Social CRM Overview
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Questions and Answers

What is the primary focus of Social CRM?

  • Streamlining internal communication among marketing teams.
  • Collecting demographic data to optimize product pricing.
  • Enhancing direct sales through traditional advertising methods.
  • Managing customer-to-customer conversations to strengthen brand relationships. (correct)

Which of the following best describes the role of social listening tools in Marketing within Social CRM?

  • They facilitate direct sales through targeted promotions.
  • They allow monitoring and analysis of customer conversations. (correct)
  • They provide insights into competitor pricing strategies.
  • They automate customer service responses for efficiency.

In which area of Social CRM is LinkedIn considered particularly valuable?

  • Sales strategies and lead generation. (correct)
  • Customer service support and escalation.
  • Content marketing for engaging new audiences.
  • Brand reputation management through review monitoring.

What is the main objective of understanding customer discussions about products in Social CRM?

<p>To influence sales and generate leads through appropriate engagement. (C)</p> Signup and view all the answers

Which aspect of Social CRM involves proactive engagement to capitalize on customer interactions?

<p>Social selling within the sales function. (B)</p> Signup and view all the answers

What is one primary benefit of customer self-help forums in Social CRM?

<p>They reduce the need for direct customer service interactions. (A)</p> Signup and view all the answers

How does innovation within Social CRM enhance product development?

<p>By integrating customer discussions into development processes. (B)</p> Signup and view all the answers

What is a key characteristic of e-business collaboration supported by Social CRM?

<p>It integrates a company’s internal tools for collaborative efforts. (D)</p> Signup and view all the answers

What role does customer-experience play in Social CRM?

<p>It enhances customer interactions by leveraging shared characteristics. (B)</p> Signup and view all the answers

What is one possible consequence of using Social CRM to enhance customer experience?

<p>It can create strong brand advocacy among and between customers. (D)</p> Signup and view all the answers

What is the primary focus of developing a social media listening approach?

<p>Identifying audience engagement and sentiments (A)</p> Signup and view all the answers

Which elements are crucial to consider when evaluating the social media activities of competitors?

<p>Both direct and indirect competitor activities (C)</p> Signup and view all the answers

How can employee mentions contribute to a social media listening strategy?

<p>They reflect the brand's reputation and employee advocacy (A)</p> Signup and view all the answers

What role do online publishers play in social media listening?

<p>They act as both indirect competitors and influencers (C)</p> Signup and view all the answers

When assessing your audience in a social media listening strategy, which of the following should be prioritized?

<p>Your audience’s demographic and behavioral data (C)</p> Signup and view all the answers

Which of the following is a key area for transforming a brand through social media?

<p>Setting a scope for social media activities. (B)</p> Signup and view all the answers

What is an important step in acquiring new customers through social media?

<p>Utilizing social media to reach new prospects and convert them into customers. (D)</p> Signup and view all the answers

In the context of transforming brand communication, governance refers to which of the following?

<p>Defining who is responsible for managing social media activities. (A)</p> Signup and view all the answers

What should be reviewed to effectively leverage social media capabilities?

<p>Social media capabilities and priorities based on the company's goals. (B)</p> Signup and view all the answers

Which aspect of brand personality is essential for setting a social media vision?

<p>The tone and voice of communication in social media interactions. (C)</p> Signup and view all the answers

What is a primary objective when using social media to increase sales to existing customers?

<p>Encourage more social interactions on the site (A)</p> Signup and view all the answers

Which activity is NOT part of enhancing customer service through social media marketing?

<p>Creating engaging advertisements for new products (D)</p> Signup and view all the answers

In the context of increasing sales to existing customers, what does the amplification effect refer to?

<p>The increase in engagement due to social shares (D)</p> Signup and view all the answers

What is one potential benefit of managing a company’s own service forums on social media?

<p>Improving product and service offerings based on customer feedback (B)</p> Signup and view all the answers

Which of the following is a recommended practice for social listening within customer service management?

<p>Proactively reaching out to customers with unresolved issues (B)</p> Signup and view all the answers

Which component of customer engagement refers to tracking customer sentiments on third-party platforms?

