In the Headlights: September 25, 2019 Issue

In The Headlights

Missed our live event and webinar this week about the social networks to watch in 2020? No worries – grab the full paper here!

This week, at our live event in New York City with Talkwalker, Inc., we suggested a term that many marketers hadn’t heard before: blended listening. In marketing, our operational silos often have us buying point solutions for every imaginable task; many marketers have a social media listening tool, a media monitoring tool, a hashtag tracking tool, a suite of SEO tools, etc. but none of these tools share data or insights.

Blended listening is exactly that: getting every vendor’s data into a common repository in some fashion so that we can connect the dots across the customer journey. When we look at the average business digital customer journey, every major channel has its own point solution, but none of the tools connect – and neither do our teams. How often does the SEO team talk to and share data with the social media team? How often does the social media team share insights with the mobile app development team?

When we sequence a digital customer journey, one of the key takeaways should be that, in order, each channel’s appearance in the journey should pass data and insights to the next channel:

Digital Customer Journey Map Example

If social media leads the journey in awareness, and SEO nurtures the customer, then the social media team should be passing along data to the SEO team. And the process isn’t one way – the SEO team may see data trending that could help the social media team create content that’s not being discussed yet, but will be soon.

Only a strategy of blended listening, when you have your people and processes integrated along with best-in-class point solutions, will magnify the impact of each team, individual, and vendor beyond simple linear growth. This isn’t a tool you can buy – it’s a set of processes and skills you need to grow in your marketing organization.

The Bright Idea

This week’s Bright Idea is the video edition of our MarTech Conference podcast episode. We’re experimenting with more video, so please let us know what you think AND what you’d like to see more of.

Watch the video on YouTube now »

Rear View Mirror Data

In the rear view this week, we’re digging a bit into private community software packages. After the release of our Social Networks 2020 paper, a number of people asked about different platforms and options. Using the Talkwalker social monitoring platform and AHREFS SEO tools, we identified and looked at the top searches for 11 providers of private community services:

2019 09 25 09 11 06 e1569417118287

What we see is that Discord, the B2C app, has by far the greatest general overall monthly interest, followed by Slack and then Microsoft Teams. Facebook’s much vaunted Workplace by Facebook has gained no substantial share of mind – to no one’s surprise, given the company’s serious privacy issues.

What should you take away from this? Unless you have specific regulatory needs that mandate a certain platform, when it comes to setting up private communities for your brand, go where the people are (because you don’t need to convince someone to install an app they already have). If you’re a B2C marketer, build on Discord. If you’re a B2B marketer, build on Slack.

Methodology Statement: Trust Insights identified the top co-occurring terms around the major private community platforms such as Slack, Discord, and Microsoft Teams in relation to group chats with the Talkwalker platform. The study period was 13 months, from August 25, 2018 to September 25, 2019. Once specific brands were identified, Trust Insights validated search volumes in the AHREFS SEO tool.

In Case You Missed It
Shiny Objects

Shiny Objects is a roundup of the best content you and others have written and shared in the last week. It uses machine learning for the automated one-sentence summaries.

Social Media Marketing

Media and Content

Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

SEO, Google, and Paid Media

Business and Leadership

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Upcoming Events

Where can you find us in person?

  • MarketingProfs B2B Forum, October 2019, Washington, DC
  • Social Media Marketing World, March 2020, San Diego, CA

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FTC Disclosure: Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

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