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The first part of this webcast series covered how to gain business
intelligence from social media
you saw examples of how to map conversation volumes 0:00:08.830,0:00:10.109 to sales
how to gain competitive intelligenceand gauge audience feedback on product features
What I'm covering here is how to apply these social insights to your business
mapping insights to business functions and units is the first step for example
your customer support team might need to be involved to ensure your online
reputation is maintained
or increased 0:00:30.060,0:00:34.090or to leverage advocates and communities to help reduce customer support costs
additionaly your research and product development teams might be needed to leverage product
feedback
and suggestions 0:00:40.280,0:00:43.450 another team like marketing and sales might need to be involved
to leverage competitive data and improve promotional campaigns
you need to get together teams from the business units
to share insights described implications and also ensure buyin across the
organization and keep everyone in sync
you'd need to decide the operational team structure
will it be a centralized model
a hub and spoke model this depends on your organizations structure its culture and
its size 0:01:08.710,0:01:12.480 the next step is to ask a number of questions such as
who within the teams would be responsible for creating process es 0:01:15.840,0:01:18.120to leverage these insights
what will be the roles what would be the tasks0:01:21.310,0:01:23.710 how many people would be needed 0:01:23.710,0:01:28.450 how many internal processes would need to be a refined or maybe new processes
need to be created
similarly where would this communication be done
what would be the communication channels where will internal communications take place 0:01:39.560,0:01:43.390 other questions like when would these new processes be in place or how would
people do these tasks
what training needs to be provided to them
essentially you need to define very clearly how you're going to manage this
you'd need to create detailed processes whether they're entirely new processes
or maybe modifications and enhancements to your existing business processes
there is no one size fits all solution
asking the above defined questions will help a great deal 0:02:15.359,0:02:17.419 for example
who would
handle responding 0:02:19.819,0:02:23.549to queries in product enhancements or customer support requests
what are the social media policies which would need to be in place
across which channels would one respond
one might logically be inclined to just respond via the same social channels
but additionally its worthwhile to think about data flow
and integrating data
with your CRM systems or your FAQ's etcetra 0:02:45.919,0:02:49.899 These six questions will help you define your process which will help internal
collaboration customer satisfaction and ultimately result in business benefits
it will take time to create and implement these processes
you need to plan for this
and making some of these timelines public could prove beneficial in0:03:03.459,0:03:07.519 assuring your customers that you working on the requests for example if you are adding a
product feature based on customer feedback it's a great idea to publicly
share the implementation timeline
similarly you might want to publicly acknowledge a problem
and provide timely updates on how and by when you intend to fix it
on another front you might state that you're not present
on a particular channel for example Google Plus which is currently the new 0:03:28.769,0:03:30.999 shiny social channel
and probably state that you are still evaluating it and will get back on an 'X'
date about whether you will use it for interacting with your clients 0:03:39.289,0:03:41.119 or not
once you've worked out all the details such as which teams need to do What
how will you engage
external advocates and influencers and how you'll measure success
it's time to execute
monitoring reviewing and refining these steps is the last but most crucial
aspect
to ensure you've successfully leverage the social business insights you've gained
this is a cyclic process which you need to undertake
to summarize the time spent rallying the teams defining the structure the
process the timeline and finally executing and reviewing
is the framework you need to ensure you successfully leverage social
intelligence
for your business .