Michael Della Penna’s Conversations: 5 Essential Technologies to Ignite and Manage Conversations

This month’s blog is all about the tools necessary to support a successful conversation. Over the last decade, I’ve had the privilege to be involved in building solutions that help brands connect and communicate with their customers and prospects. It’s from that experience that I present the five most essential tools in creating and sustaining a successful conversation with customers and prospects.

In my first blog I talked a lot about how you can overcome the fear of social media and embrace the medium so it can become an integral part of your overall marketing mix. My next post shined the spotlight on understanding your customers in order to build ongoing and successful conversations. My most recent effort demonstrated how B-to-B companies, like B-to-C companies, have much to gain by embracing social media. I highlighted specific examples of several social media programs that are making a measureable impact. All of which leads us to this month’s blog.

This month’s blog is all about the tools necessary to support a successful conversation. Over the last decade, I’ve had the privilege to be involved in building solutions that help brands connect and communicate with their customers and prospects. It’s from that experience that I present the five most essential tools in creating and sustaining a successful conversation with customers and prospects.

1. Email. Perhaps the most obvious one of the bunch. While email’s promise of facilitating one-to-one dialogs never really panned out, the effective use of dynamically-generated email communications based on subscribers’ profiles and/or behaviors help build timely and relevant conversations. While automated or triggered communications have been in practice for some time now, they are, in my opinion, not used often enough and are typically isolated to individual programs within the lifecycle communication strategy.

Therefore, although effective, triggered emails can rarely sustain the dialog over long periods of time and across different stages of the lifecycle. But the impact email has on conversations is hardly over. More recently, the emergence of social tools within email is on the rise. These tools encourage individuals to share content with their social networks, which then enables the conversation to be continued with a larger group across the social internet.

Look for email to remain a force for years to come as brands use targeted emails and Twitter to ignite discussions that are then continued and discussed in-depth on Facebook.

Top providers with both capabilities: ExactTarget, StrongMail (full disclosure: I sit on the board of directors at StongMail) and Yesmail.

2. Inbound reply handling. Who among us hasn’t used email to contact customer service? Who among us has been delighted by the experience? Truth be told, few, if any, of us have been delighted. Lackluster email response times continue to plague many brands, and often contribute to decreased customer satisfaction ratings.

While real-time social tools such as Twitter and CoTweet have emerged as critical tools for handling customer service inquires, sophisticated inbound reply handling for incoming inquiries via email is still essential to building and maintaining great conversations and satisfaction with customers.

Top providers: KANA, eGain.

3. Listening/monitoring tools. I’m a huge fan of listening tools. For many brands, it’s a natural starting point as they continue to search for the content that will best resonate with their customers and prospects. Listening to what consumers are saying about your brand and/or products often yields important insights. It may even provide you the context you need to spark a conversation around a shared passion or related topic that’s of great interest to the community. Listen carefully and use learnings from this listening to build conversations with critical customer segments and prospects.

Top providers: BuzzMetrics, Cymfony and Radian6.

4. Social media platforms.
The emergence of social media networks such as Facebook and microblogging networks such as Twitter opens up a whole new opportunity to connect and communicate with customers and prospects. According to a report from Nielsen, the average Facebook user now spends more than seven hours a month on the social network, which is more than three times the average time spent on Yahoo.

As social networks become more popular, so will the use of social media platforms. Like email, social media platforms enable brands to create, execute and manage real-time interactions and communications with fans and followers. In many respects, the emergence of social media platforms picks up where email left off — enabling communications with both individuals and groups who like your brand.

Top providers: Hootsuite, Objective Marketer, Spredfast and StrongMail.

5. Social communities and networks. Aside from the emergence of leading social networks like Facebook, brands are increasingly recognizing the power and benefit of building their own communities. These collaborative environments help brands capture customer ideas and feedback, allowing them to glean critical information from conversations between customers. Often the wisdom from these conversations results in new products and a culture of innovation. Look to see the continued growth of these proprietary communities as social and software combine to help build critical conversations that drive business success.

Top providers: Communispace, Jive Software.

There you have it: five essential technologies to help every brand create, execute and manage real-time, relevant conversations.

‘Til next time!

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