If you’re struggling to understand how a social network can enhance customer engagement, you’re not alone. Since the rise of technology-fueled social networks just a few short years ago, marketers have had a struggle finding a model that works but doesn’t leave customer data locked up on someone else’s real estate—like LinkedIn, Facebook, Twitter, and the rest. The solution to this dilemma is to create your own social network where you can engage customers and improve marketing results while retaining your customer’s data—and your own—at the same time.
The “Why” and “How” of Creating Your Own Social Network.
In her recent Quark Big Idea presentation, Constellation Research Vice President and Analyst Natalie Petouhoff spells out why this solution is already proving to be an effective way to enhance customer engagement.
Petouhoff astutely points out that marketers are finding enormous value through collaboration. As marketing has grown in importance, alongside the need for strong customer engagement, marketers are becoming both senior leaders and technology decision-makers. These changes make it critically important that marketers have a way to connect with their own organization, customers, partners, and others so that decisions are well-informed and executed successfully. And social networks are ideal for satisfying this need. Beyond serving the marketer directly, social networks also provide a way for customers to connect with each other to solve problems and increase the sense of brand community.
Setting Up Your Own Social Network
While setting up your own social network may sound hard, it really isn’t. Still, there are some factors to seriously consider:
- Provide a single, centralized platform – Don’t leave your social network users having to scurry between multiple apps or platforms.
- Stay flexible in your architecture – New tools and techniques arrive constantly and marketers need a flexible architecture to accommodate them.
- Think mobile first – Mobile isn’t just trendy—it’s foundational to a modern setup. Mobile is everywhere your customers are, and incorporates key location information.
- Security is critical – In today’s interconnected world, enterprise and customer data must be kept secure.
Once you set up your own social network, you can expect to have far more data than ever before—information to better cross-sell and up-sell and know what’s working and what’s not. And you’ll be able to share and collaborate on that information with experts across the organization. You’ll know where your customers are pleased and engaged, and where you’re missing the mark. In short, your own social network gives you a way to optimize and enhance customer engagement.
To know more about branded social networks and how they enhance customer engagement, join our webinar with Natalie Petouhoff. Petouhoff will cover the six best practices for empowering marketers to drive enhanced collaboration among customers, fans, employees and partners. We look forward to seeing you there!