This statement should come as no surprise: Social can elevate or destroy your brand.
It’s been proven time after time that social amplifies any decision your company makes (negative or positive), which ultimately impacts your bottom line and your customers.
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The study found that while most brands are improving on basic social tactics, they still have not figured out the right strategic approach to provide a great experience on all the right digital channels.
Our 2017 study found:
98% of brands are still stuck in broadcast mode, focusing largely on push tactics like paid social rather than taking the time to truly engage (i.e. organic social).
Only 1% of brands build relationships with influencers, a brand’s biggest advocates – especially during a crisis.
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Morning all. Great discussion on meetups and thanks for the questions. We will have meetups through the year as add-ons to other events or specifically in the Lithium offices. We will advertise those in the monthly customer newsletter.
That being said, a quick way to get these going in your own area would be to talk to your CSM and see if they can help facilitate a connection with other customers in your area. If you dont have a CSM currently assigned, you can reach out to @KellySull and we will start tracking the requests and see if we can get a groundswell of support.
If you do get something going, I would also be happy to make sure we promote on the community in the customer area to drum up more interest.
Hope that helps. Cheers, Dayle.
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As a digital marketer, I’m constantly thinking about how brands are providing their customers with the best possible experience on digital channels, whether that be on social media, through chat tools, on popular e-commerce websites, or their own branded website. To that end, a few of the trends I’m seeing that will inform my 2017 strategy are as follows:
Social media data is no longer the secondary dataset
Social media had been growing in prominence for years. You’ve heard that before, right? After the Arab Spring, social media was recognized as a powerful means to reach and connect with one another. In fact, on a recent webcast I did with VaynerMedia and Marketing Land, Matt Sitomer described social media as just "the media." Want more proof? Take the recent U.S. presidential election. The campaign was waged as much on social media as anywhere else. And like political strategists, brands can no longer treat social media as an afterthought or an extension of their traditional marketing campaigns. Many are questioning their data sources as the election polls proved typical datasets may be disastrously inaccurate. There’s no denying that social can be a powerful means for brands to monitor consumer sentiment and perceptions in real time and gather feedback on products, services, and campaigns. But they need to engage in a meaningful way, and not just broadcast. To that end, we expect to see social media management tools and analytics become much more integrated throughout marketing departments in 2017, benefiting not just the organization but the customer as well. While there is a fine line between creepy and targeted, research continues to show that consumers expect brands to recognize them as the same individual irrespective of channel. And, with consumers seeing social media as a go-to channel for everything, I expect brands to realize that customer support over social and the seamless integration of social data throughout the business will be essential in 2017.
2016’s most hyped: AI
A few big companies said it, and I see it on brands’ sites that have nothing to do with AI but are seemingly trying to catch a wave of relevancy and SEO. In 2017, we anticipate more brands will investigate and integrate with automation. But despite the buzz about one of 2016’s most hyped topics, the code of how to use this and when to deploy a bot vs. human, for example, will not get cracked. And that’s a good thing, for now. Many customers will still be left dissatisfied with these automated experiences. This will be similar to when customer service call centers moved almost entirely to automated systems and the brands that ended up benefiting were those that offered a human on the other end of the line. While there are some cost and resource efficiencies to deploying automation like bots, the key will be balancing this with the human touch.
Social steps up for the business: The ‘Amazonification’ of social commerce
Another trend we expect to have larger significance in 2017 is what we like to call the "Amazonification" of social commerce. As brands recognize the power behind social media, a greater emphasis will be placed on successfully integrating social and commerce. This means we’ll see more customer reviews and product information sitting directly alongside the shopping cart and social and commerce becoming completely integrated. People will use their own social network as a proxy to purchase decisions, and the brands better get on that or risk losing a whole generation of customers.
This article originally appeared in PR Week.
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Wow Scotty, adversarial? That may be a little strong a term for this mate 😉
All your points are well taken and we appreciate the passion. There are many things we are working through as a company with our brand overall, not least how we integrate the Klout brand into our overall strategy, and as we work through those we will keep your comments in mind. Im always open to continue the discussion over a beer sometime! Cheers.
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