Bertrand Duperrin's Library tagged socialdata → View Popular, Search in Google

May

2012

How Savvy Marketers Harness Social Data for Product Development

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Online, we often talk about listening to our customers on social channels to help make content decisions in marketing. Moving to a fully integrated marketing picture for enterprise, using social media to compliment traditional market and product development research only makes sense. The very nature of uncontrolled conversations empowers customers to communicate and yield unthought-of insights and new product directions.

However, most companies are still at the basic point of simply making Facebook and Twitter work, much less mastering content for marketing or social web-wide conversations. In fact, last autumn’s Global CMO Study from IBM confirmed that most enterprises just aren't there yet."

blog.hubspot.com/...a-for-Product-Development.aspx

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- While 82% of CMOs plan to increase social media use during the next three to five years, only 26% are currently tracking blogs, 42% are tracking third-party reviews, and 48% are tracking consumer reviews to help shape their marketing strategies.
- 56% of CMOs view social media as a key engagement channel, but they still struggle with capturing valuable customer insight from the unstructured data that customers and potential customers produce.
The process can be broken into two main areas: 1) building listening stations and dashboards on relevant topics, and 2) sifting through the data to find actionable intelligence.
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- Dell’s work with Ideastorm as a crowdsourced marketing intelligence center is legendary, leading to almost 500 implemented products. Going further, as one of the first social enterprises, Dell’s Social Media Listening & Command Center does more than just seek out Dell conversations to comment on. It also drives relevant reporting throughout the enterprise for strategy and product marketing decisions.
- The first critical step in harnessing larger market intelligence is expanding those listening stations to include more topics to drive strategic and product marketing intelligence.
- Dell actively listens to its competitors’ conversation and how they impact larger macro issues.
- A company needs to learn not only how to listen, but also which data points to act on.
- While social data trends can be fascinating, if they are off-topic, they probably are irrelevant. It’s important not to become distracted by shiny objects and to stay on mission.
- Dell provides a series of daily, weekly, and monthly reports based on its social intelligence. Reports cover specific topical or announcement daily reports looking at the size, sentiment, locations, who was leading the conversations, etc.
- “We find our listening and tracking of information on the web is often a 'leading indicator' of a product issue that requires our product teams’ attention, such as the need for a new driver or software fix on some hardware issues that emerge over time

Feb

2012

Defining The Connected Company: Social Data + Apps + All Modes of Participation | Flickr : partage de photos !

www.flickr.com/...6886382441

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socialbusiness enterprise2.0 data analytics BI bigdata socialdata E2E C2C B2B E2B B2C

Jul

2010

Social CRM: The Migraine Edition

"he thing with SocialCRM is that it adds more customer data to CRM records when many organizations have not learnt how to act on existing data. Whist a quick look at my Twitter usage can give Dell an idea of my profile, what good will that do if organizations are not going to act on hard data they have today: How much I’ve spent with them over the years, my active registrations of software I’ve purchased, my loyalty based on the fact that I religiously buy new equipment from them every year."

www.pretzellogic.org/...ocial-crm-the-migraine-edition

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socialcrm data customer analysis socialdata transactions transactionaldata

We tend to think that using social media monitoring and listening systems reduces noise and lets us focus on things that matter in our customer relationships. I respectfully disagree. Until its surgically helping you execute business and process objectives more effectively, its still noise.
Social CRM is where the social data and the transactional data are analyzed together to create deeper insights that ever before. Using Social data we can amplify what we know about customers by adding a sentimental, emotional layer to what we know — and that helps smart companies drive sales cycles and create better revenue models.