Social CRM is the new currency in ad agency new business. Influential clients are forcing a convergence between CRM and PR, making tracking what is being said and by who a vital component of your new business strategy.
In a recent survey conducted by Russell Herder and Ethos Business Law, marketers were asked the question, “For what reason do you use social media”. While 82% of respondents said that brand building was there number one reason, 60% indicated that personal networking was the second most important reason, with customer service a distant third at 32%.
The very marketers that we agencies target are telling us that personal social networking is an extremely important activity for them. Why then do so many agencies ignore social networking when it comes to their own new business prospecting?
Ad agencies should be out there listening to marketers, using the available tools to track all relevant conversations, identifying who the influencers are and starting to build a dialog and ultimately a relationship development program. Many prospective and existing agency clients are active right now sharing their opinions with others through social networking channels. Some of the more enthusiastic individuals have become evangelists, establishing a significant sphere of influence in the market place. Barry Judge, the CMO of Best Buy would be a perfect example of such a marketer.
According to Susan Scrupski of ITSinsider, seeing results depends heavily on how you organize your business and equip the people who are part of it. As you enable the conversation between you and your prospective customers, you enter into collaborative design. Picking up information and passing it into an organization that knows what to do with it is the inflection point between social business strategy and actual business success. Taking the time to measure it in the fundamental currency of business — which as Susan says is “currency” — is the final step in putting all pieces in place to win in the marketplace.
This convergence between PrR and CRM makes tracking who is saying what and developing an ability to respond directly a must have skill. By efficiently organizing and strategizing your responses, you can use this information to guide your social web program and the evolution of your business itself.