Last week, Bloomberg announced an agreement with Twitter to add Bloomberg-curated tweets to their terminals in an effort to provide their clients faster insight into market trends, sentiment and movement. Twitter has become a key staple in letting analysts gain real-time insight that can help them make more informed decisions faster based on what they see is trending.
The key to competitive advantage (and great customer service!) is often all about how clearly you can see the big picture before it becomes a crisis, or before your competitors do. So, how can you gain a clearer image of what’s trending among customers for your brand?
Lithium Social Web (LSW) captures Twitter feeds, as well as other social networks and community content, curates them to specific audiences within your organization and provides real-time customer insight that informs your customer service and marketing teams. The dashboard feature allows you to see the “big picture” of what’s trending among your customers in real-time and share it across your organization. This empowers your customer care and marketing teams to cut through the noise and hear the signals that matter – particularly around customer service issues and sentiment – and react faster.
It also is a key component of what we call Total Community – an approach that leverages peer-to-peer support, internal experts and industry influencers – to provide faster, more accurate information to customers when they are researching, solving a problem or voicing a concern. LSW pulls together the customer insight, conversations, experts and processes that allow you to synthesize your responses to customers to provide an outstanding customer experience, drive loyalty and do what matters most to customers: meet their needs in real-time.
As Bloomberg leverages Twitter content as a barometer of market trends, LSW can help brands leverage the conversations, questions and insight customers are articulating around your brand in a seamless manner.
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As students head back to college and we move into a learning mindset, we thought it’d be fascinating to take a look at how colleges and universities around the world rank up when it comes to their social media influence. It got us wondering: Do the top universities also have the most influence on social?
So, we pulled the Klout Scores for the Top 50 universities as they are ranked by The U.S. News and World Report Best Global Universities Rankings. Harvard University takes the lead, followed by the Massachusetts Institute of Technology in both the report and their Klout Score.
Here’s what we found for the Top 10 of the 50:
So what exactly are Klout’s Top 3 leaders—Harvard, MIT and Princeton—doing to achieve such success with their followers?
Let’s take a look at top-ranked Harvard. They know a thing or two about being #1. According to their Klout Expertise, they also know about Boston, art museums, and MBA programs to name a few Klout topics. Based on their Twitter page, they’ve found great success in retweeting content from other Harvard handles like @HarvardAlumni, @HarvartMuseums, @HarvardMed, and their admissions handle @applytoharvard. The copious amounts of compelling content from their various handles and a globally recognized alumni list allows them to stay on top of their game. A recent retweet from the @HarvardLibrary handle wishing Barack Obama a happy birthday and showing a photo of Obama during his student days at Harvard Law, drew in 235 retweets and 241 favorites.
Runner-up MIT is also top-ranked for a reason. Their Klout Expertise is deep in algorithms, science and technology; they know who they are and the type of content that appeals to their niche audience. But they also know how to be creative-- their Twitter page demonstrates the power of tapping into their students and alums for social engagement. In a recent tweet, they supported the #ILookLikeanEngineer campaign by asking students and graduates to post selfies with the hashtag #ILookLikeanEngineer.
Third place Princeton boasts Klout Expertise in topics like higher education, the Pulitzer Prize (if only we could all be so lucky), and film director Christopher Nolan who delivered the 2015 keynote at Princeton’s Class Day ceremony. Like Harvard, their Twitter page showcases relevant global health topics such as the new ebola vaccine, as discussed with Princeton’s Wilson School of Public and International Affairs. By leveraging unique content available through the Princeton network, they’re able to keep their 161k followers engaged and hungry for more digital content.
As you can see, the top U.S. News universities did not all make it into the Klout’s Top 50 Global Universities list. This means that some of the lower ranking universities are doing a superior job with connecting with students and alumni on social and that their social influence makes them more influential among followers than the highest acclaimed universities.
And now, for the full list of The Klout 50: Back to School Edition:
And since it’s back to school time, why not take part in a Lithium training program to become certified?
Learning doesn't stop at the university level, and at Lithium we provide our partners with opportunities to develop digital skills that advance their careers, their companies, and the industry. We offer a variety of certification programs for community managers and social agents. We invite you to learn more about the Lithium Certification programs that can drive career success and further knowledge of the digital industry.
About Klout 50 Rankings The Klout 50 rankings are generated by each college’s Klout Score, which is based on their Twitter handle. Of the top 50 schools named by the U.S. News and World Report, only three did not have Twitter accounts, and their Klout Scores were not included in our rankings.
