Wednesday, September 26, 2012
How do you better operationalize your social media efforts to be truly effective? According to Valeria Maltoni - Brand Strategist and Author of the Conversation Agent, its critical that you integrate people and technology effectively to succeed in social medial
1. People: to give your best to customers and partners, you need the best from your teams. Social media enables you to achieve a broader strategy and purpose by activating all employees on behalf of your brand. When everyone is involved, it’s not about who anymore, it’s about how.
2. Processes: being connected is a process. It begins with the creation of contexts and frameworks guiding your interaction with customers, creating and serving content, incorporating research, and continually improving. Customer intelligence is central. You need a mechanism to monitor and measure how you’re doing at every point of your customers’ decision journey.
3. Technology: is your enabler. Automation software can help. It allows you to personalize email, run lead-nurturing programs, integrate data, and segment your market throughout the customer lifecycle. You’re already familiar with these tools, and know they save time and make you more efficient in tracking your customers’ digital body language. These tools also provide a way to keep everyone on the same page and customer intelligence at the core of your activities.
Social networks, when grounded on a reputation-based system, have the potential to change the way we make decisions together. This is why technology, without people, gives you no insights.
To succeed with social media, you need to start thinking about marketing as a system that integrates people, processes, and technology.