Tuesday Jan 15, 2013

Socially Enable Your Enterprise

no silosWith social displaying its importance for every consumer-facing department and application across the enterprise, silos are crumbling and the reality is setting in that a comprehensive, integrated social tech solution isn’t a luxury…at least if you want to stay competitive.

Oracle Sr. Director of Product Management Chad Estes is giving a presentation today at CloudWorld, Dubai. In case your private jet isn’t warmed up and ready on the runway to get you there, I thought I would pass along some of his takeaways on socially enabling the enterprise.

The socially enabled enterprise has powerful connotations when it comes to the increasingly all-important consumer experience. Why is it important your customers are happy?

*Almost 40% of consumers have Tweeted about a brand.
*58% have Liked a brand; 41% have shared content about a brand.
*A comScore study shows over half the US smartphone population used their phone to do retail research while inside a store.
*75% of social users have posted a negative comment after a bad customer experience.
*A typical user will tell an average 53 people about a poor customer experience.
*86% of customers will start doing business with a competitor after a bad customer experience.

I didn’t really have to tell you that happy customers are important. You’ve heard it before. They’re increasingly interacting with you and each other, they’re being influenced, they’re vocal, and empowered. Oh, and they expect a real-time response. How to keep them happy using the social networks on which they’re engaging us is a bigger issue for the enterprise. Workflows are getting turned on their heads.

Altimeter Group says companies now average about 178 corporate-owned social media accounts. And there are numerous niche technologies available to execute social strategy, from marketing to publishing content, to gamification, analysis, online advertising, SEO, etc. Once you put all that together, you have to put on your conductor coat and tails and orchestrate every instrument so you positively affect the customer experience. Whew.

Multiple devices, multiple social networks, multiple departments, overwhelming data, it all can be managed, shared and acted upon if your technology partner brings an integrated, seamless enterprise platform to the table.

Look for a cloud-based mission-critical enterprise infrastructure, platform and applications suite that includes social relationship management tools that can extend social’s power across every consumer-facing touch point (marketing, sales, customer service, and HR). The result you’re looking for is extensive social insight and data that’s married to other enterprise data, providing the actionable, real-time view of the consumer I’m talking about.

In the end, your socially enabled enterprise will be the textbook picture of a customer-centric organization, delivering the kind of enhanced, seamless experiences that will make your brand irresistible.

@mikestiles
Photo: stock.xchng

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