As brands continue to integrate social media into their marketing efforts, the focus has increasingly turned to big data. In fact, you can't have a conversation today with a social media provider without someone inevitably bringing up the topic of APIs to gain access to the data surrounding interactions. But unstructured data can be challenging for legacy systems, especially when querying large strings of data to create attributes that can be acted upon for marketing efforts. So whether you're implementing social sign-in on your website or leveraging apps to connect with customers, it's critical to work with a provider who can not only collect and analyze the data but put it in a format that allows you to take action.
While choosing what data to collect does vary by each brand and specific objectives and goals, there are a few core "attributes" that represent low-hanging fruit. These are the data attributes that allow most brands (regardless of vertical) to automate some key marketing programs that drive value, results, and ultimately, stronger relationships. One of the most efficient ways to do this is via a permission-based process that includes an app acceptance executed via a social sign or "connect" process that is also tied to email. So without further ado here are my top six social profile attributes you can't afford to ignore in this process and why.
Social data and the promise of big data remains one of today's hottest topics. But with a little strategic planning and the ability to capture the right data in a structured way, big data can be made actionable and scalable via targeted email communications and social posts.
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Michael Della Penna is senior vice president of emerging channels at Responsys. His responsibilities include spearheading the overall strategic direction, partnerships, and solution offering across emerging channels including social and mobile for the company. Michael is a seasoned marketing professional with a long, proven track record of launching successful marketing, branding, and sales strategies for leading public and private companies. Most recently, Michael founded SuiteDialog, a full-service email and social CRM agency that helps brands ignite conversations and cultivate relationships with customers across the social web. Prior to SuiteDialog, Michael founded Conversa Marketing, a social CRM company that was acquired by StrongMail Systems in 2010. Before branching out on his own, Michael served as chief marketing officer for Epsilon, a leading provider of multichannel, data-driven marketing services. Michael's other key marketing leadership roles include CMO at Bigfoot Interactive, VP of strategic development at CNET Networks, Inc., and VP of marketing at ZDNet. Michael received a B.B.A. and an M.B.A. from Hofstra University.
March 19, 2014