Social Media with Purpose
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Social Media with Purpose
Using forensic social intelligence-guided strategies for social media success - DiscoverTrueVoice.com
Curated by Kurt Genden
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Social ROI is All About Strategy, Sharing and Data

Social ROI is All About Strategy, Sharing and Data | Social Media with Purpose | Scoop.it

Welcome to the new world of retail, where consumers happily use social tools to motivate friends to buy. On an opt-in basis, they can unlock the value of special offers as they share them socially, finally realizing the viral promise of social and driving a significant lift in retail sales and measurable ROI. Also, intelligence mined from the social graph – including the purchase value of not just individuals but also responding friends – can lead to more precise targeting and relevance in subsequent offers. Think of the future as marketing to relationships, not just people.

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Social Media Can Play a Role in Business Process Management

Social Media Can Play a Role in Business Process Management | Social Media with Purpose | Scoop.it

Social media offers us a chance to improve the communications supporting process improvement. Although the use of social media in BPM may still be in its infancy, its potential for increasing the agility of business processes — allowing for change in the early stages of product development, for example — is immense.

 

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Beyond Automation: The Importance of Human Analytics in Social Media Monitoring

Beyond Automation: The Importance of Human Analytics in Social Media Monitoring | Social Media with Purpose | Scoop.it

Social media is generating huge amounts of unstructured data that’s brimming with business insights — from consumer preferences to competitor activities. That’s why many companies are using social media monitoring tools to “listen” to these conversations.

However, the real opportunity is what happens after collection. How can you translate your data into actionable insights on factors like customer retention, product development or competitive advantage? How do you use your data to make strategic decisions? The answer is human analysis, which adds meaningful insight to automated collection.

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How ‘social intelligence’ can guide decisions - McKinsey Quarterly

How ‘social intelligence’ can guide decisions - McKinsey Quarterly | Social Media with Purpose | Scoop.it

In many companies, marketers have been first movers in social media, tapping into it for insights on how consumers think and behave. As social technologies mature and organizations become convinced of their power, we believe they will take on a broader role: informing competitive strategy. In particular, social media should help companies overcome some limits of old-school intelligence gathering, which typically involves collecting information from a range of public and propriety sources, distilling insights using time-tested analytic methods, and creating reports for internal company “clients” often “siloed” by function or business unit.

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Make Room At The Meeting Table--For Your Customer

Make Room At The Meeting Table--For Your Customer | Social Media with Purpose | Scoop.it

Different kinds of assets, people, capital, technology, and data demand different kinds of management. You don't manage people assets the same way you manage capital assets. Nor should you manage data assets in the same way you manage technology assets. This may be the most fundamental reason for moving responsibility for data out of IT.

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CEOs to CMOs: Enough with the Likes Already

CEOs to CMOs: Enough with the Likes Already | Social Media with Purpose | Scoop.it

Marketing is clearly moving into the world of big data. The successful marketers will see data not so much as a crutch to justify campaigns, but as a driver and determiner of marketing plans. That’s probably the only way marketing is going to get out of the trap of being seen as the lesser function within companies.

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Up To 46% Of A Brand’s Twitter Followers Are Bots

Up To 46% Of A Brand’s Twitter Followers Are Bots | Social Media with Purpose | Scoop.it

Twitter has proven itself as a fantastic community-building resource for brands of all shapes and sizes, but new research has suggested that the follower counts of these company profiles might not be as receptive to product and sales messages as their marketers might have hoped.

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Social Intelligence: Wisdom from the Outside In

Social Intelligence:  Wisdom from the Outside In | Social Media with Purpose | Scoop.it

With the digital revolution and various social media platforms, data equals intelligence and intelligence is wisdom. Social business intelligence is all about wisdom—the wisdom to listen, interpret and act authentically, tapping into the wants and needs of the billion-plus consumers who openly express their opinions online.

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Brands warned to be careful over attempts at customer closeness

Brands who try to get too friendly with existing customers run the risk of overstepping boundaries and causing a negative reaction, according to a study by academic researchers.

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Social Data Can Add Years to a CMO's Tenure

Over the last few years, marketing publications have reminded us of the dangers of being a CMO, of which the most lamented was the role's short-tenure. The figure of 22 months in some hot sectors was bandied about regularly. Recent research indicates that the number has risen slightly to 28 months, but by any measure, it's still a short duration for any C-level role.

 

What's going on and should we be worried? The last decade has indeed been tough for and on marketers. Here are some reasons.

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Social Media's Small, Positive Role in Human Relationships

Social Media's Small, Positive Role in Human Relationships | Social Media with Purpose | Scoop.it

Social media is propelling transitions and disruptions in the composition of social networks. Increasingly, what used to be a given (social ties you inherited by the virtue of where you lived or your familial ties) is now a task (social ties based on shared interests and mutual interest). Surely, there will be new winners and losers. None of this, however, indicates a flight from human contact.

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7 Social Media Myths Exposed

7 Social Media Myths Exposed | Social Media with Purpose | Scoop.it

It’s not surprising, considering the fast-paced and often confusing nature of the social media industry, that myths and misinformation are prominent.  Here are some of the most common--and the most damaging.

