PageLever goes beyond the basics provided by FaceBook Insights providing hundreds of useful metrics in a clear graphical format. This example shows a breakdown done by age group which can reveal the make up of your current audience and guide your efforts in targeting the right groups in your campaign.
Any metric can be compared over the span of any time period. Since PageLever links to FaceBook’s API historical data is already available for use without requiring a download. The timeline comparison allows you to analyze the effectiveness of a campaign by comparing a control time period with that of your social campaign. Differences can be displayed in relationship to the control period.
Do you have a social media crisis brewing, and you haven’t checked your sites in hours? Is there a buzz happening around your product that you are not aware of yet? For better or worse, you need to know when certain indicators are on the move. PageLever can monitor key performance indicators in real time, sending you alerts when they cross pre-set boundaries. That way you can resolve little problems while they are still little. And fan the fire of opportunities while they are hot.
PageLever also allows the creation of custom dashboards for any department or person’s need. That way KPI’s relevant to that depart are always front and center for real time response.
Many social media tools focus on managing content in several social channels. However, nearly all of them stop short of integrating social content with enterprise data.
Social Relationship Suite
Oracle’s Social Relationship Management Suite provides the bridge between a company’s social media channels and its CRM, marketing, sales, support and other data bases. Forming this connection allows social media to be natively integrated into enterprise applications and business processes. For example, social media activity around a brand can be correlated on a real time basis with a company’s TV advertising schedule to observe the impact of its commercials. More importantly, social media activity can be correlated to sales activity to see if a particular campaign is generating revenue or just a lot of buzz.
The integration of social channels with enterprise data, especially CRM data, allows an organization to more fully understand its customers and interact with them in new ways. This allows the company to move from a primarily transaction based relationship to an engagement based relationship. Ideally, this engagement will grow continuously and seamlessly from initial interest to prospecting, sales, delivery and customer service. This broader relationship is much more likely to lead to better understanding of a customer’s needs, better service delivery to the customer and a higher probability of customer retention.
The social media efforts of most companies are concentrated on one or t
wo primary channels and contributions are made one-by-one on a transactional basis because of limited personnel resources. Second tier channels such as Google+, LinkedIn and Pinterest and others are often ignored just because of time limitations. As the marketing importance of social media increases, companies will need the ability to move from one-off execution to centralized management. Companies successfully using Oracle’s Social Relationship Management Suite tools to manage large social projects include PepsiCo and Hyatt Hotels.
Customer Stories – PepsiCo
The goal of Pepsi’s initial project was to improve digital engagement by making tactical adjustments to campaigns based on real-time consumer listening. Pepsi used real time social data correlated with branded events to measure the value of event sponsorship. Oracle’s Social Relationship Management Suite tools were able to help precisely define signals from consumer conversations, so that intentions, interests and trends could be detected and acted upon.
Customers Stories – Hyatt Hotels
Hyatt Hotels used Oracle’s Social Relationship Management Suite tools in a project aimed a recruiting future leaders to work for the company. The endeavor built relationships with a large number of trainees through several social media sites. Multiple recruiters in the Hyatt system were able to work as a team to develop relationships between the company and a large base of management prospects as they worked their way through training programs. Integration of social media channels with enterprise data made this project possible, despite that fact that the people involved are stationed all over the world.
The Future of Enterprise Social
As social media becomes more important to a company’s operations, the value of its integration with all other aspects of the company’s business will continue to escalate. In its early stages e-commerce was treated as an minor adjunct to a company’s business. Often it was silo’ed from the company’s primary database. Now, a company typically wouldn’t think of implementing a business transaction process that does not include e-commerce. Likewise social media data integration will follow that same path. The purchaser of an enterprise CRM system will come to expect social integration as a requirement.
Seattle based Alaska Airlines uses multiple social media channels to provide customer service and retention, announce new services and promote seasonal specials. The social media team, lead by Elliott Pesut, monitors Alaska’s Facebook and Twitter accounts with the aim to listen and respond in real time. Alaska uses Twitter to inform customers of unexpected delays or weather issues that might affect their journey. Alaska’s Facebook presence serves to respond to customer challenges in a prompt and personal way.
Difficult issues including delayed flights, missing luggage and service missteps are posted by customers and Alaska’s social media team works to resolve them and retain a loyal customer. Customers also post photos of their travels and comment on the positive service they receive from Alaska team members in-flight and on the ground. In the post shown a customer thanks their flight crew for allowing their fiver year old son to take the controls (while on the ground).
Alaska also uses Facebook to highlight new routes and flights as well as special limited time web-only offers. Alaska’s future goals are to use social media in an even more personal way to build relationships with its customers, especially those loyal customer who can serve as brand ambassadors to bring in new customers. To see Alaska’s social media at work tweet @AlaskaAir or visit FaceBook.com/alaskaairlines.