There’s an open source of intelligence swirling around you. It’s the conversations taking place every minute of every day on the social web.
Formally and informally, people are talking about your company, your competitors, everyone’s products and services, their experiences and preferences.
Some of these conversations are prompted, some spontaneous.
And it’s all there, waiting for you to tap, analyse and act upon.
So why aren’t you?
Knowing the volume of conversations, assessing how balanced they are, having monthly reports about what was said perhaps as long as six weeks ago, is all next to useless.
It’s time to consider, and then define, exactly what you do need.
It probably looks something like this: growing profitable sales, investing in your current customers so that you keep them long-term, and protecting your business from competitors.
You want to grow the relationships with your existing customers so that you can sell more products, sell upgrades or replacements, and grow service and support business.
You want to know about new opportunities so that you can make new sales and add new customers to your business.
You want to know about threats from your competitors so that you can protect your revenue base, and stop customer churn.
You want to know about any customer who’s thinking about leaving you, and the reasons for this.
For this to make any sense, you need to know all of this for every individual who is expressing an opinion or a preference, so that you can action.
And you need to know about all of this as it happens.
This of course has been difficult, probably for most of history but in particular now, because the volume (in both senses, noise and number) has rocketed skywards.
It’s difficult enough merely to monitor the conversations taking place about your brand, your products, your customer services and your reputation.
It’s difficult enough to monitor at the same time the opportunities that are popping up all around you.
And it’s most difficult of all to work out what action to take once the intelligence is in front of you.
The answer is DIGIVIZER technology, which automates this assessment and analysis, scales up the volumes now on on the social web, deduces the insights behinds the noise, and connects this with your existing sales data and systems.
You can’t rely on manual approaches and dumb (as in not intelligent) systems.
The way DIGIVIZER unlocks the complexity of the social web is by focusing on all three components that combine to make sense of the rich but overwhelming complexity of the social web.
Content is perhaps the most obvious component. Even the most uninterested person recognizes that the social web abounds with content. (One reason why individuals might well be uninterested is because of that content.)
Yet the reality is always going to be that conversations are taking place about your organization that count, between people who count.
Content, in DIGIVIZER’s world, means knowing how messages and conversations spread around the social web.
We discover which individuals initiate content (and whether you know them already).
We discover where and how people connect (and whether you’re connected to them as well).
We discover which individuals wield the most influence (and whether you know them and whether you should).
And we discover what is being said (including whether this is in a context that you should care about).
Connections dig into the dynamics of what happens when people connect through the social web.
Who responds to whom.
Who has the longest reach.
Finally, People. DIGIVIZER provides insight into the people who are commenting about your organization.
Are there opportunities to engage with them?
What’s motivating them (for good or ill)?
What are they seeking as information, endorsements, validation, or recommendations?
Who do they turn to for all of these? How often is it to your organization?
DIGIVIZER collects all the data needed to weave these pictures, stories and contexts together, and then maps these data back to individuals, scaled to the thousands if necessary.
DIGIVIZER goes much further than counting who said what. We provide the insights into the implied thinking behind the comments.
Everyone talking on the social web, whatever the channel, leaves their digital footprints behind. DIGIVIZER tracks, makes sense of, and joins together these trails for you.
These footprints have two broad elements: background into who these people are, and insight into what they are thinking and planning, and why.
Here’s an example. Jane is in her mid-40s (because she’s talked about her most recent birthday party).
She’s married with a young family (because she’s connected to one of her children, she likes a number of children’s clothing brands and she often shares photos of her children).
She has a degree (because her profile has it listed) and she might well be looking for a career change (because she’s recently increased the number of her professional connections and recommendations).
She’s quite influential because of the combination of the number of Tweets she creates each day and week, particularly in the area of food and cooking with children, and the number of people who follow her and who retweet her comments.
These data, combined with her job title and length of service (she’s head of marketing at the Australian subsidiary of a well-known multinational FMCG company) indicate the high level of influence she has on the social web. This is further emphasized by the job titles of the 500+ people who follow her, all of whom (because we’ve analysed them) have job titles (because they are disclosed on other social media channels) similar to hers.
What’s more, we analyse the hashtags attached to her Tweets, and can see which of these relate to topics of interest, and more importantly of relevance to (say) your own organization.
She commented recently at length about the fact that her particular bank didn’t pass on all of the interest rate reduction and she has had enough. So she might be prepared to consider a change, and she might be worth pursuing in that her job title indicates a good salary and good prospects for the future.
And she flies a lot (because she works for a multinational company and she Tweets about her flights when she travels) which hooks back in turn to her financial institution because she mentions her ever-growing frequent flyer credit balance (which is clearly boosted by her use of a co-branded credit card) and frustrations with data roaming costs.
With this analysis of interconnected links and relationships, all derived from her own source data, the picture changes completely.
The value in interacting with Jane is far greater than what can be gleaned if all you are doing is counting the number of Tweets she makes per month.
The insight that actually sits behind that number is now revealed, connected to her as an individual, with all of the connotations and nuances in place that derive from her extended network of connections.
Nor is Jane a cipher based on spurious statistics. You now know that she’s a real person, expressing real opinions about real desires and needs.
Suddenly, your whole marketing approach changes.
How does all this affect you, your organization and your customers?
What if you could easily know if Jane is a customer of yours?
The question can also be asked in the reverse: which of your customers is active on the social web?
To what degree?
To what effect?
DIGIVIZER links your customer database with their accounts and activity on social media platforms. We link between the data you have about your customers with the data and insights that can be gleaned both explicitly and implicitly on the social web.
We can help you discover who is the most vocal, the most influential, the biggest fan of your organization (or your competitors) and the worst.
We can cut across multiple personas, so that different names and their activities can be connected and matched and deliver this to you directly into your CRM so you can marry real-time insights with instant action.
You can start to deliver the right message to the right person at the right time.
The result is a social web-customer matrix. You know who’s talking, and how important they are to you.
The results of all this analysis and mapping are unprecedented increases in the return on the investment you may choose to make in interacting with these customers and prospects.
You now have a number of opportunities to increase the revenue and profit you make from your customer databases.
Because those data are now identified and understood, and because the information goes much, much further than just a simplistic count of mentions or keywords, you can bring this insight and your customer database together to target highly-relevant offers and communications. The return on effort and investment is easier to measure, and the cause and effect between the two are now clearly visible.
For a PDF of this paper click here.
This paper was first published in January 2013.