[雙語(yǔ)翻譯]客戶(hù)關(guān)系管理外文翻譯--社交媒體——發(fā)展客戶(hù)關(guān)系管理的策略（英文）

1、 Procedia Economics and Finance 39 ( 2016 ) 785 – 790 Available online at www.sciencedirect.com2212-5671 © 2016 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND lic

2、ense (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of the Organizing Committee of BEMTUR- 2015 doi: 10.1016/S2212-5671(16)30266-0 ScienceDirect3rd GLOBAL CONFERENCE on BUSINESS,

3、ECONOMICS, MANAGEMENT and TOURISM, 26-28 November 2015, Rome, Italy Social Media – a Strategy in Developing Customer Relationship Management Cerchia Alina Elenaab* aPhD. Student, Valahia University of Targoviste, Targo

4、viste 130003, Romania bAssociate Teaching assitant, Faculty of Economics, “Ovidius“ University, Constanta 900527, Romania Abstract In this era of new technologies, social media is a must for an organization to remain co

5、mpetitive on the market. Social Media is a tool to manage relationships with customers and keep them closer. This paper aims to analyze how social media supports the development of customer relationship management. It

6、is examined the significant role of social media, the use and the rise of social networks. The use of social media marketing represents a strong factor in developing a CRM strategy. CRM considers the client the center

7、 of a business and orientates the marketing policy in this direction. Based on case studies and questionnaires, this article analyzes the necessity of transition from traditional CRM to social CRM. Although social CRM i

8、s a relatively new domain, the researchers are very interested in how CRM can emerge with social media. The study emphasizes examples of how companies can benefit from the use of social media, growing sales and profita

9、bility, creating advertisements, acquiring new customers, retaining them and make them loyal. Organizations should adapt to the rise of this new trend – social media. © 2016 The Authors. Published by Elsevier B.V.

10、 Selection and peer-review under responsibility of Academic World Research and Education Center. Keywords: customer relationship management, social media, marketing 1. Introduction The customer relationship management b

11、ecame popular in the mid-90s, although this concept was called in the `80s: database marketing. The concept was defined as a group that had to interact individually with all the clients of an organization in order to c

12、reate databases full of information about customers. Roberts believes that, because of * Cerchia Alina Elena. Tel.: +40 724 596 286 E-mail address: alina_cerchia@yahoo.com © 2016 The Authors. Published by Elsevie

13、r B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of the Organizing Committee of BEMTUR- 2015787Cerchia Alina Elena

14、 / Procedia Economics and Finance 39 ( 2016 ) 785 – 790 quality or customer service. When we are talking about social media, we refer to: social networks (Facebook, Twitter, LinkedIn, Instagram), blogs, forum, m

15、ultimedia sharing platforms (ex: YouTube), collaboration tools (Yahoo answers). Social Media is a key factor in the customer buying decision: The customers make a research of products or services, they are willing to b

16、uy, through social media. In order to expand the communication with clients, companies are using social media and the result is: better customer interaction. Customer relationship management is about getting closer t

17、o clients, is about communication with clients. In this era of new technologies, communication means social media. Social media is actually an open diary of preferences and dissatisfactions, of likes and dislikes. If g

18、etting closer to clients means blogging, means Facebook or Twitter, companies should adapt to this rise of social medias in order to remain competitive on the market. These are the reasons why organizations should use

19、SCRM and they have to accept this transition from traditional CRM (emails, call centres, direct phone calls) to social CRM. I am calling it transition because companies should not forget about the old practices of CRM,

20、 but integrating the new ones and focusing their attention on them. Social media presents huge opportunities to listen and engage with customers. Stelzner believes that social media is important for business and it hel

21、ps generate exposure, increasing traffic and providing market place insight. Social media networks constitute new channels for the brand’s voice and content. For example, loyalty can increase by creating a brand’s Fac

22、ebook page, which will make it more accessible and it will help familiarization with devoted clients. It offers the possibility of keeping them updated by posting news about products or services. Brands who engage in s

23、ocial media enjoy higher loyalty from their customers, according to a report published by Texas Tech University. CRM needs social media to serve better the clients` interests, to build them a support, to increase client

24、s` experience and to help clients choosing their channels for a better collaboration (JAKOB MORGAN 2010) Social CRM refers to companies using social medias as marketing techniques to interact with clients. This means

25、interactive participation of clients in collaborative discussions. A strong argument for the transition from traditional CRM to SCRM is the statistics made by Contenet Marketing Institute (2012) which states that 86% o

26、f people skip TV commercials, 44% of direct email is never opened, 91% of email users have unsubscribed from a company email they previously opted into. Heidi Cohen, the President of Riverside Marketing Strategies, agr

27、ees that Facebook is the most popular method for sharing interesting content and over 70% of online adults use a form of social media networking. CRM allows you to create campaigns that start getting leads to your org

28、anization using different tools like direct email and phone calls. CRM creates groups and direct monitor the results. Social CRM is more about customer service representative, about putting the customers first and usin

29、g social media accounts in a way to connect one to one, not just to push marketing materials to them. 3. Social Media – a necessity Social media became a mass phenomenon for customers. The numbers are talking about soci

30、al media: Facebook, the most used social network, has more than 950 million people that log on daily (source: Facebook, April, 2015). In September-October 2015 I conducted one survey and was completed by 87 business e

31、xecutives/managers from Romania. The executives represented companies from different industries such as: financial services, distribution, communication and tourism. Moreover, I conducted 3 interviews with people respo

32、nsible for the social media platform of the organization. The percentage of companies that applied social medias as part of their marketing strategies: 90% of the companies use social networks, while 10% do not have a

33、 profile yet, 40% of the organizations use media sharing sites, while 60% don’t have a profile yet, 70% use blogging sites, 30% have never used one, 30% use other social media tools, while other 70% don’t use other soc

34、ial media tools. The survey conducted shows that people who use social medias in Romania are mostly aged between 18-34. The results in Romania are different from the general surveys found on the internet maybe because th

35、e elders are reticent. They lived most of their lives in communism and this transition to technology is hardly accepted. Another reason could be the level of education and the standard of living. But this tells us that