social media - 5 key steps to a scrm strategy
TRANSCRIPT
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8/2/2019 Social Media - 5 Key Steps to a SCRM Strategy
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_mjkymrmb Cggkim8 M}rc|d @c}ym. 44 Edry`de Zd{. Jmrrdrby Ircyy. YN; 0OT. ]A
Rmn8 !22 4:=9 00=072 zzz&omyc}icem&ice cr zzz&y}jdrydnmy&ic&}a
Mpmi}kwm Y}eedr{
Ycikdn I_E ky `m rmy|cfym cg o}ykfmyymy c `m dbwmf cg ycikdn embkd dfb `m mdjmr dbc|kcf cg `m fmz
icee}fkidkcfy i`dffmny o{ O?O dfb O?I o}{mry dnkam& K irmdmy d fmz mfwkrcfemf gcr i}ycemr
icfwmrydkcfy. d fmz c||cr}fk{ c nmdrf doc} i}ycemry. dfb d fmz c||cr}fk{ c mfjdjm. o}knb |mmr%
c%|mmr rmndkcfy`k|y dfb yrmfj`mf ordfb |mrim|kcf&
Kf crbmr c bc dnn cg `ky y}iimyyg}nn{. `czmwmr. {c} fmmb d yrdmj{& R`d ydry zk` ycem rmdnkyki
jcdny doc} ycikdn I_E. iceekemf grce {c}r o}ykfmyyy nmdbmry`k|. dfb d em`cbkidn dfdn{yky cg
{c}r rmyc}rimy dfb cg `m |rmgmrmfimy dfb om`dwkcry cg {c}r i}ycemry&
K dnyc rmt}krmy {c} c nkymfz`ki` gcr edf{ o}ykfmyymy ky `m `drbmy i`dye c ircyy&
R`ky z`km |d|mr zknn |rcwkbm df c}nkfm cg `m orcdb ym|y {c} y`c}nb dam kf o}knbkfj d ycikdn I_E
yrdmj{ dfb d cwmrwkmz cg `cz {c} idf |dkr `d yrdmj{ zk` mi`fcncj{ c mfdonm {c}r o}ykfmyy c
|rdikim rmdn ycikdn I_E& O} omzdrm8 omid}ym mwmr{ jrc}| cg i}ycemry ky }fkt}m. dfb omid}ym mwmr{
o}ykfmyy d||rcdi`my `m kbmdy cg ycikdn embkd kf bkggmrmf zd{y. `mrm drm fc omy |rdikimy gcr ycikdn
I_E& R`m omy |rdikimy {c} bmwmnc| gcr {c}r o}ykfmyy zknn om dnecy ke|cyykonm c rdfy|ndf kfc
dfc`mr crjdfkxdkcfo} `dy df kfbkidkcf cg `m ice|mkkwm dbwdfdjm {c} idf jdkf grce zcrakfj
`drb c bmwmnc| df d||rcdi` `d zcray gcr {c}r o}ykfmyy&
Kfrcb}ikcf
Ycikdn I_E `dy ommf `m `c c|ki cg bkyi}yykcf kf `m I_E y|dim gcr ymwmrdn {mdry fcz& R`m |rcekym k `cnby edamy
edrammry dfb ydnmy bkrmicry ydnkwdm`m ycr cg kfgcredkcf doc} i}ycemry `d o}ykfmyymy `dwm zcramb yc `drb c
bkyicwmr dfb icnnmi ky fcz omkfj wcn}fmmrmb o{ i}ycemry `rc}j` ycikdn embkd i`dffmny& R`m odym%nmwmn `kfakfj cf
ycikdn I_E jcmy ycem`kfj nkam `ky8 Kg zm idf `drwmy `ky }fyr}i}rmb bdd grce ycikdn embkd. dfb dbb k c `m
yr}i}rmb bdd zm dnrmdb{ afcz `cz c id|}rm. zm idf occy `m |czmr cg c}r i}ycemr bddodym dfb `}y kfirmdym ydnmy
ke|rcwmy ymrwkim dfb edam c}r edramkfj ecrm|rmikym&
Dnn cg `d ky r}mo} ky nccakfj d `m ycikdn embkd y|dim `rc}j` d rdbkkcfdn I_E nmfy& R`d wkmz ky wmr{ ykekndr c
`m |rdikim cg wkmzkfj I_E yrkin{ dy d mi`fcncj{& Ky di}dnn{ d bkyik|nkfm. gdiknkdmb o{ d mi`fcncj{dfb ycikdI_E ky kf edf{ zd{y df mpmfykcf cg `d bkyik|nkfm kf rmy|cfym c `cz i}ycemr om`dwkcr ky i`dfjkfj&
R`m rmdnn{ rmwcn}kcfdr{ dy|mi cg ycikdn I_E ky fc `d i}ycemry drm wcn}fmmrkfj |mrycfdn bdd ky `d {c} dy d
o}ykfmyy drm fcz id|donm cg mfjdjkfj kf d zc%zd{ icfwmrydkcf zk` i}ycemry& Y}rm. {c} c}j` c om donm c jnmdf
kfgcredkcf grce `cym i}ycemr icfwmrydkcfy c gknn kf {c}r rmicrby doc} `me. o} `m me|`dyky ky ynkbkfj czdrb {c}r
}ym cg ycikdn embkd c o}knb rmndkcfy`k|y gkry& Zk`c} `cym zc%zd{ rmndkcfy`k|y. {c} zknn nkek {c}r doknk{ c bkyicwmr
