This year, as we head into Oracle’s biggest event of the year, Oracle OpenWorld 2014, social is a more prominent theme and topic of discussion then ever before. It’s been awhile now since the dawn of the consumer empowering social media revolution. The focus now is on developing and applying the power of technology to meet the new customer expectations in order to win and keep their business.
When social first entered the corporate picture, it was regarded largely as a novelty. Arms were folded across the C-Suite as businesses went into wait-and-see mode. Rebels and pioneers launched a brand presence on social. Interns and believers went about posting and building communities. It grew apparent that consumers actually wanted to be connected to brands as well as their friends and family.
But what did this mean? Was this a new way to get the brand’s ads in front of customers and prospects? The great “misunderstanding of social” movement began. Over time, we learned how consumers used social, why they used social, and what they wanted from the brands they voluntarily connected with on social. It wasn’t to be the recipient of a marketing megaphone. It was to build one-on-one relationships with brands that would lead to higher satisfaction. They wanted to feel special and valuable to their brands.
The tools (on top of the social networks themselves) and processes to actually facilitate such attentive, satisfying, one-on-one relationships have become the concern of a now fully invested C-suite; CMO’s with broader responsibilities, new creatures like Chief Digital Officers, Chief Experience Officers, and Chief Content Officers. Social has steered the dialogue to customer experiences and customer-centricity, which is what you’ll hear a great deal about at this year’s OpenWorld.
Frankly, from a tech perspective, not just anybody can pull this off. When you think of the integrated systems and platforms needed to:
…you realize small players offering point solutions is a non-starter. That’s why CMO’s and marketers are finding Oracle OpenWorld more relevant to them than ever as they join their CIO and IT partners in attending. If customer experience and customer-centricity are indeed the name of the game today, such things as social marketing platforms, CRM, data, and the cloud must now be in the marketer’s curriculum.