Listening 2.0 White Paper
With nearly 73% of consumers participating in social media and 56% of them expecting brands to have a presence, social media is enabling brands to infuse streams of intelligence into their organization for unprecedented collaboration and competitive advantage. To be sure, most companies now realize that PR and marketing were only the beginning of social media in the enterprise, and social media is becoming indispensable in creating competitive advantage and driving business transformation.
In 2007-2009, we saw leading companies evolve from ad hoc experimentation to sponsored -- but stove piped -- exploration. In 2011 social media efforts will continue expanding across the enterprise. Large organizations will pursue larger business outcomes with real investment dollars. As those organizations seek to utilize social media at enterprise scale, they will need to address four important challenges:
- Determining how and where listening can significantly impact business outcomes and objectives.
- Understanding how to manage the vast rivers of data, find meaningful insights, and support business processes.
- Deciding what should be automated and the role that people need to play. In the roles that people fulfill, organizations will need to determine the right balance of internal and external resources and capabilities.
- Creating frameworks to infuse social intelligence into the far reaches of the organization, ensure timely action on the intelligence, and then measure the impact of those actions.
A new generation of listening solutions (Listening 2.0) are evolving to help meet these challenges. They are designed to provide deeper intelligence aligned with business goals, and to to address the challenges above by helping social media and social intelligence to flourish across organizations.
The organizations that overcome these challenges will create significant business value through deeper customer insight, improved product development, more efficient costs of sales, richer customer service, reduced redundancies, improved compliance, higher-quality recruiting, and much more. This white paper clarifies how leading brands address those key challenges as they evolve towards enterprise social enablement.