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THE KEYS TO CONNECTED INTELLIGENCE Build deeper customer insight, enable context-aware customer dialogue, and transform customers into advocates
How social intelligence is
changing the game
Massimo Pellegrino, Global Sales & Marketing
HP Enterprise Information Solutions
Social intelligence, the knowledge of customers that arises from combining insights into customers social media behavior with the classic customer intelligence arising from conventional marketing and CRM, allows us to manage real-time, or near real-time conversations with customers, listen to their points of view and deliver contextual, relevant and engaging communications – not just 'interruptions' to a customer's day. And these communications can be delivered increasingly through mobile devices that provide content exactly when people need it. However, to do this, companies have to deal with new data sources and combinations, new technologies, new ways of working, new talent, new ways to measure and a new way of thinking – and this comes at a cost.

Few organizations are managing to connect the many pieces of the data that could lead them to more effective and efficient marketing investment:
  • Nielsen has awareness and advertising data, but don't know what you buy;
  • Lifestyle databases know what you've told them but little else;
  • Financial databases know what you've bought and where you've shopped;
  • Foursquare know where you are, now, and where you have been;
  • Retailer loyalty databases know what you buy with them but not with others;
  • Google know what you've been searching for;
  • Social sites know who you influence, your friends, what you like and what you are talking about;
  • Cable databases know what ads you see, but not what you buy;
  • Mobile telco databases know who you've called and where you've been;
  • Your own databases store data on interactions and sales.
HP Enterprise Information Solutions can help you make sense of this data to inform your business strategies.

HP in collaboration with industry leaders partners is developing an industrial-strength methodology and deployment mechanism, which any company that wants to manage its customers better and/or more effectively can use. This involves identifying the detailed use cases which are the main opportunities to use social media (and the resulting social intelligence) to engage with and sell to customers. Each use case directly impacts one or more of the business scenarios. This list will grow as new ideas and technologies emerge and as client engagements raise new possibilities. We use these scenarios to model the link between customer management activities and business performance to show ROIs. The foundation of most of the uses cases is identifying your customers and/or advocates, channels and partners, listening to them, understanding them and engaging them more frequently and effectively. This is the fundamental marketing application of social media channel.

The HP Social Intelligence Service Oriented Business Architecture to support your Social Intelligence Strategy

1Source: Hewlett-Packard  & The Customer Framework – 2011
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