Building awareness and driving purchases are as important as ever. At the same time, optimising the post-purchase phase and creating an outstanding overall customer experience are becoming key differentiators, separating successful brands from middle-of-the-pack players. The task of integrating and improving experiences along the entire customer journey—a company-wide process—will fall to marketing departments. This paper ...

Social media is turning up the heat for brands. More than ever before, consumers are expecting a seamless brand experience from any company, and if they don’t get one, they’re not afraid to let you know. By 2016, 40% of the world’s largest enterprises will be primary customer service channel.using social media as their

Customer service is the single most important factor in how much people trust your brand. Social media is now a major channel for customer service, and it will only become more crucial in the coming years. This handbook is based on our experiences working in enterprise social media management with thousands of marketing and customer ...

It’s important that content is carefully planned out to ensure that you reach your objectives for social. When content is created on an ad-hoc basis, you risk communicating content that’s off-brand, or off target for your long-term objectives. Planned content promotes regular posting, and allows for a consistent workflow to maintain the quality of the ...