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Big Online Data Management

What are the first line challenges today before enterprises with respect to online data management?

  • Proliferation of data
  • Management of big data
  • Contextual and result oriented analysis of data
  • Pragmatic application of data findings
  • Tools and applications relevant in compounding data management

1) Proliferation of data:

The size of the very first hard disk I used was 8MB.  As a physical object the size was quite big whereas the storage capacity was very small.  In today’s terms it just can accommodate one or two songs.  In quite contrast to that we have today a thumb size and even smaller storage chips that accommodate gigabytes of information.

The moot point in the context is proliferating data.  Any single person today has several storage spaces for his data like (i) data stored on mobile phone, (ii) data placed on Tablet PC, (iii) data produced on Laptop, (iv) data manufactured on PC (v) data collaborated using Social Media tools and (vi) data on the cloud.  Again we have official data and personal data.  All these data sources are only contributing to more data, redundant data or data proliferation.

2) Data Management:

Irrespective of job position each and every employee in an enterprise adds some amount of data every day to enterprise data repository.  Here comes the challenge to manage it through analysis, verification and validation.

Data management involves (a) right inputs (b) controlled sharing (c) structured storage (d) secured storage (e) appropriate tools for analysis, verification and validation and (f) contextual and discriminatory retrieval.

If the data is not rightly managed going by the above parameters we add more waste data and compound the data management problems.  The end result will be chaotic data management, improper decisions, and a little or nil performance.

3) Contextual and result oriented analysis of data:

This is one of the biggest challenges in data management.  I would like to cite an example taking Google Analytics data.  Google Analytics gathers and displays highly comprehensive data related to an Internet site.  The parameters are endless and beyond the one shown in the image below.

official blog of blogbee
From the data set ‘Behaviour’ we can gather information about how many new and repeat visitors have come to our site.  What is the frequency and recency of their visits? What is the duration of each visit and how many pages they viewed?

Proper analysis of above data set would help us better our pages and its content.  It would also help us understand site loyalty.  As a whole we can achieve greater marketing ROI if we can analytically review all the data sets and make appropriate changes to our Internet site pages.  Result oriented analysis can be done comparing the original version of site and changed version (with respect to the content, design, object placement, feature facilitation) of the site pages.

4) Pragmatic application of data findings:

Say we have set the page “download evaluation copy” as a landing page.  There have been 1000 downloads on an average per month.  If we can compare the number of downloads and the number of actual purchases with the sources of download and sources of purchase, it is possible for us to find out the performance of the landing page and product acceptance.  Based on such data we can fine tune the site page(s) to respective demography and position our marketing and sales pitch through additional publicity, deployment of sales team, social media marketing, road shows and any other viable means of promotion.

So unless we apply the data findings for a proper use, proliferation of all this data would only add to our confusion or totally goes in vain.

5) Tools and applications relevant in compounding online data management:

We have several tools from all the big IT MNCs for offline data management including the very ERP applications that come with Enterprise Data Analysis modules.

However, considering the rapid adoption of online marketing means and social media engagement it is imperative for us to explore software tools and applications that can gather, analyze, and present us required information from our social media presence. Be it data gathered from our Facebook pages, data gathered from Twitter engagement or from any other online profile.

You may explore the relevance of following sources to your context:

  1. www.inmagic.com
  2. www.jivesoftware.com
  3. www.yammer.com
  4. www.cubevibe.com

Happy Blogging!

Team-BlogBee.In

Implementation of Social Media in Business

Social Media has proven to be a marketing canvas for individuals, businesses and everyone.  The reason is clear that a good percentage of social media users could mean prospective customers for various businesses.  In this backdrop, many Indian enterprises have started using Social Media for their marketing campaigns.  Let me present here the important steps to be followed by enterprises for deployment of Social Media tools in in their business.

Register your blog(s) with blogbee.inAs a first step towards implementation of Social Media in the organization, the senior management should showcase their interest and commit to the  usage of Social Media in the business.  The commitment should view Social Media as a long term strategy than a quick sale channel.  They should play major role in defining policy, directing required content on the Social Media channels, extend relevant resources to Social Media division and be open to constructive criticism from the online world.  In the initial days of launch Social Media activity might bring forth some negative whispers from the stakeholders or showcase hitherto unfound brand identity to the organization.  This would be true especially in case of organizations who have not been in touch with the stakeholders for a long time and who have been facing customer support hiccups.  Again this becomes truer in case of service oriented enterprises.

