By David F. Giannetto

ISBN-10: 113741040X

ISBN-13: 9781137410405

ISBN-10: 134948895X

ISBN-13: 9781349488957

ISBN-10: 5220146580

ISBN-13: 9785220146585

Big Social cellular exhibits that enormous information, in addition to social and cellular media, can enhance firm functionality considerably, yet purely whilst carried out in a holistic style. This ebook deals an integrative approach that has helped a variety of companies improve what has frequently made them distinctive, leading to transformative results.

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3). Big Social Mobile enterprises understand the value of using information in a similar manner. 3 The difference between how segregated and integrated high-performing organizations interact with the market and share information between departments to increase learning and effectiveness. Integrated enterprises have more direct interaction, leverage big data, and combine big data with traditional enterprise data for greater insight. brand; they assess how this love or hate impacts consumer sentiment; they examine what products or services consumer value most, and where they stack up versus competitors; they figure out what marketing campaigns resonate most deeply and how and when these campaigns convert prospects to customers.

The loyalty program does drive adoption and usage, but more importantly it drives the average number of visits per customer and therefore improves customer lifetime value. Starbucks could have used a different incentive program. They could have used the most common reward program: spend a certain amount and get a percentage discount. But Starbucks didn’t. Their program is driven by number of visits, regardless of the amount spent. This approach and these performance measures support Starbucks strategic focus on the long-term relationship with customers.

Part of the integrated approach relies upon social and mobile being a clear reflection of the company’s culture and core value proposition; they cannot fake value. They don’t try to make the organization seem “hipper” or alter its strategy or mission to make a better impression on influencers. Instead, they take their core value proposition and reinforce it—clearly communicating what defines the company, consistently and powerfully. In this way, organizations develop honest, open, two-way relationships with Social Influencers.

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Big Social Mobile: How Digital Initiatives Can Reshape the Enterprise and Drive Business Results by David F. Giannetto


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