The Dx3 2016 Conference Correspondent Whitepaper Presented by Sysomos summarizes some of the top speakers from Dx3 who inspired attendees to take action in their digital strategies.
Amber Naslund, Senior Vice President, Marketing, at Toronto-based social media analytics company Sysomos, has been in the social media trenches for 10 years, give or take. She’s seen it all. At Dx3 2016, Naslund discussed best practices in strategic social media success and how entire organizations can capitalize on the digital revolution.
“Social media is as essential to any company’s ability to do business as any other customer service channel they have.”
These days, social is all about listening; it’s a fundamental aspect of any digital strategy. Customers expect companies to be on social media. Presence on social media is important, responsiveness even more so. Consumers are now omni-channel and move between platforms really quickly, so they want their questions answered just as quickly. Social, therefore, is part of marketing and customer experience in the modern world.
“Social media is as essential to any company’s ability to do business as any other customer service channel they have,” said Naslund.
“Business marketing, customer service, those are strategies,” said Naslund. “Social is a tool. “You have to have big picture business goals or all of it is a waste of time.”
Social is much more of a cultural shift for businesses than an operational one. Companies need to have internal conversations concerning how they feel about it. Culturally, what hinders them from doing social well is their attitude toward it is rooted in fear because it’s spontaneous and out of their control. And since social isn’t automated, it needs people. It still takes human brains to know what’s going on.
Companies need to create social media jobs around their business strategies. Having the right technology is really important. Develop the right tech stack that will give you all the tools you need to enable your people to do their jobs better – analytics, marketing automation, publishing tools, etc. Don’t lead with tech, though. Set goals and strategy first, tech second.
How To Do Content Right:
Content needs to be about consumers, not about you. It should educate, inform, inspire and help people make decisions. Be smart and focus on quality not frequency.
“Today, content is about helping people not selling to people,” said Naslund. “Selling is an after effect.”
Be prepared for a crisis because in the online world a crisis goes from a blip to a raging inferno in seconds. Consider all the possible scenarios, and don’t be afraid of critics. Those people who give negative feedback, that’s great fodder for understanding what you have to do differently.
“People are looking for information all the time and expressing the intent to shop or buy.”
Having an engagement playbook is important. It gives you consistency with simple standards and processes, allows you fill in gaps and know how to respond on a dime. Make the playbook scalable. It’s especially handy if you have to bring in outside resources.
People struggle with the ROI of social because it answers the wrong questions. They should be focusing on ROI of marketing and customer service. Social also isn’t just a marketing function. It’s infrastructure. Measure what social impacts.
“What you should be asking is what metrics will tell me if these programs are doing what I want them to do,” said Naslund.
Today social is a specialized function, but it will become a skill — a fundamental thing that everyone will have to do. Instead of thinking about how you get a social team, think about how you create social specialists across your entire business; how do you give everyone the skills to be able to do that?
Social data, on its own, is completely useless. What matters is how it correlates with other data in your business. Social can be a real-time focus group for product development, providing incredible insight into how to build your products and services. Think of it as a real-time feedback mechanism.
Social and sales go together. “What social can tell you is indicators of buying intent,” said Naslund. “People are looking for information all the time and expressing the intent to shop or buy.”
One of the most underused places for social is talent and recruiting. You can find people who are experts in their field through profiles, content, and how they’re interacting with other communities. They come to you.