digital natives - session 4 - listening to consumers

Session 4:Listening to Consumers.

“Watch out for the content pushers. They want to create stuff and then

dump it. People are looking for conversations and relevance.”

Bob Pearson, VP Communities & Conversations @ Dell

“Conversation, not content, is king. If you were stranded on a

desert island and you opted to bring your records instead of your friends,

we’d call you a sociopath.”

Cory Doctorow, Science Fiction Novelist.

“Why does listening to your customers sound like

a Web 2.0 Idea? It should be a Business 1.0 Necessity.”

Jeff Jarvis, Professor Interactive Journalism NYU

Hey, let’s tap into everybody’s processing

power!

“I see no need for more than five computers

worldwide.”Thomas J. Watson, IBM

“We know that he was wrong…”

“He overstated the number by four.”

Clay Shirky, NYU Interactive Telecommunications

http://visualgadgets.blogspot.com/2008/06/graphs-and-networks.html

Hey, let’s tap into everybody’s human skills!

Hey, let’s simply talk.Really.

“It is a real debate about real ideas. You want to surface those

and get rid of the crap.

The crap won’t survive true collaboration and social

networking.”Steve Fisher, VP in charge of the platform @ Salesforce.

“It's like a live focus group that never closes.”

Mark Bernioff, CEO Salesforce.

http://www.flickr.com/photos/hyku/2478364764/sizes/o/in/set-72157604946610778/

“Would you rather do a focus group with 10 people or listen to 100,000 people

debate ideas for a few months ad ask them

questions through the process?”

Bob Pearson, VP Communities & Conversations, Dell

1. Is IdeaStorm increasing revenues?2. Is social media impacting the bottom and top line

of Dell?3. How Dell has $1mm in revenue from Twitter?4.Is social media superficial branding, or does it

truly change the company?5. How does an economic downturn impact Dell’s

social media efforts?6. Is it better for customers to self-support each

other rather than calling Dell Support?7. What’s the URL of your corporate webpage?

“Social Media is becoming part of who we are. It’s a way to communicate with our customers more effectively. And that lasts forever. It is not going away. It will only increase our value.”

• Start a café society in the cafés with discussion about arts.•Offer free drinks for frequent buyers.•Offer a free drink on birthdays.• Recycle cards, cups, and sleeves.•Offer classes on coffee.• Serve healthier breakfasts.• Turn down the music.•More plugs for laptops, please.• Get rid of the tip jars.• Let employees show their tattoos.

“Customers are telling Starbucks that long lines irritate them. But note well

that they didn't come online to complain. Instead they offered solutions. This is the

gift economy of online.”Chris Bruzzo, CIO & CTO Starbucks

“The dead-end suggestion box and the auto-reply are symbols of corporate indifference and are no

longer tolerated. In this age of nonstop, immediate communication in blogs, wikis, Twitter, and

YouTube, your customers are having a conversation about your products and practices. The question

every company has to ask is: Do I want to be part of this conversation? Do I want to learn from it? Am I willing to innovate on the basis of it?”

Chris Bruzzo, CIO & CTO Starbucks

“ I don’t understand why companies aren’t falling over

themselves to at least offer their customers this opportunity.”

Jeff Jarvis, Professor Interactive Journalism NYU

Optimize your listening

Source: Jupiter Research

Source: Jupiter Research

“We preach that clients today should be setting aside 15% of their spend for

optimization.

We think the opportunity to improve the performance of the other 85% is that

significant, and well worth it!”

Mark Taylor, EVP and CIO Wunderman

http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/

Analytics

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Analytics

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Analytics

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Analytics

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Analytics

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Analytics

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Analytics

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Analytics

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

Methodologies

“Statistics are like a drunk with a lamppost, used more for support

than illumination.”

Winston Churchill

Dialogue

Dialogue

Dialogue

Dialogue

Dialogue

Dialogue

Dialogue

Dialogue

“So I am covered when I start listening to my site visitors?

Think again! This is 2008!”

“Word of mouth is now a public conversation, carried in blog

comments and customer reviews.”

