|Email not displaying correctly? » View it in your browser.|
|Monday, May 2, 2011|
|Like what you read? Share the love - forward to your contacts|
|In this week's issue:|
Editor's note: Wecome to the first issue of Text 100's Digital Download! You'll notice we've moved away from the formerly known Social Media Sentinel to better reflect our content and, more critically, the direction of our industry. We also created a brand new look (swanky, right?). With the Digital Download, you can expect to recieve a weekly recap of the best HYPERtext posts as well as exclusive, in-depth content. Rest assured, Text 100 will continue to cover breaking social media stories, examine relevant issues, and look more broadly at the ever-changing digital space. As always, we wecome your feedback - connect with us on Twitter or on the blog.
Is the problem with social media ROI a disconnect with CRM reporting, or privacy issues?
Since the SxSW Interactive conference wrapped more than a month ago, there’s been a lingering anecdote stuck in our heads. During the Q&A portion of the panel “Measuring Social Media - Let's Get Serious," an attendee asked if the problem with social media measurement is that it’s being driven by communications people who aren’t linked into the CRM systems used by the sales organization. He shared that his client, American Airlines, missed the holy grail of ROI with a recent Facebook campaign because it failed to connect frequent flyer data supplied by fans to its CRM system to track social media interactions and loyalty.
Here’s how the American Airlines Facebook campaign worked:
But what happened to those frequent flyer numbers after the miles were awarded? According to the SxSW attendee, they sat lonely on an Excel document, never to be touched again. And, in his opinion, the true value of the campaign failed to be captured. He suggested that the data should have been plugged into the airline’s CRM system to assign a loyalty rating and revenue figure for the yearly ticket revenue generated from each campaign participant. He also proposed using the self-identifying frequent flyer number to track travel preferences/destinations, microtarget social media content to their interests and monitor social interactions overtime.
In our opinion, while it’s easy to agree that ROI is suffering because connecting social media activities to sales CRM systems is not happening at most companies – in spite of a burgeoning social CRM space – it’s not as simple as turning on the integration. What he missed was the fact that it is not solely a lack of access to the CRM system that’s keeping this from becoming a critical measurement step. This linkage to CRM requires the development of a host of additional security, consumer-minded safety and privacy practices to meet regulatory guidelines and consumer expectations.
What about linkages to a CRM system that are not driven by someone providing self-identifying information? For instance, if your brand uses a blog analytics tool like Stat Counter you can view the IP addresses of blog readers that may allow you to pin point that a reader is a prospect at a specific organization. If you then track which blog posts this reader is particularly interested in and enter them into a CRM system for offline follow-up, are you responsible to disclose how you knew what they are reading? Will your prospect feel violated?
There is no one-size-fits-all solution to approaching social CRM, ROI and privacy, but that doesn’t mean the opportunity should be ignored. If you haven’t already, investigate how you may be able to link into your brand’s CRM system, but be sure your Chief Privacy Officer is involved in the development of your approach.
Creativity at Work
In a new video series, Text 100 seeks to illuminate questions about creativity. Creative professionals give insight into their views, secrets and strategies relating to creativity. This is the first part of a related article series on creativity at work, trying to answer the following questions: How can everybody be (more) creative? Why is creativity important to work in PR and other areas? How can companies foster innovation? Read more...
Are you silencing your best advocates?
One of the most frustrating things about working in social media is seeing how many organizations completely miss the point. A fundamental principle behind social media is that whether you’re the CEO or an intern, there’s nothing stopping you from sharing your opinions with the whole world through a wide range of social channels. The organisation’s communications can no longer be strictly controlled, and this is what makes social media both exciting and daunting for brands. Read more...
|Let's talk Social Media We want to hear from you|
|You signed up for the Social Media Sentinel. » unsubscribe|