Blog Post:Listening to and engaging with the marketplace are just a few of the ways brands are taking advantage of the always-on and connected nature of social media. According to ABN Amro’s Gerard Lindeboom, “The customer owns social… we just have to be present and listen to them when they are there talking about us.” And the Dutch bank isn’t alone. Top European brands are using social media to listen and engage with fans more frequently than ever.  According to Social Bakers, the top socially devoted brand worldwide in Q4 2012 was Vodafone UK, with a 77% response rate to customer questions via Twitter. Royal Dutch Airlines also made the top 10 with a 72% response rate on Twitter. The key is “knowing what they talk about and knowing how much they talk about you,” says Lindeboom. So how are brands turning this buzz into real business results? It’s no secret that conversions are where social metrics have previously hit a road block. Proving the value of social media in the wider business can be a challenge. FIAT took on the challenge with a complete change in direction – from selling cars, to selling relationships As Claudio Annicchiarico, Head of Digital for UK at FIAT Group, explains, they wanted to better understand their fans and followers, and turn likes into sales through building a strong relationship to their brands. For Annicchiarico, this was about engaging with their online communities and ‘allowing people to convert where they choose’. See how ABN AMRO and FIAT use Adobe Social to turn social buzz into real business opportunities: Author: Date Created:22 March 2013 Date Published: Headline:Prove it: how brands are turning social buzz into actionable insights Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/03/78.png

Lis­ten­ing to and engag­ing with the mar­ket­place are just a few of the ways brands are tak­ing advan­tage of the always-on and con­nected nature of social media.

Accord­ing to ABN Amro’s Ger­ard Lin­de­boom, “The cus­tomer owns social… we just have to be present and lis­ten to them when they are there talk­ing about us.”

And the Dutch bank isn’t alone. Top Euro­pean brands are using social media to lis­ten and engage with fans more fre­quently than ever.  Accord­ing to Social Bak­ers, the top socially devoted brand world­wide in Q4 2012 was Voda­fone UK, with a 77% response rate to cus­tomer ques­tions via Twit­ter. Royal Dutch Air­lines also made the top 10 with a 72% response rate on Twitter.

The key is “know­ing what they talk about and know­ing how much they talk about you,” says Lindeboom.

So how are brands turn­ing this buzz into real busi­ness results?

It’s no secret that con­ver­sions are where social met­rics have pre­vi­ously hit a road block. Prov­ing the value of social media in the wider busi­ness can be a challenge.

FIAT took on the chal­lenge with a com­plete change in direc­tion – from sell­ing cars, to sell­ing rela­tion­ships As Clau­dio Annic­chiarico, Head of Dig­i­tal for UK at FIAT Group, explains, they wanted to bet­ter under­stand their fans and fol­low­ers, and turn likes into sales through build­ing a strong rela­tion­ship to their brands. For Annic­chiarico, this was about engag­ing with their online com­mu­ni­ties and ‘allow­ing peo­ple to con­vert where they choose’.

See how ABN AMRO and FIAT use Adobe Social to turn social buzz into real busi­ness opportunities: