You have probably heard the term CRM a lot. Wondering what does it mean? Simply put, CRM stands for Customer Relationship Management which is a system for managing relationships with your customers.
You should be asking yourself now but how does CRM work?
Here is your answer; a CRM system uses all the data that comes from sales, customer, service, marketing, and social media monitoring and translates these data into actionable business information that helps your business manage the customer relationships and interactions that drive success. Imagine having a 360-degree view of your customer right in front of you, wouldn’t that be amazing?
CRM Is Evolving To SCRM
As we live now in a digital world where people spend enormous amount of their time on social media platforms, businesses are moving from traditional CRM to social CRM because this is where their customers live now.
“Social CRM simply adds a social dimension to the way you think about customers and your relationship with them.”
Now take a look at this infographic to see how social media is transforming CRM:
Learn from The Best: Amazon Is Doing It the Right Way
Many brands came to the conclusion that it is not about the company, neither the product or the service offered. It is and it will always be about the customer. Hence, being customer-centric or customer-focused is the best strategy. Amazon took that concept even further and invented a new term: “Customer-Obsessed”.
In his words Jeff Bezos explains:
“There are many ways to center a business. You can be competitor focused, you can be product focused, you can be technology focused, you can be business model focused, and there are more. But in my view, obsessive customer focus is by far the most protective of Day 1 vitality. Why? There are many advantages to a customer-centric approach, but here’s the big one: customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invention on their behalf. No customer ever asked Amazon to create the Prime membership program, but it sure turns out they wanted it, and I could give you many such examples. Staying in Day 1 requires you to experiment patiently, accept failures, plant seeds, protect saplings, and double down when you see customer delight. A customer-obsessed culture best creates the conditions where all of that can happen.”
But how would SCRM fit in that customer-obsession culture? In today’s world, everything on social media is highly visible and publicly accessible and for that Jeff Bezos highlights the importance of the social aspect of CRM in few words:
“It used to be that if you made a customer happy, they would tell five friends. Now, with the megaphone of the internet, whether online customer reviews or social media, they can tell 5,000 friends.”
SCRM could help your brand in great ways:
For instance, it could help address and Manage complaints. This is a two-steps process
- Respond to the public post; it’s not about that single customer, other people would be angry if they see that you ignore your customers. This would make a bad impression and hurt your brand image.
- Take the conversation private; best way to solve the issue with your customer via direct messages.
Back to Amazon, you should know that Amazon doesn’t just focus on addressing customer complaints. It goes the extra mile to convert critics into fans; commenting directly on the negative review itself, encouraging the unsatisfied customer to leave his or her phone number or email address, so that they can make things right again.
In conclusion, you should know one thing; make one customer happy and watch how his/her entire social media network will know about it. On the other hand, make one customer angry and face the wrath of the internet.
In July 2015, Mariah Carey stayed in a luxurious Airbnb mansion in Malibu where she posted a photo of her posing on the mansion’s beachfront patio and tagged Airbnb in both the photo and the caption. This post received about 45,000 likes and led to the growth of influencer marketing with Airbnb. Now they ask celebrities to share a picture from their glamorous vacation in exchange for a free stay at some of Airbnb’s most expensive and extravagant properties. By leveraging big-name celebrities and influencers, Airbnb generated a lot of user-generated content on Instagram which effectively generates brand awareness among mass audiences.
Watch this video below on how @GeneralElectric uses visually captivating content to create personable marketing moments that connect the video subjects to the consumers. GE believes that the core tenants of their marketing strategy are to be relevant, to capture, and be a part of the moments in the present. Their instantaneous content is why they make use of Twitter.
After almost 10 years, Vodafone is re-introducing commercials that feature celebrities. This advertisement below features Martin Freeman where he is playing a video game and mockingly says “Uuuh, get Vodafone!” to the other player. The other player tells Martin’s character to get Vodafone for a better Internet experience because of disconnection issues while playing the game. It is clear from the video that unreliable broadband can really ruin important moments in people’s daily lives and Vodafone capitalizes on this concept with their storytelling marketing strategy.
These figures will give you an overview of the use of social media in the world in 2018, and can give you insights about which platform to use for your campaigns!
We gathered the data thanks to the We Are Social global digital report 2018.
1)Among 7,5 billion inhabitants in the world, 3,81 billion people use the internet (51%), and 3,0 billion are using social media (40% of the global population)
For the first time, more than one out of two people have access to the internet. The number of people on social media is growing, and 9 people out of ten use their phone to go on social media.
