62% of companies planning or implementing social media CRM technologies and processes
Survey Says: Social CRM
Marketing technologies have evolved to the point where they are able to collect intelligence gathered in social media conversations – either at a micro (personal) level or at a macro level (demographic) level. So not only can you now log the source of a new lead (ie: tie it back to a social media platform), but you may also be able to capture more information about individual leads’ online behaviors, interests and influencers – potentially valuable information to your sales team. This is why 62% of companies already have this specific combination of business process and technology – called social CRM – either planned, partially implemented, or fully implemented.
Social CRM, also known as Social Media Monitoring, is an emerging business process supported by a technology platform (such as CRM software) where organisations watch services like Facebook, Twitter and LinkedIn for relevant mentions of their brand or related topics, and use social media to engage with those vocal consumers.
More than 3,300 marketers were surveyed recently on a variety of social media topics, including adoption of social CRM. Only 6% of respondents reported that their companies had fully implemented social CRM, but highly indicative of how important they believe social CRM is, 56% reported that they had started to plan, or partially implemented social CRM in their organizations.
Companies with long sales cycles and/or a reliance on relationships, referrals and networking – such as B2B and professional services companies – can especially benefit from the implementation of socially-integrated CRM because of the inherent value in tracking lead genesis and the detailed data about leads and prospects that is available through social media channels.
Image source: standoutblogger.com, marketingsherpa.com
