5: INTEGRATE SOCIAL MEDIA
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Social media should not be a separate entity, but integrated into the CRM programme.
With more than 1,000 Twitter followers, Brayleys’ engagement levels have increased by 50%. Hashtags highlight specific dealer news while social media offers a channel for direct customer and media communication.
GForces’ commercial director Tim Smith has several nuggets of advice, including social sharing (which can double the number of unique visits) and the resolution of individual issues, but says mostly that dealers should be social: “Post personable, entertaining, engaging content that allows your fans to interact. Favour personality over the pursuit of profit.”
Marketing Delivery managing director Jeremy Evans said: “Reach is the most important stat, not number of likes – a well managed Facebook page with 65 likes can have a potential reach of over 25,000 people.”
Customer Plus’s Beevers suggests asking customers for their Twitter handle: “Follow your customers and they are more likely to follow you.”
Chad Sakonchick - 09/04/2014 00:12
In regards to #3 "Don't Rely on the Software," there is some truth to that, but the CRM shouldn't make your life difficult with too much manual logging of customer interactions.