2)Facebook has 2 billion users – it is the most used social media platform
Here is the complete top 10:
- Facebook: 2 billion active users per month
- YouTube: 1,5 billion
- Instagram: 800 million
- Qzone: 638 million
- Twitter: 330 million
- Sina Weibo: 313 million
- Baidu Tieba : 300 million
- Pinterest: 200 million
- Snapchat: 178 million (per day)
- LinkedIn: 115 million
Maybe you are wondering where Qzone, Baidu Tieba or Sina Weibo come from… They are all from China! Qzone is a social networking website, Baidu Tieba is the largest Chinese communication platform, and Sina Weibo is a microblogging website
3)However, the number of Facebook users between 13 and 17 years old decreased by 6 million this year.
4)The engagement rate on Facebook is higher for Facebook page video posts
5)Instagram has the best growth: +36% (compared to only 3% for Twitter)
6)Instagram users are younger than Twitter users.
Instagram users are mostly between 18 and 34 years old, whereas Twitter users are mostly between 35 and 49 years old.
7)Facebook Messenger and WhatsApp are the most used messenger app with both 1,3 billion users worldwide in 2018
Here is the complete top 5:
- Facebook Messenger: 1,3 billion
- WhatsApp: 1,3 billion
- WeChat: 938 million
- QQ: 861 million (Chinese instant messaging platform)
- Skype*: 300 million
8)Every minute, 7 million pictures or videos are sent through Snapchat.
Do you want more? Every minute…
- 216 million pictures liked on Facebook
- 2,4 million pictures liked on Instagram
- 350 000 tweets on Twitter
- 400 hours of videos downloaded on YouTube
- 3,5 million texts in the US
9)1 billion hours of video are watched every day and users spend more than 1 hour per day on YouTube
10)A daily active user opens Snapchat 25 times a day and sends 20 snaps. He spends 30 minutes on the app per day.
I say “Internet”, what is the first thing that comes into your mind? A kid eating tide pods? An incredibly long article explaining why Mark Zuckerberg is a robot? Internet is nothing and everything at the same time, intrinsically it is a place where trends and topics are as short-lived as the career of Sean Kingston. Yet, there are two things that defy the course of time: GIFs and Memes.
First, what are those?
Long story short, a Meme is an image, a GIF is a short video; both have humorous purposes and have a tremendous capacity to go viral.
The kingdom of Memes and GIFs are social networks, especially Facebook where being “tagged” on a Meme or a GIF is a daily burden. Marketers are not fools and quickly they started riding the gravy train. As I said, GIFs and Memes can spread easily as social networks’ structure is based on them. No one wants to read a long post like this or see a two-minutes-long ad, people do not have time for it as they checked their social networks during class or at work when the teacher/boss are not looking.
This “culture of brevity” is changing the face of marketing. One of the most significant example is the marketing campaign “Your Kenzo World”, for which Internauts could create GIFs from the perfume’s promotional video.
Another example with the upcoming movie Deadpool 2, we already knew movie trailers and then movie teasers but now, we have shorter: Movie GIFs. In the case of Deadpool 2, it is a three-seconds-long sequence from the first trailer which, transformed into a GIF, is becoming viral on Twitter.
However, Memes and GIFs are difficult instruments, there is fine line between a buzz and a flop. As it is more of a youngster thing, if marketers do not really know what they are talking about, such a post can be easily perceived as a “lame daddy joke”. It is also a matter of proper timing, what works today could be out-of-date tomorrow. And that is the flaw in the system, with GIFs and Memes, marketers will always follow the trend instead of creating it.
Social Media—some love it and others hate it. But regardless of our personal feelings towards it, there is no denying the profound impact it can have on businesses. According to a study done by Social Media Examiner, 90% of marketers indicated that their social media efforts have generated more exposure for their businesses and more than half of marketers who have been using social media for at least two years report it helped them improve sales (2015).
However, as amazing as social media can be, it can also be very overwhelming. With what seems like a never-ending list of social media platforms, it can be difficult to keep track of them all. But as social media managers, it’s important for us to understand the reach that each platform has, as well as the benefits of marketing on different networks so that we know how to use the different platforms to our advantage when creating campaigns.
In order to help you do this, not only have we provided you with some important statistics about the top social media platforms, but we’ve also included pros and cons about marketing on each site.
- 1.86 billion total users and 113 billion daily active users
- 72% of adult Internet users use Facebook
- Facebook continues to have the most engaged uses—70% log on daily, including 43% who do so several times a day
- In the past two years, content consumption on Facebook has increased 57%
- Facebook posts with images see 2.3 times more engagement than those without images
Pros of Marketing on Facebook
- With 1.86 billion users, Facebook has the largest audience of all of the social networking sites.
