The Variance In the Social Experience

The Role of Social in Advancing the Customer Experience

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Overview

The CMO Council, in partnership with Lithium Technologies, will undertake an eight-week authority leadership initiative to highlight the role social media is playing in developing, shaping and advancing today’s customer experience. As the new CtoB paradigm evolves, consumers are enjoining their own personal networks for advice, product selection, service validation and after-market assistance. Social media and trusted business networks have evolved into dynamic self-help communities, peer-to-peer referral channels, and group purchasing ecosystems that are growing economic factors and forces in the market.

How well are marketers embracing social media in their quest to uncover market opportunities, respond to unmet needs, pre-empt potential issues, and further brand advocacy and affinity? To what degree are they using social media feedback, intelligence, insight and analytics to map intentions, build richer buyer profiles, understand lifestyle needs, refine segmentation and targeting, track trends, preview and test product concepts, as well as co-innovate with customers?

Understanding the variance in social experience has become a critical marketing imperative as the voice, velocity and value of communications among connected audiences plays a greater role in customer purchasing behavior, product adoption rates, as well as brand interaction and reputation levels.

Social Media has become one of the fastest growing engagement channels in marketing today. According to the CMO Council’s 2011 State of Marketing report, 69 percent of senior marketers anticipate an increase in social media spend, with 35 percent of marketers indicating that the increase will be in excess of 5 percent. Additionally, 37 percent of respondents indicate that social media channel integration and alignment will be a major transformational project for their organizations in 2011. More are looking to apply process, operational rigor and measurement to this emerging channel of engagement. Some 34 percent of marketers say they will deploy some form of social media monitoring or data mining platform, while 35 percent say they are evaluating the use of private social networks or community building platforms.

Social media’s greater share of marketing spend is justified by a bevy of new statistics that point to the influence and impact of social media on the consumer. According to research, over 50% of Facebook fans and Twitter followers say they are more likely to buy or recommend a specific brand or product than before they followed or liked that brand.

And, customers who engage with a brand via social media believe they have a stronger connection to the brand and often feel better served and embraced. Research also indicates that customers are using social media to problem solve (43 percent), solicit feedback (41%), or are looking for new ways to interact with brand (37 percent).

But are today’s social media investments and exchanges rewarding customers and meeting expectations? Are social media experiences reinforcing brand perceptions, enabling richer conversations, and promoting the sharing of positive brand experiences?

Learn

Read

Studies & White Papers

Articles

12-Jan-12 - Big Hotel Brands get Personal on Social Media - HotelNewsNow.com

15-Sep-11 - 3 'Oh, Duh' Social CRM Lessons - Crmnews.com

30-Aug-11 - How Social Media has Helped to Reshape Marketing - Thenextweb.com

30-Aug-11 - How Cosmetics Giant Estee Lauder Leverages Social Media on a Global Scale - Mashable.com

24-Aug-11 - Marketers Prepare for Social Media Without Effective Measurement in Place - Cmswire.com

19-Aug-11 - Social media customer experience management: The next big trend? - Mycustomer.com

18-Aug-11 - Most Marketers Monitor Social Media, Few Fully Satisfied - Marketingprofs.com

17-Aug-11 - The Evolving Use of Social Media for Political Campaigns - Socialmediatoday.com

16-Aug-11 - 6 Social Marketing Truths Executives Must Understand - Venturebeat.com

16-Aug-11 - 14 Best Practices for Brands to Grow Their Audiences in Social Media - CMO.com

2-Aug-11 - New York Life: Allowing Negative Comments on Social Networks Will Positively Build Your Brand - Forbes.com

29-Jul-11 - Why You Need to Monitor and Measure Your Brand on Social Media - Mashable.com

18-Jul-11 - Social Media in Business: The Do's and Don'ts of Social Media Engagement - Computing.co.uk

13-Jul-11 - 5 Best Practice Tips: Use Social Media to Engage, Not Enrage - Socialmediatoday.com

15-Jun-11 - Social Media Is a Venue, Not a Strategy - Adage.com

8-Jun-11 - McCann on Millenials, Social Media, and Brands - Adweek.com

6-Jun-11 - Social Media Experts Still Fighting for Credibility - Adweek.com

1-Jun-11 - From "Me First" to "We First": Five Tips for Social-Media Marketing - Adage.com

31-May-11 - How to Control Your Brand in the Age of Social Media - Bnet.com

25-May-11 - The State of Corporate Social Media 2011 - Socialmediatoday.com

19-May-11 - Networks Display Social Media Savvy at Upfronts - Adweek.com

12-May-11 - Why Some Brands May Need to Rethink Their Social Media Strategy - Mashable.com

14-Apr-11 - Is Social Media Customer Service too Challenging? - Socialmediatoday.com

22-Mar-11 - 5 Tips for Maintaining Brand Consistency Across Social Media - Mashable.com

22-Feb-11 - How to Integrate Customer Service into Social Media Marketing - Clickz.com

8-Feb-11 - Case Study: Social Media Customers Are More Valuable Customers - Socialmediaexplorer.com

10-Jan-11 - 5 Key Tips for a Successful Social Media Content Strategy - Mashable.com

10-Jan-11 - Social Media Will Usher in Golden Age of Branding--If Marketers Get Message Right - Adage.com

4-Jan-11 - 2011 Social Media Predictions: Now Social Media Marketing Gets Tough - Forrester.com

2-Jan-11 - How to Use Social Media to Create Better Customer Experiences - Mashable.com

16-Nov-10 - 5 Social Media Trends for 2011 - Socialmediaexplorer.com

8-Sep-10 - What's Your Brand's Social ID? - Adage.com

10-Aug-10 - What Are Social Media Good For? Putting a Face to a Brand - Adage.com

4-Jun-10 - Using Social Media to Rant or Rave About Brands - Adweek.com

21-May-10 - Why Your Company Needs to Embrace Social CRM - Mashable.com

12-Feb-10 - Social Media Tactics Help Drive Brand Searches - Adweek.com

24-Aug-09 - How to Extend Your Customer Experience Through Social Media - Harvardbusinessreview.com

28-Oct-09 - 10 Small Business Social Media Marketing Tips - Mashable.com

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