Last week, Twitter announced a new ad format, Keyword Targeting in Timelines, which means brands can now find potential customers real-time when purchase intent appears. Here’s an example from Twitter.com:
“For example: let’s say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue. That venue could now run a geotargeted campaign using keywords for that band with a Tweet containing a link to buy the tickets.”
Real-Time Competition for Customer Attention
This launch will open a Pandora’s box, because if brands can chase down customers real-time, customers will expect brands to be there right when they are in need, especially when the Internet has shortened everyone’s attention span and made us impatient.
Whoever steps up the game to turn social data into actionable insights fast enough, wins – as shown in the following example:
But… That’s Only Part of the Game
I recently had to renew my driver license, so it was the perfect time to update my official contact details. I visited California DMV’s website to 1) update my address; 2) waited for a week and 3) renewed my license online.
… and the new license was still sent to my old address.
So I tweeted:
And DMV responded to me within a few hours! (Ok, I was a little impressed.)
After I DM’d them my contact information, they actually followed up and called me the second day and told me an in-person visit was required. The first available appointment was a month later, but at least the appointment was made over the phone within a few minutes. So far, so good.
Don’t Lose in the Last Mile
Stepping into the DMV office, however, felt like going back in time. Endless waiting, the crowd, the desperation in the air… I could have avoided all this! When my number finally was called, they wanted to charge me $24 for a new card with the new address.
“No way!” I said; I explained the situation, assuring the clerk I wasn’t a ‘customer from hell’ trying to make her job difficult. I just didn’t want to pay for a screw-up caused by DMV’s broken database and operations system.
This inconsistent customer experience revealed to me that some departments or channels of DMV were moving a lot faster than the others.
What if – the DMV person on the phone with me was able to:
- Capture a complete history of the social interactions with me?
- Combine my data with social and enterprise data for and extended 360 view?
- Determine the appropriate next steps in the pipeline?
- Measure the DMV team’s performance and impact with built-in KPIs?
I would definitely be giving them some social media love when things are done right:
(Sample tweet about Jawbone.)
Turn Social Data into Actionable Insights
“Social CRM” is not fad, or just a fancy term for social monitoring, because responding to tweets online is no longer enough, if no further actions are taken.
In my case, DMV has failed to impress because they were not able to deliver service I expected. It seems every link was broken in the process: somehow the data I provided was not saved in their database, and my complaint was handled well online but the DMV clerk had no idea of the transaction.
Sales, social marketing and customer service can no longer work in silos. Companies and brands need a solution that links the pipeline together throughout buyer journey so they are not lost in the funnel.
Test Drive SAP’s Social OnDemand For Free
Are you ready to engage real-time with customers wherever they are, provide exceptional service and analyze and evaluate results – all these are now available at your fingertips. Click on the image below to take SAP’s Social OnDemand for a test drive today.