BusinessDigital Marketing

Social Media and Customer Engagement

Arrange a meeting with your CIO or IT leadership to review the social capabilities of your current intranet or similar internal information-sharing tools. Create an inventory of your current social media programs. List out home bases, outposts, and passports (see sidebar earlier in this chapter for definitions of each) and then define the metrics and success measures for each. Meet with the leadership of your customer service and product design teams, and meet with legal and HR to review the requirements or concerns with regard to connecting employees in a more collaborative manner, or engaging more fully on the Social Web.

Build a Social Business

Apply what you’ve learned through the following exercises.  Define the basic properties, objectives, and outcomes of a collaborative application that connects your customers to your business and to your employees. Explore the available internal (enterprise) applications that connect employees with each other and with customers and thereby enable efficient response and resolution with regard to customer-generated ideas or challenges.

Draw a map of how external information about a selected product or service currently flows through your business or organization and how it might (better) flow if internal collaboration were the norm or more fully developed and practiced.

Social Technology and Business Decisions

Spend time reading Esteban Kolsky’s blog and in particular search for and read the entries on “analytics engines. As a hands-on exercise, create a plan for integrating social analytics into your operational (not marketing) processes.

(not marketing) processes. Mumbai presentation on Slideshare. The easiest way to find this is to visit Slideshare and search for Kaushal Sarda. In the InterOp presentation, look at the product innovation cycle and map this onto your business and identify the specific areas or functions within your business that contribute to innovation. Think about the Bengaluru International Airport example as you do this. How can you “design in” the experiences you want your customers or stakeholders to talk about?

Visit and watch the short videos that show you how this product is used inside an organization. As a hands-on exercise, use that information combined with visits to additional collaboration tools to create and present to your team a survey of enterprise collaboration tools, tying them to your business.

Visit with the IT, Marketing, or Operations teams that use your existing CRM data. Explore ways of incorporating social data into these processes, and connecting that information to your business or organization.

Social Analytics, Metrics and Measurement

Identify the primary social, web, and business analytics that matter to you. Run a correlation analysis on them, and then investigate why certain metrics are correlated and how this correlation might be used to further your understanding of how the Social Web is impacting your business or organization. Develop a basic dashboard or incorporate one or two new business fundamentals that you identify through the above into your current business scorecard

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