《Hootsuite:2023年CRM系统和社交媒体营销整合指南(英文版)(10页).pdf》由会员分享,可在线阅读,更多相关《Hootsuite:2023年CRM系统和社交媒体营销整合指南(英文版)(10页).pdf(10页珍藏版)》请在三个皮匠报告上搜索。
1、Linking Social and CRMUnlock the power of this dynamic duoGUIDESocial shouldnt be a black boxYou know that your companys social media is important,but how confidently can you answer these two questions?1.Are the people we engage with on social media actually our customers?2.Are the customers who do
2、engage with us on social more valuable than those that dont?If youre stumped,theres a reason why.Youre running paid and organic social campaigns,but youre not exactly sure who youre talking toor if those social users are becoming paying customers.Youre tracking the likes,comments,and shares you get,
3、but dont directly measure how those engagements lead to sales.The problem is a lack of data integration.Without pushing social engagement data into your CRM,its hard to match it with other behaviors like purchasing,applying,or donating.If youre concerned your organization isnt using social to its fu
4、ll potential,youre not alone.When we surveyed 2,162 marketers for our Social Transformation Report,only 10%said their organizations are effectively connecting social data with enterprise CRM systems like Microsoft Dynamics 365.That number is only going to go up,though.Uniting social and CRM is the k
5、ey to reaching consumers in their favorite digital spaces and turning likes into real leads.Your competitors are new to this too,but theyre starting to connect the dots.Social medias critical role in the buying journey became even clearer during the pandemic,and this type of data integration is goin
6、g to be what sets organizations apart when it comes to driving real business value from social.The futures coming fastlets make sure you stay ahead of the curve.2GUIDEHere are three ways that uniting social and CRM will transform your business:1.Jointherightconversationstofindnewcustomers 2.Tie iden
7、tity to engagement for a more complete customerprofile 3.Hone in on custom audiences so you dont waste your money3GUIDEJoin the right conversations to find new customersBut before speaking,listenAn(unfortunate)reality check:People dont want to talk to brandsthey want to talk to real people,especiall
8、y on social media.But brands that can successfully join the conversation on social make their potential customer base that much bigger.If you build an engaged online community that trusts you,youll have a valuable source of new leads that can add rocket fuel to your brands growth.Brands that speak u
9、p on social without getting awkward stares start by listening carefully to their communities.To find where your brand should speak up on social,you have to identify where you can add value.If you solve a potential customers problem,youll win their trust and boost your credibility.If you just add to
10、the noise,they may tune you out or worse,find your brand invasive.Wait for a moment where youre needed,and then hit send.Real,human interactions like this are the foundation of social CRM,and the goal of your brands online presence should be to make leads feel comfortable when you first connect.The
11、challenge is actually finding places to start these conversations.Potential clients arent always talking directly to or about you,but they might still be talking about problems your company can solve.Thats an opportunity that you want to graband its where Hootsuites social listening tools come in.4G
12、UIDE1How Hootsuite helps Hootsuite Streams are a powerful tool for social listening and social selling.Streams allow your marketing and sales teams to track your companys mentions,important keywords and products across all your social media channels.Streams can be as broad or as focused as you need
13、them to be.Plus,with targeted geo-searches,you can even find people in specific regions who are talking about your brand or a related problem your company can solve.Whether youre B2B or B2C,joining the conversations never been easier.Social listening for B2C companiesRemember a time where you tweete
14、d about needing a new set of sneakers,but didnt tag or mention any brands?Imagine if a footwear retailer sent you a witty reply and gave you a 5%discount code in the DMs that you could claim by registering your email.Their sales team found you through a Hootsuite stream tracking mentions of“new shoe
15、s”within California,so they could find,reward and track nearby leads.As a consumer,this is great.You come away feeling cared for,and might even be excited enough to tweet a public thank-you for the fix.Its a win for the footwear retailer,toothey earn your goodwill,and their CRM system picks up your
16、contact information in exchange for solving your footwear crisis.Social listening for B2B companiesSocial listening looks different for B2B organizations,but its just as important for building trust and converting leads.Imagine youve been tasked with finding new accounting software for your company,
17、and you post a question on LinkedIn about what features to prioritize.A bookkeeping software vendor finds your question by tracking mentions of“bookkeeping”on social.They jump in with a helpful reply to your questionbut dont go for the direct sell.You benefit from the insider information,and as a re
18、sult,youll be more likely to include that vendor when you make your recommen-dation.By adding value to the conversation,the vendor builds trust with someone who might influence the buying decision.And because theyve added you as a lead in their Microsoft Dynamics CRM system,theyll be better prepared
