Transition from Brand Speak to Social CRM Conversations - dummies

Transition from Brand Speak to Social CRM Conversations

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

If you’re a seasoned marketer, you’re more than familiar with brand speak, but maybe not so familiar with Social CRM conversations. For those less familiar with the term, brand speak is the idea that mission statements and boardrooms can and should define the conversation between a brand and the consumer.

With stringent and hard-set brand speak in place, the consumer isn’t in control. To implement social CRM strategies, your organization must move from brand speak to real conversations.

Of course, you’ll always have an agenda for these conversations. That’s just human nature. However, you have to train yourself to really listen so you can adjust your messages in a way that your audience will actually hear them. So put your ear to the ground using social media monitoring tools and Google Alerts and you might learn these things:

  • How your customers perceive your brand

  • What your brand advocates want more of from you

  • What your unsatisfied customers want to see fixed

  • How your audience wants to be reached — its preferred channels

  • What brand speak your customers do want to hear

This doesn’t mean that you shouldn’t have a plan to carry brand messaging. You most certainly should, but your plan has to be flexible and malleable in order to adopt the changes that your customers request.