Operating Global and Local Social Intelligence Requires A Tender Balance

Social media is human.  It’s embedded in local cultural context of consumer needs, affinities, and behaviors. But to serve consumers, multinational companies need effective social intelligence to keep a finger on the global pulse of brands and simultaneously inspire local-relevant campaign content and interaction.  So how do you start on this journey?  My colleague Cinny Little and I have recently published a report that provides practical guidance on executing on this tender global / local balance.  A summary of our take:

You need a Center of Excellence (COE). A center of excellence’s mandate is to drive common approaches and processes that enable generating insights from the data and assessing results across brands and regions. But a center of excellence isn’t a one-time a project that you can check off your company’s digital transition list. It’s a long-term commitment to establishing purpose, people, processes, and platforms that enable data- and insights-sharing across departments. Our research shows that the success factors for building an effective COE for social intelligence require you to:

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Justify Social Spend With A Business Case For Marketing And Beyond

It was social’s time, and the living was easy. For years, B2C marketers told us that they didn’t need to make a business case for their social investments because budgets were easy to come by; social was rapidly growing and brands clamored to be present on social networks. But a decade later, executive teams are demanding proof of social ROI. In fact, Forrester received 132 inquiries on the topic of measuring social’s success in the past year alone. Have your answers at the ready. Use a business case to proactively address management’s concerns by mapping how social technologies will usher value into your enterprise. To succeed:

  • Follow the POST process. You can’t build a business case without first understanding what social tactics will benefit the business. Complete the POST (people, objectives, strategy, and technology) process to determine your strategy and what it will add to your marketing goals. 
  • Outline the costs for the investment. Clients often assume their current organization can absorb social marketing’s investment but are then surprised by costs associated with time from internal teams (like legal and customer service) and agencies who need to contribute strategic thinking, process alignment, and content creation, as well as costs for the technologies that support social efforts.
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Social Listening Platforms Wave Is Hot Off The Press

You all know them: people who won’t let you eat until they’ve Instagrammed their meal, pedestrians who’ve walked into you because they’re staring at their phones and scrolling through Facebook. Our society is immersed in social media- and the numbers and expectations are growing. In fact, only 28% of the online US population spurns social interactions with companies.

The pervasive use of social channels made marketers hungry for insights and feedback coming directly from the consumer’s mouths and social is one of the cheapest and best ways to do that. But social listening has been around for years, what’s so different about it now?

The gears are turning- and social listening is turning to social intelligence (finally). In the last couple of years, social listening platforms have doubled down on analytics to keep pace with the needs of customers and prove their worth for use across the enterprise by enabling insights to action. In our recent Forrester Wave™ report, we evaluated 12 vendors (Brandwatch, Cision, Clarabridge, Crimson Hexagon, NetBase, Networked Insights, Oracle, Prime Research, Salesforce, Sprinklr, Synthesio, and Sysomos) along 30 criteria that measured their abilities to:

·        Integrate with other marketing and business tools. Social maturity involves tying social metrics to business objectives. Marketers in search of a social platform should include in their critical selection criteria the ease of integration with their existing CRM, customer analytics tools, or voice-of-the-customer (VoC) tools.

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