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cezarovidiu

Successful Social Marketing is So Much More Than Social Media | ClickZ - 0 views

  • In the past, prospects primarily accessed information about a company by interacting directly with a salesperson.
  • As media evolved, mass ads, events, direct mail, and more recently, email, have been the primary tools for engagement.
  • Given the number of consumers posting, blogging, tweeting, liking and sharing, the question for marketers is no longer, Should I use social? It's, How do I use social to its full potential?
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  • Social channels are inherently built for sharing and engagement, making them the perfect place to cultivate valuable business relationships. Integrating social into every marketing campaign you run can move you from a company-to-buyer marketing model to a peer-to-peer influence model. This not only builds trust and brand loyalty, but also positively impacts ROI.
  • It can be tempting to jump right in to all the social media sites out there and start posting away. However, before you publish that first nugget of social marketing content, you need to develop your plan.
  • goals and metrics
  • Build a team that is willing and able to dedicate adequate time to social media endeavors.
  • Many marketers fall into the trap of thinking that social media campaigns can be dealt with on an ad hoc basis, but this couldn't be further from the truth. You don't want your company's online personality to come across as erratic or disjointed, so create a policy that guides those who are participating in the social marketing effort and be sure those guidelines are enforced.
  • Once everyone is on board, encourage them to create engaging content. A good starting place is to ask your team members to answer some of the most frequently asked questions they receive on the various social channels. If everyone is a content creator, you'll never be short of ideas.
  • Word-of-mouth is incredibly powerful and the "share" button on every social media channel allows you to tap into millions of different networks. One of the best ways to interact with your audience is by giving them content they genuinely want to share with their networks. Peer recommendation is extremely valuable because people believe their friends much more readily than a company or marketer.
  • A "Refer-a-Friend" campaign promotes a compelling offer via email marketing and social networks, then grants access to special offers for both the referrers and those referred. Using these campaigns will allow you to gather important metrics, like tracking who the biggest influencers are.
  • A "Social Sweepstakes" campaign allows your entrants to spread the word on your behalf. Through the sweepstakes entry, you gain important user data like who is sharing and where they are sharing most.
  • Finally, a "Flash Deal" campaign is similar to Groupon. Flash deals offer a limited amount of deals for a specific time period through your social platforms. If you use these campaigns, be sure to let participants track the deal's progress! These campaigns are fun and viral ways to spread brand awareness and boost new customer numbers with sharing.
  • make sure your shares are measurable. Monitoring social share numbers is not only an easy way to tell what's working and what's not, but also allows you to see your ROI by showing how far your social reach is in relation to how much time and resources you've put in.
  • Google Alerts and search functions, or enterprise level software like Viral Heat or Radian6.
  • Once you hear what people are saying, you can engage them with relevant responses.
  • Social has evolved into much more than just a channel or tactic and should be an ever-present strategy in all aspects of your marketing. Ultimately, if you come up with a plan, encourage creative content, incorporate social marketing into every stage of your funnel, and measure your results, you'll start to see your social efforts move the ROI needle in the right direction.
cezarovidiu

Gartner's Magic Quadrant for Social CRM and the Social Enterprise - Forbes - 0 views

  • Add in the easy-to-use nature of social networks, and the potential value of CRM accelerates even faster. The Social Enterprise as defined by Salesforce.com, heavily promoted at their DreamForce event last month in San Francisco, capitalizes on these factors which are critical for any CRM system to succeed.
  • Add in the easy-to-use nature of social networks, and the potential value of CRM accelerates even faster. The Social Enterprise as defined by Salesforce.com, heavily promoted at their DreamForce event last month in San Francisco, capitalizes on these factors which are critical for any CRM system to succeed.
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    "Gartner's Magic Quadrant for Social CRM and the Social Enterprise"
cezarovidiu

