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Chapter 14 & 15; Social media strategy and CRM - Coggle Diagram
Chapter 14 & 15; Social media strategy and CRM
Social media
; offer brand effective 2way communication and real-time broadcast channels(Bi-directional communication), business can communicate with consumers through the medium.
Social media strategy,
Get buy-in,
can be seen as a free resource for exposure, however there will be a need to invest later.
important to choose platforms wisely
Stakeholders require a detailed plan of how the task will be achieved
Will need to sign-off on any budgeting or additional resourcing requirements.
Listen and Understand the landscape,
Social Media(SM), provides a wealth of publicly available information and data that is useful for the strategy
What conversation already exists around your brand, your industry and you competitors?
Do they have the facts
Who is doing most of the thinking
Analyse
,
using all the data that has been gathered, via online monitoring tools such as DataEQ it is time to analyse.
Outcomes:
list of social channels and platforms that the brand should be able to use, based on the target markets, where they engage.
Non-official groups or communities that already exist, which may have been created by fans.
An overview of existing conversations(volume frequency, and sentiment)
Set Objectives,
the desired outcome of your social media strategy, in context of social media the business should establish upfront and be based on the context of your marketing. should be SMART, interact, curiosity and purchase intention.
Create an action plan,
once there is a clear idea of what the org wants, they can start compiling, an action plan there.
Necessary documents fill in for the processes that form the foundation of the plan
decide on the roles and responsibilities of the project team and other stakeholders
determine what social media tool to use
Implement,
putting everything into action; this is done when all the research and plans are in place.
Must set the platforms up according to specific guidelines
get first followers by alerting stakeholders, that your starting engagement plans with tracking.
7.
track, analyse, optimise
,
Digital marketing allows org to track individual user interaction and use this information to learn from.
Some examples;
platform insights,
each business and brand that sign up for business pages and profiles. useful starting point.
Web analytics,
if the company is using social media the need to send traffic to their sites, by tagging links so that you can segment that traffic in your website reports.
URL shortening tell us how many users click on links that have been shared
Social media dashboards, service available to centralize management of social media properties and make collab management easier.
Dashboards; Documents and processes; help to set the tone for the community and are useful to refer to should members behave in a way that is undesirable.
Content plan
Communication and escalation protocol:
FAQs
Flagging system
How to escalate
Contact details
-Crisis management process
Customer Relationship Management(CRM);
A strat for managing a company's relationship with current, potential and lapsed clients.
Often makes use of tech to automate sales, marketing, customer service and technical processes of an org.
Customer touch points, a Good CRM infrastructure needs touch points for dialogue.
Any communication, or evidence thereof is a touchpoint, usually broken into 3 phases/spheres:
Pre-purchase
, how the firm and the customer interact before the customer decides to conduct business with a firm; Brand goals:
Gain customers
Heighten brand awareness
Shape brand perceptions or highlight the benefits it offers over competition
ignite possible relationships
Educate consumers about products and services
Example,
Marketing
Promos
PR
Displays
Purchase
, covers the touchpoint at which the customer decides to purchase a product. goals are;
Instil confidence
Deliver Value
Reinforce the purchase decision
Heighten brand perceptions
Facilitate ease of purchase
Example;
Invoice
Events
Packaging
Up-sale
Post-Purchase,
covers all the post-sale interaction between the brand and the customer.
Goals:
Deepen the relationship
Max the customer experience
Deliver on the brand promise
Increase brand loyalty
Invite repeat Purchases.
Examples;
Surveys
Forums
Social Media
Billing
Benefits of CRM,
Increased revenue and profitability
Improved customers satisfaction and loyalty
better service delivery and operational efficiencies
Decreased acquisition costs(lower customers churn rate)
Relationship value= revenue generated by customer- cost of maintaining serving the relationship
CRM implementations;
Marketing(awareness)
Services invoiced by the customer(queries)
sales(purchase)
service and service fulfilment(follow up)
loyalty programmes
Social media CRM
Responding on social media;
when everything is said nice,
brand need to stay on their toes and constantly be on the lookout for new an innovative ways to meet and develop their brand promise.
When everything being said is neutral
no one is talking about the business at all
Review social media strat, content and audience
When negative things are being said
Brands need to be very careful not to stir up anymore conversation than necessary
Complaints, customer service department
Recovering from an online brand attack;
Be prepared
Act immediately
If what is being said is false
If its true
keep negative pages out of search engines