How to Build Your Brand’s Digital Ecosystem with Search and Social
By Louise LinehanJul 15
Published August 3rd 2017
Insights are taking over as the most useful weapon in a brand’s knowledge base.
It only makes sense that there is a rise in Insights Centers of Excellence — a hub-and-spoke business model in which consumer insights professionals gather and analyze all sorts of data and deliver it to the right people, at the right time all throughout their business.
The most recent blog in our Insights Center of Excellence (coE) series showed you how to educate and convince C-suite stakeholders on why an insights CoE is a good idea. There are many more departments and a ton more individuals within your org that could use convincing. I want to help you sell yourself.
Internal marketing is valuable for any department that wants to be taken seriously, to prove ROI, and to share important insights. Whether it’s customer service, HR, or legal. Yet it’s not a priority for most of us as we are trying to hit deadlines, evaluate past work, and frankly just hustle to get the day’s work done.
With businesses jumping on the “customer obsession” train (and rightfully so), consumer insights professionals have to be marketing their efforts and insights internally.
Senior Forrester analyst Cinny Little knows the ins and outs of customer insights professionals; their challenges, daily routines, and what exactly makes them tick. We put it to her to find out what she thinks are the best ways to make the case for your insights center of excellence within your business.
Given competing priorities and stretched resources, social and insights teams usually don’t view internal marketing of social insights as a top priority. That’s backward thinking. You must build awareness of the value you’re delivering, or you’ll continue to struggle to build the business case for increasing resources to do more.
To use internal marketing effectively:
First, don’t overlook the power of communicating small wins — start small to go large. In organizations growing their maturity in turning social insights into business outcomes, creating visibility about even small wins is critical to proving value.
Second, use internal marketing channels that your audiences already actively use. This may seem obvious, but research shows that stakeholders and internal audience members are very unlikely to go to yet another internal platform, site, or tool that they have no other need to use.
Third, cultivate your champions — don’t focus on doubters or detractors. Your goal with champions is for them to be an informal but important enabler of your internal marketing, as they will mention to others what customer and business value they’re driving from social insights. Word of mouth is a key internal enabler, too.
I know you want specifics, so I went on a quest to search for them in our own Brandwatch teams.
That’s three burning questions answered, and two more articles to go until we complete our blog series.
Next time, we’re zeroing in on how to factor social into your insights center of excellence and the specific measures your team should be selecting to share across your company.
Don’t worry about waiting for the next article. If you want more information on all things related to insights CoEs, the complete Q&A is available to read now.
Now, go get to work marketing yourself at your next company meeting.