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Study shines a light on social media’s marketing dilemma

Study shines a light on social media’s marketing dilemma | Social Media with Purpose | Scoop.it

For many businesses, social media requires going back to marketing basics. Based on Social Media Examiner’s 2012 Social Media Marketing Industry Report, “How Marketers Are Using Social Media to Grow Their Businesses,” 94% of respondents use social media in their marketing mix. Social media has become a “must have” in every marketer’s toolbox.  Despite this, there’s a disconnect between marketers’ use of social media and their ability to measure it.

 

While 83% of respondents say social media remains important for business, 40% of respondents report they’re challenged to connect social media marketing efforts to measurable results. In fact, this has been identified as the top issue on this survey for three years running. With other forms of marketing, it’s critical to be able to track your results in terms of revenue and expenses to yield a return on investment. What’s the problem with social media?

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Should Brands Build 'Creative Newsrooms'?

Should Brands Build 'Creative Newsrooms'? | Social Media with Purpose | Scoop.it
The “creative” part of the term “creative newsroom” is making original content, the “newsroom” part allows content strategists and managers to try to predict what will be discussed three months from now as well as what’s trending on Twitter this morning. The most important third element is strategy so the brand doesn’t get lost in the online ether of online content.
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The Human Algorithm: Redefining the Value of Data

The Human Algorithm: Redefining the Value of Data | Social Media with Purpose | Scoop.it

Without interpretation, insight and the ability to put knowledge to work, any investment in technology and resources is premature. But, by investing in human capital to make sense of would be ominous data, organizations can modernize the role of business intelligence to introduce a human touch. SoLoMo analysis becomes the sustenance that feeds the insights for more informed and inspired innovation. The result is nothing less than relevance and a significant competitive advantage.

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Without Human Insight, Big Data Is Just A Bunch Of Numbers

Without Human Insight, Big Data Is Just A Bunch Of Numbers | Social Media with Purpose | Scoop.it
With the wealth of data we can now collect and analyze in increasingly sophisticated ways, we have only scratched the surface as to the vast number of advances we might find.  However, in any era with rapid technological change, it's easy to start slipping into what has been termed "technological determinism," to start speaking of the technology as if it drives culture and humanity, rather than thinking of technology as a tool.
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5 Reasons Why Social Media Monitoring Urgently Needs Human Intervention

5 Reasons Why Social Media Monitoring Urgently Needs Human Intervention | Social Media with Purpose | Scoop.it
Improving the accuracy (via automation) of your social media monitoring is simply not good enough.
Without human eyes to either validate mentions or spot check the data the accuracy rate will never be even close to 100%.
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Data A necessary science

Data A necessary science | Social Media with Purpose | Scoop.it
When I decided to attend a session on the science of marketing ROI at the DMA conference, I probably should have realized thered be some math involved.
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Minding your digital business: McKinsey Global Survey - McKinsey Quarterly

Minding your digital business: McKinsey Global Survey - McKinsey Quarterly | Social Media with Purpose | Scoop.it

Executives expect that new digital technologies will transform their businesses, but many admit their companies are far from prepared in developing capabilities and meeting challenges

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Three Myths about What Customers Want

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. It turns out that that's rarely true. In a study involving more than 7,000 consumers, it was found that companies often have dangerously wrong ideas about how best to engage with customers.

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Why Online Influencer Outreach is Overrated

Why Online Influencer Outreach is Overrated | Social Media with Purpose | Scoop.it

Online influencer outreach is a big part of the social media playbook, but we confuse audience and influence, and overlook advocacy.

 

Here's how to reconfigure.

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Are Marketers Missing Multichannel Opportunities?

According to research from marketing solutions provider PulsePoint, US marketers, agencies and publishers may recognize that a seamless experience across channels is important for consumers, but they are not yet following their targets down that path.

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IBM Study: If You Don't Have a Social CEO, You're Going to be Less Competitive

IBM Study: If You Don't Have a Social CEO, You're Going to be Less Competitive | Social Media with Purpose | Scoop.it

The list of the world’s CEOs regularly includes celebrities, billionaires, big egos, risk takers, and failures. What it does not include are social media experts; but that’s about to change. CEOs are beginning to recognize that using social technologies to engage with customers, suppliers and employees will enable the organization to be more adaptive and agile.

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With Newfound Power, Consumers Raise Standards

In the quest for market share and mindshare in the 21st century, marketers find themselves in foreign terrain. Customers empowered by social media have taken over the driver's seat and are telling brands where, when and how they want to be interacted with. The question for marketers is whether this newfound power is significantly impacting brand equity.

 

A new Forrester study shows that the pillars of brand equity have indeed started to crack under the weight of consumers' higher standards. The 2012 North American Brand Performance Study evaluated how brand perception and engagement among 10 global brands is impacting brand preference, referral and pricing power.

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The Science of Mining Social Media Data

Consumers produce incredible amounts of social data every day, and the data can help marketers talk to the people who want to hear from them with the right type of messaging. There’s more to it than just optimizing marketing, i.e., targeting ads. Often the discussion around social data, like all digital data, begins and ends with ad targeting. But that’s only half of the picture, if that. Social data is a powerful source of insight that can craft new marketing strategies or even entirely new products and services. Marketers like Procter & Gamble, Walgreens and Target are using social media data to better guide their marketing and to improve individual campaign performance.

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