19、 to solve your companys bookkeeping problems when you contact them later on.Win-win.5GUIDETie identity to engagement for a more complete customer profileTurn likes,comments,and shares into leads you can actually trackEngaging on social media isnt the end goal of your campaigns.Savvy marketing teams
20、know that likes,comments,and shares are just the beginning of the sales funnel.The people who interact with your brand on social are valuable new leads,and enterprise teams should be linking them to customer identities in their CRM systems.Once youve made contact with a lead,your goal should be to n
21、urture them through to the next stage of the sales funnelwhether thats signing up for a newsletter,creating a user profile,or reaching out for a demo.Once theyve taken that next step,pass the data collected on social into your companys CRM system.This ensures your sales team knows the problem your l
22、ead wants to solve and has the information they need to complete the sale.How Hootsuite helpsWith one click,your Hootsuite Streams can pass social data right into your Microsoft Dynamics CRM.Your Hootsuite Inbox shows you every interaction youve had with a potential customer,so you wont miss any key
23、 details when building customer profiles.By using social data to build more nuanced customer records,you can know with confidence that youre targeting the right leads,serving the right offers,and providing personalized service on the channels your customers prefer.Plus,by identifying leads sourced f
24、rom social media,you can track conversions and see the exact value social brings to your sales funnel.6GUIDE23Hone in on custom audiences so you dont waste your moneySocial users who look like your customers will buy like them,too Using custom audiences maxes out the value you get from your digital
25、campaigns.Social CRM helps you control who sees your ads,so you know youre getting your message to the right people.Say your organization is hiring for a software job posting in Los Angeles,and your recruitment team wants candidates who are similar to past hires to see the opening.This is where audi
26、ence customization comes in.Your social team can take CRM data on current employees,find features they have in common,and target their digital campaigns to reach similar audiences.This sounds fancy,but its not hard.In practice,this might just mean running paid ads targeting LinkedIn users in Califor
27、nia whove liked your companys posts and who have“software developer”in their CV.Youll find better candidates while showing your ad to fewer people,which means theres less of a hit to your advertising budget.7GUIDEHow Hootsuite helpsHootsuite Ads gives you the tools you need to create custom audi-enc
28、es for your paid campaigns.A custom audience can be as narrow or as broad as your team needs it to be.Hootsuite can help you target moms who liked your latest video campaign on Facebook,everyone in Portland over age 65,or CRM leads from your companys Microsoft Dynamics 365 system.Were flexible.Socia
29、l CRM becomes even more powerful when you create lookalike audiences with Hootsuite.Lookalike audiences are based on existing audiences youve created,but theyre made up of entirely new people.Hootsuite does the heavy lifting here.We find social users who share key features with your target audience
30、and make sure theyre seeing your digital campaigns.The advantage to using CRM lists is that you can create lookalike audiences based on actual customers.If they look alike,theyll buy alike.Thats a quick win for your digital marketing team.8GUIDESocial CRM in actionHeres what this looks like in actio
31、n:1.Set up streams in your Hootsuite Dashboard to monitor your businesss mentions on social media.2.Join the conversation when your brand can provide value and help a potential customer.3.Collect social data using Hootsuites streams.Your inbox will show you every interaction youve had with a potenti
32、al customer.4.BuildCRMprofiles using your social listening data.Bring customer data from Hootsuite into Microsoft Dynamics 365 with a single click.5.Continue the conversation and nurture your lead.Sign potential customers up for product demos,webinars and mailing lists.6.Track your progress in your
33、sales teams favorite CRM tool.7.Build custom audiences from your CRM data to boost the performance of your next social campaign.Thats it.Really.Integrating CRM and social is important,but it doesnt have to be hard.AlreadyonMicrosoftDynamics365?Add Hootsuite here.9GUIDEGet startedDriving social forwa
34、rd,together Hootsuite was created in 2008 as a tool to help businesses of all sizes tell their stories on social media.Since then,weve made a huge mark on the social media management space.With over 200,000 paid accounts and millions of users,Hootsuite powers social media for brands and organization
35、s around the world,from the smallest businesses to the largest enterprises.Hootsuites unparalleled expertise in social selling,social customer care,and social media management empowers organizations to strategically grow their brand,businesses,and customer relationships with social.Teams who sign up
36、 for Hootsuite Enterprise dont go it alone.Our social tools are tailored to your organizations needs and make it easy to measure the growth your social strategy creates.Hootsuite Enterprise also integrates seamlessly with an ecosystem of 150 other tools that accelerate your growth on social and connect teams across your organization.10GUIDE