Klout tracks social engagement, sharing, and influence using proprietary algorithms. The Klout Score is determined by more than 400 signals from eight different networks, including Facebook, Twitter and Google+ as well as real-world data from Wikipedia. Additionally, Klout identifies experts in more than 10,000 topic areas.
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Thanks, KelvinJ. We do not have the rights to the Forrester keynote--those are considered proprietary to Forrester. Forrester research is also proprietary--though we do sometimes license their content to share on the community and/or our own site. I'll keep the community updated if/when we post some new Forrester content--I know everyone finds that very helpful.
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Just when you thought LiNC couldn’t get any better, we decided to kick off day two by bringing on stage Nate Elliott, Vice President, Principal Analyst in B2C Marketing at Forrester Research, to shed some light on the ever-changing – and what he sees as the ever-maturing – social marketing ecosystem we’re all working in today.
Elliott opened his remarks with a pretty profound, yet unsettling statement: “Social media is bigger than ever before...but marketers still can’t prove it’s working. It’s time for social media to grow up.” He then went on to talk about how we all instinctively know that social media is a powerful force behind a brand’s marketing efforts, but lingered on the sticking point that, in spite of this belief in the perceived value and impact of social media, a “marketer’s biggest challenge is measurement.” For this reason, Elliott explained, “Marketing executives are losing faith in the value of social media - there is a tremendous gap between what social media practitioners and their managers think.”
So then, how can we harness the power of social media – and actually prove that it’s working? Elliott suggested that we go back to basics and actually think about what we need social media to do for our brands. In fact, he believes you have to break it down in the following ways:
Social Reach Marketing: Helping people discover your brand and then guiding them onto the next stage of their journey where they can explore your brand in greater detail.
Social Depth Marketing: Helping people learn more about your brand and its unique value proposition – and, if all goes well, working hard to close the sale.
Social Relationship Marketing: Making it possible (and easy) for people to ask questions or engage with your brand in a positive, on-going way once you’ve closed the sale.
Now, as much as we’d all like to believe that our social marketing efforts can tick each of those boxes, Elliott cautioned, “Each social initiative you create needs to focus on only one of the three objectives above.” So to keep things focused – and to help ensure the measurability of any social marketing tactics – Elliott urged everyone in the audience to be proactive in “growing up” their social marketing programs by following these simple (yet wise) words of advice:
Start by studying audience behaviors and preferences
Define real and clear business objectives
Align social programs to non-social marketing program
It’s safe to say that everyone was taking notes – but, more importantly, it gave us all a moment of pause to think about what we can do to make our social marketing efforts work harder for the brands we represent. Sometimes it’s just a matter of getting back to basics. Though, in a major shout out to Lithium, Elliott stated loud and clear, “Branded communities can’t close sales if you don’t build them,” at which point the entire audience erupted into cheers that were easily heard all the way onto the surrounding streets of San Francisco. (Though, we can’t blame him – the truth is the truth!)
If you’d like to read more about Nate’s thoughts, check out the interview he did with AdWeek here.
If you are a customer, partner or attended the event, you can view a video of the keynote here.
All in all, an incredible and insightful way to kick off day two of LiNC'15!
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Social is not a silo. Social strategies must be integrated throughout your entire organization, including across departments and all the systems that support the customer journey—everything from community, e-commerce and CRM systems.
At LiNC, we heard from Scotty Jackson, Sr. Strategy Manager, Social & Digital Customer Experience, TELUS; Matt See, Director, Social Media & Games, HSN; Pegah Kamal, Social Media Marketing Manager, Aruba Networks, an HP company and Jaime Perez, VP Customer Success Operations, MicroStrategy, to learn how they are creating digital transformation and working to integrate it in their organizations.
Here are their top tips:
Be creative in working with other departments to introduce them to the importance of community and social to your customer. Host lunch n’ learns, share stories, gather metrics on how community drives engagement and revenue.
Tell your customer’s stories to the organization.
Share community content on social channels to drive further engagement.
Leverage community content on your own .com property to expose the whole organization to what your customers are talking about. This helps to educate internal staff on what is talkworthy on social and the community.
Integrate community metrics with other analytics to get a holistic view of your customers.
To learn more about integrating community, download this free white paper, Take Social Customer Service Beyond Your Own Walled Garden, by Forrester.
For more information about the presenting companies, check out these resources:
Telus Lithy Submission - Total Community All Star Aruba Website MicroStrategy - Best Practices HSN Lithy Submission - Marketing Champion HSN Lithy Submission - Total Community All Star
If you are a customer, partner or attended the event, you can download a PDF of this session's presentation here.
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