How did you get into social intelligence? What was your career path to your current position?
I first got into Social Intelligence when working in Ireland, where I saw firsthand how the data and insights taken from our social channels could be used to better inform our broader strategy and approach. Over the past 15 years I have worked in Digital and Marketing roles across multiple industries (financial services, telco, retail, media) and geographies (physically working in the UK, Ireland now the USA) for brands such as O2 Telefonica, Marks & Spencer, London Stock Exchange Group and Thomson Reuters. Customer centricity and the use of data has always been foundational to my approach, and social intelligence provides a key pillar stone of this, informing transformation and driving operational excellence.
What's your proudest achievement of your career to date?
My proudest achievement is leading the Integrated Marketing Team for London Stock Exchange Group, a team of 150 marketing and digital specalists operating across 30 countries, driving Marketing ideation, enablement and execution.
How is your organisation using social data to support business decision-making?
A hollistic social intelligence approach is leveraged aligning best in class tooling, processes and team expertise with our broader MarTech stack, whilst ensuring customer privacy is fully respected and compliant.
Looking into 2022, what are your expectations for how social intelligence is going to support your organisation?
Looking into 2022, Social Intelligence will continue to play a critical role, underpinning our broader Marketing Intelligence approach through a new Customer Data Platform to drive better understanding of the customer need, better orchestration of their experience and enhanced privacy considerations.
What's your view on how to develop social intelligence and get organisational buy-in?
To fully leverage the value of Social intelligence it has to be part of the broader Digital or Marketing strategy for the organisation. The value is amplified when built in the context of the broader customer experience you are trying to create.
What piece of advice would you give to others working within organisations doing social intelligence?
As with most disciplines it is critical to have the right talent. We are very fortunate at LSEG to have had an exceptional social team in house over the past few years.
Where would you like to see the discipline of social intelligence going in the future?
I would like to see how we can further improve the insight we gather and then convert into tangible outcomes for the customer.
What would you say to business leaders about why they should be incorporating social intelligence into their growth strategies?
Social intelligence gives organizations a means to more frequently and more extensively bring the voice of the customer into their growth strategies.
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