- [Instructor] Adoption of new technology
can often be a barrier for a larger organization.
So when you find yourself ready to implement
a social CRM service into your organizational framework,
there are going to be some key factors
to ensure your success.
And success is based upon
your organizational support and allocation of resources.
In the early stages, the most important resource
is top-level support and buy-in.
The first step is to know who the decision makers are
in your organization and to identify any influencers.
When identified, education and making your case
will be the next step in order to get leadership buy-in.
For organizations with a strong culture
of adapting and leveraging technology,
implementing a social CRM software or strategy
may be easier than a company with a more closed outlook.
Ensure that your move towards Social CRM
aligns with your organization strategy.
And remember, the move towards a social CRM
strategy or platform, will require a change
in organizational culture, process and technology.
The next resource allocation to consider is budget.
This is the act of an organization investing
in their own growth.
So when creating your business case,
ensure that you use analytics.
Emphasize the benefit to the sales organization,
marketing and/or customer service and support teams.
And understand the social CRM platform you're proposing.
Often times they'll work with you
in order to help drive your business case
and gain leadership buy-in.
The next resource I'll discuss
is building your social CRM team.
First, determine the necessary rules
and required headcount for your project.
And then be sure to staff up your Social CRM team.
Look for people with a strong background
in early technology adoption.
The social team is as critical as any other team
within your organization.
So always invest in these resources.
Being social is a skill and you'll want to have team members
who are able to bridge the brand and the consumer
in really skillful way.
Training is an invaluable resource and often overlooked.
Look to your social CRM provider for opportunities.
So many of these platforms
will offer organizational training.
HubSpot, for example, is a social CRM and marketing platform
and has an entire academy with both online
and offline resources.
Be sure that you direct resources
to support technology adoption
and new initiatives in your organization.
So this could be as simple as
including information about your initiative
on your organization's internal portal.
An organizational facilitated training
will be necessary for those team members
spearheading and running your social CRM strategy.
Once you implement your social CRM strategy,
which may include CRM software,
you'll want to be sure that you're monitoring it
so that it can be measured and ROI determined.
So consistently monitor your CRM activities
to see where additional support may be required.
As well as evaluate the performance
of the social CRM platform and strategy.
Adoption of social CRM, whether a strategy
or a set of tools, will require resources
from your organization.
Take a look to see what some potential resource barriers
there might be towards the adoption of social CRM.
This will guide you in choosing the right strategy
and social CRM platform for your organization's needs.