There’s a Hole in my “Big Data” Bucket
As marketers we are incredibly focused on developing an understanding of our clients’ and potential clients’ behavior. We want to know everything about them and so monitor and analyze their every move through our stores, contact centers and websites.
The most successful marketers will have amassed vast amounts of data on virtually every engagement their client-base has with their organization. This information helps them understand the customer journey, from prospect to client and beyond, and enables them to plan and execute more successful marketing campaigns.
Analytics and Customer Relationship Management (CRM) software has aided this process dramatically. In the digital age, a marketer should be fully aware of what strategies are working for them, what needs attention and what needs culling.
While this approach to marketing appears fairly robust, many marketers will be dismayed to learn there is a massive hole in their “Big Data” bucket. That hole is social media shaped.
Client engagement no longer happens exclusively through venues you control (your stores, contact centers and websites). It increasingly happens on social media where a whole range of people, from highly informed experts and thought leaders to rank amateurs and, more worryingly, your competitors, can guide your potential and existing clients down a myriad of paths. Thanks to social media, a potential client may never make it into your “Big Data” bucket. Others may simply leak out.
Engagement also starts much earlier on social media. A potential client may never have even heard of your organization but with the rights tools in place, monitoring the right conversations, you will be able steer them towards your brand.
Technology, like Viralheat, will not only enable you to identify these potential clients, it will also help you take control of these conversations and bring everything back under your control.
For example, social media conversations could influence lead scoring strategies in your CRM system, helping your sales team to develop their sales pipeline or trigger an unscheduled call from an account manager or customer service agent, saving an “at risk” account.
Organizations need to start looking outside of their tightly controlled sphere of influence if they are to truly realize their full potential. Isn’t it time you fixed that hole in your “Big Data” bucket?
To find out how Viralheat can help you maximize your ROI from social media, join us for a free product demonstration every Thursday at 1pm (PST), 10am (EST), 6pm (UK).
Photo Credit: Katie Mollon
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