Re Inventing Paradigms: Digital Experiences & Social Selling
Co-creating the Future
Growing chaos among businesses & a widening gulf to capture buyer’s imaginations has led to a collaboration of unique proportions. Sync’d up User Experiences across multiple devices, Responsive Design renditions, Communication alignment have become order of the day. Further this thought with with hooks around Content, Mobility, Platforms, Analytic & this unique collaboration gets serious business.
A recent blog by Deloitte Digital made some key commentary on Social Strategy and how it helps brands. What it means to be strategic with your social channels has changed a lot over the years.
We can no longer think about social strategy as smart, engaging content alone. These days, we must understand it to be the thread that weaves together, supports, and amplifies the brand experience for the user — as a component of their daily digital lives — enabling them to become brand advocates, make recommendations, and engage on their terms.
Just as much as it’s a delivery method, social media is also our conduit to learn about our audience in more granular ways than ever before. It allows us to understand exactly who our customers are — where they live, what their other interests are, what they value. Armed with this new knowledge, we can present customized content and digital experiences, but we can also make smarter business decisions about, for example, where we invest our marketing dollars overall, how we develop our products, and how we manage customer service.
Addressing Customer Needs
Forrester’s affirmation to “Stop Marketing to your Customers”, in CMSWire release made some interesting points. In the Age of the Customer, “marketing must become an integrated part of the relationship, not an isolated function.” James McQuivey, VP and principal analyst at Forrester Research, added that marketing leaders should:
- Make customer outcomes the heart of marketing, but understand the deeper implications of CX
- Turn marketing messages into marketing experiences
- Remind everyone the real purpose of big data is to better understand and more agilely serve the customer
A strong social media strategy pushes boundaries, but it also must begin with a real understanding of the market, the target audience, and the brand’s overall business objectives. From there we set out to answer a number of questions:
- How is what we’re doing furthering our overall business objectives?
- How can learning from social communities impact larger business decisions?
- How does social media fit into our overall paid, owned, and earned ecosystem?
- What channels will best serve our audiences, what types of content will resonate best with them, and have we built a truly integrated experience for our audience?
- How are we measuring the success of our efforts? And how can our measurement inform an adaptive strategy?
- re their governance and infrastructure needs internally which must be met to support a successful social program?
The future of digital experience
Many elements will shape the future of digital experience, as pointed in this SocialMediaToday article:
- Digital experiences must be seamlessly integrated across multiple channels, but distinctly for each channel.
- They must be designed so well that the average user will not notice the design, but will be thrilled with the experience.
- They must be customized, minimalized, optimized, but most importantly, they must be tracked and proven effective.
Social selling is the process of developing relationships as part of the sales process, this mostly takes place on social networks such as LinkedIn, Twitter and Facebook but can also take place offline at networking events and conferences.
Typical techniques of social selling include sharing relevant content, interacting directly with potential buyers and customers, personal branding, and social listening. Social selling has become a powerful strategy used by organisations to help sell their ideas and win customers.
Deeply ingrained in Social Selling is the inter linkages of Digital experience design: unless marketers deliver content in a ecosystem that nurtures community growth, setting up for social selling will turn vulnerable. High time Enterprises take account of Buyer Personas, Influencer outreach programs before turning the tables to pay offs from existing initiatives: it makes it a whole lot worthwhile to calibrate Digital Experience design based on Social Selling framework.