Innovation has become a marketing, lifestyle, especially in social media, as a marketer from a policy (the accumulation of fan) to another (SoLoMo) to another (six seconds video) to another (Messenger robot), hoping to find the right innovation strategy in order to improve brand health. Social networking continues to innovate and make more consumer attention and marketing dollars with live video, and its timetable, the buy button.
But even with consumers through social media is still strong, the brand still struggles to very good use of social media-driven demonstrable results. This is because marketers are exposed to social media innovation from the wrong point of view they have accepted the idea as the center of innovation, rather than as needed as the center of innovation.
The social media channel is essentially a consumer-oriented and controlled, and this shows that brand--customer experience practices require different methods. Now the best branded social media innovation is a return to basics: understand your key audience segments to discuss their needs and social behavior, identify your brand, how to implement innovative ways to meet customer expectations.
For example, promoting the concept of the. Marketers know they want publicity and assume that "fans" and "followers" to deliver it. Therefore, marketers gain (and gaming) enthusiasts and followers and technological innovation, such as social media contests, sweepstakes, giveaways and fans pouring content deployment of ideas in the collision. This idea-centric approach caused a big Facebook fan list full of idle people, in fact, the advocates. Brand did not win, nor their customers.
End of the innovation process of understanding in a very different place. Consumers and businesses want to publicize, but consumers want it in different ways and for different purposes. People don't care about their friends took part in the competition, leading brand "image"; Instead, they want to know what others think of your products, and their perspective of the value of friends and experience to support your product. A needs-based approach to making publicity on proper sorting key is not the accumulation of fans and followers but probed happy customer satisfaction, identify customers, capturing their stories and endorsements, and make sure that word of mouth is provided to customers and potential customers, that confidence.
Based on the needs of social innovation leading to increased publicity and increased confidence, and improve business performance. For example, wax aggregate website rating upgrade of the product they are strong multi-year sales 50% and retail partners. Tower, emphasis on pet collars, GPS devices probed happy customers for comments to Amazon and increase the ratings and rankings from 63% in three months. And in B2B,SAP to support SAP mentor program, technical experts, business people, consultants and others nominated by working with the company, inform the SAP strategy and products and provide support and guidance to the customer's customer base.
Way to tell their customer experience social media innovation, focus on customers and their needs, rather than the idea of marketing and branding desires. Gartner clients can learn more in our new report, "using social media to power the entire customer experience." This report discusses how social media can improve the customer experience throughout the journey the entire customer-buying, and advocate their own cycles the resulting innovative strategies, business marketing results can bring not only forwards and stock.
Flip through your point of view, starting from the outside, consider social media innovation to provide what consumers want, and you improve your customer experience, providing more social media marketing results.
