It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Integrated social profiles uniting Lithium’s community platform with Klout influencer scores is one of a host of new product announcements being made by Lithium this week.
The social community platform vendor claims the latest product rollout is the largest in its history, aimed at helping marketers improve customer experience across digital channels. The products are being united under Lithium’s Totally Community strategy.
Among the announcements is the new Lithium Integrated Profile, which brings together individual and brand Klout Scores with Lithium’s branded community intelligence to paint a more comprehensive picture of consumers on social. Lithium acquired Klout, which scores social media users in terms of influence, last year.
Using these expanded profile capabilities, Lithium claimed brands gain an improved ability to identify experts in topics important to their community and brand, reward loyal customers and influencers, gain a more holistic picture of customers, highlight more relevant content, and more successfully personalise experiences.
Consumers in communities can also more easily find likeminded peers and experts, identify topics that impact their personal online or social brand, get credit for their expertise across broad social networks and communities, and access more relevant content.
The improved Lithium Shared Dashboard and Monitor Wall, meanwhile, is designed to help marketers better visualise and share big data insights from social and digital channels with other stakeholders and executives, as well as configure and update dashboards in real time.
Lithium Mobile Agent and Experts is aimed at customer care teams and aims to help front-line staff tap into expertise across the organisation more effectively and on demand.
Other updates included improvements to Lithium’s Ratings/Reviews capabilities across products and services shared in communities, as well as the launch of Value Analytics. The latter uses integrated surveys and foundational analytics built into the Lithium community platform to measure community return on investment, such as purpose of a community visit, success rates, intent to call and Net Promoter Scores.
In addition, Lithium has worked to extend the platform outside its own four walls, including a new Salesforce Connector, listening APIs that allow third-party social and community data to be brought back into and tracked within the Lithium platform, and Software Development Kit.
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Lithium CEO, Rob Tarkoff, said all of the new enhancements and releases, which were detailed at Lithium’s Linc conference in San Francisco, were about meeting ever-higher customer expectations. He pointed to a recent survey of 300 US corporate executives undertaken for the vendor by Harris Poll, which found 82 per cent have higher customer expectations than three years ago.
“Companies must now compete at a whole new level of keep pace with emerging digital experiences,” Tarkoff said. “The brands that survive – and thrive – will be those who adopt a total community approach and find innovative ways to delight customers, deliver real-time service, and win loyalty for the long haul.
“Our Total Community offering is the essential platform to help companies innovate around customer experience, care and marketing.”
Lithium claims more than 700 million online users are now touched by the Lithium+Klout platform each month. Australian brands using the platform including Telstra, Fox Sports and Commonwealth Bank.
The Dashboard and Monitor Wall, Mobile Agent and Experts and Ratings/Reviews are available now, while the Integrated Profile, Value Analytics and SDK are expected to be available in August.
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