Chris Andersson, Wired editor

“Online Reputation Management is the practice of consistent research and analysis of one’s personal or

professional, business or industry reputation as represented by the content across all types of online

media.”

definition from Wikipedia

satisfaction insights money

The reasons why...

speed

Four steps to success...

engagelisten respond measure

We need a shift in mindset

Public Relations

Public Relationshipsto

from

1 to many

1 to many AND 1 to 1to

from

talk to journalists

talk to consumers/peopleto

from

control the brand

manage the brandto

from

push the message

engage the communityto

from

speak as spokesman

speak as a peerto

from

What to monitor?

consumers

collaborators

distributors

creators

85%

9%

5%

1%

The participation inequality

listen

Google

company namecompany url

productspublic peoplecompetitors

combinations

Google

company namecompany url

productspublic peoplecompetitors

combinations

Google

“Love the customer who hates you.”

Jeff Jarvis, columnist for Business Week

Blogs

A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order.

Blogs

technorati.comblogsearch.google.combloglines.com/citationsicerocket.comblogpulse.comurlfan.com

Micro-blogging

Twitter is a free social networking and micro-blogging service, that allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.

Micro-blogging

Micro-blogging

Micro-blogging

twist.comtweetscan.comsearch.twitter.comtwitmobile.comtweetbeep.com

Social Platforms

A social network service focuses on building online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services.

Social Platforms

facebook.com/directory/#/directory/groups/facebook.com/directory/#/directory/pages/facebook.com/lexiconnl.netlog.com/go/search/

Flickr & YouTube

Flickr is an image and video hosting website, web services suite, and online community platform. It was one of the earliest Web 2.0 applications. In addition to being a popular Web site for users to share personal photographs, the service is widely used by bloggers as a photo repository.

Flickr & YouTube

YouTube is a video sharing website where users can upload, view and share video clips.They use Adobe Flash Video technology to display a wide variety of user-generated video content, including movie clips, TV clips and music videos, as well as amateur content such as video blogging and short original videos.

Flickr & YouTube

flickr.com/searchyoutube.com/results

Delicious & Digg

Delicious (formerly del.icio.us, pronounced "delicious") is a social bookmarking web service for storing, sharing, and discovering web bookmarks. The site was founded by Joshua Schachter in 2003 and acquired by Yahoo! in 2005. It has more than five million users and 150 million bookmarked URLs.

Delicious & Digg

Digg is a website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories. Voting stories up and down is the site's cornerstone function, respectively called digging and burying. Many stories get submitted every day, but only the most Dugg stories appear on the front page.

Delicious & Digg

digg.com/searchdelicious.com/search

Forums

An Internet forum, or message board, is an online discussion site. It is the modern equivalent of a traditional bulletin board, and a technological evolution of the dialup bulletin board system. People participating in an Internet forum can build bonds with each other and interest groups will easily form around a topic's discussion, subjects dealt within or around sections in the forum.

“Google counts more than 1 trillion unique web urls.”

Google Inc.

1.000.000.000.000

RSS to the RSScue

RSS to the RSScue

Online Reputation Monitoring Tools

respond

“Talking much about oneself can also be a means to conceal oneself.”

Friedrich Nietsche

never ignore, always talk backstart the dialogue, even a negative onemake an apology if necessaryexplain why you did things the way you didnever break a promisebe transparent and openhave a site to redirect people to for more infohave a site that enables you to be responsivebookmark the discussion, add relevant tags

Keep in mind...

have a no nonsense title, make it as clear as possiblelose your ego, people want down to earth, genuine articlescopywrite with SEO in mind, use relevant keywords & tagsmake your press releases portable & bookmarkable

Tips from bloggers

Cory Doctorow, editor of BoingBoing, the best read blog in the world

engage

“When our customers join the brand, they tend to stay. Our Generation Benz community is a natural

extension of our desire to broaden the Mercedes-Benz family, and establish a dialogue with future buyers to

guide us with the design of our vehicles and direction of our brand.”

Stephen Cannon, VP of marketing, Mercedes-Benz USA

Mercedes uses Generation Benz to get feedback on product designs and advertising concepts

and more generally gauge the mind-set of the 19- to 32-year-old crowd.

Through questionnaires, polls and live chats, the company seeks to better understand what

makes Gen Y tick.

Mercedes also tries to maintain the interest level of its members by offering them a chance to participate in a driving event, attend a press conference at an automobile show or take part in clinics on the development of new products.

measure

What happens in Vegas stays in Vegas

Listening can begin today.With free/inexpensive toolsMake everyone in your organization responsible for listening.Ideastorms take an investment in time and staffing.

...until someone talks about it on Twitter!

http://www.friendfeed.com/bartmuskala

http://www.friendfeed.com/jalgo

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