<p>Intimacy (A)</p> Signup and view all the answers

What aspect of customer engagement measures the frequency and category of product purchases?

<p>Interaction (A)</p> Signup and view all the answers

Which feature is NOT part of Forrester's definition of customer engagement?

<p>Customer service response times (D)</p> Signup and view all the answers

Which metric best represents the 'Influence' component of customer engagement?

<p>Likelihood to recommend (B)</p> Signup and view all the answers

In customer engagement, what does 'Recency' refer to?

<p>How recently a customer made a purchase (A)</p> Signup and view all the answers

Flashcards

Social CRM

Managing customer conversations to improve customer relationships.

Social Listening

Monitoring and analyzing customer conversations on social media.

Social Selling

Using social media to generate leads and sales, especially in B2B.

Customer Insights

Information gathered about customers from social media.

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B2B Social Selling

Using social media for lead generation in business-to-business contexts.

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Customer Self-Help Forums

Customer support provided by the company or neutral sites, enabling customers to resolve issues independently.

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Social CRM Innovation

Using customer conversations to create new offerings or improve existing services.

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Internal E-business Collaboration

Using internal tools (like an intranet) to boost teamwork and business process efficiency.

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Enhanced Customer Experience

Using social CRM to improve customer satisfaction and brand value.

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Customer Advocacy Programs

VIP programs focusing on customer collaboration to boost brand loyalty or advocacy.

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Social Media Listening

Understanding social media activity of audiences, analyzing what they say and share, and tracking brand and competitor mentions.

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Target Audience

Specific groups of people a brand is aiming its marketing efforts at.

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Competitor Analysis

Evaluating how your competitors are performing on social media to identify strengths and weaknesses and adapt.

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Online Publishers

Websites or publications that publish content about a specific industry or area; an indirect competitor and influencer.

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Social Media Channels

Platforms for online communication; crucial for activities and interactions with the target audience.

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Social Media Brand Transformation

Major changes in a company's brand image, internal structure, and communication methods to fully utilize social media across various functions.

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Social Media Scope

Clearly defining the boundaries and goals of social media activities.

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Social Media Responsibilities

Determining who is in charge of managing the company's social media presence.

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Social Media Sales Growth

Using social media to increase customer acquisition and sales.

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Brand Vision

Defining the ideal future image of the brand on social media.

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Boosting Existing Customer Sales

Using social media to encourage more social interaction with existing customers to increase sales.

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Social Media Customer Service

Using social media to enhance customer service by identifying customer service needs, answering questions, and improving offerings.

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Social Listening for Service

Monitoring social media to find customers needing service.

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Customer Service Outreach

Addressing customer questions and problems through social media.

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Social Media Service Improvement

Using social media feedback to enhance products and services.

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Customer Engagement (Long-Term)

A brand's ongoing effort to capture and retain a customer's attention.

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Customer Engagement (Short-Term)

Focusing on a single customer interaction at a specific touchpoint.

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Involvement (Customer Engagement)

Measures of customer activity on a website, such as visits, time spent, and pages viewed.

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Interaction (Customer Engagement)

Customer interactions, including comments, reviews, and customer service communications.

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Intimacy (Customer Engagement)

Tracking customer sentiment about the brand from third party reviews or surveys.

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Study Notes

Social CRM Explained

  • Social CRM manages customer interactions to strengthen relationships with existing and potential customers, and stakeholders.
  • This framework highlights social media's role in gathering customer insights across various business departments.

Scope of Social CRM

  • Marketing: Uses social listening tools to track, analyze, and respond to customer conversations.
  • Sales: Observes customer discussions about products/services, identifies ideal ways to participate in conversations, influence sales, and generate leads. Social selling, focusing on platforms like LinkedIn for B2B, is critical in lead generation and sales.

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Description

This quiz explores Social CRM, emphasizing its role in managing customer interactions and insights across marketing and sales. Discover how social media tools are essential for tracking customer conversations and enhancing business relationships.

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