2.3: Relationships and Insights

Use social media to develop deeper brand relationships and consumer insights.

Other Information:

This is job #1 for the marketing organization in any consumer packaged goods enterprise. In their first iteration, these were sites hosted by the brands, not a particularly challenging imposition on enterprise IT. Going forward, however, consumers are not willing to be sent hither and yon. They want brands to show up where they are — be that on Facebook, at their home portal, or in their more specific social groups. Taking this next step into greater customer intimacy requires supporting additional platforms and bi-directional interfaces, many of which are changing rapidly, and few of which are under enterprise control. The big return here is that new product launches can leverage social media to help drive tipping point outcomes, thereby reducing a four-out-of-five failure rate that regrettably is still the industry norm.

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