Someone asks a question. Others answer. A purchase decision is heavily influenced one way or the other.
And, as is more and more often the case, the company isn’t really involved in the process.
Look at this thread. Then, look at it through the eyes of a marketer.
- one prospect asking a question.
- another prospect asking for similar input.
- a brand detractor
- 2 brand promoters
- a brand advocate
Now, if you are Sleep Number, you might like to
- know about this conversation (you need Social Listening)
- profile these people (Profiling)
- route people to various parts of the company for follow on action (Queues, Governance, Automated Rule Engine)
- understand just how valuable your promoters are (CRM Integration)
- reach out to the prospect (engagement)
- see how your efforts worked or not (reporting)
- put an offer in front of the prospect (paid ad)
You’ll probably want to also understand how it all works together, which is why you want all of these capabilities integrated natively.
In the Social@Scale Journal, we share how more and more of the buying journey is done before the customer ever even connects with a brand. We also share what some brands are doing about it.
Either way, this is the new normal. Empowered customers connecting with each other.
The opportunity for brands is to find, cultivate, and grow these relationships through experience management over time.
Maintaining the context and history of relationship is the first step. You need to know who your friends and fans are if you expect to have them help you.