In This Episode You’ll Learn:
- Tools to help you start collecting customer data for your business
- Why you should document your business processes
- The possibilities AI introduces for marketers
Think Conversation, Not Campaign
Brooke is an expert social media marketer. Her company B Squared Media focuses on how to provide the best management, advertising and customer care in the social media space.
Brooke explains that customer care is more than customer service — it is about being active rather than reactive. Her goal is to make conversations around brands lasting, fruitful and more human.
Harnessing AI for Customer Care
Brooke uses AI from Sprout Social to listen for brand mentions in customer service sessions on social media platforms, so she can more meaningfully join conversations surrounding her clients’ brands.
She also uses what she calls the BIC method when searching for keywords: She searches for words around the Brand, the Industry and the Competitor. This has helped her clients understand how people are feeling about their brand, what is happening in their industry and what customers are saying about their competitor that can be leveraged to her clients’ advantage.
Just because AI is a good fit for her, Brooke advises, doesn’t mean it’s a one-size fits all solution for gathering data. First, you must have a clear goal around your data-gathering project. That, ultimately, will determine what tool you should use.
Machines Aren’t Everything
Brooke reminds that while AI machines can deliver vast amounts of data exceptionally quickly, it still takes a human to make sense of it and solve a client’s pain point.
“It’s not just about the machine or the tool. It’s about the machine and the marketer working together for a common goal.”
Going beyond the data is what counts in AI marketing. If you can make data legible, that’s something you, clients and customers can benefit from.
“The machines are very smart […] but at least in our world so much of what we do is creative and that is something that a machine cannot do at this time. We are valuable and the machines actually make us more valuable.”
