Tearing Down the CRM Barriers
The linear model of CRM is no longer adequate. It’s time for what I'm calling “networked CRM.”
In networked CRM, there's no tightly defined “conversion path.” Instead, every social media touchpoint serves as a point of entry, interaction and advocacy. Other than that, everything you do in your traditional CRM program you can apply to your networked CRM ecosystem. It just takes a little ingenuity.
Segmentation and targeting take on new forms. For example, set up different Twitter accounts for different audiences. Dell operates more than 80 Twitter accounts, covering a broad range of interests, from regional deals to crowd-sourcing innovation. But the rules of relevance and moderation in communications still apply. No marketer would imagine calling their customers at home eight times in a day to talk about a new product line, but that’s exactly what a major retailer did recently when it sent its fans eight wall posts about its new product.
As for analytics, while there are no ready-made identifiers like member IDs or source codes — as is the case in a traditional CRM program — there are a plethora of nontraditional measurement options. At its simplest, you can use bit.ly or site-side analytic referral tags to track clickthroughs from wall posts and tweets.
If you’re more ambitious, build individual profiles by using social media overlay services such as Rapleaf or Flowtown, experimenting with Facebook and Twitter application program interfaces to reap information, or even just ask your customers to provide the information.
Social media can no longer be a mere afterthought. This isn't about blowing up your existing CRM program, but rethinking it to encompass some of your most valuable customers.
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