Marketing has one thing that no other department
in the organization has: a deep understanding of
how social, mobile and even big data can be used to
support the larger efforts of the organization.
Therefore, marketing must own it; the only other
alternative is to create social within each department
(are you starting to see why social customer service
makes me cringe?). Doing this makes social, mobile
and big data initiatives even more expense and
creates significantly more risk for your organization.
Each department will use it differently, send a
different message out into the digital domain. From
a consumer’s perspective your organization will
quickly take on the look of someone with multiple
personalities—and social consumers hate that.
Therefore, the key to success is integrating these
initiatives into each other and into the organization
itself. Marketing must give up some of this newly
won power, and become what I call a “content
conduit”—a group that helps other areas of the
organization connect directly to consumers and
customers so that deeper, more meaningful
relationships can be formed—relationships that can
then be more easily monetized.
David F. Giannetto helps organizations leverage technology—
providing both the technical and business insight necessary to
create, understand and utilize it to improve performance. He
is SVP of Services at Astea
International, the leader in
service management and
mobile workforce technology.
He is author of Big Social
Mobile: How Digital Initiatives
can Reshape the Enterprise
and Create Business Value
(Palgrave Macmillan 2014),
the first enterprise-level
methodology
that
helps
organizations integrate social
media, mobile technology and
big data into their core people,
processes,
technology,
information and strategy to
create tangible improvements in revenue and profit. Visit his
site at www.giannetto.com
For now, consider what unique information each
department or function within your organization
has and try to document it. What specific
information do they have that would make the
customer’s life easier, less expensive, fuller and even
just more fun? It can be anything from little known
product features, creative ways to use the product,
add-on products or services that add value to yours
(even if they aren’t delivered by your company)—
anything. You will become the conduit that carries
that knowledge from them to your customers and
your consumers. Then your content will become
truly personalized and valuable. We’ll explore how
to do that next time.
Strictly
Marketing
Magazine
July/August2016
2016
Strictly
Marketing
Magazine
July/August
2723