Advice for turning social media insights into action.Marketers are starting to recognize the power of social media, but many are getting it all wrong. Rather than using social media as a buzz monitoring tool for crisis management, companies should harness it to better understand their target customers, and to proactively position their brands. By listening to social media, marketers can gain first-hand insight into consumers’ attitudes, brand experiences, unmet needs, and product likes and dislikes – leading to more targeted campaigns and product innovation. They can also ascertain the shared interests and motivations of consumer tribes for advanced segmentation.
There’s no question that social media is taking on a prominent role across all flavors of businesses, but it is also evoking questions: Where should social media live within a company? What type of insights can be gained from social media research? How can I, as a seller, connect with these potential buyers? Are online influencers just a myth?
This session provides answers to these questions and offers advice for turning social media insights into action. Case studies will depict how companies are putting web intelligence into practice through their creative marketing campaigns.
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Presenter: Chance Parker, VP, J.D. Power and Associates