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Integration is the Key to Unlocking Business Value from Social Conversations

Last week, Forrester Analyst, Zach Hofer-Shall and Phil Ripperger, Vice President, New Media Solutions practice at SymphonyIRI Group joined our own Elizabeth Morgan, SVP of Business Development for a webcast titled, The Roadmap From Social Listening To Integrated Social Intelligence.

During this presentation they stressed the importance of integrating social data with existing business intelligence, research and customer data to garner more informed business insight and to drive better business strategy.

Zach set the stage for the presentation by making the case that “social media’s value comes from integration with existing customer data” and that social media monitoring and listening are not enough, even though these are great places to start. He encouraged organizations to evolve from social listening to Social Intelligence (“the management and analysis of social media data, used to activate and recalibrate business programs”) to realize the “real” business value of social data and rolled out a step-by-step roadmap to help companies move from monitoring to listening and from listening to intelligence.

Phil and Elizabeth followed Zach, presenting real world examples of how leading brands are integrating social and business data.  Phil discussed how social data combined with shopper and customer data can help CPG brands and retailers better understand their clients and how to reach out to them.  To illustrate this he explained how a FarmVille campaign drove incremental sales for a leading snack food brand.

Elizabeth discussed how a leading financial services firm used social media to compliment their market research efforts for a new product launch. She also discussed how they mined social conversations to find how people feel about their credit cards and what was most important and then cross-referenced their social findings with existing research and business data to help them successfully design and roll out a new type of credit card.

These are just a few highlights from a very informative event.  To see the entire presentation, please click here to watch a replay of the webcast.

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