All posts tagged best practices

The September Fall TV new show rollout is a bit like Christmas. It’s an exciting time when people come together looking forward to merriment, focusing a little less on their diets and dreaming of the wonderful experiences coming their way. In this case, all the exciting new shows that have been heavily promoted by all the networks. However, sometimes the reality of it all is that the experience rarely lives up to all they hype and all you get are terrible memories you can’t erase.

Leading up to September we put together our dream watch lists:

Read more…

Join us on August 28, 2013 to hear our Director of Research and Analytics share how social media analytics can help companies identify and manage perceptions about their brand!

Everyone can cite a few of the latest public corporate “oops” moments that inevitably make the rounds on social channels. It becomes a punch line on late night shows and then generally fades into distant memory. But what if negative perceptions about a brand persist and begin to impact sales, partnerships and even stock valuation? Join this webinar to learn:

  • How to identify where people are talking about your brand
  • How to successfully analyze negative content that detracts from the brand
  • Tips for leveraging insights to overcome negative brand perceptions

Mark Brandt, Visible’s Director of Research and Analytics, will address a case study showcasing a company currently experiencing a brand crisis. He will share how social media analytics can help companies monitor conversations about their brands, understand evolving issues and proactively manage brand perception.

Register today by clicking here

Most marketers would agree that brand advocacy programs are a good idea.  The ultimate challenge is finding and nurturing customers that are so passionate about your brand that they become your brand’s strongest and most vocal advocates.  They are literally your biggest fans and are not shy about actively touting their opinions to their network.  Imagine the Connectors, Mavens and Salesmen from Malcom Gladwell’s The Tipping Point, all rolled into one individual.

Social media has made it easier than ever for brand advocates to share their opinions about their experiences.  It’s as simple as a Tweet, Pin, Facebook post, blog entry or product review on a shopping site.  But what truly drives people to express their passion for a brand is still largely a mystery.

The new Global Advocacy study from Social@Ogilvy used data from Visible Technologies to delve into the topic and uncover the key drivers of brand advocacy.  The Ogilvy study analyzed 7 million mentions of 22 brands and 8 feature films across 4 countries (China, Brazil, UK and US).  The findings include insights that true passion is rare, brands are largely failing at driving advocacy in social media, and that a high volume of advocacy is surprisingly driven by everyday experiences such as being delighted by a great product feature, an exceptional service experience or a good deal. Read more…

 Join us on July 18, 2013 to hear community outreach thought leader Anthony Mann  discuss the 5 W’s of Social Engagement!

This webinar, presented by community outreach thought leader, Anthony Mann, will walk you through some tips for effectively connecting with customers on social channels, discuss the framework of scaling your social engagement across multiple topics and/or business units, and show several examples of how a business at Microsoft engages with its community members.

For almost 10 years, Anthony and his company, Corporate Online Services, has been working at community building and engagement programs for various teams at Microsoft. He is the Windows Client forum owner on Microsoft TechNet, manages the Windows IT Pro outreach team, and was a Program Manager for Microsoft Answers, training key influencers on moderation procedures and practices. He has written numerous whitepapers and articles for Microsoft, as well as authored 15 books on various Microsoft technologies.

Register now to attend this webcast and join us on July 18 at 10:30am (PST).

Recently over lunch with an analyst friend of mine, the topic of data came up. (I know, exciting right.) Let me skip to the end and tell you our assertion – Data is useless. Coming from someone whose job it is to consult with companies on the tremendous value of data, it may seem a bit out of place, but the message I sought to convey, and that I help companies understand, is that data without segmentation is useless, and as I said over lunch, “It’s Just a dataset.”

The role of social data in enterprise environments is growing much more complex, and part of that complexity is driven from the need for this data to inform other key parts of the business with real, tangible benefits that can guide decisions, predict outcomes and validate expenses. One example of a specific segmentation that I build and deploy for clients on a regular basis is called category segmentations. Allow me to provide an example. If you’re a market researcher, for a major computer company whose job it is to gather consumer insights data, are metrics like share of voice or volume trend going to matter to you? Though they are valuable in some applications, you’re much more likely to care about the “why”, instead of the “what”. “Why do people love or hate the new product my company launched in market?” “Why are we having trouble resonating with a specific target market?” “Why is the product being returned more than projected?” These are the types of questions that are being asked and in order to provide an adequate answer you need to be able to perform segmentations on the data. Read more…

If you’re actively harnessing social listening platforms to deliver insights to your marketing and customer service organizations, congratulations! These two use cases, though most common, are in some ways also the most critical as they represent channels to both acquire and retain customers. But what’s beyond this? Some of the most advanced users of social listening platforms are hard at work developing processes to feed insights to multiple organizations within their companies, often referred to as “scaling across the enterprise.”

