There was a time when brands were very limited in the way they approached marketing.
Create a clever message, broadcast it widely, and watch it reach whoever happened to read or tune in. That was the formula, and it worked.
Billions of people around the world are talking around the clock – to each other and to brands. And because consumers have the power to connect with anyone across a growing range of social platforms, their expectations have skyrocketed.
To help brands of all stripes understand how to thrive in the era of connected and empowered customers, Sprinklr partnered with IBM to produce a thought leadership paper: “How to Unlock the Business Value of Social Media.”
This paper offers high level insights into the new business landscape, and lays out a number of specific, tangible steps that brands can take – on the people and processes side, and on the technology side – to harness social media as a resource (as opposed to treating it like a threat).
Let’s take a look at some of the steps that businesses can – and should – explore.
People and Processes
Align objectives across marketing, advertising, research, and care so that everyone is focused on engagement.
This is obviously easier said than done, but with the right unified social technology platforms, brands can break down the silos that cause messages to be muddled and delivered in a fragmented way (more on that in a second).
Develop a set of coordinated “customer-experience moves” that strike a balance between constants and changeables. Start with the small moves first.
How do you want your customers to feel during every interaction they have with your brand? It’s a basic question, but it should be a fundamental concern for every brand in the world. Think about what stages of interaction you can change, and which ones you can’t – and then get to work trying to make every touchpoint as seamless as possible.
Adopt integrated, open platforms that work with existing systems so that you can reduce the number of one-off solutions you’re managing.
In the noisy social era, a little simplicity goes a long way. Brands that combine their social efforts into a single, unified platform are better positioned to deploy a coordinated message in a smart, efficient way.
Share real-time customer insights across the organization to drive end-to-end brilliant experiences and product innovation.
A company’s brand now depends less on what it says about itself, and far more on what consumers say about it. To that end, providing great customer experiences has never been more important. To do so, companies must understand what customers are thinking (and posting) about them at all times.
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