All posts tagged enterprise data

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

Visible recently supported the summer internship program of one its investors, Centurion Holdings. The summer internship program provides participants the opportunity to work with companies in Centurion’s portfolio. For Visible, it’s a great opportunity to share our social media technology and insight practices and help these students learn about social media, digital marketing, and how to think like a marketer.

Last week, Visible worked with the interns to deliver social media insights around traveler experiences with delayed flights. The goal of the project was to develop an understanding of traveler’s responses, as shared on social media, and make recommendations to marketers on specific practices they can adopt or changes they can make to improve the traveler experience. Read more…

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…

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…

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.

 

The benefits of integrating social data into your existing business CRM data are tangible and plentiful.  Social media is powerful, but it is ten times more informative and actionable when combined with traditional media, existing systems and emerging technologies like mobile.  In this final post in our series we will look at the fifth and most cost prohibitive challenge for businesses integrating social media if they choose to do it on their own.

For reference, in part 1, we looked at the challenges of enormous social data volumes that can easily overwhelm enterprise systems and put the rest of their organization at risk.  In part 2, the difficulties of managing unstructured social data as well as the new methods and standards of accessing social data were addressed.  In the last post, part 3, we covered the challenges of cleaning, organizing and enriching social data to make it useful and meaningful. Let’s take a look at the fifth of the most notable challenges to integrating social media data into your business and how Visible® can help. Read more…

Today’s companies understand the importance of listening to their customers and value social media’s role in the listening process.  But blending social data into the mix of business data you are already managing is nearly impossible if the data is not consistent, clean and formatted in a way that allows you to slice, dice and pivot on the aspects that are meaningful to you.   In our last post we looked at the two more challenges businesses face when looking at integrating social data into their current systems—the processing the volumes of data to make it useful and having the technical expertise and requirements to build and maintain the systems required to accomplish these tasks.  Let’s take a look at the next challenge. Read more…

Transforming your company into a Social Enterprise to be as social as your customers are can reap huge rewards. But this change can come with some real challenges without the right tools and partners to help.  Enterprises looking to accomplish this on their own face some intense hurdles.   In  part one of our  Challenges of Social Data Integration Series we looked at the first challenge businesses face when looking at integrating social data into their current systems—dealing with the enormous volume of information and how easily that deluge of data can overwhelm existing business systems.

Read more…

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