As social media grows exponentially so does the valuable insight and intelligence it delivers to businesses smart enough to take advantage of it. Never before has understanding the intricacies of a market, consumer or competitor been so accessible with the onslaught of billions of daily consumer posts from tens of millions of individuals across social networks and open-source channels. And never before has the ability to take strategic action on consumer insights been so immediate and effective for brands.
An Widespread Impact
The value of Advanced Social Intelligence (ASI) spans the enterprise with a myriad of strategic applications: from Marketing, Brand and Product to Legal, Risk and Compliance to Research, Insights and Innovation. Among the applications many businesses are leveraging ASI for are:
Product Innovation: Identification of consumer preferences, attitudes, decisions, actions and unmet market needs used by corporations to drive new market entry, feature enhancements and product launches.
Teams Benefitting: Brand, Innovation, Insights, Marketing, Product
Media Planning: Understanding consumer engagement points and validating promotional efficacy among consumers used respectively in the planning and measurement of media campaigns.
Team Benefitting: Brand, Marketing, Product
Customer Engagement: Detection of specific consumer decision points and product issues, allowing for direct social engagement by brands to deliver enhanced customer service and drive sales.
Teams Benefitting: Customer Service, Marketing, Sales
Risk Management: Real-time notification of emerging threats and identified risks ranging from employee misconduct, boycotts and protests to lawsuits, product issues and security breaches.
Teams Benefitting: C-Suite, Corporate Communications, Human Resources, Legal, Risk
Consumer Insights: Deep understanding of consumers, prospects and influencers related to demand moments and decision points on the path-to-purchase, as well as likes, dislikes, attitudes, behaviors and actions.
Teams Benefitting: Brand, Insights, Innovation, Marketing
Competitive Analysis: Powerful insight into the activities, market response and consumer perceptions of competitors as well as deep inspection into their path-to-purchase, switching behaviors and decision points and motivators.
Teams Benefitting: Brand, Innovation, Insights, Marketing, Product
ASI's Competitive Advantage
As consumers become increasingly savvy and empowered with shopping engines, product reviews and overall brand information, companies realize they need to understand the decision drivers, wants, needs, attitudes and activities of shoppers and consumers better than ever before to precisely align their offerings and enhance the positioning, promotion and placement of their product.
Real-time, Advanced Social Intelligence provides the ability to achieve this well beyond first-generation cursory "buzz" or "sentiment," since derives deep insights and, most importantly, drives strategic action. Integrated properly, ASI serves as a corporation's core competitive advantage.