We’ve just updated our Microsoft Dynamics CRM system to include a range of new capabilities focusing on social features – engaging with social communities, which can be both internal and external – as part of sales, marketing and customer service delivery. For CRM in education, this brings a much-needed set of capabilities for universities and TAFEs in Australia, where the role of social media, and engagement with the social communities, is becoming increasingly critical to key business drivers – whether that’s managing your institution’s overall brand, or engaging with prospective local and international students for recruitment purposes.
Although some (marketing) people initially wrote off social media as a ‘fad’, there is now no doubt that it is driving student behaviours, and having a significant impact upon choices that they make. In the ‘Building Your Business’ video below, there’s one slide that explains why. It’s about trust. 90% of people trust their peers to make recommendations on things they are going to buy (and in today’s tertiary education marketplace, education is something students ‘buy’).
So here’s a question for the marketing people in tertiary education: If 9 out of 10 trust their peers, and only 1 out of 6 trust your adverts, do you monitor, manage and support the social communities that result in those recommendations? And do you do it with 6x as much focus and time as you do with your adverts?
Hopefully, the background explains why we’ve put so much new focus into the social aspects of our Dynamics CRM system – because you need a tool for CRM in education that covers your conventional marketing (adverts, events, student enquiries) as well as the amorphous mass of social communities (Facebook, Twitter, LinkedIn). It’s because there’s a bunch of opportunities (or potential lost opportunities) that come from effective student recruitment through social communities (after all, your existing ‘customers’ are the generation that uses social media more than anybody, and will have a massive amplification impact on your prospective students).
The trick with what we’ve done with Dynamics CRM is to integrate social tools into the existing tools your staff are using – whether that means surfacing LinkedIn profiles of your contacts into your email inbox, or your social communities through your CRM system. The key has been to integrate into the systems your users may already be using – Office, Outlook, Lync and SharePoint. In the first wave of updates to CRM, just released, our focus is on your internal communities – activity feeds to help people to collaborate internally, internal status and micro-blog updates, connections between people and activities.
There’s a detailed presentation below, from the Microsoft Dynamics CRM YouTube channel, which explains the background to the changes (and includes the two slides I’ve used above), as well as demonstrating what’s now possible – including a demonstration of the app for the Windows Phone. Although it’s longer than the average YouTube video, it’s has a mass of useful context and detailed demonstrations. 33 minutes into the video, the Dynamics team share their future plans – on wider device support, ability to convert social status updates into user actions in your system and other areas.
There’s a broad range of Microsoft Dynamics partners in Australia – and three I’d explicitly mention because of their previous projects with tertiary CRM education customers in Australia:
Need contact details for any of them? Drop me an email, using the ‘email me’ link at the top of the page