CMO Perspectives (21st Nov, 2014)

Whether it’s Facebook, Twitter or LinkedIn, many of us use social media on a daily basis, leading us to a false sense of familiarity with each platform. This week’s CMO Perspectives reveals just how much we don’t know when it comes to SMO (social media optimization). Whether it’s understanding precisely what tone and message works best on Facebook versus Instagram, or learning how Facebook and Google’s new algorithms assign weight to user sentiment, this week’s CMO Perspectives reveals must-haves for social media optimization that you’ll want to share with friends and colleagues. 

We hope you enjoy these articles. Let us know your thoughts by commenting below, or reach out on Twitter: @NICE_Enterprise.

Customer-Centric Marketing Matters For Business []

Customer-centricity is not a new concept. What’s different today is the online, digital aspect of customer service. Sometimes, amid the flurry of online communication, the personal factor can get lost. If you go to your local coffee shop, the barista is likely to greet you by name. But how do companies retain that personal touch when interacting through a computer screen?

The author, Susan Gilbert, suggests four ways to achieve customer-centricity in the digital age. The first is to track customers’ behavior online and on social media. The resulting data will help you understand your target market in a detailed, specific way.

Second, optimize your mobile interface. Make it possible for customers to browse, buy, share, return items and raise customer service issues – all from the comfort of their mobile phones or tablets.

Third, offer your customers personalized promotions along with incentives to stick around, like contests and news announcements.

Fourth, understand that not all social media channels are alike. The way you interact with customers on Twitter is subtly different from the back-and-forth on Facebook, which is different from Instagram. Adapt your message to the medium and see your relationships with customers flourish.

Is Customer Service a Part of Your Marketing Budget? []

This timely and important article, discusses some of the recent tweaks made on Facebook and Google. It behooves every marketer to pay attention, because how well you play the social media game can make or break your bottom line.

Author Peter Shankman, reveals that Facebook has recently gone real-time. He points out that your mobile Facebook profile no longer says you’re from Los Angeles, but rather, that you’re in Los Angeles.

In other words, let’s say you land in Los Angeles for a conference. Facebook will soon inform you that your friends Jay and Jill are at the same conference and that they just grabbed a table at Morton’s. Jill’s photo from 2 minutes ago of a caramel cheesecake will likely appear at the top of your feed.  But - if Jay and Jill weren’t having a good time, or the service was terrible, then these things wouldn’t appear in your feed.

This is because Facebook measures the sentiment(positive or negative) of each status update, and the negative sentiments are given much less weight. Google is doing something very similar with SEO. That’s why customer service is everything these days, says the author. If you provide your customers with positive experiences, your company will automatically rise higher in Facebook feeds and Google search results. This new reality is something that marketers ignore at their peril.

Engagement Will Outpace Marketing Dollars & Why People Want To Connect With You []

The author, Sandi Krakowski, points to a paradox at the heart of social media marketing. We know that building relationships with our customers is a key to success, but “there are many marketers out there that teach how to hypnotize, control and manipulate your audience through ‘so called’ relationships.”

The question, in her mind, is  “how do we have genuine relationships with our clients without giving into trickery or being fake and create a business that lasts?" 

Krakowski’s answer is that we need to be genuine and truly care about our customers. We need to wake up each morning asking ourselves, "What can I do to inspire and encourage people?" If we are genuine, then great customer relationships will follow.

5 Areas of Customer Insights You’re Missing []

There is so much excitement around big data these days that we are prone to overlook smaller data that is closer to home.   Author Jeannie Walter points to five such treasure troves of information that we can mine if we choose to.

The first is that somewhere along the customer journey, your customers could be getting lost. Walters suggests studying your online analytics to see where customers are most likely to leave your website. Sometimes the answer is as obvious as the fact that you are sending users to a 404 page “Error: Page Not Found.”

Second, says Walters, your customers may be griping about you without mentioning your name. Many companies are sophisticated enough to track mentions of their brand on social media. But what if your customer just writes, “How do I get this computer to work?” as opposed to “Where do I buy a Dell?” It’s important to catch the moment when your customer asks the first question, before it’s too late.

Third, your front-line employees often know what the real problem is, but fail to convey the message to you. Perhaps they’re just filling out forms or questionnaires, and there is no box to check that describes the real problem.

Fourth, in their eagerness to please, your employees may be afraid to share the dirty truth with you. Make sure you’re the kind of CMO who is willing to hear complaints as well as praise. Your customers want you to know the truth, but you have to be willing to hear it. Read the article in full to find out the rest of Walter’s tips.

We hope you enjoyed our picks and bookmarked a few articles for future reference. Please don’t forget to share with other CMOs.

Are there any other marketing topics that interest you? Tweet us, or comment below to let us know!

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