The people visiting your website have wildly different opinions of your brand and your business. Why would you deliver them the same social call-to-action?
Using the database marketing concepts below, I will explain how you can you can serve a social calls-to-action contextually, based on data you have on a specific website visitor.
This tactic has two primary benefits.
- Boosting positive social activity by increasing the prominence of a social call-to-action for your biggest fans.
- Reducing negative social activity by reducing the prominence of a social call-to-action from those that may not like your company.
How To Do It
The first step to doing this is to develop a system for scoring CRM accounts according to their likely attitude toward your brand/product. This scoring could be as simple as using the account's industry, or could involve a more complex combination of survey data, website activity and/or purchase activity. The goal here is a strong correlation between higher scores and positive attitudes about your brand.
Once you've identified the accounts that are most likely to have a positive attitude about your brand, you need to utilize an application that can match website visitors with CRM accounts. Most major CRM applications have an application that does this.
Now that you've scored your database and can link these records to visitors on your website, you should be able to identify which visitors are more likely to positively review or rate your brand. Now, simply add functionality to your website that alters your social call-to-action for visitors with higher attitude scores in your database.
Database + Context + Social
I think marketers are just beginning to put these pieces together. You could get a lot more granular than what I have described in this post, but this is a good place to start. You could alter call-to-action by by customer type, industry etc. As database marketing tools continue to improve and more data is available strategies like these will become increasingly effective.