By using social listening to refine their marketing efforts, Mattel, Warby Parker, and Cisco are using engagement and analytics to build their brands.

1. Walking the buyer path
2. From customer service to sale
3. Active social listening to boost ROI

The Internet has opened new pathways to engage with customers via web marketing and social campaigns. This process has created confusion in many organizations as online marketers and sales reps can potentially get in each other’s way. However, savvy enterprises are now using social analytics to drive higher sales volume.

Here are three examples of companies using social media to build revenue.

1. Walking the buyer path

Products sell themselves when companies form relationships with their customers and increase their touch points. Mattel, creator of Barbie and Matchbox, uses the software-as-a-service tool Salesforce Market Automation to interact with its customers throughout the digital world: web, social media, mobile, and email.

Using the analytics built into the Salesforce platform, Mattel gleaned that consumers of Fisher-Price products eventually buy the corporation’s teenage-targeted offerings.

“Mattel is now building digital experiences to align with their popular offline products across the customer lifetime buying cycle,” says Agent-cy CEO Jasmine Sandler. “The company has grown both its product line and customer base exponentially since it started listening to social analytics.”

2. From customer service to sale

Eyeglass manufacturer Warby Parker has attracted more customers through the development of a more captivating social presence. The firm decided to focus on relevant education harvested from customer service calls: videos on care of glasses.

The campaign was a huge hit and lead-gen device, an example of how converting social into sales can be particularly effective when you fuel marketing efforts with customer service concerns.

3. Active social listening to boost ROI

Cisco, known for hardware and now the Internet of Things (an industry it projects will hit $19 trillion), wisely put together a group to perform constant social listening. The Cisco listeners analyzed more than half a million comments that named the brand over a recent five-month stretch. By incorporating that insight into its sales efforts, the marketing campaign generated 281% ROI.

Flow between service, social & sales

By listening to your customers through social and by delivering social content that reflects needs expressed to your customer service team, you can grow your profits.

Plus, social analytics can help integrate marketing with sales. “The closer you can align your marketing and sales teams – and give your sales team better insight about how and where your prospects digest content,” says Sandler, “the more automated sales your organization will benefit from in the future.”

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