Social Relationship Platforms: Integration is key

By Prof. Andrea Kimpflinger, Riva Marketing & PR, EMEA

With 1.7 billion active social users engaging with brands daily, context is more critical than ever to building lasting customer relationships and growing your business. Enter the era of Social Relationship Platforms (SRPs) – solutions designed to help organizations engage and manage their social interactions. But what’s the next step in leveraging this data to enrich customer interactions and build better products and services? Where and how should companies benefit from social engagement – lessons learned, feedback gathered, and relationships formed in social media?

integration2In April 2015 Nate Elliott, Vice President, Principal Analyst serving B2C Marketing Professionals at Forrester, published, “The Forrester Wave™: Social Relationship Platforms, Q2 2015 – The 11 Providers That Matter Most And How They Stack Up“. The report identified the 11 most significant software providers in the category of Social Relationship Platforms (SRPs) — Adobe, Expion, Falcon Social, Hootsuite, Oracle, Percolate, Salesforce, Shoutlet, Spredfast, Sprinklr, and Sprout Social – and researched, analyzed, and scored them.

Mike Lewis referenced this post and referred to SRPs as a software solution that, “…helps marketers publish content to third-party social networks as well as monitor, moderate, and respond to customer posts on social sites” in his 2013 blog. Jeremiah Owyang (previously of Altimeter Group) reported on Social Media Management Systems.

Social Media is no longer a separate niche of marketing – it continues to become more and more integrated in the overall marketing mix. Its share is growing. Many organizations continue to use free or curated content. Today we’re also seeing trends toward more organizations going the pay-to-play route.

In a recent post, Jeff Bullas provides some nice statistics on social media: With 7.2 billion people on the planet, over 3 billion of these are active Internet users. Nearly 2.1 billion people have social media accounts, and of this group 1.7 billion people actively use their social media accounts. WeAreSocial offers a very nice infographic with the numbers.

As corporations leverage content via various social media channels, it’s becoming increasingly clear that they need tools to manage and control content distribution. With the number of popular social channels continuing to grow – from Facebook, Twitter, Instagram, Pinterest to Tumblr and others – marketers require integrated platforms instead of isolated tools to benefit from synergies, feedback, and learnings from social media.

The answer to this need is a Social Relationship Platform.

Bringing it all together

But what is the next step? Where and how will companies benefit from the lessons learned, information gathered, engagement, and feedback they receive on their social channels? Should all relevant information not be centralized in a Customer Relationship Management (CRM) to guide better customer interactions, products, and services?

The Key to the next step is Integration!

And the name of the leading CRM integration platform is Riva CRM Integration. Riva brings together e-mail collaboration, CRM, and Line-of-Business systems. It transparently and invisibly syncs contacts, calendar, cases, opportunities, tasks, and whatever is needed between your e-mail system (your main communication tool) and your CRM (your main data silo).

And now, Riva’s latest development, Riva Insight, takes you to the next level. Riva Insight helps customer-facing staff deliver customer delight by providing additional, relevant, contextual information from social networks and other third-party feeds. Riva Insight provides a more holistic view and insight into historic and real-time related information ranging from weather information at your customer’s headquarters to their social media related information. And this information is delivered where your users need it most, directly in their e-mail application – as a side panel, with immediately accessible relevant CRM and social information.

Riva Insight Contact Tile

Why not experience the next level of integration for yourself? Be a part of our Riva Insight Early Adopter Program. Learn more.

Learn more about social collaboration

Don’t miss the Heart Of Business Event (coming to a city near you). Spend the afternoon learning about solutions and success stories to accelerate innovation, enhance your collaboration systems, manage relationships, improve metrics, and business outcomes. In addition to Riva CRM Integration and other IBM business partners, Hootsuite, one of the Social Relationship Platforms analyzed by Forrester, will also be there.