Six Social Champions from across Europe will share their tips, tricks and expertise, battling to be crowned #TheSocialInfluencer.
Discover our team's insights on the blog and engage with our content.
Want to understand your customers?
Listening is the first and most important aspect of “social business”
Any relationship expert will tell you that listening is more important than talking when trying to build rapport. So although social media and electronic communications involve a degree of disconnect, you still have to listen to your market before saying anything. When you develop a social media listening strategy with clearly defined goals, you will immediately be better placed to understand:
The most successful social media marketing campaigns always involve a degree of listening before attempting to establish a conversation. So when used correctly, social media listening tools can be used to create the largest, free focus group imaginable, with a global reach; a logical (and practical) extension of your big data strategy.
“85% of businesses use social media for business exposure, but only 65% for marketplace insights.”
5 Social Media Metrics That Won't Slow You Down – Social Media Today
This animated infographic, Get started with Social Relationship Management, is really useful if you’re new to this area.
What are you Actually Listening out for?
Social channels provide an almost unlimited store of freely-available information for you to analyse and exploit. With so much data and so many ways to split it, you need to focus on why you are listening:
You need to know the why, so that you can figure out the how. Without some proper goals in place, data mining is unlikely to yield any insights that your business can act on, let alone create new revenue opportunities.
And although there are several useful tools available to help sift and organize social data, many businesses lack the skilled employees capable of performing the data analysis you need. Ultimately, social media listening tools are only as useful as the people operating them.
“A third of the UK’s larger organizations (employing 100 or more staff) – around 6,400 – will implement big data analytics programs in the next five years, pushing the demand for big data specialists up by 243% to 69,000.”
To listen effectively, your business needs experienced data analysts.
What Should you be Listening to?
The simple answer is your customers, your prospects and even your competitors. Keep an ear out for competitor trends, keywords, SEO and newsjacking opportunities.
This means identifying which social networks and other sites your market uses and what they are saying. You almost certainly maintain a presence on Facebook, Google+, Twitter and YouTube already, but what about the many other platforms out there? News sites, forums and private groups are all worth investigating.
Just because your business doesn’t maintain a social property in these other places doesn’t mean that your customers are also avoiding them – you are choosing to leave money on the table if you’re not there with them.
“Facebook (74%), Google+ (54%), Twitter (53%) and YouTube (53%) are the top public, external, customer-facing platforms in use.”
The Socially Enabled Enterprise, research conducted across the EMEA region
What Should you do with your Insights?
Monitoring sentiment on social networks is one thing, but you also need to apply that knowledge for the benefit of your business and your customers. By combining social tools and expert employees you can use those insights to create automated marketing campaigns that are fine-tuned to your customers’ interests and needs.
Tools and human skills need to be blended carefully to avoid potential language problems that prevent successful automation of social responses. No matter how good algorithms are at detecting language and sentiment, you still need people to ensure your social strategy remains “human”.
Tapping into foreign language markets also presents a significant challenge when using social media listening tools. If your team lacks the native languages of your markets, you are at the mercy of the analysis provided by your social tools.
The data you gather through social media listening has the potential to create awesome, effective automated campaigns that connect with customers where they are and instantly address their needs. Assuming your listening and analysis has successfully uncovered usable insights.
Expanding Social Insights
The results of your social media listening need to be shared far beyond the sales and marketing teams. The truly “socially enabled business” directs customer sentiment insights towards other business units so that they too can create new value.
Wherever a customer is discussing your brand or products, you can apply that knowledge somewhere within your organization. By involving every business unit in social media listening and engagement, you will find it much easier to present a consistent brand across every channel. You will also find it easier and more productive to collaborate with different departments.
The IT department in particular should support the move to becoming a socially enabled enterprise, as software plays such a crucial role in social media engagement. A recent Oracle research paper, Socially Driven Collaboration, (gated content) surveyed Marketing and IT executives in the EMEA region. It found that 22% of IT professionals state that they rarely or never collaborate with Marketing on projects and initiatives. Some 18% of Marketing professionals say this of their IT colleagues.
Putting it all Together
To become a successful socially enabled business, your organization needs to:
Click here to take part in the Social Influencer survey to see how your organization compares to the competition.
Author: Henrik Sandberg
Okay, so you have a cup of coffee? Good. So let me tell you about social media and giraffes, as well as what happens if you do not listen to your customers.
Author: Ira Reckenthäler
Communication consists of many different elements, which give a full picture only when combined with one another. Everything hinges on giving the right message with the right words at the right time - both in the private and the professional sphere.
Author: Lilach Bullock
Our UK Social Champion Lilach Bullock, a leading social marketing consultant, discusses how to effectively filter social media noise.
Author: Gregory Pouy
Our French Social Champion Gregory Pouy, a leading digital marketing consultant, provides his insight into why luxury brands are behind the digital curve.
Author: Dick Raman
Our Benelux Social Champion Dick Raman, CEO of BrandReact, Inc., gives his insight into how big businesses should carry out social media listening.
Author: Steve Welsh
Our UK Social Champion Steve Welsh, a leading social media and digital marketing specialists, gives his insight into how you can achieve fantastic results by listening.
Author: Mattias Drefs, Social Media Marketing Director, Oracle
Oracle SRM has been developed as a software which can bring together an entire organisation’s departments. Marketing needs to work to engage Product Development, Sales and Customer Services with social media listening and engagement - this blog will explain why.
Author: Bianca Pauna, Social Media Coordinator, Oracle
Social media marketing has come a long way since business owners got their intern/brother-in-law to manage it, or outsourced. Now, some companies consider social media management to be so important they’re employing a ‘Chief Listening Officer’ and are restructuring as ‘listening organisations’.
Author: Kimberley Brind, Global Social Marketing Leader, Oracle
Social media software is vital for engaging with customers and busting internal silos. So you'd think that we'd all be keen on punching through our social media software plans asap – but there's one major obstacle standing in the way. Yep, that's right – us.
If you don’t know what you’re looking for, social media is just Big Data. This Oracle white paper explains how to unearth meaningful findings from social media listening.
Oracle asked IT and Marketing executives across the EMEA region about the impact social platform adoption is having on enterprises’ operations and customer-facing initiatives; here’s what they said.
Learn more about the opportunities and challenges global organizations are facing in the transition to becoming socially enabled enterprises
Find out how organisations can make best use of social data by implementing a framework
Are you getting social media listening right? This infographic shares three steps to help you ensure you deliver ROI from social media engagement.
Pernod Ricard has always been a social brand. Discover how Oracle solutions have given the company's teams, consultants and agencies a single platform for social media engagement - helping them to save time and money