Stop listening. Start acting on insight.

Brooke Sellas, Founder & CEO of B Squared Media, joins Jochem Van Der Veer to explore how social intelligence is reshaping marketing and customer experience strategies. As a pioneer in conversational marketing, Brooke offers invaluable insights on leveraging social media for meaningful customer engagement and business growth.

Here’s why you don’t want to miss this episode:

1. Shifting social media paradigms: Social media has evolved far beyond its origins as a content distribution channel. Brooke emphasizes that while many brands still view social platforms primarily as promotional tools, the real value lies in fostering genuine conversations with customers. She cites beauty brand Bloom as a prime example, showcasing how conversational content can be used to gather voice of customer (VOC) data and enhance customer interactions.

2. The organizational challenge: One of the key hurdles in maximizing social media's potential is the lack of unified ownership within organizations. Brooke points out that social media responsibilities often fall under various departments — marketing, customer care, communications, or PR — leading to fragmented strategies and missed opportunities for customer-centric engagement.

3. Implementing the CARE framework: To drive meaningful social media engagement, Brooke introduces the CARE framework: Conversational, Acquisition, Retention, and Engagement. This approach helps brands quantify the ROI of their social media efforts by focusing on genuine conversations and identifying signals for customer acquisition and retention. By gathering and analyzing VOC data through this lens, companies can proactively address both positive and negative customer interactions.

4. Balancing AI and human touch: As AI continues to reshape customer experience, Brooke advocates for a strategic blend of technology and human insight. While AI excels at managing basic queries and providing immediate responses, complex and empathetic interactions still require human intervention. The key is to leverage AI in ways that enhance rather than replace human-driven customer experiences.

5. Tailoring experiences across generations: Understanding generational nuances in social media usage is crucial for delivering personalized customer experiences. Brooke highlights the importance of recognizing preferred communication channels — whether it's email for boomers or social media for Gen Z — to ensure effective engagement across diverse customer segments.

6. Strategic social listening: Brooke underscores the value of proactive social listening as a tool for crisis management and customer insight gathering. By tuning into customer conversations, brands can address issues before they escalate and leverage positive sentiment to improve their products and services.

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