Social – It’s Not Just Marketing Anymore

Jesse Phillips Jesse Phillips, Product Marketing Manager

As an employee of Sysomos, I have had the privilege of getting to attend many social media/ data related conferences over the years. One of the commonalities these conferences all share, is the continuous topic of how to use social data, outside of the traditional marketing use cases. The recent Sysomos Customer Summit in Raleigh, NC, was no exception, with a panel discussion on exactly that.

As marketers, we all share a common curiosity to hear the creative ways in which other practitioners, companies or departments work to best maximize and leverage their social media strategies. Social data is still a relatively new tool for marketers by comparison to traditional methods and as a practice we are getting better at finding new, creative ways to make this data work for us across the entire organization

Two very different, yet interesting use cases from the panel were delivered by Kate Buckhop, the Employee Communications Supervisor for UPS Global and Logan Cullen, VP Measurements and Insights at Edelman.

Kate has been tasked with heading up an Internal Communications team responsible for messaging to over 450k UPS employees, worldwide. Not all employees have corporate email accounts, or have a role that requires them to access a computer. This understandably presented a communications challenge. Through some research Kate and her team uncovered, that while all employees might not have corporate emails, they did have a presence on social media. Using this data to back up her plan, she proposed using social media channels for all internal communications.

Through Twitter, UPS has been able to stay informed and connected to their employees, by actively participating in their conversations online. Regularly reaching out to celebrate individual employee milestones and celebrating their brand advocates.  UPS has been able to keep their corporate message relevant by using Sysomos to identify user generated content, keeping corporate campaigns closely connected to employees.  UPS has found a use for social listening across the enterprise – by HR to recruit top tier talent, for security in their warehouses and by PR in the event of a potential crisis. Kate says, even if email was an option, she would still put more reliance on social media to communicate with her peers.

Logan spoke to some of the interesting work Edelman has done with Activision – a video game publisher most famously known for the game Call of Duty. For those of you who might not be familiar with the game – COD has an extremely passionate fan following.

Edelman was looking for unique ways to use social data to inform other areas of the Activision business outside of the traditional mar-comms work they were already doing. Following a major social listening audit, Logan and his team were able to identify the key trends and topics of what people were most vocal about online. One of the conversation topics that they were able to segment were fans discussing bugs or glitches found in the game. This data was not only sent to the traditional channels – customers service, comms teams, but was also now being shared with the Product team to evaluate where certain issues/bugs sat within the development cycle. By using this data Edelman was able to inform and prioritize bugs to inform the software release cadence and potentially speed up fixes, keeping their fan base happy.

Social media analytics has expanded as a critical source of insights for departments across the enterprise. From corporate security and copyright protection to new product development and talent acquisition. Social media analytics are fueling a wide breadth of use cases going beyond “just marketing”.