subject: In Search of Social Media Intelligence [print this page] In Search of Social Media Intelligence In Search of Social Media Intelligence
When it comes to the personal use of Social Media, you could classify me as "grizzled old school." While I check LinkedIn and Facebook every now and then, I never text. And if I eat bad oysters that lead to indigestion, I guzzle antacid and wait for the inferno in my throat to subside. I do not post a comment on Facebook like "yo...my throat is on fire."
In fact, Facebook scares me.
One time, I thought I had sent a private reply to a message only to realize that it was public. Fortunately, my reply was PG-13, but this experience reminded me of the same state of panic I felt after accidentally hitting "Reply to All" in an email. And on the odd occasion that I check Facebook, I fear that I might get attacked by Facebook trolls. You know...those chat boxes that pop up instantly from "friends" waiting to pounce as soon as someone they know logs in; especially during work hours.
Before you dismiss me as a Luddite, you should be comforted to know that I fully embrace the marketing opportunity of Social Media. As a marketing professional, I am a firm believer in the credo that where there is activity, there is the opportunity to add value to that activity and earn a profit. And 400MM Facebook members can't all be wrong.
So how can companies capitalize on this phenomenon?
First, work with providers that offer Social Media Data on individuals.
For example, there are providers that can tell you who is on Facebook, and, more importantly, how many friends they have. Why is number of friends so important to know? Let us say you have a female customer that has over 900 friends on Facebook (I know of one such person btw). If she has a great experience with your product or service, she may be likely to post a positive comment that can be seen instantly by all 900 of her friends (great!). And, if she has a bad experience with your product or service, she may be likely to post a nasty comment that can be seen instantly by all 900 of her friends (bad...very bad).
In marketing terms, Social Media is Word of Mouth...on steroids.
This leads to my second piece of advice to marketers: Work with providers that can integrate Social Media Data with your customers to derive actionable intelligence.
Today, most companies typically segment their customers by value (how much they spend) and by potential (how much they can spend). By appending Social Media Data to your customer databases, like number of friends, you will be adding a new dimension to customer segmentation; and that is, size of voice. Armed with this new attribute, you will be able to identify and, thus take more seriously, those customers that have low value and low potential, but have a large voice. These customers, which used to rank low, now deserve a much higher ranking. If you treat them right, they are likely to become Social Media gold and provide free marketing for you that will pay off handsomely. If you give them a bad experience, they are likely to become Social Media kryptonite and hurt your brand.
So how can marketers convert Social Media Data into actionable Social Media Intelligence?
Let us say you sell a consumer product and you have a customer support call center. Now that you know which of your customers have a large voice, imagine having a screen that pops up instantly during a customer support call to alert the call center rep that the customer on the phone has a large voice. This is possible today. And while we expect our call center reps to give 100% on every call, it should give you peace of mind to know that your reps are getting a timely tap on the shoulder to remind them.
In addition to improving effectiveness at the call center, Social Media Intelligence can be used to achieve corporate strategies like customer acquisition.
Take, for example, a high-tech company struggling to cross the chasm from Early Adopters (i.e. those people that must be first on the block with the newest toys) to the Majority (i.e. the masses). Before the rise of Social Media (which really was not that long ago), if you were not first-to-market with a large advertising budget, you were likely to fail.
Thanks to Social Media, that chasm has narrowed. Even if you do not have a large advertising budget, you can still append number of friends to your customer database, and build new customer segments based on size of voice. With these segments defined, you can develop a new customer acquisition strategy using inexpensive Social Media-based marketing programs focused on those customer segments with the largest voice that can get the word out to their friends in the Majority.
So far, this discussion has been based on theassumption that happy customers with a large voice will promote your company. The reality is that not everyone with a large voice will actually make the effort. One way to identify those customers with a large voice AND a propensity to promote your company is by running a Net Promoter Score survey on your large-voiced customers.
Developed in 2003, the Net Promoter Score is based on the answer to one simple question: On a scale of 0-10, how likely are you to promote our company? Customers who answer with a 9 or 10 are promoters. Identify these customers (i.e. promoters with a large voice), and you will have truly struck Social Media gold. Invite them to your Facebook fan page, shou
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