From the early days of social media, business and industry have seen a great deal of potential for targeted marketing. While doing digital marketing in the social media space has become mainstream, companies are starting to ask very practical questions: they may have many followers and “likes,” and capture great customer insight on a real-time basis, but why doesn’t their success in social media impact their bottom line?
The nature of the challenge of capitalizing on social media lies in the fundamental mechanism of the way business has been operating for centuries: business is not a silo, but a highly complicated web of functions and processes across the entire value chain. So, the data companies capture from social media—in terms of customer, market, supplier, and partner insight, or even talent recruiting pools—should be able to navigate well through the entire business activity value chain or life: from marketing to sales to finance and analysis, and then back to marketing. Many companies whose business practice in social media is driven by a point solution end up with another silo of data sets. The question is how to effectively incorporate social into their business practice in sales, commerce, human resources, supplier and partner management, and other enterprise functions.
Typical challenges in capitalizing on social:
Siloed customer data from the point solution approach
Difficulties in leveraging customer and market insight for bottom-line impact
Companies can answer this question by taking an integrated social capability approach, using an integrated platform for their solution and eliminating silos of data from the social media space. With an integrated platform, data from social monitoring in shared with the customer relationship management (CRM), commerce, and business analytics systems. For example, real-time social monitoring data on customer sentiment and marketing awareness from Twitter can be automatically used for targeted marketing campaigns on Facebook along the workflow, and integrated with the CRM system for campaign management.
The opportunities from integrated social capability:
Integrated customer insight data across sales, commerce, marketing, analytics, and other crucial business functionalities
Capability for rapid innovation with social media
An integrated social media platform can enhance marketing campaign effectiveness, help improve brand building across the enterprise, and make a real impact on sales and the bottom line. Integrated social capability brings another great benefit by keeping the enterprise updated with the latest innovations in social media. Sites such as Facebook and LinkedIn are constantly innovating and updating their collaboration tools, content-sharing formats, etc. With integrating social capability, customers do’t need to change business functions in sales or marketing to catch up with these changes.
In today’s much-hyped world of social media marketing, integrated social capability can make a direct and positive impact on the business.
Paul Kim is senior director of Insight and Customer Strategy at Oracle.
read more at: http://www.oracle.com/us/corporate/profit/current-issue/big-ideas/042213-pkim-1937901.html
Instagram is working on a new messaging app
Rivaling Snapchat, Threads will enable users to automatically share their location, movements, and battery life with their IG ‘close friends’ list
Now Facebook is a wasteland for your racist aunt and high school friends’ wedding photos, the platform is determined to maintain its social media stronghold via Instagram and WhatsApp (sorry, ‘Instagram and WhatsApp from Facebook’). Its latest venture? A new messaging app called Threads.
As reported by The Verge, Threads will be a companion app to Instagram, promoting constant sharing between users and their IG ‘close friends’ list. The app will enable people to automatically share their location, movements, and battery life with each other, as well as send text, photo, and video messages.
The development could be seen as another attempt to rival Snapchat – which already lets users share their location – following Instagram’s introduction of Stories three years ago.
Instagram has been trying to develop the messaging side of its app since late 2017 when the company started working on Direct, a standalone camera-first app exclusively for DMs. The platform ceased work in May this year after research revealed users found it frustrating to switch apps when they wanted to send a message – although this is exactly what happened with Facebook Messenger in 2016.
Screenshots acquired by The Verge show that users have the option to switch on automatic sharing, but are also able to update their statuses manually. Although Threads encourages friends to share their location with one another, it will reportedly show updates like ‘on the move’, rather than a real-time location.
The app’s main feed will show all messages, as well as friends’ updates and active status, and will allow users to watch their close friends’ IG stories as opposed to having to go back to Instagram to view them.
This announcement comes after a number of updates to the platform, including the removal of likes, an anti-bullying feature, and a tool to report fake news. Although, there’s currently no launch date for Threads, and given Instagram’s history with fucked-up trials, it may never even materialise.
Massive change coming to WhatsApp with introduction of ads
WhatsApp will see a massive change by 2020 with the introduction of adverts into the instant messaging app.
It’s been rumoured for a while and now WhatsApp looks set to finally bring adverts to its popular messaging app.
The Facebook-owned firm revealed the news during its annual Marking Summit in the Netherlands, with a rollout expected next year.
Photos of the way these new adverts will look have even been posted online with attendee Olivier Ponteville, giving fans a closer look at what’s to come.
The image, which can be seen on Twitter, shows how ads currently appear on Facebook and Instagram with a WhatsApp screenshot then revealed with a full-screen advert.
According to technology website BGR, once the message appears users will be able to “swipe up when an ad appears for more information about the product or service being advertised.”
Adverts in WhatsApp have been spoken about for a while but this is the first evidence that things are changing within the popular service.
How fans react is yet to been seen but it’s unlikely to go down well with its billions of users.
The bad news is that it seems there’s nothing that can be done to stop this new feature from arriving within the app.
It seems almost certain that there will be no way to switch them off or hide these paid-for messages which may prove to be hugely irritating.
Facebook Messenger finally adds quoted replies
Today Facebook Messenger has added a sorely missing feature – quoted replies. This allows you to reply to a specific message in a conversation, and is incredibly helpful when you’re engaged in chats that have a big range of topics. Using the new feature, the people you’re talking to will now know exactly what you were replying to with that “LOL”, for example.
This has been a feature in WhatsApp, which is also owned by Facebook, for a very long time, and it’s always been sort of a baffling omission in Messenger. So it’s good to finally see it there too.
In order to quote a specific message, long tap on it and you’ll see a new Reply button to the right of the reaction emojis. Tap that, write your reply, and, just like in WhatsApp, the message you’re replying to will appear above your reply. Easy. This potentially means you’ll have less misunderstandings with your friends as to which message was referencing what.
The feature is rolling out now on both iOS and Android.
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