- [Instructor] A strong and effective social CRM strategy
can help build an organization's brand
while creating brand advocates and ambassadors.
A brand is a set of marketing and communication methods
that help distinguish a company from competitors
and hopefully create a lasting impression
in the minds of their customers.
The key components from a brand's toolbox
include the identity, communication,
like logos and trademarks,
brand awareness, brand loyalty,
and various branding strategies.
When we talk of an organization's brand
we're talking about the personality or persona
that consumers associate it with.
Be it Starbucks' reputation for being
your neighborhood coffee shop on every corner,
or Burger King, best known for its Whopper and fast food.
So when your organization is on social media
having consistent branding
or consistency in your brand's voice will be paramount.
So when you shift to a social CRM model
and you have your entire organization
or designated portions speaking to your customers
all at the same time
how do you ensure this brand consistency?
Well, there are two social factors
to consider when branding,
humanization and personalization.
Humanization is having an easy to connect with personality
versus a faceless large corporate entity.
And personalization is allowing the customers
to choose and shape their own experience
with your organization.
So people like to speak with people,
like I said, not large faceless entities.
So when you humanize your brand in the social CRM realm
you allow people to communicate with each other,
and it has a personality allowing users
to connect with through technology all over the world.
Humanizing your brand also means listening to the stories
being shared about your brand.
So through social media and social media monitoring tools
you can track those conversations taking place,
and it even gives you an opportunity
to join in on the conversation.
A great example of this is Zappos.
So Zappos is already known for their exceptional
and friendly customer service support.
And here on Twitter they have a separate account
to manage the customer experience.
So support tickets, customer requests, and the like
are all handled via this channel.
So you can see that it's separate
from the regular Zappos account,
but it's clear that it's still an extension
of the larger brand.
Now one of the most powerful ways a brand
can connect with its customers
is by allowing its customers to play with the brand
and make it their own.
A great example of this is Pandora.
So Pandora's always a brand I think about
when talking about personalization.
It truly allows the customer to make it their own
and that is their explicit mission.
Pandora revolutionized the way we think of radio
by providing users with their own
personalized radio stations.
And by listening to an artist that you like
Pandora then leverages its fast musical library
to fill up a playlist that they think you'll like.
You can further personalize it by using the thumbs up
or down button to like or dislike songs.
Social CRM also helps you track your brand's image
across all your social platforms.
You can then ensure that you're messaging an image
or resonating with your audience in the way you intended
and avoid or mitigate any damage to your reputation online.
Another way that branding
in your social CRM stragety is so important
is that it helps you really support your customer.
So social CRM helps you determine the value
in every social media conversation you have with customers,
leads, and brand fans.
An organization can easily and effectively engage
with these prospects and customers
in a collaborative manner
in order to help generate leads, foster loyalty,
and even increase revenue.
Social CRM also helps immensely
with social media optimization.
So it'll give your social media campaigns
a lot more structure
and a better idea of the actual return on investment.
By social CRM your social platforms integrate seamlessly
with all the other teams in your organization,
like your sales team, marketing, and customer support.
And this provides a 360 degree view
of how your social media campaigns are truly performing.
How are some ways that you can use social CRM data
you have on your audience to allow them to customize
their experience with your brand?
Or what are some ways that you can create
a more humanized experience for your customer?