Category Archives: Digital Transformation

Big Data In Business Proceed With Caution!

Digital transformation is not easy with all this data! 

In social media marketing people were talking about silos three+ years ago. Most people forgot about the time it takes to integrate data. Many organisations have not even started integrating social media within their businesses and they haven’t even started integrating their own customer data; let alone operational, mobile and other marketing data together to form a clear picture of the business and gain valuable insights.
 
Marketing and IT “silos” (hate the word silo too!) are now being brought together across entire businesses, with a people first focus. It is necessary to look at how they work across the organisations together and within their businesses. Reducing the silos that have inevitably been created when the businesses grew is necessary to give management access to all the reports they need to find opportunities and cost savings.
 
The reasons for this are not obvious from outside because corporations are very quiet about what they are doing and in most cases not doing, they are not exactly going to say “Actually it will take us another three years to be fully integrated and by that time the market will have changed and…”Social media marketing is still in its infancy so rather than telling people about how they should be using IoT to grow their business why not start somewhere better and easier to understand!
 
Lots of businesses have embraced it already, but the best is only yet to come. Organisations that are fully integrated are now reaping the rewards. The ones that have started working on planning out their complete “Strategy”as opposed to their social media “Tactics” are light years ahead.
 
The challenge now is that businesses and different functions within are actually drowning with data, they have so much of it that without hiring expert teams to assist them the silos are getting more difficult to manage. Much of the culture change that is needed is going to take at least three to five years to get these “traditional siloed” organisations to adapt without imploding!
 
Now it is possible to complete decades of research within a matter of weeks, but it is still not possible to adapt fast internally to make sure the entire ecosystems are not destroyed. In heavily regulated industries it is even harder with security protocols that have to be signed off.
 
The key element within digital change management is to remind every department why they are actually working for “the business!” it’s for the customer! Yes I said the “CUSTOMER” not the shareholders, but for the people that pay your wages the customers!
 
Fragmentation is part of the problem, but as long as the customer is kept in focus and propels the transformation it is possible to change within every business, providing the right level of forward thinking management is in place and the right outside innovation is in place.
 
How businesses are thinking about the journey and how are the roles within the business bridging the gaps are key questions to ask (always keeping the customer in focus). Organisations have to break down these”silos”,  strategic operational data analysis is key to really transforming  these corporations.
 
Businesses that are able to maintain existing data silos for operational efficiency and break them down at the same time are the winners.
Ensuring they have no down time and feasible customer centric solutions. If they get these implementations rolling now they will reap rewards moving forwards, ensuring a total picture of the organisation as a whole and how decisions can effect all stakeholders.
 
So whilst we all hate the word silo in social media and digital, the revolution is just beginning and before you get your organisation thinking about wearable technologies why don’t you fix the simplest most easily adopted technological breakthroughs, rather than confusing your C-suite explain things in plain English with no techno speak and then your organisation will flourish within your space and be around for many years to come.
 
If you would like to speak to me my door is always open, well my Twitter account is @natschooler or you can email me on nat @socialdojo.co.uk 

Photo credit https://www.flickr.com/photos/waltstoneburner/

How to target an existing email database using social media?

Are we neglecting our email lists ?

Most businesses have built up email databases that can be harnessed by clever social media “marketeers” improving email open rates. Picking up sales from subscribers within other channels like Twitter.

Audience segmentation within social media can assist “lead nurturing campaigns.” Conversions increase from your existing warm leads (database subscribers) and growing sales from existing customers is easier too! Don’t forget the referrals via social media too! 

This is a great opportunity for businesses! Not only do you know who these customers or subscribers are, but you have the power to include “segmented data” within your marketing plans. Their location, last time they tweeted, how many followers they have, the best time to reach them on Twitter and you can encourage them to start opening emails more regularly. 

You can also nurture email subscribers that have clicked on a link but not made a purchase! Drilling down into the data is so important for some businesses and can be far more profitable than attempting to get new “cold leads” to purchase your products and services.

If combined with “special offers” that pop up in their Twitter feed for example, social media can really now be truly integrated into the marketing mix. Becoming a very valuable method in closing them on a sale, rather than untargeted spammy offers!

There are all sorts of reasons people don’t complete purchases online and it could be they wanted more information, so why not even ask them using a personalised direct message or you could ask them in an email after they have taken action on Twitter.

The most important thing to remember is that planning strategically is the best way to ensure existing subscribers or existing customers buy from you without being freaked out by campaigns that are too intrusive for them.

Many social media campaigns are just tactical as opposed to strategic! If integrated properly your community will be buzzing with noise and excitement about your brand and they won’t just unsubscribe and block your Twitter account but actually love you instead.

There is a very fine line between harassing your database and re-energising the relationships that you once had. This is just why you need to get the right expertise to make sure social media “marketing” campaigns are integrated into your entire customer experience and their journey to purchase and beyond.

Using the right combination of direct mail, email, social media, mobile and other channels will enhance the “customer experience” with your brand, building loyalty.

Tactical is not strategic and will not insure long-term relationships flourish as opposed to strategic “customer orientated” ways of doing integrated marketing campaigns.

Remember being on social media is one thing but without the right team, planning and resources in place it is seriously a waste of time.

Please contact me on Twitter @natschooler or email nat@ socialdojo.co.uk 

Image thanks https://www.flickr.com/photos/beantin/