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Introduction

Social media is often viewed as a siloed channel for peer-to-peer and community communications. However, as social media usage matures, a new role for social media is emerging as an integral component of customer experience.

Highlights

  • Enterprises need to acknowledge the emerging connection between quality customer experiences and journeys and effective social channel management. These are largely symbiotic – you cannot have one without the other.

Features and Benefits

  • Explains why customer experience is becoming the new currency for effective enterprise brands
  • Assesses the effect of new mobile payment technologies on social media applications and customer experience

Key questions answered

  • How effective are existing methods of measuring the performance of social media marketing?
  • Why are customer journeys replacing traditional sales funnels as a means to manage customer engagement?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

Social and customer experience are converging

  • Social media is the communications channel of choice for youth
  • Enterprise social marketing methods are well-established
  • Customer experience is a new currency for brands
  • Macro and micro customer experiences influence brand image
  • Holistic customer journeys are replacing linear sales processes
  • New mobile payments technologies align with social to ease local store transactions

Effective measurement and cultural considerations hold back enterprise social strategies

  • Social measurements are still underdeveloped
  • Enterprises need to "be social" rather than "do social"

Appendix

  • Further reading
  • Author

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