20110224 listening dickraman
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20110224 listening dickramanTRANSCRIPT
Dick Raman, CEO,
BrandReact, Inc.
! http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
! Governments overthrown ! Every part of our life affected ! Not just for kids ! Fundamental Shift in Business
! Consumer Power ! B2C and B2B
! Consumer always had a voice ! Consumer Advocate Groups ! TV Shows
! With Social Media ! The Masses can be mobilized ! Instantly
! Consumers can damage or break your Company
! http://www.youtube.com/watch?v=5YGc4zOqozo
! Business Networking (90m Users) ! Resumes + Accomplishments +
Skills + Recommendations ! Professionals ! Executives
! Company Profiles ! Groups (Discussions) ! Events
! Micro-Blogging ! 140 Char (SMS) ! Stream of Information (Real-Time)
! Dip in and Take what you want ! Great search capabilities ! Live event commenting
! 3rd Largest Country ! 1st in knowing its Citizens ! No Democracy
! People are Narcissistic and Voyeurs ! Privacy or Transparency? ! National Social Networks
will fade away ! The web gets pulled in
! Social Logins ! ‘Like’ anything
! Companies need to Listen! ! Listen to what is said about your Brand ! And React!
! Institute Corporate-Wide Listening ! Define a ‘Listening Policy’ ! Select suitable tools ! Involve all staff
! 93% of Americans believe a company should have a social media presence
! 85% believe a company should be active with customers in social media
! 56% feel a stronger connection with companies they interact with in social media
Cone Business, Sept 2008
! Who is out there? ! What do they say? ! Where are they? ! When do I hear them? ! What matters most? ! What do customers expect? ! What can I do better? ! How am I contributing?
! Effective social listening is not just technical, it is also a cultural and business process issue ! Involve the whole organization ! Loosely integrate with CRM
! Appoint Chief Listening Officer ! Educate ! Set Policies ! Enforce
! Listening & Response Platform
! FUD: Fear – Uncertainty – Doubt ! Denial ! Privacy Concerns ! Identity Theft ! Under Age Kids
! The Old way: ! First research on the Internet ! Then Buy in Store (or Online)
! The New way: ! Research while in the Store ! Look for Reviews ! From Friends!
! The Old Way: ! Use Targeting to
Convince
! The New Way: ! Use Human
Engagement to Drive Preference and Loyalty
! Retain Customers ! Acquire Customers ! Reputation Management ! Customer Service (in Public) ! Public Relations ! Exceed Expectations
! Appoint A Chief Listening Officer ! Listen with a purpose ! Think enterprise ! Don’t try to boil the ocean ! Stand on the shoulders of giants ! Embrace the change
BrandReact Nederland BV io [email protected]