Social CRM vs. Traditional CRM
A CRM system is basically comprised of three elements: marketing, sales, and customer support. Its purpose is to move the customer through a pipeline, repeatedly. Traditional CRM’s mainly focused on data that was collected by the company from their customers. All the decisions making was based on this data.
Social CRM has changed the whole paradigm. Now the focal point, of an organization’s operations, is actually the customer himself. Instead of collecting data by marketing or pushing messages to the customers, companies these days collaborate with the customers in order to solve their issues, empower them to shape their own experiences, and then build strong customer relationships. It truly makes an ideal scenario for small businesses.
The collaboration of social media and email marketing
To help almost any business achieve its goals, social media and email marketing make a killer combination together.
You can share your email campaigns on social media in order to reach people who are not on your list. This also increases the chances of more people signing up for your list. On the flip side, you can embed social sharing buttons inside your emails. This encourages readers to share your emails with their followers/fans, and you can reach a wider range of people indirectly. Another option is to add social buttons, through which people on your list can follow/like your company’s social page.
How it works?
Different CRM’s have different approaches when it comes to social media integration. The most useful approach, however, is probably where you can see updates from your prospects, contacts and your social circles, right on your dashboard.
Usually, first you have to authorize the CRM extract data from different social sites. Once the updates start appearing on the dashboard, the CRM should allow you to search for particular keywords or queries which might help you in generating new leads or solving your customers’ problems. More advanced CRMs e.g. BlueCamroo, allow you to automate the process and you’ll get instant notifications about an opportunity or lead being identified.
Though there are several social apps and Web 2.0 sites including Google+, Flicker, Blogs, YouTube, GitHub etc. most CRMs focus on Facebook, Twitter and LinkedIn.
Benefits of social media integration
- You can enjoy real-time communication with your clients (which the clients will totally love)
- You can quickly generate infinite, instant and highly potent leads from a wide range of social portals
- You can offer proactive customer support by keeping an eye on your customers updates and doing the needful even before they have contacted you for help
- If your CRM allows you to interact with your clients on social sites, it will eventually shape a community that builds your brand, increases conversion rate, attracts repeat customers and reduces commission costs
- You can listen to your clients’ needs and offer products/services precisely based on them.