i}ycemr bdddfb `m i}ycemry {c} ymma c ymnn c zknn `dwm nmyy cg d rmndkcfy`k| zk` {c} dfb {c}r o}ykfmyy&
Ycikdn Embkd % = Am{ Ym|y c d YI_E Yrdmj{
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8/2/2019 Social Media - 5 Key Steps to a SCRM Strategy
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_mjkymrmb Cggkim8 M}rc|d @c}ym. 44 Edry`de Zd{. Jmrrdrby Ircyy. YN; 0OT. ]A
Rmn8 !22 4:=9 00=072 zzz&omyc}icem&ice cr zzz&y}jdrydnmy&ic&}a
Bmgkfkkcfy
Omgcrm zm jm cc gdr kfc `ky bkyi}yykcf cg Ycikdn I_E. k y ke|crdf zm bmgkfm ycem mrey& Ycikdn I_E (YI_E+ ky
rmdnn{ d yrdmj{. rd`mr `df d |rcimyy cr d |rcb}i& K idf mfice|dyy ymwmrdn mi`fcncj{ |ndgcrey dfb i}ycemr
rmndkcfy`k| ccny. kfin}bkfj d I_E y{yme1 kf gdi. I_E ky `m gc}fbdkcf cg YI_E& YI_E ky fc d rm|ndimemf gcr
I_E&
Icfg}ymb {m3 Zmnn. {c} zknn om yccf mfc}j`& R`m diim|mb bmgkfkkcf. ky `ky8
Ycikdn I_E ky d |`kncyc|`{ dfb d o}ykfmyy yrdmj{. y}||crmb o{ d mi`fcncj{ |nd gcre. o}ykfmyy r}nmy. zcragncz.
|rcimyymy dfb ycikdn i`drdimrkykiy. bmykjfmb c mfjdjm `m i}ycemr kf d icnndocrdkwm icfwmrydkcf kf crbmr c
|rcwkbm e}}dnn{ omfmgkikdn wdn}m kf d r}ymb dfb rdfy|drmf o}ykfmyy mfwkrcfemf& Ky `m ice|df{y rmy|c fym c
`m i}ycemry czfmry`k| cg `m icfwmrydkcf&
R`d bmgkfkkcf bcmyf yd{ df{`kfj doc} z`d {c} fmmb c o}{. `cz edf{ |mc|nm {c} fmmb c `krm. z`d |rcimyymy {c}
}ym cr `cz c emdy}rm _CK& R`m rmdnk{ ky `d YI_E `dy fc omy |rdikimy {m. dfb `dy dnecy |dr cg ky odyki fd}rm
kg ky ycikdn. k ky fc doc} |mc|nm kfmrdikfj zk` edi`kfmy cr zk` |rcimyymy& Ky doc} |mc|nm kfmrdikfj zk` |mc|nm
cr jrc}|y cg |mc|nm& R`cym jrc}|y cg |mc|nm {c} afcz dy i}ycemry `dwm }fkt}m rdky. }fkt}m bmykrmy. dfb }fkt}m y{nmy
cg icee}fkidkcf& R`dy z`{ {c}r YI_E d||rcdi`. kf crbmr c om y}iimyyg}n. zknn kymng om }fkt}m&
R`dy fc rmdycf c |dfki{c} dnrmdb{ bc ycem ycikdn `kfjy kf `m orkia%dfb%ecrdr zcrnb c rmndm c `m }fkt}m
t}dnkkmy cg {c}r i}ycemry& YI_E yidnmy `cym kbmdy. dfb k idf bc yc omid}ym cg dfc`mr mre zm y`c}nb bmgkfm8 ycikdn
embkd&
Ycikdn embkd ice|rkymy `m wdrkc}y cfnkfm mi`fcncj{ ccny `d mfdonm |mc|nm c icee}fkidm mdykn{ wkd `m Kfmrfm c
y`drm kfgcredkcf dfb rmyc}rimy& Ycikdn embkd idf kfin}bm mp. d}bkc. wkbmc. kedjmy. |cbidyy. dfb c`mr e}nkembkdicee}fkidkcfy&
Zm idf dnn rmdbkn{ fdem `m ndrjm ycikdn embkd i`dffmny8 Gdimocca. [c}R}om. Rzkmr. NkfambKf dfb. kfirmdykfjn{. Jccjnm!&
R`mrm drm c`mry ymrwkfj bkggmrmf ndfj}djmy. bkggmrmf wmrkidn o}ykfmyy edramy dfb bkggmrmf jmcjrd|`kmy& R`mrm drm dnyc
c`mr gcrey cg ycikdn embkd. nkam oncjy. bkyi}yykcf jrc}|y dfb |`cc y`drkfj ykmy& Df{ cg `m `}fbrmby cg `mym i`dffmny
ed{ om d wkr}dn |ndim z`mrm {c}r i}ycemry jd`mr c dna doc} {c}&
@cz `m{ dna `rc}j` `mym i`dffmny ky ynkj`n{ bkggmrmf `df kf rmdn nkgm& Ice|ndkfy cr |rdkym edbm c grkmfby cwmr
icggmm drm }fnkamn{ c rmdi` om{cfb `m donm. o} `m ydem ydmemfy edbm cf Gdimocca `dwm d rmemfbc}y rmdi`&
O}ykfmyy `dy y|mf `m ndy 2< {mdry mp|dfbkfj ky doknk{ c orcdbidy ky emyydjmy1 ycikdn embkdy rkym cwmr `m ndy 4