A Unified View of the Customer is the Future of Social Business
Guest: Jay Baer
More Volume, More Budget, More Work
That’s the message from Jay Baer, marketing strategist, podcaster, keynote speaker, N.Y. Times Bestselling author and CEO of Convince & Convert.
It’s Serious Business Now
Jay points out that as marketers we have come from a place where social media success was mostly an art. Just like SEO was more art than science, landing pages were more art than science and email marketing was more art than science, now that social is very popular among most businesses, it’s moving more toward math and science.
Facebook, as Jay mentions, is due to deliver 1,500 items to each person when he or she visits their stream. So, Facebook must decide what to show you. From a brand marketing standpoint, to get our message in front of our intended audience in social media channels, we have to take a more mathematical approach to make it into her stream in any social media channel.
It’s Not Just a Numbers Game
It’s a structured numbers game. It’s no longer good enough to have quality content. Very few brands can be so amazing that their content can “go viral.” What brands need now is more content publishing across more social media channels. Brands can no longer be good at just a few social media channels. What brands need now is more volume.
It’s more work. More budget. More resources. You have to be active where your customers are. Jay calls this a touchpoint corral. This approach will undoubtedly increase the participation cost.
Image source Anthony Quintano.
Social Networks Are a For-Profit Business
The largest social networks are public companies: Facebook, LinkedIn, Twitter, Google+. While G+ has not yet entered the “pay to play” model (because they don’t have to), the standalone social networks have a fiduciary responsibility to their shareholders. Brands who want to engage their customers across these networks, must pony up the budget and human effort required to reach and engage their target customers.
A Unified View of the Customer
Jay acknowledges that social business technology is more critical than ever before. He points out that the only viable way for brands to connect with their audience across all the social channels is with a unified view of their customer. This type of social infrastructure can provide a horizontal view of a person across all the social channels in which she participates to give the brand the data insight needed to reach that user.
Watch the entire interview with Jay. This is the third interview recorded on location at Social Fresh. Subscribe below so you don’t miss all the others to publish soon…
Feature image by Adam Wallace.