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5. Let go of your “social marketing” strategy
Melissa Parrish, VP, Research Director
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Agenda
› Why social intelligence?
› Technology Landscape v. Strategy
› Social contributes to business success
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Source: “Defining Social Intelligence” Forrester report
The social intelligence life cycle
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Grammy’s Fail
› CBS all access was down
during the Grammys
› Angry customers tweeting
› Promoted tweet shows up…
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Agenda
› Why social intelligence?
› Technology Landscape v. Strategy
› Social contributes to business success
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The Social Technology Landscape
Is Over-crowded and complex
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Careful planning prevents social media overkill
Source: Forrester Report: Drive Social Marketing Success With The POST Process
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Social Across The Customer Lifecycle
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Determine which social tools fit the phase
Source: Forrester report: You don’t Need A Social Marketing Strategy
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Social Intelligence tools assist across the entire
lifecycle
Source: Forrester report: You don’t Need A Social Marketing Strategy
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At it’s core, social listening platforms to reveal
customer insights
1. Monitoring
2. Messaging Optimization
3. Market Research
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Agenda
› Why social intelligence?
› Technology Landscape v. Strategy
› Social contributes to business success
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Companies don’t mature because they
keep social data contained.
PR/corporate communicationsMarketing
Customer supportCompetitive intelligence
Social data
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Source: Forrester’s Q4 2015 Global Enterprise Social Listening Platforms Customer Reference Phone/Online Survey
New use cases emerge for social insights
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Customer Care Teams Use Social to Delight Angry
Customers
› Social as a customer service channel has been percolating for a while now.
› But social can be leveraged to preemptively delight customers.
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Image source: https://www.alexandani.com/blog/tag/alex-and-ani-gift-guide/
Product teams use social insights for feedback and
development.
› Brands ask fans and follows what they think of products directly
› Customers are speaking openly about products and how they use them on
social, including posting images
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Use Social To Ignite Post-Digital
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Post-Digital hangs its hat on three principles
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Be human: “create, cocreate, and curate”
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Be helpful: insights into construction
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Be handy: from 1:1 to 1:moment
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Key Takeaways
It starts with Social Insights.
Follow POST to align strategy with tool selection.
Social Insights help improve functions around
your business.
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Solution
● Automate tags and categories that matter
for your business
● Library of predefined, customizable use cases
● Visualize dynamic representations of audiences,
networks and discussion topics that highlight trends
● Get support from a team of experts
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Key Takeaways
● Social intelligence support the full chain of activities
● Social provides qualitative detailed and direct, raw Voice of
Customer
● Social research methodology is more flexible/exploratory