Page 151 - Social Media Marketing

Integration of Listening 129

In the previous section, “Social CRM/ Mapping of Social Graphs,” I illustrated how ■ SOCIAL CRM AND DECISION SUPPORT
using a simple listening platform (for example, using Tweetdeck as a real-time monitor
for Twitter in combination with BuzzStream for social graph mapping) can yield valu-
able KPIs. The step-up in business value from listening/monitoring to actively listening
and responding along with measuring is seen in the usefulness of the KPIs as drivers
of business processes that connect what is learned on the Social Web with the way in
which the business operates.

This combination, whether through use of a set of tools like Alterian’s SM2 and
Tweetdeck along with BuzzStream or an integrated tool like the Sysomos Heartbeat
platform or Radian6 with Salesforce.com’s social graph add-ons ought to be a formal
part of your business toolset. And why not? Where else do you find customer conversa-
tions, served up and categorized, labeled by level of potential influence, all presented in
the context of an historical baseline?

The active listening process is depicted in Figure 5.10. The integration with your
business or organization occurs first in the “routing” processes and then in “tracking.”
Of course, the act of responding itself is a business process: That, however, is really
a function of having or not having a listening program and does not in itself imply a
“social business” orientation. To be sure, listening is better than not listening, and lis-
tening combined with responding is a solid idea. But to really see the benefit of a social
business program within your organization, you’ve got to take a further step.

Monitor and Detect

Route and Respond

Review and Track
Figure 5.10 The Active Listening Process

Susan Abbott

President and senior consultant and researcher at Abbott Research and Consulting, Susan Abbott
helps clients discover insights and develop response strategies that support their business. Susan’s
down-to-earth take on the Social Web and Social CRM is refreshing. You can follow Susan on
Twitter (@SusanAbbott) and read her blog here:

http://www.customercrossroads.com/customercrossroads/