Redefining Brand Metrics Through Social CRM

Written by Nicolle MuellerFebruary 7, 2011

Interpreting brand metrics in accordance to transactional data can be quite a challenge. Don’t let the term “metrics” fool you. Just as brand, creative and visuals live in the subjective world – “brand metrics” can as well. This makes it all the more imperative to understand the fast-paced opportunity and how we can redefine the way we get results through social media.

Most of the discussion around social CRM is about ROI, or the lack of. Typical social media metrics such as likes and retweets aren't enough. Instead, marketers are looking for transactional data and how to attribute it in order to have something much more tangible. This is often one of the primary challenges of social media.

If you take a look at a Facebook page, there are few tools that give us the information needed in order to understand brand perceptions. So in order for us to be in the same playing field as the studies that come from online advertising campaigns and trackers for offline advertising, we need to execute the same offensive strategies.

Here's what we could gain:

Likes
Literally.

Do people who "like" you on Facebook, through exposure to messaging, understand your brand better than those who don't? A brand study in social media should be able to measure the brand lift of those who "like" or "follow" you, compared to those who don't. It’s important to really take the time to assess your followers to understand their loyalty to the brand, their response and their needs in order to grow and maintain a long-term relationship. This can be done by reaching out to them and asking direct questions through the form of a survey in this channel, all the way to monitoring the level of engagement on a regular basis. You should know which channel is best for you at impacting the brand perceptions you care about.

Fans

 Fans are our biggest commodities, right? So why not try to understand the potential and brand impact of specific kinds of messages to your fans? Is the brand impact, for example, of a status update more powerful than an event? It’s almost smart to think of these inside of a fan page versus a group. Fan pages are visible to unregistered people and thus are indexed. This is critical for reputation and management. Groups allow you to send out a “bulk invite” to friends and are a little better for viral marketing as any group member can also send the bulk invite.

It’s best to consider all the contents you have within Facebook and create a strategy that takes advantage of the tools in the right combination. In doing this, you will be able to gain insight into your brand through interaction of messages, events, groups, etc.

Followers

There have been hundreds of posts and articles over the last few years about automated systems and tools to monitor alert, track, prioritize, triage, assign, follow-up, and report on the interactions with brands on Twitter. While these are top of mind, the biggest priority has to be being human! In order for your customer to be engaged, you have to be engaged. Have human responses to the dialogues going on within your Twitter audience and loyal consumers. Solve their problems, acknowledge their comments, get involved in their dialogue.

In doing this, their level of engagement and trust will increase. You will see it with an increase of relevant followers, positive word of mouth and long-lasting relationships.

That’s the real-life, real-time embodiment of Social CRM – managing the social presence of a brand to develop positive engagement across all platforms.

So between all the relevant social networking channels -there may be logistical challenges with tracking as well as having large enough participation at social touch points to deliver meaningful results- there should be some high level understanding of brand impact if through nothing else than some simple surveys. If you're wanting to build a lasting brand, social media can play an important role, and we should be paying more attention to how to build on that.

 

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