Step 3: Move Social Network Analytics into the Driver’s Seat

Social media performance tools like HootSuite, Radian6 and Engage121 continue to evolve, yet there is no single greater tracking insight for real-time feedback.  Advancements in analytics that include 1) Conversations: actual post comments on Facebook, Google+ or blogs, 2) Amplification: a function of above; number of retweets, shares or linkbacks; essentially analyzing what your consumers are doing with the information you are putting out there and 3) Applause: physical social media engagement, are being bundled quickly and efficiently to shape product development, customer service and even the basis of overall marketing strategy.  If your social media isn’t playing a pivotal role in defining your consumer marketing planning, it may be time to revisit.

Step 4: Bringing It All Together: Identifying Common Denominators Across Data Sets

So they can be combined to present a more complete picture of consumer behavior, both internally (win buy-in among C-Suite for investment approval) and externally (promote authenticity/transparency).  Establishing common denominators may require changing business processes to gather new pieces of information, but the connected data such changes yield will make your investment worthwhile.  Tracking the source of incoming traffic to your web site from elsewhere on the Internet is standard fare for web analytics investments but capturing activity from offline sources to web and from your web site back to offline touch points lie at the heart of successful touchpoint engagement.  Consider a few of these tactics when building out your next plan:

• Extend Your Landing Page Concept: designating specific start pages with unique URLs for web traffic coming from a digital advertisement is a widespread practice;
• Treat Customer Acquisition as a Must-Have as Opposed to a Nice-to-Have: Even without adding new info collection fields, brands can use individual email addresses to connect social media profile info, email subscriptions and online purchase history so…
  • Make requesting an email address part of the standard customer support script; train your entire staff to ask for an email address during engagement periods
  • Add an email address field to signup forms for any consumer-facing marketing programs
  • To allay privacy concerns, exercise transparency around requests for additional customer information — present a compelling rationale, stressing ability to deliver more relevant products and offers