Brent Leary: How to keep social CRM from the dark sideby
Social CRM may be a hot topic but will failed projects lead to a backlash? CRM expert Brent Leary explains how to get social CRM right.
- Find out where the customers are – there are lots of social platforms so it can easily get confusing, and it is impossible to have a strong presence on all of them. Therefore, go to the customers you already have and ask them what networks they are on, what they talk about on them, and who they are talking to. Also find out what bloggers they listen to. This will give you a clear idea of the platforms that you can start with, as well as the bloggers in the industry that you should try to build a relationship with.
- Learn how to listen – while everyone else is using these tools to push messages out, you should use them to listen. Figure out who to listen to and what to listen for. Also find out who the people that you are trying to build relationships with are communicating with. If you do these things you’ll get a better understanding of what is important to them and this will help you with the second tip.
- Create content – take what you have heard and turn it into a solution or resource that people can use and think “he’s speaking about what we’re dealing with right now”. That will help you get into a relationship with them.
- Look at it from a strategic point of view – implement a full strategy that starts with listening but then also has the processes in place to ensure you can stay in touch with them, responding to them when they start to connect quickly, effectively and with what they’re interested in so that you can transition to the full blow sales process.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.