The Data Analytics Blog

Our news and views relating to Data Analytics, Big Data, Machine Learning, and the world of Credit.

All Posts

Relationship Marketing Techniques You Have To Nail

September 22, 2015 at 10:35 AM

At Forrester Research’s Groundswell for Excellence in Social Media Awards ceremony held in April this year, winners were recognised for their innovative use of social media to drive awareness of their brands, delight customers with quality content, and reach more people than could ever have been possible in a world without tweets and shares.  I’ve been somewhat puzzled by talk of social media, as a marketing platform at least, being on its last legs. The way I see it is that social is only shifting into higher gear and looking at how this year’s Forrester Research winners leveraged the medium to up their relationship marketing game, social media is still very much alive and kicking. You can read more about this year’s winners and submissions here.

 Social media relationships are the currency of digital marketing

As a category at the Forrester awards, Social Relationship Marketing highlighted the efforts of companies who turned to social platforms to engage existing customers and boost brand awareness, manage relationships, and engage customers to help them get the most out of their products. Autodesk, which won in the B2B relationship category, engages in proactive customer support with their “Total Community” strategy which involves leveraging social and online communities to “…foster peer-to-peer support, drive greater brand affinity, and solidify relationships with its customers. [Our strategy] has evolved to focus on collaborating with and anticipating the needs of customers.” With nearly 200 000 Twitter followers and a bustling brand community, Autodesk updates, guides, informs, delights and interacts with customers and cultivates invaluable brand affinity in the process. This level of exposure has helped Autodesk build on existing relationships and use those in-roads to attract new customers in the process.

 From social butterflies to community organisers

Brand communities are communities of people who share an affinity to a brand and have become the portals of choice for customers seeking to filter their personal news stories to focus on their interactions and experiences with brands, their products and their services. These communities can almost be considered a natural next step in the social media evolution  with customer-centrism fuelling the need for more sophisticated engagement strategies. Branded communities complement social platforms in the sense that they allow businesses to offer tangible after-sales value and spur customers on to spread the word. This Forrester blog explains quite succinctly how branded communities are helping companies expand their reach and foster awareness in a saturated social landscape. For further reading, also check out how food and beverage giant, Knorr, has managed to garner 10.7 million Facebook likes and a huge following of their “What’s for Dinner” campaign by building both social and branded communities into their relationship marketing strategies.

 There is no such thing as digital strategy, only strategy in the digital age

One of the great effects of the internet is that it has brought people together in ways unimaginable say, twenty five years ago. This has challenged traditional norms and also democratised the customer/business dynamic to the extent that mindful and measured engagement is no longer reserved for the VIP customer, but has become the birth-right of every consumer of your product. Social media, in its current and future iterations, will continue to offer  new opportunities for customer relationship marketing, and companies that welcome them will reap the rewards of their current and future social engagement strategies.

contact us

 Image credit: http://blog.printpapa.com/

Julian Diaz
Julian Diaz
Julian Diaz was Head of Marketing for Principa until 2017, after which he became Head of Marketing for Honeybee CRM. American born and raised, Julian has worked in the IT industry for over 20 years. Having begun his career at a major software company in Germany, Julian made the move to South Africa in 1998 when he joined Dimension Data and later MWEB (leading South African ISP). Since then, Julian has helped launch various South African technology brands into international markets, including Principa.

Latest Posts

[Slideshare] How To Make Your Business Data Work For You

Common barriers to success: Skills shortage: data scientists are in high demand and in low supply. Companies lack the skills to develop advanced data analytics or machine learning applications. Cost: recruiting and building up or training a team, as well as infrastructure costs are immense. Inefficiency and low ROI on: acquisition campaigns; re-activation and retention campaigns; outbound sales calls and debt collection. Resulting in: No or ineffective use of data. High cost to get insights from data. Low returns from campaigns. What’s the alternative? Machine Learning as a Service (MLaaS): removes infrastructure skills and requirements for machine learning, allowing you to begin benefiting from machine learning quickly with little investment. Subscription based pricing, allowing you to benefit using machine learning while minimising your set-up costs and seeing returns sooner. Answers as a Service: Use historic data and machine learning to allow answers to increase in accuracy with time. MLaaS with predictive models pre-developed to answers specific questions: Genius Call Connect: What is the best time and number to call customers? Genius Customer Growth: Which customers are most likely to respond to cross-sell? Genius Re-activation: Which dormant customers are worth re-activating? Genius Customer Retention: Which customers are most likely to churn? Genius Leads: Which contacts are likely to respond to my campaign? Genius Risk Classifier: Which debtors are most likely to pay or roll? Benefits of Genius: Quick and cost-effective ability to leverage machine learning: Minimal set-up time Minimal involvement from IT Subscription based service Looking to make your data work for your business? Read more on Genius to see how it can help your business succeed. 

5 Must-Join Facebook Pages For Data Science, Machine Learning And Artificial Intelligence In 2019

While LinkedIn has traditionally been thought of as the business or work focussed social platform, Facebook has been making headway into gaining market share in the space as well. With company pages and groups, Facebook is catering to every interest and aspiration that people might have – and combining that with their social interactions and news sources. Facebook aims to give users a one-stop-shop experience, and it’s very good at doing it.

Our 2018 Customer Acquisition And Engagement Blog Roundup

Our final roundup this year covers two of our main topics: customer acquisition and customer engagement. We’ve not covered these topics in depth this year, and so decided to combine these two to provide a roundup of the best of both.