The Visible Intelligence platform is built to scale with the enterprise in mind. Here are four ways to scale social data across the enterprise:

1. Form a Steering Committee

Often times ideas get shot down because they don’t have enough executive buy-in. Form a cross-functional steering committee that is comprised of one or two people from each organization within your company that you feel may benefit from social media data. Then secure what’s called an executive sponsor, or senior-level person who has the ability to get behind an initiative and work it through corporate hierarchies to receive additional support and visibility. Read more…

Today’s story about Amazon’s attempt to pay homage to James Gandolfini is a reminder that companies need to think twice about trying to profit (or being perceived to) from a natural disaster or, in this case the sad passing of a beloved celebrity.

For those of you catching up, James Gandolfini’s sudden death on Wednesday caught many by surprise.  Fans around the world mourned with many expressing their thoughts and sharing their condolences on social channels.  Some Sopranos fans most likely remembered Mr. Gandolfini by watching old episodes of the iconic show.  But the line was drawn when Amazon.com was perceived to try to profit from the tragedy.

The company briefly published a post to its Facebook page remembering Gandolfini, known best for his role as Tony Soprano, that included a link to purchase Sopranos DVDs on Amazon, according to the Consumerist. The company later pulled the post, but not before Facebook commenters could deride Amazon for its poor timing.

I doubt this was a deliberate move by Amazon to cash in on James Gandolfini’s death.  However, it should  be a lesson to other companies about the pitfalls of using a sad event to drive profits.  History indicates that there is a natural bump in sales after a celebrity’s death anyway, as seen in sales of Whitney Houston’s music after her death.  It’s important to think twice about how even a well-intended dedication will be perceived by loyal fans.

This situation, although specific to you, is actually quite typical:

Working for a large US airline, you are in a staff meeting and a debate about a competitor’s recent launch of a “checked baggage subscription” ensues. Your boss says “I bet that really caught fire in social media!”
On the spot you launch into Visible Intelligence (VI) to quickly segment and identify the volume, tone, and conversation trends related to that announcement. As always: you are able to provide that intelligence on the spot. Nothing new here.

But, the conversation quickly expands into how the discussion about baggage compares and contrasts across the competitors. Using the new VI enhancements introduced in the April and June releases, you can quickly pull-up those views for comparisons. Read more…

Last week, Brian Solis from Altimeter presented his thoughts about the True Power of Employee Advocacy.  If you missed it, you can access the webinar and the slides in our resources library http://www.visibletechnologies.com/resources/webinars/.

What was shocking to me was a statistic that Brian shared about the number of social media incidents that were reported in the Social Business Survey conducted by Altimeter.  In 2012, a majority of companies (51%) indicated that they had at least one violation of their organization’s social media policy.  There were some great examples of these types of incidents shared during the webinar.  These were the types of stories that make marketers chuckle, yet sigh in relief that their company was not involved.

It was interesting to hear that 37% of companies rate their employees’ knowledge of social media usage and related policies as “poor” or “very poor”.  Meanwhile they indicate that only 27% of employees  are aware and trained on their company’s social media usage policies  Clearly, there are some opportunities for improvement.

However, there is an opportunity to go beyond handing out some corporate policies about social media.  Brian had some great points about the need to engage internally before engaging externally.  Developing and clearly communicating your brand’s personality and your company’s social business strategy can arm employees with the knowledge of why the company is setting out to engage on social media channels and the value for customers and stakeholders.  A great way to go beyond “do no harm” to true employee advocacy.  Listen to the webinar to learn more about employee advocacy from Brian Solis.

 

 Join us on May 9 for our next webcast featuring Brian Solis from Altimeter!

Social media is not new, nor is the idea of employee advocacy. What is new is the approach that businesses should take in how they empower their employees to engage on their behalf., Unfortunately, some may be causing more harm than good simply because they are not equipped to be successful, nor are they clear on what success looks like. In the last six month alone, we’ve seen incredible social follies and full blown crisis involving some well-known brands. While each brand has done its best to make amends, the truth is that in each case, guidelines, guardrails and training could have been better defined. More importantly, vision, mission, and goals are often missing from the overall social media strategy.

Altimeter Group’s Brian Solis believes that part of the problem is that social media, as it’s designed today, is not yet fully optimized to scale in a meaningful way. For the most part, businesses are not seeing the impact on the bottom line and customers aren’t realizing the long term value.

In this webinar, Brian will help:

  • Demonstrate how playbooks fall short of helping employees contribute to the idea of brand in social media.
  • Prove that idioms such as, “use common sense, be pleasant, conversational and engaging, or don’t be stupid,” lower the bar for what the brand truly represents or what the representative is responsible for conveying in terms of aspiration or sentiment.
  • Define ways that employee guidelines can become an extension of a brand style guide where engagement becomes a standard in how a brand comes to life in social media
  • Open the door for businesses to not just listen to conversations and analyze sentiment but also track activity toward the humanization of the brand itself.

Register now  to attend this webcast and join us on May 9th at 10:30am (PST).

 

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