Behavioral Marketing: Delivering Personalized Experiences At Scale by Dave Walters

Author:Dave Walters
Language: eng
Format: mobi
ISBN: 9781119076575
Publisher: Wiley
Published: 2015-08-09T14:00:00+00:00

Social Networks

If an inbound call center is the optional place to take on behavioral marketing, then social networks are the other end of the spectrum: that is, you don't have a choice, and most of your competitors are already doing it. Although there are literally millions of words written annually on social media marketing and strategy, we're going to focus on how to make three to five key decisions about behavioral marketing and your strategy. Although they're fantastic examples of success in this area, what works for Starbucks, Arby's, and Delta Air Lines is not likely to be the best strategy for you.

It's critical to remember one important point regarding social channels: these channels require more human touch than any other pure marketing channel (excluding sales and the call center). Authenticity and a specific brand voice are not optional components. No matter how automated our listening tools that slice-and-dice user behaviors can become, the moment of person-to-person interaction had better be filled with context and continuity. If we're willing to excuse a brand's occasional dynamic email slip-up, there's zero room for error with Twitter replies or Facebook comments.

I see first-hand the effort it takes to manage social networks well among my customers. In general, marketers should spend about 30 hours per month per social network in order to truly win. Therefore, if one person at your company is running Facebook, Twitter, and LinkedIn as 50 percent of their job, it's safe to say things are not exactly optimized. There's likely a lot of cross-posting that might make activity numbers look great, but the next level of interactions is probably a pretty grim story. If you're not dialing interactions specifically for each audience, you could be doing much better. We'll talk more in-depth about voice later, but let's look at the three key issues you need to address as the basis for a great behavioral-driven social strategy:

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