The second theme for our discussion on the future of social is dealing with data.
With the ability to track everything -- both due to the growth of social networks online and users rapid technology adoption on and offline -- understanding what customers want is within reach. For this reason alone, big data has become the new shiny object in marketing.
Whether that is a gold mine or a royal headache depends on the level of tech integration and analysis capabilities available to the organization.
Because it is both about what people discover through their direct experiences and those of their friends, as well as what brands promise, either directly through customer experience or loyalty program, and indirectly, through word of mouth from friends.
Find the R-spot (for relevance) by designing a compelling customer experience.
The fourth of the 5 themes on the future of social is admittedly the one that interests me the most. This is where things get concrete and specific with operational execution -- we understand why we're doing this, we know who does what, and here is what the experience looks like.
Visualize the social experience you engage in and provide as a prototype, regardless of the level of maturity you and your organization have reached in social.
Patagonia greeted the day with a counter intuitive message: “Don't Buy This Jacket.”# It was Cyber Monday 2011, yet it wasn't the first time Yvon Chouinard engaged in a decisive move.
Six years earlier, the business leader published a book, Let My People Go Surfing, where he recounted his personal story, how he created Patagonia, and the philosophy he uses to run the company.
Smart CMOs are championing the opportunities social presents to collaborate with customers, go with what helps people express themselves (even when in some cases it makes them a bit uncomfortable), and have some fun in the process.
Three years ago I wondered is Twitter the news system of the future?
All news that fit in a tweet
Apple has had its fair share of transitions in its retail operations recently.
Tim Cook's announcement# the company chose a top digital/retail performer in the luxury brands arena to head both online and store operations last night has quickly made the rounds both in the fashion and tech worlds.
Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.