Using social media in eCRM campaigns with total tracking – the holy grail of social CRM

Until now, setting up a facebook page and driving traffic to it has been equivalent to old-style viral marketing or word of mouth. In essence, it has been used simply as a venue where people can talk about (and with luck engage with) your brand. You’ve put out an invitation or sent people in, or asked people to ‘Like’ your page so their friends will see it, and you have waited for your customers to arrive.

It’s a bit like a cocktail party: you know people have turned up, you can see if it’s a good party or not (using buzz tracking and facebook analytics) and you can throw in party favours and calls to action. But while you know where you published the invite, you can’t tell what specific people are up to, you can’t track an individual’s behaviour, you don’t know who your best advocates are and you don’t know exactly how they fit into tomorrow’s social plans.

It’s a bit, well, woolly. The presumption of success is based on an assertion that there will be some effect from a social strategy that will be good for your marketing goals. The KPIs have been based on volume, buzz, mentions, Likes, sometimes in-facebook transactions – but that is where it more or less ends. There is a huge gap between activity and result, and what’s in between is either guesswork or worse, ignored.

The new Social CRM – or sCRM – tool from Underwired Amaze changes all that. WOW

We have developed a method for building address-level tracking into your brand’s facebook presence. We can direct people from the eCRM base into the facebook environment, watch exactly what they do at every step, and append the captured behaviour back to their individual records in your own eCRM database.

So what exactly can we capture, and what does it mean for you?