All posts tagged enterprise

On February 19th, we conducted a webcast titled “Combining Social and Enterprise Data to Increase Insight.” It was one of the most popular events we have run in the last 12 months. It is great to see so many people excited about the future of social media data analytics.

The objective of the webcast was to introduce the concept of combining social media with enterprise data and discuss potential areas of value. We chose to take a “foundational” approach to the webcast based on our understanding of where people are right now regarding their analytic capabilities. Our poll of the attendees confirmed our approach. The vast majority of the attendees are not combining social media and enterprise data now.

We asked the question, “What drove you to register for this event?” The options given were:

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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…

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…

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.

 

For those of you interested in hearing more about our latest video and the tips to unlocking social media success we thought we would share the highlights. By following these golden rules of social media, companies will be well positioned for innovation and success.

1. Success requires being a social company at enterprise scale.

Social media as an ad hoc test, or departmental implementation, is not where big value results. Social media success requires being a social company at enterprise scale. Its true power lies in the ability to help you improve the performance of every customer touch. By committing to work together across departments you will improve short term and long term results.

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To help make 2011 a very socially successful New Year, all this week we will be featuring key highlights from our recent social resolutions Webcast – Social Resolutions – Tips for Success with your Social Initiatives in 2011”. To kick this series off, here are our top five for making the most of your social efforts this year from our CMO, Debbie DeGabrielle!

This is the year social media comes of age. The social channel will be where business and consumer finally meet as equals. This, more than anything, is what will compel all major businesses to finally get serious about using social media to improve business outcomes.

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Many organizations, as they hear the term “Social Intelligence” used more often in the business setting, are beginning to understand it is must-have insight for executing more informed decision-making in an increasingly socially networked world. But at the same time, because they may not fully grasp the concept of Social Intelligence or know where this information comes from, they are unsure how to leverage it for competitive advantage.

So, let’s break it down. First, Social Intelligence, at its most basic level, is the ability of humans to interact with each other effectively. Applied in the context of today’s business environment, Social Intelligence is what a company needs to maintain meaningful, productive relationships with its current and potential customers, employees, partners, and any other relevant group interacting with the organization—as well as with each other—through social channels.

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I’m here to tell you that corporate social media listening – if not handled correctly – can be detrimental to your brand; an unusual claim considering the company that signs my paychecks. But it’s true.

Corporate and brand social media (insert your favorite term here – tracking, monitoring, listening, intelligence) has exploded over the past three years, driven mainly by the popularity of powerful social networks we don’t need to name anymore.  Social listening pretty much got its start in most companies when one business group, or in some cases, one individual decided it was time to move beyond Goggle News Reader and implement a more robust software tracking platform on behalf of the company.

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In the early days of the Web, search engines were touting the number of indexed pages that they held in their data stores[1].  Quickly that number became as meaningless as the visitor counter found on nearly all the old Geocities pages of the same era.  Social media is quickly following the same pattern.  Twitter, alone, is estimated to generate somewhere in the ballpark of 65M tweets a day.[2]    And like search, social is transforming its questions.  It is no longer about “How Much.” Rather, it is about “How Relevant.” The data that Social Media applications provide for the enterprise needs to be meaningful to make great business decisions.

Search and Social Media are converging into the next generation of Social Intelligence for the enterprise.  With any successful social media platform, you need to do more than just find that one, very relevant, very specific post that you would like to identify.  You are going to need to quantify that search space, discover insights within it, and aggregate it in so many different ways that the experience feels more akin to a business intelligence experience than one of traditional search.  But unlike the world of most BI in the enterprise, social media comes with a massive, unstructured, unclassified data set from which to gain the insights you need.

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Social media continues to spread like wildfire, connecting people in novel ways.  We’ve all become publishers, as well as consumers of more information than we’ve ever been exposed to before.  To the enterprise, that represents an enormous opportunity to really connect with consumers and audiences at scales and speeds that have previously been impossible.

Your enterprise has one big hurdle that the consumers will never need to deal with.  You have to represent your brand and bring it to life through all the people that comprise your corporation, while giving your employees the freedom and flexibility to speak as themselves and have real conversations.  And for a collaboration challenge of this magnitude, you’re going to need a platform.

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