The afternoon contained an invigorating and inspiring discussion led by?Jenny Cisney, chief blogger at Kodak. It was an interesting pairing of Beth LaPierre, the chief listener at Kodak, talking with?Jim Reynolds, strategic accounts manager, Social Media Solutions at Alterian. The session had the person who uses the social measurement tool to drive listening, customer support, and business strategy speaking with the person who represents a measurement company and sees the different ways that listening contributes to driving customer service and business strategies.
It was an interesting discussion, which started out by breaking down the discussion title, and redefining customer service. Many social initiatives define customer service as customer support, or the direct interaction with the customer, but Rey and LaPierre saw it as function that needs to exist throughout every department in each organization. And as they went on to explain?led by Cisney?s questions?this is done by using set business objectives and the collected data to drive initiatives and policies. Below, Cisney?s questions are highlighted in bold with summaries of LaPierre?s and Rey?s responses.
How do you get actionable insights from the social media data??Easy, short answer: Know your business objective. LaPierre used this example: You want to sell a million cameras in Q4? Great. How? Understand this and it can help drive effective change in business. She went on to explain how, when Kodak released a new product, people loved it. But there were a number of people who commented online saying that they wanted an external mic jack. Kodak listened, responded, and supplied it. The lesson learned from this was to look at the messages going through a community. Whether it?s with a monitoring tool, basic Twitter search, or Google Alerts?Is the company being mentioned? With the new Kodak product, it wasn?t millions, or even thousands, who wanted the jack. But the additional feature made sense to the company, and that was more important.
Rey recommended looking at each department with a goal. People who own social media should be working with a sales team. Learn the sales team?s goals and collaborate to see how the social team can extend them. Then measure metrics that demonstrate successes and failures. Doing this means using the tools available to learn as much as possible about a clientele. Look for the answers to these two questions: Is it a customer or potential customer? How does learning this help achieve our end goal?
What do you do with this data??Rey said that once the goal is set and the numbers are being pulled, the next step is business integration. Understand litigation in the company and the easiest way to process information.
The biggest lesson LaPierre learned from collecting data was to not reinvent the wheel. She learned to look at how the social team embeds itself in current processes while still being in the midst of digital transformation. Support needs to exist for social media across every department. This includes PR, marketing, customer support, executive management, product development, etc. Ask at the outset:?How do we use this data to make our products and services better?
Rey added that social listeners need to?understand what the needs are for each department. Find out how to supplement and augment the existing data and do social research?empower a sales rep with details about an online prospect before they go on a call.
And where is social listening taking place? Rey said that it?s usually with someone who has attached his/herself to a business need. As Alterian has evolved, the decision to listen is coming out of two main areas: specialty agencies (PR,?marketing, and social media), or it is driven internally (social or PR teams).
How do you measure success??LaPierre mentioned several metrics: reach, engagement; influence; and impact, a.k.a the business objective?sales, marketing awareness, improving customer experience, reducing customer support response time, etc.
Rey added a story about how Techrigy, the name of the SM2 company before it was purchased by Alterian, failed miserably at a campaign. But, because of the data that was collected, the company was able to learn from the failure, saw the areas that needed to be addressed in the future, and was able to prevent another event like that from occurring in the future.
The discussion ended with one final question: What is the future of the social media industry??LaPierre?emphasized the?social enterprise. Social media won?t exist in marketing or PR?it?ll exist across the enterprise. Product development will create user groups with social influencers. Public relations will use it for risk mitigation. Customer service will have its own channel. It may seem like a long stretch, but it?s already taking place. She listed Dell and Cisco as prime examples and mentioned how Kodak is working toward making it happen.
Rey sees the future of social media being driven at tech schools (RIT, Standford, MIT), because reporting has been?and still is?weak. Social monitoring companies need to be able to identify metrics and provide them for customers efficiently. Processes limit social enterprise. To limit processes, social measurement tools have the opportunity to mitigate and analyze data faster (in seconds compared to days), and he sees technology schools leading the evolution of these technologies.
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