Social media creates a myriad of ways for brands to connect with and learn from customers, keep up with industry trends, and garner competitive insights. In the era of Big Data, we have multiple streams, ever-changing inputs and various business drivers online. Turning all of that unstructured social data into real customer insight that can be applied to your business requires clear business goals and disciplined practices.
This session will address how firms can:
Advance beyond simple monitoring
Capitalize on opportunities for genuine customer engagement
Apply the four P’s of social intelligence to your business
Utilize the eight step marketing insights process to create real time marketing moments
Fine-tune your data filtering to have the optimal signal-to-noise ratio for your objectives
38. Business and social insights require:
• Trained team members that can execute a change or
make a difference
• Product or service specialists actively seeking
feedback
• Leadership that supports utilizing social data for
these operational changes
Operationalize Business Insights
40. • Keeping data in
silos prevents
aggregated views
• Integrate data to
connect the points
of social + business
outcomes
2. INTEGRATE
41. • Seek conversations
that are relevant to
your business
• Surfacing all data
without purpose
consumes too much
time
3. FIND
42. • Conversation
importance is
paramount to active
utility of social
conversation
• Who is actually
speaking and does
that customer’s
opinion matter to
your business
4. INFLUENCE
43. • Change the business
• Seize timely opportunities
5. RELEVANCY
44. • Can the right person that can
action the insight be alerted
right now?
6. ALERT
45. 7. FRAME
• Has all prior information
been provided?
• Have you delivered the right
data to the right person for
a complete picture?
47. Listening is less effective because overflow of streams that
cannot be actioned.
Alerting is Effective because providing the right person with
the right information at the right to time to make a change
• Automobile dealerships that recognize in dealership
service requests
• Sales team that actively seek complaints about
competitive stores
• Hotels that change services while the guest is in house
LISTENING VS. ALERTING
February 2012 “Taking Social Support To The Next Level”
An event-based execution model is a one-to-one marketing automation infrastructure that detects and responds to customers in inbound and outbound channels. When a customer enters a given state, the tool responds by guiding a customer through an interaction flow that moves customers closer to a particular goal. Unlike traditional campaigns, this flow continues past the goal, specifying the actions or non-actions that should follow-on after the customer completes or abandons the interaction.