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Social CRM Adoption Starting To Take Hold

Social CRM Adoption by Automotive Enterprises Expected to Continue Growing

Adoption of social customer relationship management (CRM) systems by car companies, automotive enterprises and car dealers is low among marketers responding to an Awareness survey [download page] released in September 2012, although a significant proportion are planning to use a system by the end of this year. Only 16% of the respondents said they are currently using a social CRM system, but another 21% plan to do so. 17% claim to be unfamiliar with social CRM, while 46% simply do not use a system. The report notes that adoption is higher among respondents with social media marketing budgets of more than $100,000: 44% of this group have adopted social CRM, and another 26% plans to do so by the end of the year.

March 2012 findings from Nucleus Research suggest that social CRM boosts sales productivity by 11.8%. 21% of social CRM users reported sales productivity improvements of more than 20%, and a further 37% cited productivity gains of 10-20%.

Community Platform Use More Prevalent

Among the types of social platforms identified, 65% of respondents to the Awareness survey indicate they use community platforms as well as social platforms like Facebook and Twitter. A third use collaboration platforms in addition to social platforms, while less than one-quarter supplement their use of social platforms with use of social commerce platforms (23%) and innovation platforms (14%).

As ingrained as is social media use, about 1 in 5 respondents do not currently monitor social media for brand mentions, on par with the proportion who monitor for brand mentions in real-time. Close to 3 in 10 do not monitor social media industry conversations, compared to just 12% who monitor them in real-time.

Among those monitoring social media, free tools are more popular than paid tools (86% vs. 54%).

Most Perform Social Media Marketing In-House

The Awareness study finds that outsourcing of social media marketing activities is quite low. Just 22% either outsource (10%) or plan to (12%) this year outsource social media measurement, while 1 in 5 do (10%) or plan to (10%) outsource social content creation. Just 1 in 10 outsource brand monitoring, with industry or competitive monitoring (8%), competitive audits (8%) and content publishing (7%) seeing even lower levels of contracting.

A HubSpot report from April 2012 found social media marketing to be the most common online agency service ....

Other Findings:

  • The most commonly-used social marketing platforms among respondents are Facebook (89%) and Twitter (84%), followed by LinkedIn (77%), YouTube (71%) and blogs (61%). 39% say they use Pinterest, while a further 24% plan to do so this year.
  • 53% of respondents report 2 or more accounts on Facebook and 13% have more than 5.
  • 45% say they have 2 or more accounts on Twitter, while 11% have more than 5 profiles.

About The Data: Awareness surveyed 469 marketers from a cross section of industries, company sizes and levels of social marketing expertise. Respondents also came from a cross-section of executives, managers and those who support the social marketing functions within their organizations.

 

Source: www.marketingcharts.com

Views: 199

Tags: Adoption, CRM, Continue, Expected, Growing, Social, to

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