My colleague Ted Schadler and I published several case studies in our recent report, "The Road To Social Business Transformation Starts With A Burning Platform." What follows is one of those stories -- Symantec's creation and roll-out of a social media initiative designed to funnel data from the social media sphere into the business to improve responsiveness to market trends. Here's the story:
Tristan Bishop, director of digital strategy at Symantec, knew something very important: If you listen to your customers, you can create a great experience that leads to customer loyalty. Of course, this knowledge was useless unless he could find a way to get the issues customers raised to the group within Symantec that could take appropriate action. So, in June 2011, Tristan worked with his manager, David Sward, senior director of user experience, to propose a plan to Symantec executives for exploring ways to uncover areas for customer experience improvements in social media. Symantec subsequently funded the project.
Around the time that Tristan was experimenting with social listening technology, Ellen Hayes, group manager, corporate communications and social strategy, and the social media team were working on a social listening initiative of their own for brand reputation management and public relations purposes. When they learned of what Tristan was doing, an idea emerged — they should marry their efforts to Tristan's.