Can’t make it to Oracle’s OpenWorld this year? Don’t worry - we’ve got you covered. We’ll post a recap of the major highlights for social media marketers and CX professionals every day. Here’s what you missed:
1-9-90 Rule:
This concept was discussed at the “Advocates and Agitators: The Art of Social Influence” session by Oracle Social Cloud’s Senior Director of Outbound Product Management Angela Wells. According to Constellation Research’s Natalie Petouhoff, it’s a very simple rule: 1% of people on social media will complain, 9% will respond to the complainer, and 90% read the complaint. Given this information, how should a brand manage the 1% who are the most vocal? And how about that 90%, where most of consumers fall?
GM’s Whitney Drake said that it starts with empathy. You can’t please everyone, but GM has instituted a flowchart that outlines how you should handle a difficult customer.
Two Ears, One Mouth, and a Brain in the Middle
Listening to your customer has always been important in business, but with the advent of social media, there’s a lot more to listen to. This subject was tackled in “Silence is Golden - The Importance of Social Listening.”
Saul Leal, General Manager of FamilyShare, stated it like this: “There’s a reason why we have two ears, one mouth, and a brain in the middle.” As marketers, we’re supposed to listen twice as much as we talk - and use our brains to filter through the noise. By using the Oracle Social Relationship Management (SRM) tool, Family Share listens to what type of content resonates with their customers and uses that information to produce even better content. Saul says that within 15 seconds of being posted, they can tell if a piece of content will go viral.
Corporate Culture Really Does Matter
This concept came up in two sessions today. In “Secrets of Social Command Centers,” GM’s Rebecca Harris discussed how important it was to have the executives steer the ship towards a customer-focused culture.
Rebecca also mentioned that when executives see the customer command center in action, then they really understand what social media is all about. For executives who may not be fluent in social media, seeing the data visualized in actionable images creates an, “Ah! I get it” moment.
In, “Audience of One: A 21st Century Data Story,” Heather Carson of FleishmanHillard reiterated how essential it was to have your entire team on the same page. Even after buying a new data management tool and having the “smart guys” teach everyone how to use it, you still have to change the culture to embrace the openness that data requires to be successful. Data that is siloed away from the rest of the organization is not effective. It’s easy to throw money at the technology, but much harder to adapt your culture to embrace openly sharing their data internally.
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