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Social Media’s Prominence in the Consumer Marketplace: The Customer Owns the Pilot Seat

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July 16, 2015

by Molly Moriarity
@mollymori
https://www.crimsonhexagon.com/content/uploads/dallas-recording.mp3

Dana Miller, Crimson Hexagon’s SVP of Client Services, discusses the power of customer insights in the public sphere with the KRLD/CBS Dallas radio.

How can a company stay ahead of the conversation (when relating to consumers)?

“I’m particularly passionate about at Crimson Hexagon, how we can help with customer experience.  I’m a huge proponent for being proactive, and really understanding a lot about your customer, so that you know how not to react when something goes wrong, but how to avoid the situation entirely, or to even pleasantly surprise your customer with something unexpected.”

Today’s businesses need to incorporate social analytics for improved consumer insights. By adding in the value of social data, you can better understand the profile of your customer, and you can better anticipate how they will react in a particular situation and surprise them with positive connections.

The personality of the airline, the brand personality to the forefront or the organization, makes the difference in connecting with your customer. We recently conducted an analysis of the most prolific airline brands for North America and Europe, specifying down to a list of 10. We found that, through our human trained, machine learning analyses, there were many top brands who had responded to social media users ineffectively and driven their social sentiment into the ground. Now, the sentiment must be taken within the framework of today’s flying requirements: due to weather restrictions and other important delays, it is often impossible for flights to take off on time. But what seems to be the largest problem for some airlines, was not what they were saying to customers, but how they delivered the messages. To read through our recommendations for brand success to these airlines, download our airline report.

Leveraging social insights can change the way brands do business: from relating to customers, to driving targeted marketing campaigns, the data can help illustrate the best way to garner attention for your business.

Molly Moriarity
As Global Digital Marketing Manager at Crimson, Molly works to create a better experience for all who visit Crimson's site. She also writes about the value of social data, and in her free time, she travels as much as possible.
Follow @mollymori

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Crimson Hexagon

What is “The Crimson Hexagon”?

Our company’s name derives from the “Crimson Hexagon” described in Jorge Luis Borges’ short story, The Library of Babel, which was published in Spanish in 1941 in his collection, The Garden of Forking Paths.

The narrator in Borges’s story describes a library of astronomical size comprised of almost infinite adjacent hexagonal-shaped rooms that collectively contain every possible combination of just 25 characters, a period, and a comma.

Though most of the books are gibberish, the library also contains every valuable book every written and that might ever be written.

Similarly, our Crimson Hexagon software platform finds meaning in a seemingly endless volume of unstructured text and images.

Given our name, it flows naturally that the color crimson is central to our identity.

Interestingly, our founder, Gary King, is a world-renowned social scientist and professor at Harvard University, which is another world-leading institution that also is known not only for the color crimson, but also for helping inquiring minds find meaning.

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