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How to Capitalize on Social Networking Sites
Written by Jason McNamara, Chief Marketing Officer, Alterian
Virtual worlds where customers can 2. Make sure you integrateconnect and share information are Given the fact that most companies hire agenciesanother channel through which to build their social networks, ensure you workwith one that builds your networks andmarketers can improve the customer applications on an online software platform thatexperience, but consider your integrates with email, RSS, web and all your otherapproach carefully, writes Jason existing channels.McNamara. It is absolutely crucial that you don't createCustomer loyalty has a lot to do with thought another disparate application. You need to beleadership and social networks provide an able to extract value from the word go.excellent avenue for that. They're also a great way 3. Measure effectively Alterianto gain customer input on product and service Alterian (LSE: ALN) empowers marketers with anMeasurement is probably your biggest challengedevelopment - and of course, to reinforce brand integrated marketing software platform combiningand social networks should be designed with this database, online and operational marketing applicationsmessaging. In addition, consumers trust other in mind. If social networks are going to become a on a shared data infrastructure. The Alterian Integratedconsumers more than they trust brands mainstream loyalty marketing channel, marketers Marketing Platform makes it practical and cost effectivethemselves. have to be able to account for the cost. And for marketers to use actionable insight to execute anintegrated marketing strategy across online and offlineJupiterResearch recently found that 30% of because there are so many different applications channels.frequent social networkers trust their peers' it's hard to define measurement that isopinions when making a major purchase decision, appropriate across the board. It is the unique integration of analytics, content andexecution through our industry leading tools, such as thebut only 10% trust advertisements. Implementing social networks on a single, Alterian Messenger email platform, and the awardwinning Content Management solutions, which enablesSocial networks are creating consumer-driven integrated marketing platform however, that marketers to drive a seamless, multi-channel customerdirect marketing; many of your most loyal and enables users to make decisions based on experience.engaged customers will be the first to adopt and analytics from all channels, will help marketersparticipate in a social networks. In short, social with measuring the loyalty benefits obtained from Alterian's analytically-led software is delivered tonetworks provide marketers with another online social networks. In other words you can't measure approximately 1,000 marketing departments, across 26channel but don't let them become another customer satisfaction, if they are built as silo countries, and an international network of more than 100business partners, including marketing services providers,marketing 'silo'. If you can create a better applications outside your other marketing agencies and systems integrators. Its partners, such ascustomer experience by integrating online, channels. Accenture, Acxiom, Allant Group, Cap Gemini, Carlsonoffline, and branding efforts across your Marketing, Experian, Epsilon, InfoUSA, LogicaCMG,Obviously, measurement of customer loyalty on Merkle, Ogilvy One and Euro RSCG Worldwide, deliverorganization you will have sustainable competitive myspace.com would involve different analytics Alterian software alongside their own domain andadvantage. than Accenture's technology blog. And of course services expertise to help market leaders such as PrincessCruises, General Motors, Zurich, Astra Zeneca, HSBC,Here are four steps towards achieving it. revenue is a great measurement if appropriate. Limited Too, AEGON, Avis, Worldwide WrestlingFor example eBay is really a social network - one Entertainment, Dell, Amnesty International and Vodafone1. Examine why you want to develop of the first. It's a great example of how a social integrate marketing processes and drive competitivenetwork can be a business model. advantage. For more information about Alterian, productssocial networks in the first place within the Alterian Integrated Marketing Platform or ourUnderstand what your objective is and make sure 4. Enhance existing customer data Partner Network, p... [download for more]
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