By North Highland, Special for USDR
A new white paper released this week from management consulting firm North Highland, discloses that 80 percent of companies active in social media do not use associated analytics to direct or inform their customer experience strategy.
The report, “Strategically Social: The Untapped Influencer Modeling Opportunity,” covers the depth of behavior information provided by social media outlets and how companies can capture that detailed intelligence to better segment and target potential customers or develop new products or services. The key to success is identifying the right influencers at the right time.
“If we are to understand human behaviors so that we might impact those behaviors at the moment of choice, we must understand how humans are connected and how they move through their social networks,” said Mike Lang, Senior Director at North Highland’s experience design division Sparks Grove. “Applying social network theory allows us to understand why relationships form and what perpetuates them. This also helps deliver a more human-centered experience.”
According to the report, smart brands are applying Influencer Modeling (IM) in ways standard social analytics never could by combining an individual’s visibility with shared interests. The IM concept goes beyond simply focusing on what messages to push to a more engaged approach that asks, “who is saying what matters most?” in order to guide strategic initiatives such as product launches, positioning and understanding consumer buying behavior.
According to Lang, “The data you need to inform strategy and provide in-depth customer insight is out there, within the highly complex web of social media. Influencer Modeling organizes that far-reaching data and puts it to work.”
For additional research findings and successful North Highland Influencer Modeling case studies, download the full report here.
About North Highland
North Highland is a global management consulting firm that delivers unique value, relevant big ideas and strategic business capabilities to clients around the world. The firm solves complex business problems for clients in multiple industries through an integrated approach and offers specialty services via its Strategy, Data and Analytics, Managed Services, and Sparks Grove divisions. North Highland is an employee-owned firm that has been named as a “Best Firm to Work For” every year since 2007 by Consulting Magazine. The firm is a member of Cordence Worldwide (www.cordenceworldwide.com), a global management consulting alliance. For more information, visit northhighland.com and connect with us on LinkedIn, Twitter and Facebook.
About Sparks Grove
Sparks Grove is an Experience Design agency. As a division of global consulting firm North Highland, we apply design thinking to plan, make, and execute human experiences that cultivate growth for clients. We use insight, foresight, strategy, design, and development to transform businesses to more human-centered, purpose-driven organizations.
If you’re interested in learning more about our approach to experience strategy & design, or how Sparks Grove can help you solve a pressing business challenge, please visit us as www.sparksgrove.com or contact us at: + 1 404-961-9900.
North Highland conducted a survey of 211 marketing or advertising leaders at companies with employee counts of over 10,000, revenue of $500 million or more, and four years or more of social media experience.
SOURCE North Highland