Gartner Research

Use Social Media to Power the Entire Customer Experience

Published: 10 May 2016

ID: G00298992

Analyst(s): Augie Ray

Summary

Marketers have focused much of their social media efforts in the Buy cycle, but they can create greater benefit by optimizing social media throughout the entire customer journey to capture loyal customers and activate advocates.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Map Your Brand's and Audience's Unique Social Customer Journey
  • Ads, Responsiveness and UGC Fuel the Buy Cycle
  • Social Functionality and Support Delivers Loyalty in the Own Cycle
  • Marketing Lifted by Word of Mouth Fostered in the Advocate Cycle
  • What to Do Next

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