Guest post by Basiruddin Syed, product marketing manager, IBM Social Media Analytics.
In the weeks leading up to the holidays, delivery services and postal carriers have been working diligently to get packages to exactly the right address on time. Their efficiency is boosted by sophisticated logistics operations and a good system of postal codes – known as ZIP codes in the US.
What if you could get a ZIP code for your marketing efforts, making them more efficient and targeted? IBM Social Media Analytics can help. Here’s how…
Admittedly, 5W1H might look like strange ZIP code – especially in countries that use strictly numeric codes – but it’s a good way to remember the kinds of questions that are fundamental to any information gathering process.
These questions ensure that you get “the facts” as you create the story of your relationship with your customers. Knowing the complete story and determining what to do with the information you have learned are the keys to gaining a strong hold of your product or brand.
With the advent of social media, the persuasive power of “word of mouth” has merged with the speed and ubiquity of the Internet. News of a great product can spread like wildfire across the digital grapevine. At the same time, news about a bad product – or a bad customer experience – can spread just as quickly. Consumers are now holding organizations accountable for their brand promises and sharing their experiences – good or bad – with friends, co-workers and the public at large. How can you take advantage of social media content to enhance your business?
Organizations are rapidly adopting social media monitoring tools to help answer questions they have about their customers, brand, product and more. Some of the many questions that marketers would love to have answers include these:
Who are key influencers and who do they influence?
What are the most highly valued attributes in our product category?
Where are messages from our competitors gaining traction in the marketplace?
When are most of our users online, and on which platforms?
Why do customers respond well to certain campaigns and poorly to others?
How can we engage with individual customers more effectively?
Answers to such questions offer insight into an organization’s strategy and can help give visibility to functional business areas that need to take action based on social media data. Marketing, Supply Chain, R&D, Security, Customer Service and even HR can benefit from this discovery process.
IBM Social Media Analytics can help answer a multitude of these questions, and you can from on-premises or SaaS options.
Social media analytics is a powerful tool for uncovering customer sentiment across countless online sources. As businesses seek to gain new insights from social media, they require the analytics expertise to transform this flood of information into actionable strategies.
IBM solutions for social media analytics help you take control of this data so they can improve customer satisfaction, identify patterns and trends, and make smarter decisions regarding marketing campaigns.
The IBM Social Media Analytics framework is IBM’s strategic approach to the discovery process and documents a step-by-step learning process for an organization. IBM Social Media Analytics includes behavioral, geographic, demographic and influencer analysis, sentiment analysis and advanced analytics discovery capabilities.
>> Learn more by downloading the white paper, "Social Media Analytics -- Making Customer Insights Actionable."