The need for social media intelligence (SMI) has increased during recent years as social media adoption rates and the number of social media sites that b-to-b organizations must track have grown. Organizations require reliable SMI tools to discover, monitor and make sense of social signals being sent by buyers, customers, influencers and even competitors.
When it comes to social media marketing, there is perhaps no other topic that is discussed more than determining and reporting return on investment, or ROI. This white paper sets out to make the case that ROI determination can be approached in a unified, structured and straightforward way. It also lays out a framework for expanding the definition of ROI and increasing organizational maturity for measurement and monetization.
Finally, it dispels some of the myths around ROI and seeks to show the relationship between social KPIs organizations may be collecting today and how to align them with broader organizational and business-oriented goals and objectives.
What happens when Marketing and IT unite to tackle the escalating challenges brought by today’s rapidly moving digital, social and mobile world? What kind of impact does that collaboration have on customer experience and the business as a whole?
Social media allows consumers to be empowered in a brand new way, forcing organizations to change the way they traditionally do business. With unprecedented access to unstructured and structured data, companies have more information about the customer’s entire lifecycle than ever before.
The way companies listen and react to customers through social channels is crucial for businesses today. Social data is raw, real, uniquely insightful and the most authentic representative that marketers have seen in many years. Companies have the opportunity to take rich data and truly learn, understand and engage customers better than they ever have before. Hear how companies like General Motors are using Social Command Centers to improve their customer experience interactions and drive product innovations.
Did you know that 97% of business executives want social integrated across their enterprise? According to a recent Oracle global study, respondents nearly unanimously sang the praises of becoming a social business. Social gives you a window into the consumer like never before, revealing affinities that allow your business to understand and personalize engagements that build stronger customer relationships.
Consumers don’t see social as a “marketing channel”. They just view it as part of their
communications; it’s embedded in their daily mobile and digital experiences.
Businesses should be thinking the same way. As Altimeter sees it, social business is the deep integration of social media and social methodologies into the organization to drive business impact