10 Reasons Why CEOs Don't Understand Their Customers - Forbes - 0 views

  • 1) Do bad customer experiences cause people to switch brands? In a 2011 research project conducted by CX application vendor RightNow, 89% of consumers said that yes, a bad experience has spurred them to switch brands. But in the brand-new study of business-executive perceptions that’s the subject of this column, only 49% of the surveyed executives said yes.  QUESTION: What steps do you need to take to close this dangerous perception gap? 2) While 97% of executives say CX is critical to the success of their company, and 91% say they’re committed to making their company a CX leader, only 20% would rate their own CX initiatives as “advanced,” with a dedicated CX leader in place, initial projects pushed to the optimization phase, and the overall project extended to new channels and groups . QUESTION: What are the obstacles preventing you from aligning your actions with your words? If you say it’s a “budget” issue, aren’t you really talking about strategic priorities rather than line items? 3) Most companies have a clear and direct understanding of the looming CX challenge and the powerful interaction of social media. The study found that the top two drivers for CX initiatives are (a) rising expectations from customers (59%),  and (b) the impact of social media on customers’ ability to broadcast good and bad experiences (37%). Now, even if you’re able to somehow rationalize those findings, here’s one that not even the most-accommodating executive can dismiss:
  • 4) Being a CX laggard can cost those companies many tens of millions or even hundreds of millions of dollars in lost revenue: executives estimated that the lack of positive, consistent, and brand-relevant customer experience can cause them to lose out on a staggering 20% in annual revenue.
  • Worse yet, all that money’s likely to wind up in the pockets of your competitors!
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  • 5) While 81% of execs said they believe that social media is an essential ingredient in delivering great customer experiences, 35% of responding companies still do not have social media for sales channels, and another 35% still do not have social media for customer service. QUESTION: How do you plan to close that dangerous gap?
cezarovidiu

13 things to consider when implementing a CRM plan | Econsultancy - 0 views

  • These are few of the benefits of implementing a good quality CRM All of your clients’ information is stored in one place, it’s easy to update and share with the whole team. Updates by colleagues should be saved immediately. Every member of your team will be able to see the exact point when your business last communicated with a client, and what the nature of that communication was. CRMs can give you instant metrics on various aspects of your business automatically.  Reports can be generated. These can also be used to forecast and plan for the future. You will be able to see the complete history of your company’s interaction with a client. Calendars and diaries can be integrated, relating important events or tasks with the relevant client.  Suitable times can be suggested to contact customers and set reminders.
  • Finding one system that will fit your needs in one package may not be possible, so be aware that you may need to customise it to fit into your company. There are infinite possibilities here so don’t get too carried away as costs will rise accordingly.
  • Ensure that the CRM works on mobile devices and can be accessed remotely. Employees aren’t necessarily sat at their desks when it needs to be used or updated. Real-time updates are necessary for ensuring that clients aren’t contacted twice with the exact same follow up.
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  • Will it work for Outlook, Gmail or whichever email provider your company uses? 
  • Does you CRM have full social media integration? It’s vital that any customers or clients interacting with you on social channels can be included in your CRM updates. You will find this happens increasingly as your public facing channels become more popular. For more detailed information download our best practice guide CRM in the social age.  
  • Do you have a fully CRM trained analytics team that can study and understand the data and reports the system will generate? It’s probably wise to implement a cleansing plan for your existing data before the new system is implemented. Sifting through contacts to remove any duplicated or defunct leads.
  • Having an extra piece of software in the company, especially one as integral as this, means there’s a lot more to manage and possibly to go wrong. Make sure you have the technical support in place to ensure its smooth running.
cezarovidiu

Understanding Social and Collaborative Business Intelligence - Part 1 | Art o... - 0 views

  • But just as those forms of collaboration out-paced phone calls (of which I am still keen on), inter-company envelope exchanges, and hand-written letters, collaboration in applications will seek to become the new social collaboration successor
cezarovidiu

Don't have a big data strategy yet? Good! | ZDNet - 0 views

  • Business Intelligence And Big Data, Q4 2012 survey of 634 BI users and planners, we found that social and mobile data is actually a pretty low priority: While big data technologies like Hadoop can definitely deal with over-hyped new data like mobile and social, the broad demand is simply not there yet. Instead we find leaders recognize that the big deal about big data is the potential for getting more value more quickly from more data, at a lower cost and with greater agility; and it is a whole range of technologies and new techniques that make more possible.
cezarovidiu

http://www.oracle.com/ocom/groups/systemobject/@mktg_admin/documents/webcontent/videopl... - 0 views

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    Oracle CX Management Investment - OOW2013
cezarovidiu

