The document discusses how social media monitoring is evolving from simply tracking brand sentiment to using real-time social data to drive business improvements. It advocates analyzing social data from both internal and external conversations to provide actionable customer insights to all departments, not just marketing. When customer insights are openly shared and acted upon quickly, the company can better evolve to meet customer needs. Social business intelligence creates a more customer-centric organization that can continuously learn and improve compared to monitoring brand sentiment alone.
3. TL;DR:
Social media monitoring will evolve
towards real-time data-driven business
improvement based on socialising
customer insight within the firm as a
whole, not just marcomms
36. Social analytics: encouraging ownership of actions
From reports to real-time action
• Real-time data and activity streams
• Filtering for actionable insights
• Action framework for claiming issues
• Open forum showing action + resolution
• Immersive environments for C-suite
39. Open data stimulates greater self-management
Just the simple act of
“publicizing” those numbers
— not in a cruel way, but a
“where are we at as a
group?” way — has kept the
support process on-task and,
I think, made it a bit more like
a video game.
42. SBI creates the conditions for permanent evolution
Key Benefits
• Real-time insight not
just aggregate buzz
• Expose more staff to
customer feedback
• Encourage ownership
and action by all
• Make the company, not
just the marketing
department, more
customer centric
• Helps company evolve
44. I am lee@headshift.com and live at
http://www.headshift.com
Except where otherwise stated, photos courtesy of Flickr using Creative Commons license.
Thanks to the following image sources:
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