Social Media Marketing: The Next Generation of Business Engagement

Part III: Chapter 09 “Social CRM”

Chapter Summary
Beginning with a definition, this chapter explores Social CRM, along with the tools and best practices that enable it. You’ll see how to create a platform for business intelligence and customer-led design. Whether you’re running a local pizza shop and want to know how to deliver a consistently excellent experience, a nonprofit seeking to drive donations and participation, or a Fortune 500 company looking to win globally, the combination of off-the-shelf tools and a bit of creative wizardry will provide a leg up.

Review of the Main Points
The key points covered in Chapter 9 are summarized below. Review these and develop your own vision and plan for a Social CRM program.

  • Social CRM is less about a new form of CRM than it is a fusion of social technology—Web 2.0—and the business-centric analytical processes associated
    with CRM.
  • Social CRM connects external conversations and ideas to internal functions and personnel who are able to act on this information to improve the customer or constituent experience.

    Going back to the purchase funnel plus feedback concept that powers social-media-based marketing, Social CRM is the primary set of technologies that draws this feedback—measurably—down into the business. It is through CRM that a planned, replicable program for managing the conversations that occur on the Social Web can be implemented.


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