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Five Proof Points that “Social” is More than Digital Marketing

by Jenny Sussin  |  March 20, 2015  |  3 Comments

As the “digital” bubble gets bigger and the “social” bubble is staining many a floor in the enterprise world, I find many clients have a hard time understanding the difference between social for CRM and digital marketing.

Found on Reddit, where you find all good things.

Social is certainly a part of digital marketing, and an important one at that. My colleagues like Julie Hopkins and Jennifer Polk do a great job of showing how social plays a critical role for marketers in the development of their digital marketing strategies. But social isn’t just about digital marketing, and I want to make sure that is something which the market understands.

For Gartner clients: you have access to the Top Use Cases and Benefits of Social for CRM in 2015, for non-clients: take a look at these five publicly accessible case studies which show how social for CRM is more than just digital marketing.

  1. Take a look at Hertz who responds to over 1,000 unique customer posts to Facebook and Twitter each week. They’re responding to complex customer service problems in under 90 minutes.
  2. Or Sky, who uses a community forum for customer support. As they report it, customers using their forum has saved them over 570 hours of agents’ phone time.
  3. Informatica builds prospect lists on LinkedIn, helping their sales attainment rate grow 3x in 3 months.
  4. Jetsetter.com enables customers to share their purchases with friends via email, Facebook, Twitter and Pinterest and has been able to convert 60% of all shared purchases into sales.
  5. And take a look at Kia UK who hosts product ratings and reviews on their site and discovered that they increased test drive bookings by 300%.

There are more case studies than these five, but start to expand your view of social beyond marketing, and think of how you can use social for your entire CRM business.

Disclaimer for what is about to come up right now at the end of this post: I was looking for a Rafiki and Simba gif to inspire you, but I could only find ones where people had made Rafiki throw Simba, so instead I watched this video and got the chills all over again.

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Category: 360  customer-service  ecommerce  marketing  social-crm  social-media  social-networks  

Tags: crm  customer  customer-service  customer360  marketing  sales  scrm  socbiz  social  social-crm  social-media  socialcrm  

Jenny Sussin
Managing VP
7 years with Gartner
8 years IT industry

Jenny Sussin is a Managing Vice President for CX and Sales Research. Read Full Bio


Thoughts on Five Proof Points that “Social” is More than Digital Marketing


  1. Worktops Co says:

    Honestly I still have my doubts about social marketing, to me it seems like other than paid ads and customer service is doesn’t really go beyond that. Realistically all it has done is upgraded customer service and kept with the technology changes and expectations of the consumer.

    I’m yet to have someone tell me what an amazing experience they had with any brand – other than the viral stories we hear of that is!

  2. Jenny Sussin says:

    You bring up a very interesting topic here – in the value of social marketing. I would argue that there is value in time saved, costs cut, and potentially leads captured and revenue generated…but it requires that people actually create a baseline for what they are doing and then measure something other than activity like how many new followers they have, etc.

    I’d be curious to see what others think as well.

  3. […] to Gartner, social is more than just digital marketing. Sure, social media is an important, not to mention […]



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