- [Instructor] Using social CRM,
organizations have limitless opportunity
to create highly targeted and segmented marketing campaigns,
and that means the one-size-fits-all approach
no longer works for marketers.
An example of how social CRM
has changed the way marketers run campaigns
is the ability to focus their targeting.
In order to get a response
from potential customers that are most likely to buy,
marketers need to send out messages
that appeal exactly to them.
Mining through all the customer information
in order to craft a campaign with the right messaging
at the right time is next to impossible.
This is where social CRM tools
help create focused targeting campaigns.
Segmentation is a process of understanding
why people buy products and services
and which of those people you should market to.
Marketers nowadays want to be able to segment
not only by industry, job, or age,
but they also want behavioral information,
much of it collected from a social CRM tool.
These are things like purchase history,
recent activities, likes, dislikes,
emails that have been opened,
emails that have been replied to,
and, of course, social media activity.
It's incredible the amount of information
that can be collected, synthesized,
and actually implemented into highly targeted campaigns.
Once you've chosen who you want to target
and segmented the database into meaningful groups,
it's then time to individualize your marketing message.
This is where personalized content comes into play.
Today's CRM systems allow you to address
your potential and existing customers by name.
You can also tailor the content of your message
and grab their attention.
The more personalized the content,
the more likely you are to see improved response rates,
stronger brand perception, and increased revenue.
In this way, social CRM solutions
enable marketing experts to focus
more on the consumer and less on the product.
Once you find a way that works,
the goal is to replicate that success.
With specific social CRM tools,
you can analyze whether your campaigns were successful,
and this takes out the guesswork,
helping you then focus on those campaigns
that were best performing.
Once you find out which performed the highest,
you can recycle those campaigns and templates
for new contacts and audiences.
These leads marketing costs to go down
and lead conversions to go up.
Combining CRM and social data
for social advertising campaigns
takes a lot of guesswork out of your ad targeting.
But how do you blend these two data sources?
Well, Facebook and Twitter allow you
to upload email lists, for example,
directly into their ad platform
in hopes of matching users to email addresses.
You can then serve those ads to users
who are successfully matched.
Because Facebook and Twitter know
every user's activity within the platform
based on their email address,
combing those data sources gives you a huge advantage.
A specific example is Facebook audiences.
Creating a custom audience on Facebook
means that you're uploading customer information
into the ad platform.
This can be prospect information or existing customers.
And then you can target ads
to that specific audience that you've created
on Facebook, Instagram, or an audience network.
If you are interested in creating more advanced
ads on Facebook using custom audiences,
be sure to check out my course on Facebook advertising.
People are influenced by social people
and authentic content.
With a social CRM strategy and platform,
organizations can identity and recruit
influential social users as brand ambassadors,
and this results in increases in social referrals,
web engagement, and eCommerce conversions.
Creating and running ambassador or affiliate programs
is only one part of it,
and organizations need effective social tools
to help them identify those new ambassadors for the program
while engaging existing ones
in order to increase participation.
This new way of marketing offers marketers
a powerful opportunity to engage with their customers
on the platforms they're already active on,
and to engage in a highly targeted and focused way.
Start building your social CRM
to grow your brand, drive demand,
and engage with your customers.