to create user engagement and facilitate CRM.
Evaluate the ROI of a social media campaign
The heart of the matter is to succeed in understanding to what extent a prospect from a social network can be converted into a loyal customer by the social CRM strategy. Not clear enough? Evaluating the ROI of the SCRM requires a follow-up of the leads, the prospects are then tracked by crossed databases. Marketing automation solutions allow this type of monitoring to be carried out starting from marketing automation, which can integrate the processes and interactions implemented on social networks and reconnect them to the rest of the processes managed in the main CRM platform of the company.
Inbound marketing, a precise monitoring tool. Tracking within the inbound tunnel makes it possible to follow the passage of each lead and determine the ROI by comparing the commercial results drawn from these prospects.
What tool to know your ROI? The tools are the most well-known CRM platforms including native extensions or in addition dedicated to SCRM. A technology that is easier to integrate on cloud marketing platforms like that offered by Oracle which offers a particularly interesting white paper to deepen the concept of SCRM with content marketing.
The almighty cloud!
Only the cloud makes it possible to manage the SCRM of a brand and to succeed, like Air England, in combining personal data, emails and social accounts of prospects to generate more leads. A perfect solution to better communicate with its prospects, but also a marketing lever to better know its target and refine its editorial strategy by offering more suitable content.
The report is win-win, brands benefit from feedback and a large audience to communicate, develop a significant ROI and build loyalty. We already knew that, but for the consumer, it is a customer service more in line with their expectations and uses and a service that remains in the interest of the company elsewhere.
This is a bit of a conclusion, the profit is shared, but companies are getting the biggest share of the pie. Whether it’s BtoB or BtoC, the interest is the same:
3 essential concepts to find in the guide to automated marketing to deepen the interest of SCRM and discover the interests of automated marketing.