Should your company hire a Chief Data Officer? | Enterprise CIO Forum - 0 views

  • Today, every business is a data business. If you’re a manufacturer of consumer goods, supply chain is absolutely central to what you do, and that’s software. It is all about data. That’s the back end. On the front end, social is absolutely critical if you’re in a consumer-facing business. This makes me recollect Geoffrey Moore’s notion about the implications of systems of engagement for corporations. Systems of engagement—such as Facebook, Google, and so on—generate vast amounts of information about consumer behavior. 
  • And this is why enterprises are hiring CDOs. The information in systems of engagement becomes absolutely critical to large-scale successful consumer businesses. If you’re not leveraging it, then your competitor will outpace you in terms of customer knowledge.
  • CDO wears two hats. On one hand, the CDO is responsible for securing the customer data that’s inside the enterprise. In markets where the privacy laws are extremely strict (such as Germany or Canada), that’s a serious responsibility. At a global company, the CDO must manage consumer data at different levels in different countries in different ways, or creating an enterprise standard for data management globally that reflects the toughest regulation anywhere, which is what HP does.
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  • The CDO must also deal with this new opportunity to exploit the much larger range of customer information that exists outside the enterprise. The challenge is to link customer information outside the enterprise with the information that’s inside, and do it in such a way that your data doesn’t leak. You want to run your analytics externally—on Facebook’s platform, for example, because it’s impossible to bring all of Facebook’s customer behavior information into your internal systems. So you never want to pass anything out, but you don’t want to bring everything in. It becomes a game of sophisticated integration.
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    "customer knowledge"
cezarovidiu

Invata meserie de la Emag - 5 lectii pentru un magazin online care chiar vinde - Conver... - 0 views

  • Lectia 1. Colecteaza adrese de email
  • E suficient sa creezi un magnet de leaduri care sa raspunda unei probleme specifice pe care o au vizitatorii tai.
  • Lectia 2. Foloseste dovada sociala
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  • Unul din principiile de influenta ale lui Robert Cialdini este dovada sociala. Acesta spune ca atunci cand ne aflam in fata unei decizii, avem tendita de a-i imita pe ceilalti.
  • recomandari de produse populare: in functie de categoriile de produse pe care le-ai cautat, Emag iti va recomanda si produse similare folosind un titlu care iti arata ca si alte persoane au fost interesate de acele produse.
  • comentarii si feedback: daca arunci un ochi peste produsele disponibile pe Emag, vei vedea ca majoritatea au comentarii, review-uri reale de la cumparatori. Astfel de comentarii vor influenta decizia de cumparare a celor nehotarati.
  • De exemplu, Emag trimite un email catre clienti la cateva zile dupa achizitie.
  • 3. Optimizeaza-ti magazinul online pentru mobil
  • Chiar si Google a observat acest trend, asa ca la inceputul acestui an a atras atentia ca odata cu aparitia noilor algoritmi de indexare, paginile optimizate pentru mobil vor avea doar de castigat.
  • Verifica aici daca magazinul tau online este optimizat pentru mobil.
  • 4. Personalizeaza pagina de eroare 404
  • Pentru a nu pierde un potential client, personalizeaza pagina de eroare 404 adaugand 2 elemente: Un titlu care sa explice ce s-a intamplat (De exemplu, „Pagina cautata nu a fost gasita. Se pare ca ai accesat un link expirat sau gresit.”) Un indemn la actiune (De exemplu, „Click aici sa te intorci la pagina anterioara”)
  • 5. Foloseste efectul amortizorului social Un studiu psihologic realizat in 1972 a demonstrat ca daca stii ca exista cineva cu care poti vorbi, care iti va oferi ajutor in situatiile stresante, aceste momente vor fi mai usor de suportat.
  • Fii pe faza ca sa le raspunzi vizitatorilor la emailuri, la mesajele de pe social media Afiseaza in mod vizibil pe site datele tale de contact Implementeaza un live chat (iti recomand www.purechat.com – e usor de folosit si are si o versiune gratuita)
cezarovidiu

Magic Quadrant for CRM Lead Management - 0 views

  • Web registration pages and campaigns, direct mail campaigns, email marketing, multichannel campaigns, database marketing and third-party leased lists, social CRM and social networking sites, and tradeshows.
  • SugarCRM
  • Chatter and Data.com
cezarovidiu

Is Big Data Really Working for Marketers? | ClickZ - 0 views

  • Channel Optimization. Many marketers struggle to optimize each individual channel, let alone optimizing at a customer level across many channels. To the extent that Big Data can help marketers understand what is important in the moment and across touch points, that could be valuable, but it seems more of us need stronger attribution models and analytics methodologies more than access to data. Big Data does seem to be valuable if you want to understand which customers are highest value within each channel and across channels, because the platforms that manage Big Data can handle both structured and unstructured data - which is what you need to truly include Web/clickstream and social data in your analysis.
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