As mentioned in previous articles in manyA�times that CRM means Customer Relationship Management. It is a set of tools that help us generate data bases very full of our customers (or suppliers and others) to generate fidelizaciones campaigns, or just have a Super online agenda. In this articule we are going to talk about social crm for dummies or beginners.

Having a comprehensive database allows us to save the data for each client with detailed specificity, tastes, customs, birthdays, personal data, etc. In this way we generate communication with our customers in a personalized way.

We can keep the name of their children, cat, dog leading car brand, brand cell that has, name of the lover, etc. So whenever we have to communicate with our client, we know what terms and how to address it, and note that the client is not just a customer number, if there is a special client.


Social CRM is one of these new concepts that: you hear a lot, there is much talk and little is known. Social CRM is, with the Social Branding, one of the two legs that support the concept of Social Media Marketing (considering the e-Commerce as part of digital marketing plan). The two components must be understood as an extension of the offline world, integrating them into the marketing strategy of the brand. The combination of campaigns Social CRM and Social Branding produce synergies that exponentially increase the engagement of our audience.

Summarizing, the concept of Social CRM born from the union of: Social Networks More Social Customer’s Social CRM is CRM. Therefore, the big plus of Social CRM is not separate offline and online customers in order to develop relevant and sustainable competitive improvements in your product or service, and improve the performance of after-sales service and presales. Here we show you son fact for CRM beginners.

For this the Social CRM has two main functions:

  • collecting data

The most remarkable feature of Social CRM resides in Bidirectional and personal conversation that occurs between customers and brands, the virality of these, and the influence they have for other consumers. The social customer make purchasing decisions based on the content that users share on the Internet (social networks, blogs, forums or websites).

The collection of conversations that occur on the Internet used to obtain relevant for making strategic business decisions qualitative data. Such collection should be periodic, since the data are always photographs that reflect a specific moment the status of a market.

  • Combining traditional CRM and Social CRM: The ideal data

Once we are clear that the data we collect should not separate offline online, the joint database of our customers should collect these aspects:

  1. Name
  2. Sex
  3. Age
  4. Location
  5. E-mail
  6. Profiles in social networks
  7. Blogs / Web
  8. Level of influence online
  9. What products purchase
  10. How much consumes
  11. How much spending
  12. How often consume
  13. Seasonality of consumption
  14. How to buy
  15. Where to buy
  16. Intensity of the relationship with the brand:
  17. Potential (no relation)
Collective or target (segmentation):
  1. Motivations: physiological, social and cultural
  2. code language used
  3. Spaces in which they interact, distinguishing whether they are:
  4. Own (web and / or own blog)
  5. Third-party managed by the brand (social networking profiles)
  6. Oblivious to the mark (websites, blogs and forums third)
  7. Keywords: speaking topics, hashtags they use, etc.
  8. Hierarchy Community:

What should the Community Manager responsible for this work?

Once you were given the community manager can access the information requested shall be responsible for:

  1. Answering information requests
  2. Troubleshooting
  3. Solve doubts
  4. Manage dissatisfaction (it is advisable to have a protocol for possible reputation crisis)

What results were obtained?

Starting from the basis that it is easier to keep a customer than get a new one, it is not surprising that putting additional focus on better service delivery happier customers are obtained. Is the difference between “promise attention” and “provide close and personal attention”, the connecting or not your audience.

Therefore, we can expect a customer who has satisfactorily addressed their needs display grateful to the brand and to reach recommended. In addition, a satisfied customer becomes the brand recommended selflessly and receives no benefit for it. In addition always it is more credible than any campaign starring the famosillo shift.

After successful implementation of the Social CRM even if your new on it, you will get better satisfy customers or fans of our brand, thus affecting in greater brand loyalty. This fidelity must be represented in:

  1. Increase customer profitability
  2. Reduce the “infidelity” brand
  3. Low price elasticity (sales did not suffer much if price increases)
  4. Classification of types of customers to focus on targeted campaigns
  5. Capitalize available resources