In one of my earlier posts, I defined and explained Social CRM as “the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty“. Loyalty being attitude towards a brand that inclines a customer to repurchase it and/or recommend it to others. Social CRM and Social Media are more about building trust and managing loyalty with customers than about managing relationships or transactions, which are focus areas of “traditional” CRM (for more, see this and this).
Old Spice Social Media campaign that has generated tremendous buzz, not only in Social Media but in traditional media channels as well, is a great example of Social CRM campaign where Procter & Gamble, the company that owns the brand, has very effectively engaged customers (and prospects) through Social Media with goal of building trust and brand loyalty. Watch this excellent CNN video on the subject: