Only by identifying measures and indicators of success and, naturally, establishing adequate recognition and involvement in order to achieve the success, can social business firmly stick to winning analytics.
achieve progress and success, and they can achieve their goals more quickly. And, more importantly, the project collaborators will recognise their conquests when they achieve them and will have an incentive to repeat the success. In my mind, social business is the future of organizations, and companies that today embrace these cultures and strategies will surpass their competitors not only by differentiating themselves in tactical, analytical and strategic intelligence operations, but also by creating better and more productive workplaces.
Are there common mistakes that organizations encounter when they try to apply analytical, listening and monitoring strategies? If we take the example of social media listening, a common mistake by companies that I have had chance to verify is the methods they use to try to interact with consumers on social channels, trying to micro-manage the conversation. With this, I refer to the internal corporate and legal communication teams who try to The company point of view on the global create lists of pre-packaged answers to the requests relaunch of the Bauknecht brand made by consumers using social media. These answers Rediscovering the female target often fail because they do not answer the specific re- through social media quests that emerge and, even worse, sound like a lawyer has written them. Social business communication Interview with Cindy Groenke can be successful if it is genuine and genuine answers Brand Leader Bauknecht Europe to consumers’ requests obtain more positive reactions than hypothetical pre-packaged answers. The value of Cindy Groenke has been social media is interacting with other individuals to European Brand Leader for obtain information, in-depth analysis or answers that Bauknecht, Value Brands are provided more effectively by a person with a direct and Strategic Alliances and significant answer. For those organizations who EMEA since 2012. Previouare afraid of entrusting their own employees to prosly at Whirlpool, she has vide a direct answer to consumers, there is a solution. worked in different naFor whoever starts, establish corporate media guidelitional and regional roles nes that clearly define what is allowed and what is not of Brand Marketing in the allowed on social media. These guidelines should be cosmetic sector, in companies such as Beiersdorf and accompanied by training for the employees who are L’Oréal in various European countries. She received a authorised to communicate with external parties via BA in International Business Studies and Management social media. Doing this instils faith in employees and in the Netherlands and a BScM (Hons)-ESC in Science sets clear boundaries for conduct. of Management in France. Where does the success of a social business What drove you to launch this new course of intelligence project come from? communication at Bauknecht? Social business is successful because it gives emplo- We had noticed in various research with the end conyees the chance to interact with other individuals in sumer that communication from Bauknecht was not the ecosystem in new and innovative ways. This suc- effectively reaching the target group that we call “life cess appeals to businesses that see social media not as balancer” (women aged 30-45 who lead an active life). technological solutions to a business problem, but as a Bauknecht buyers were ‘growing older’ and we had capability that has analytical and intelligence abilities a high brand awareness only with women aged 50 to transform the way individuals work. This capability and over, whereas in our core target and also among enables employees to collaborate altogether, to express younger female consumers (aged 20-35) Bauknecht ideas using visualisation strategies and to make the had a very low brand awareness. Furthermore, if these most of the collective intelligence instead of the intel- female consumers knew the brand, the preference ofligence of few. Projects using socialised capabilities as ten went to competitive brands. In relation to this, the a method to improve business intelligence operations KPIs relating to brand equity (awareness, opinion, preoverall are also able to apply the tools of analytics to ferences, etc.) over the course of recent years had fallen. 70 ATTACHED TO Harvard Business Review