- Monitor and manage the social profile of your brands

Is your brand an introvert, an extrovert, or a sociovert?

At Xerago, we believe that there are three kinds of brands in the world – introverts that don’t engage with their customers, extroverts that monopolise customer conversations, and socioverts that actively engage in social conversations. There are a number of introvert brands that we are all aware of which just do not engage with their customers on social media, regardless of the negative brand impact. Then, there are the extrovert brands which continuously keep talking about themselves on social media – constantly posting on their Facebook pages, on Google+, on their blogs and everywhere else. Then, there are the sociovert brands – who engage in actual conversations with customers.

At Xerago, we help brands become socioverts.

Why do brands find it challenging to be socioverts?

Traditionally, brands have siloed customer engagement for customer service. Brands use ATL and BTL to push messages, 1-800 numbers for customer support, Market Research, Net Promoter Scores, VoC surveys to get customer feedback, and consummation channels such as physical and digital storefronts. However, on social media, all conversations are collapsed. The essential premise of social media is that customers are in conversation. This is a strange concept for brands which are used to having monologues with customers, where they go on and on about their product benefits. Not that TV or Print does not work. Just that the nature of the media requires the marketer to not talk to customers, but also listen and act accordingly. For organizations where responsibilities are distributed across multiple functions, it becomes difficult to own the customer on social media.

Regardless of how challenging it may be though, the primary custodian of the customer relationship with the brand is the CMO. And as a result, it falls on the CMO to manage the social media strategy.

So, how does Xerago help brands become socioverts?

Listen > Sieve > Route > Respond

For organizations that have had limited exposure to social media, we recommend that we set up just a Social Media Listening Cell initially. This cell will keep listening to all conversations about your brand on social media, to give the marketer an idea of how customers engage with the brand. Incidentally, we also have scenarios where customers just do not have any kind of conversations at all. In such cases, if the customers are conversing about competing brands, but not about your brand, then certainly we can diagnose a brand salience challenge and plan a relevant strategy. We have had numerous instances of brand managers identifying marketing opportunities and gaps simply by observing customer behavior on social media.

If you have already got your feet wet on social media, then it is certainly time to jump in and become a sociovert. In which case, Xerago will set up a full-fledged Social Media Command Center for your brand/s. Xerago’s Social Media Command Centers work across the full lifecycle – Engagement, Nurturing and Intelligence.



Benefits of becoming a Sociovert

If you engage with Xerago to set up a Social Media Command Center, some of the benefits you are likely to realize are…

  • Greater brand connect
  • Brand salience
  • Engagement and commitment to customers – “We care”
  • Increased brand recall
  • Quick response to potential PR challenges
  • Understand customer needs and design products and service appropriately
  • Engage with key constituents
  • Understand the customer psyche, perception of brand and competition
  • Proactively inform users on offers and deals to sweeten their engagement
  • Track metrics over time to measure the impact of your company’s rep