All posts tagged social strategy

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…

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…

 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).


Social Media as an Experiment

Why an Experiment?

From my perspective, life is one big experiment. We are all just trying to get the formula right. In our personal lives the formula we seek may revolve around achieving happiness, security, love, acceptance, appreciation, or power – whatever we think we need to be successful at life. With social media, we’re also trying to discover the perfect formula to help us meet various marketing objectives, such as increasing revenues for the company or reducing the sales cycle. In business as in life, the perfect formula isn’t always obvious and can often take years to master.

Social Media Experimentation

When it comes to social media as a component of your marketing plan, you’ll read and hear a variety of ways you could or should be using this medium for business. But the practice of using social media for marketing objectives is still relatively new and the answers aren’t always clear.  In my experience, there aren’t cookie cutter approaches to making it work either. Whether you are the ‘Social Media Czar’ for a large marketing department or you are the Marketing department, if you want to determine how social media can be incorporated into your company’s marketing plan then it’s time to don the lab coat and head for the beaker station – you’ve got some experimenting to do!

Read more…

Many industries have begun to recognize the importance of an effective social strategy to stay competitive, and the pharmaceutical industry is no exception. Beginning on Monday, May 2 the Advanced Research Institute will present its annual Social Media for Pharma conference in Princeton, NJ. Over 20 companies will be speaking at the event about planning for effective development, execution, and evaluation of Web 2.0 strategies.

The conference provides a forum for pharmaceutical professionals to share experiences and successes in the social media realm. In addition to the wide range of speakers, the event provides a number of opportunities such as networking lunches and unique workshop sessions covering topics such as:

Read more…

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.

Read more…

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