By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    data science anayst
    Growing Demand for Data Science & Data Analyst Roles
    6 Min Read
    predictive analytics in dropshipping
    Predictive Analytics Helps New Dropshipping Businesses Thrive
    12 Min Read
    data-driven approach in healthcare
    The Importance of Data-Driven Approaches to Improving Healthcare in Rural Areas
    6 Min Read
    analytics for tax compliance
    Analytics Changes the Calculus of Business Tax Compliance
    8 Min Read
    big data analytics in gaming
    The Role of Big Data Analytics in Gaming
    10 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: How to Reward Relationships Using Social Media Analytics
Share
Notification Show More
Latest News
ai in automotive industry
AI Is Changing the Automotive Industry Forever
Artificial Intelligence
SMEs Use AI-Driven Financial Software for Greater Efficiency
Artificial Intelligence
data security in big data age
6 Reasons to Boost Data Security Plan in the Age of Big Data
Big Data
data science anayst
Growing Demand for Data Science & Data Analyst Roles
Data Science
ai software development
Key Strategies to Develop AI Software Cost-Effectively
Artificial Intelligence
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Analytics > Predictive Analytics > How to Reward Relationships Using Social Media Analytics
Business IntelligenceMarketingPredictive Analytics

How to Reward Relationships Using Social Media Analytics

Jennifer Roberts
Last updated: 2011/02/10 at 3:17 PM
Jennifer Roberts
7 Min Read
SHARE

Here at CI we realize that we are not the only ones working hard in the social media and text analytics field; a number of organization and individuals are doing great things and creating great solutions and so we are always interested to hear and exchange ideas with other people in the industry. Yesterday I joined the Mzinga webinar called ” Using Social Intelligence to Help Shape Customer Relationships & Drive ROI”. The webinar was presented by @yoshinav and @rwang0.

Contents
Social Media and Text AnalyticsValuing a Relationship

Here at CI we realize that we are not the only ones working hard in the social media and text analytics field; a number of organization and individuals are doing great things and creating great solutions and so we are always interested to hear and exchange ideas with other people in the industry. Yesterday I joined the Mzinga webinar called ” Using Social Intelligence to Help Shape Customer Relationships & Drive ROI”. The webinar was presented by @yoshinav and @rwang0. It was a really great, though-provoking presentation and one that I had the great fortune to attend.

During the webinar, the idea of awarding individuals within a community came up; the presenter spoke about how to acknowledge and reward people who contribute their expertise or time to a community.   One of the suggestions was to use some sort of visual cue to indicate the status of an individual’s place within a community, which is pretty common and obviously works pretty well.  I began posting questions about how to recognize and appreciate the time and investment individuals make within community and received some insightful responses from the twitter feed: namely from Martijn Linssen, @MartijnLinssen and B Ganesan @brenny.  I began thinking more about our default way of assigning visual cues to experts in a community. Most of these reward schemes seem to value the individual in hierarchical highly visible manner.  There is nothing wrong with that approach. Clearly it works. But I also think it can have unexpected consequences within a community: newbies may be less likely to engage if their is culture of competition as opposed to collaboration (hey newbie: read the message board before posting). For example, you may have a Gold card but I have a Platinum, you may be on level 5 of a video game and have earned a sword and a shield but  I’m on level 15 and have that shield, sword, a magic robe and headdress made of snakes.

Social Media and Text Analytics

I think that we are missing out on opportunity to nurture relationships with other members of our community, who may not be status driven.  We have the technology (gosh, I sound like a Treki)  that enables us to gain insights into customer considerations and preferences and from the language they use, where they are in a sales cycle. We can map online profiles, when appropriate, to other data resources, like traditional CRM systems, which will give us a more enhanced view of the customer or set of customers. We can feed that data into business process systems so that the right person reaches out to the right customer with the most appropriate message. Additionally, we are learning that behavior, level of engagement and interaction can be platform specific. I mention all this to suggest that organizations can begin to better recognize and value the level of engagement of their customers beyond levels or badges and that perhaps in an environment that is supposed to be about collaboration and sharing they aren’t the most effective means of acknowledging the value of the relationship.

More Read

revolutionising our social visibility

How Data Science Is Revolutionising Our Social Visibility

Big Data Paves The Way For Fantastic New Social Listening Tools
How To Use Social Media Analytics To Increase Your Business Success
Predicting Airline Loyalty Churn – Cathay Pacific Marco Polo [Case Study]
Social Media and Text Analytics Webinar

Once robust analytics are applied to an audience, different subgroups may emerge, and from there organizations can create reward systems that may have more appeal to a particular sub- group’s motivation. Companies don’t need to necessarily rely on the default – status recognition – to value their customers (and provide more marketing opportunities).  As companies begin to  monitor emerging trends or apply filters that surface customer intentions, organizations can begin to build more meaningful relationship that truly value a customer’s level of engagement and interest.

Valuing a Relationship

There are many relationships within a community: between different members of the community, between the organizer and participants, between new and old members, or active and passive participants. These relationships and the level of engagement can be fluid and change as new topics, new member or new ideas are presented.  Monitoring and mapping these cultural shifts and emerging trends is part of having an understanding that a community’s dynamic can change, which is a critical component of any outreach strategy. That strategy coupled with social media insights can give an organization methods or tactics for engaging with once-active community members, passionate and opinionated members, newcomers, or early-adopters. If a visual cue, like a badge, is the most appropriate method for valuing a customer, insights from analysis will provide us with that information.

The webinar went for approximately an hour so this post is really in response to a very small portion. I recommend checking out the recorded version or reviewing the hashtag #mzinga if you want more information on the rest of the presentation.

TAGGED: social analytics
Jennifer Roberts February 10, 2011
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

ai in automotive industry
AI Is Changing the Automotive Industry Forever
Artificial Intelligence
SMEs Use AI-Driven Financial Software for Greater Efficiency
Artificial Intelligence
data security in big data age
6 Reasons to Boost Data Security Plan in the Age of Big Data
Big Data
data science anayst
Growing Demand for Data Science & Data Analyst Roles
Data Science

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

revolutionising our social visibility
Artificial Intelligence

How Data Science Is Revolutionising Our Social Visibility

12 Min Read
social listening tools and big data
Big DataData CollectionExclusiveSocial Media Analytics

Big Data Paves The Way For Fantastic New Social Listening Tools

7 Min Read
how to use social media analytics
AnalyticsExclusiveSocial DataSocial Media Analytics

How To Use Social Media Analytics To Increase Your Business Success

6 Min Read
airline loyalty
AnalyticsBig DataSocial DataSocial mediaSocial Media AnalyticsText Analytics

Predicting Airline Loyalty Churn – Cathay Pacific Marco Polo [Case Study]

15 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence
AI and chatbots
Chatbots and SEO: How Can Chatbots Improve Your SEO Ranking?
Artificial Intelligence Chatbots Exclusive

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?