By adaptive - October 10th, 2012
Hi all, Hope everyone is well? Plenty of activity across the social web this week… Campaign management in the cloud [I]n order to remain effective, marketing is a process that must be con...
Hi all,
Hope everyone is well?
Plenty of activity across the social web this week…
Campaign management in the cloud
In order to remain effective, marketing is a process that must be continually refined to keep pace with changing consumer behaviours. For the past few years, marketing has responded to, (and in many ways, enabled) the consumer’s increasing control over how, where, and when companies reach them.
New social media channels both ignite and quench the customer’s thirst for connectivity and expression, while at the same time allowing them to dictate who may contact them – and how. As the proliferation of channels and “connected” devices complicates the marketer’s task to successfully reach target audiences, the need for relevancy, and pinpoint accuracy -- in message, timing, and channel, has become paramount.
A new whitepaper from ClickSquared and Peppers & Rogers Group explores the benefits of employing a cross-channel campaign management system to run marketing programs, along with the unique advantages of selecting a cloud-based platform.
Contact centres go social
A new report from Frost & Sullivan looks at the market trends as well as business challenges, drivers, and restraints within the burgeoning customer contact market within the Asia-Pacific region.
Social media enables enterprises to hear, engage, and participate in customer conversations not only during a call, but even when the customer discusses his or her product/service experience with friends or peers on social networks.
New analysis from Frost & Sullivan's Social Media in Customer Care - Asia-Pacific View, finds that contact centres need to thoroughly assess the customer base, existing customer contact processes, and then analyze the need to build a new set of processes and programs to complement the existing ones.
Asia Pacific's rising profile in the social media arena is evident from its occupying seven positions in the list of top 30 countries with the most number of Facebook users. Therefore, not having a social media customer engagement strategy will no longer be an option in 2012-2013.
"However, adopting the social media requires greater responsiveness on part of the enterprise," said Frost & Sullivan Industry Manager Krishna Baidya. "Once a social channel for customer interaction is established, quick response and frequent updates are critical to sustain the channel. Such interactions also need to be seamless across different channels; therefore, a siloed approach to implementation is likely to fail."
Salesforce supports social enterprises
Enterprises have placed the services included within the Saleforce.com platform at the centre of their marketing activities. A new blog post from Simply Zesty looks closely at how five of the world’s largest brands are leveraging the platform to enhance their social enterprises.
A good example is Virgin America. As the blog post explains: “If there is one brand that has been very quick to embrace social and have technology as a way of getting more customers, it is Virgin Airlines in the U.S. who have been shaking up the entire market for the last couple of years. Interesting to see how Salesforce plays a key role for them.
In Brief…
Would you pay to read a blog post?
The rise of the eBook could revitalise the micropayments business model. At least that’s what Google think, as they have recently been touting their latest moves in publishing with the launch of micropayments system based on their Wallet technology. Three publishers are currently testing the system including Peachpit and the Oxford University Press. In effect Google is trying to build an iTunes for general digital content. Clearly how consumers perceive the value of the content they are being asked to buy is the real issue. But Google do offer a refund option that expires after 30 minutes.
On campus social media crisis management
A new infographic from Online Colleges makes for sobering reading if your company has been involved in a crisis within its social media networks. The graphic focuses on education and reveals that even though students are clearly massive users of social media, the institutions that are educating them are not using those same platforms to help them resolve crisis when they do arise.
The proper tagging of content across your company’s web presence is now more vital than ever. These innocuous pieces of code can have a massive influence on how effective your business’ social networks can be at driving traffic to your business. Google have realised that businesses need a helping hand and have developed their Tag Manager. Google explain:
Google Tag Manager is a free tool that consolidates your website tags with a single snippet of code and lets you manage everything from a web interface. You can add and update your own tags, with just a few clicks, whenever you want, without bugging the IT folks or rewriting site code. It gives marketers greater flexibility, and lets webmasters focus on other important tasks. Take a quick look at how easy it is to set up an account and manage your tags:
Until next time….
The Useful Social Media team.