As social data streamed into systems, the voice of the customer became distinct and immediate. But as sentiment became the table stakes of today’s intelligence, marketers started to look for more out of their social engagement and listening programs. This shift has brought about a call to identify points of opportunity in social data that drive the business forward.
This new mandate reveals new challenges: social media data can be messy, filled with lots of noise and few signals that point to definitive action. The mass of unstructured data that floods into systems is often incomplete and constantly in flux. One minute, a customer is “liking” a brand, and the next minute, that customer is telling the world about negative experiences and defection intentions. Wires get crossed. Sentiments can shift without warning. And slowly but surely, a marketer’s trust in social data can begin to erode.
The conversation around social needs to evolve—breaking away from the endless opportunities to chat, mix and mingle with the customer and turning toward an intentional strategy of leveraging social data to reveal business-driving opportunity. These signals must point to where a business can make money or where a business may be missing the mark…or it must deliver real-time alerts to problems that can lead to customer defection and discord
To spark this next step in the social dialogue, the CMO Council partnered with Sysomos to host a one-hour, interactive webcast to discuss the new mandates and opportunities to be gained through social data. Among the topics covered:
- How do we shift focus from social campaigns to business opportunities?
- Where and how will social signals emerge that can best inform next best decisions and actions with valued customers?
- How do we shift the noise-to-signal ratio in the mass of data being collected?
- How have brand leaders learned from customer sentiment to change and improve their businesses? Have we seen new products emerge, new processes become established or new campaigns developed based on social intelligence?
- Alan Gellman, CMO, Esurance
- David Berkowitz, Chief Strategy Officer, Sysomos
- Liz Miller, SVP of Marketing, CMO Council