Let us look at the important steps in this context.

(1)  Define Social Media Policy

Once a decision is taken to adopt Social Media in the enterprises, an enterprise should develop Social Media Policy Framework.  The policy inter-alia should deal with related provisions on:

  • Department(s) and people who are responsible in the organization to conceive, launch, implement, modify, terminate or if required to wound up the entire activity.
  • Admissibility of resources like Social Media tools to be used, developed, and the extent of technology integration with the intranet applications.
  • Approvals and controls relevant in the operation of Social Media processes.
  • Delegation of powers in the team hierarchy.
  • Risk Management guidelines.
  • Budgetary allocation.
  • Stakeholder identification.  They could be prospective partners, customers, creative agencies, content providers, community and Government sector.
  • Key performance indicators.
  • Social Media Policy review guidelines.
  • Stakeholder and organizational privacy and Intellectual Property elements.
  • Effective date of policy provisions and suggested schedules, if any.

(2)  Go for market study

Study Social Media scenario in the market.  Refer to several live implementations and case studies.  Focus on the failures suffered by other organizations.  Focus on the benefits derived by organizations.  Finally prepare lessons learned out of these observations like what tools are majorly being used by organizations, what are the approaches in campaign management, and more.

(3)  Decide and plan the following aspects

Based on the market study observations you should be able to draw detailed framework for the chosen campaign.

  • Nature and scope of campaign to be launched.
  • Team members and their Job Description.
  • Training and orientation of team members on the planned implementation.
  • Social Media channels to be used in the campaign.
  • Paid and free tools and implication of free tool usage.
  • Technology preferences and customization of tools for campaign use.
  • Performance and benchmarking parameters.
  • Implementation schedule.
  • Risk mitigation plan.
  • Checklist for campaign kickoff.

Among all the above elements ‘risk mitigation plan’ needs additional focus.  The plan should constitute the scope, ways and means and tools of mitigating various risks that arose during campaign operation.

The risk could be that (i) an inappropriate content has been shared on the Social Media channels, (ii) a privacy or IP violation occurred through divulging some internal matters or stakeholder related properties to the public (iii) an unapproved commitment on behalf of the organization has been made which could be (a) a date related to some product launch, (b) a customer support reply (c) sale transaction terms or any other inadvertent commitment.

(5) Prepare campaign elements:

Now it is time to prepare all the elements for Social Media campaign.  The start should happen with official blog on the organization’s own domain.  The next step should be creating and placing organization’s Social Media profile on important channels like Facebook, LinkedIn, Twitter and elsewhere. Here lies the importance to engage creative agencies for content development and user interface development on Facebook.

(6) Campaign launch

Once you are done with the above you will be in a position to place the implementation on the anvil.  During the campaign operative period you should keep a regular track on hourly basis on the performance and risk related aspects.

(7) Performance review elements

  • Buzz on official Blog through comments on blog posts and elsewhere
  • Buzz on Facebook, Twitter, Google Profile
  • Activity with Groups on LinkedIn
  • RSS subscriptions
  • Google results for chosen keywords of the campaign
  • Responses to email campaign(s) if any launched as a part of the promotion
  • Followers and participants of your thread on various social groups and forums
  • ROI with respect to sales leads, conversions, per conversion cost, intangible benefits like increased brand identity, and overall return on social media campaign investment.

(8) What more you should do?

  • The core team members should keep regular track on competitors’ Social Media campaign.
  • The core team members should keep regular track on the trends, tools and regulations that come up related to Social Media.
  • The campaign should give due consideration to extend benefit of loyalty to campaign followers and participants.

If an organization could follow the above, there is every possibility that they will save a lot of marketing budgets owing to low cost campaign management and swift results derived in the process.

If you are a Blogger reading this, you may pre-register your Blog(s) with blog directory  blogbee.in.

Happy Blogging!

Team-BlogBee