By Anne Harding, HP ES Marketing
Social media conversations affect your enterprise in countless ways, but capturing that data is a challenge. The secret is not just listening in, but also converting the Big Data to 1:1 customer analytics and applying it to customer experience operations for better understanding of and engagement with customers.
Social networks have become a crucial part of marketing as well as brand management for businesses worldwide. In today’s connected world, videos, blogs, pictures, and comments play a big role in perception management. Hence, it becomes essential to constantly monitor social networks and act on them swiftly.
More than ever, people are blogging, tweeting, and posting opinions about services, products, and brands, and using these postings as a source of information when they make purchase decisions. One study showed that a one-star increase in a restaurant's Yelp rating led to a 5 to 9% increase in its revenue.
The explosive popularity of social media is creating an attractive pool of customer behavior information. Companies are wrestling with how to effectively leverage that information and engage with customers on their terms. Scott Walters, global solution leader for social intelligence at HP Enterprise Services, has published a practical approach (Adobe Acrobat file, p. 13) to integrate and act on social media in a recent issue of the Business Intelligence Journal, a publication of The Data Warehousing Institute (TDWI).
As I watch Larry Ryan, HP CTO for the financial industry, discuss various trends with Brad Schlagenhauf, marketing strategist, in this video from HP Discover, a couple of my related blog posts come to mind. While I talk about the manner in which Cloud Computing and Big Data are coming together, Larry makes pointed references to their application in the financial industry. Listening to Larry outline the trends also brings home the point I make about the synergies that can be realized across Cloud, Big data and Analytics within various industries.
Wired Magazine editor-in-chief kicked off HP Discover 2012 in Las Vegas with an impactful keynote on consumer IT vs. enterprise IT. He had a great description of the relationship between the trend called “consumerization” and the digital generation of employees that are creative, innovative and offer high potential to the companies where they work. Read on for the top 10 expectations of the new creative class of digital age employees.