- Facebook allows you to micro-target—you can define a target audience by location, employment status, age, annual income, marital status, hobbies, and many more characteristics.
Cons of Marketing on Facebook
- Facebook may be the largest social network; however, with all of the constant activity, it can be tough to engage with your target audience.
- Organic reach has decreased, so brands need to use paid media in order to reach users.
- 800 million users
- 28% of adult Internet users are on Instagram
- 59% of Instagram users are on the platform daily, including 35% who visit several times a day
- Instagram has 500 million monthly active users
- Photos showing faces get 38% more likes than photos not showing faces
Pros of Marketing on Instagram
- Instagram is the most popular, widely used social media app for millennials and is commonly used by younger generations as an alternative to Facebook.
- The visual nature of the social network is good for businesses that have amazing image and video content.
Cons of Marketing on Instagram
- Because Instagram’s has so many young users, most have little purchasing power as consumers.
- The visual nature of Instgram is beneficial for brands in industries like dining and fashion, but many brands have a difficult time creating enough visual content to be relevant on the social network.
- 500 million users; 25% of adult users are on LinkedIn
- LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49- year olds than among 18- to 29-year olds
- 46% of online adults who have graduated from college are LinkedIn users, compared with just 9% of online adults with a high school diploma or less
- 32% of employed adults are LinkedIn users, compared with 15% of online adults who are not employed
- In the past two years, content consumption on LinkedIn has increased 21%
Pros of Marketing on LinkedIn
- As the most popular site for professionals, LinkedIn isn’t as cluttered as Facebook and Instagram, and it presents many opportunities for companies to engage in B2B selling.
- Many highly respected business influencers are active on LinkedIn, as the site is seen as social media’s center of professional thought leadership
Cons of Marketing on LinkedIn
- The LinkedIn community is not very active, especially when compared to Facebook, Instagram, and Twitter.
- The cost of marketing on LinkedIn can be very high.
- 175 million monthly active users
- 31% of adult Internet users use Pinterest
- “Pinners” are just as likely to purchase as users from other social channels, but spend 50% more on average compared to other social channels. They also spend 20% more that users referred from non-social channels
- 71% of Pinterest’s users are women
- 45% of people on Pinterest use the app while watching TV
Pros of Marketing on Pinterest
- The unique design of Pinterest (every image that you put on a board is automatically hyperlinked to its original source) makes it extremely easy to drive traffic from Pinterest to external sites.
- People come to Pinterest to research topics that are important to them, which means there is a good chance that they are thinking about buying or signing up for something, so conversion rates on Pinterest are usually higher compared to Twitter and Facebook.
Cons of Marketing on Pinterest
- Because most Pinterest users are women under the age of 45, it can be difficult to reach a wide range of audiences on this site.
- Pinterest is a lifestyle social site, so a lot of boards aren’t business oriented. If you are a fashion or food brand, you will have much more success marketing on Pinterest compared to a construction company.
- 187 million daily active users
- 52% of Snapchat users are under the age of 25
- 30% of US millennial Internet users use Snapchat regularly
- Users under the age of 25 use Snapchat for 40 minutes on average every day
- Every second, 8,796 photos are shared on Snapchat
Pros of Marketing on Snapchat
- Users tend to be more engaged and attentive when using Snapchat because it is a live streaming app.
- Snapchat’s audience is extremely active, with 10 billion video views every day.
Cons of Marketing on Snapchat
- Snapchat is more so used by younger, rather than older, audiences, so users don’t have a lot of purchasing power.
- There is no way to track data on Snapchat, which makes measuring a social media marketing campaign extremely difficult.
- 313 million monthly active users
- 23% of adult Internet users are on Twitter
- 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older
- Twitter has nearly 4 times as many users internationally as in the US
- In the past two years, content consumption on Twitter has increased 25%
Pros of Marketing on Twitter
- Twitter has the most effective real-time content delivery system of any active network.
- The site is quite effective for paid media marketing campaigns because promoted tweets reach target audiences at lower pay-per-click rates than Facebook.
Cons of Marketing on Twitter
- While Twitter comes in second behind Facebook as far as number of users, its growth is stagnant.
Which Social Media Site Are YOU?
Now that you’ve read about all of the different social media sites, take this quiz that we created to find out which social media site you are!
No matter how many positions you’ve applied to, everyone still gets a little nervous when interviewing for a job.
But to help you get rid of those nerves, Fortitude Marketing took some time to talk with Professor Jameson Watts to get his expert advice on how to best prepare for a social media marketing interview!
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Interested in learning how social media managers can use different social media platforms to their advantage when executing a marketing campaign? Then check out this other article from Fortitude Marketing! (Plus take a quiz to find out which social media network you are!)