How to Influence the Customer with Social CRM - dummies

How to Influence the Customer with Social CRM

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

In order to influence modern customers with Social CRM, you have to give customers what they want. Remember the social customer is empowered with knowledge. Relevancy presents the key to influencing these consumers.

Keep in mind that roughly 84 percent of a Facebook page’s fans are already current or past customers. This will help you craft a more relevant approach to your social messages. Getting customers to share your content needs to be your ultimate goal, not trying to upsell them. Yes, you can sell on Facebook, but your efforts will seem hollow given the social nature of the site.

Quality over quantity rings true with everything about Facebook. Having one hundred engaged fans weighs more than 1,000 fans that never share your content or return to your page.

Providing relevant content to your fan base will be the only way to mobilize them to start talking about your brand to their friends. Social CRM is about managing conversation — not about managing the customer. In the new world of social CRM, the customer is in charge. Customer-centric strategies will be your only hope for influencing conversation that actually benefits your brand.

Know why people share

Word-of-mouth nods on social networking sites create strong conversion opportunities, but only a very small segment of your customers will interact with your business on Facebook. Facebook recommends aiming to convert 10 percent of your real-life customers into Facebook fans.

Though that number seems low, remember it’s about quality not quantity. You have to remember what your business posts are up against. Your status updates fall into a Facebook user’s timeline alongside updates from their mother, brother, sister, daughter, and best friend. The relationships with those people are likely to run deeper than with any business or brand.

Again, remember all things in a social CRM strategy must remain customer centric. You have to give consumers content that rivals the deep connections of personal relationships that draw them to use social media in the first place. It makes them feel something, and feel strongly enough that they want others to see it.

Create content that people want to share

Using your own personal experience on Facebook, Twitter, and other social networks makes considering your audience’s motivations seem less mystical or mysterious. You’re a consumer, too. Tap into your own habits to know why others share. Here are a few questions to ask yourself that may help generate share-worthy content:

  • Which content have you found compelling enough to share?

  • What motivates you to take action on a post?

  • What irritates you most on social media platforms?

  • What types of sharing and commenting actions are you most likely to take on social media platforms?

Interactive content lends itself to, well, interaction. Motivating your fans, followers, and subscribers to interact with content and then share is more likely with photo contests, videos, polls, and questions — content that makes them feel something. Give them a good deal and encourage them to share it or even incentivize them to do so. We’ve told you that’s why they’re looking, so delight them with what they want.

Share the recommendation

When Facebook users initially click Like on your page, you can prompt them to recommend your page to their friends. The same is true with Facebook Ads and other content. If you get a recommendation, they like you. They really like you!

A recommendation is a high form — if not the highest — of desired gestures from a Facebook fan. It requires consideration and significant action on the part of the user.

Clicking Like on a Facebook page or ad is relatively effortless. Do you know how many pages you’ve liked on Facebook? Take a quick guess, without looking, and then compare your guess to the actual number. Chances are it’s far more than you guessed, and that’s true for most consumers. The average Facebook user likes about 80 pages. Clicking Like once is easy. Engaging and recommending is much harder.

How many of those pages did you recommend to your friends (or even visit in the last six months)? Sharing recommendations takes extra steps and effort and indicates a deeper level of engagement. Your content has to be pretty compelling to elicit that gesture. Keep that in mind when crafting messaging.