At a strategic level, a social intelligence practice is built to provide valuable insights to marketers and, in turn, to drive smarter business decisions and business impact. It then stands to reason that your social listening data needs to be talking to, and integrated with, other parts of the business.
A while back, I wrote a piece looking at social projects versus programs and the maturity model that drives use case development to evolve your social strategies. The final step in this model is optimizing, and it is based upon integrating technology to share data across teams and systems.
In a nutshell, this means getting social data out of the social silo and allowing collaboration and optimization across all teams, initiatives and programs throughout your organization.
As Charles Darwin said: “In the long history of humankind (and animal kind, too), those who learned to collaborate and improvise most effectively have prevailed.”
Social data should be integrated with and fueling your customer-facing initiatives and the technology that drives them. Marketers must focus on an open ecosystem and on getting data between the wide array of sales, business intelligence and marketing platforms in order to create customer experiences built upon more sophisticated customer understanding and need.
As a social chief marketing officer, I certainly understand the pain of the everyday marketer, constantly looking to improve the relationship we have with our customers from beginning to end and prove value back to our CEO and the business.
This means wanting to understand and combine all of the different data groups we have in order to get a complete view of our customer, better understand how to target our prospects, provide them with valuable information when and where they want it and, at the end of the process, measure the return on investment of our activities.
Listening to your customers across all channels where they are voicing their opinions and interacting with your brand is of course essential. However, you must also make sure you are properly equipped to use and act on that data in the most effective way for your strategy and programs.
When done right, you can better understand your audience, be more targeted in your messages to them, build stronger and more qualified pipelines and, at the end of the day, tie your results back to business metrics that resonate with your executives.
The best way to maximize your marketing efforts is to break down your organizational and data silos. This is how we run our business and develop our product, but it is also the best marketing and social program plan for any company. Use all the tools that are available to you and make sure that you are analyzing, comparing and using data to drive smarter decisioning, messaging and programs, while enabling every team to take advantage of valuable data and insights.
With a complete view of behavior, interests and engagement, you can better converse with your audience, drive smarter campaigns and decisions across the business and get a step closer to connecting all of your social and marketing programs to business impact.
Continuing to build out the data ecosystem will arm marketers with an even greater understanding of their audience and their customers and drive messaging, targeting and programs.
Image courtesy of Shutterstock.Reblogged 11 months ago from www.adweek.com