Based on the questions I often get from marketing practitioners after the webinars and speaking engagements, there is a considerable confusion about a difference between SMM and Customer Intelligence methodologies. Below is my first attempt to establish a clear demarcation line between the two approaches. Please help me to refine this matrix with your feedback, comments and disagreements.
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Social Media Monitoring |
Customer Intelligence Analytics |
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SMM captures and measures WoM communications generated by anybody or anything: consumers, bloggers, marketers, pundits, industry analysts, customers, automated repeating and SEO software. The content originates from Social Media networks and other public (Internet) sources. |
CIA captures and measures only customer communications about a product/service they have purchased and experienced. The user/customer-generated content (USG/CGC) can originate from public (Internet) or private (company) sources. |
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Transactional analytics, i.e., how much buzz there is about keyword=XYZ and whether it’s positive or negative. Focus is on BUZZ. |
Contextual analytics – why customers purchased this product, what they do like and don’t like about their experience, and to what degree. Focus is on Customer Experience. |
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Provides two-dimensional measurements per keyword provided – velocity and sentiment, i.e., how fast and furious the communications are generated, and whether they are negative or positive. |
Provides three-dimensional measurements per product/service – discovers what attributes of customer experience with the product are important to customers, measures how important each attribute is, and measures difference between customer expectations and customer experience with each attribute. |
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Immediate to short time frame communications are monitored and trended. |
Time frame is determined by a product life-cycle and trending of post-shipping customer feedback metrics. |
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Excellent for PR and Customer Support Crisis Management applications. |
Excellent for Strategic Marketing, Marketing Communications Effectiveness, Product Management, Customer Support Management, Purchasing Management applications. |
