Beyond Social Media Monitoring
by Robin Hamman
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Social Media Monitoring - Putting Marketing and Public Relations at the Centre of the Flow(s)...
Social Media Monitoring - Putting Marketing and Public Relations at the Centre of the Flow(s)
Presentation from Online Information, 03 December, London Olympia
http://www.online-information.co.uk/online09/seminar_description_online.html?presentation_id=842
"In traditional consumer and audience facing businesses, marketing is often viewed as secondary activity, far from the core of the business. When attempts have been made to measure the direct impact of marketing activities on the bottom line, the results have been less than convincing. It's difficult to determine whether that increase in sales was attributable to an advertising campaign or simply down to consumers being encouraged to go out and spend by good whether or other uncontrollable and unmeasurable influences. To make the impact of marketing activities measurable requires a shift, possible through the use of social media, towards the centre of the organisation. No longer does marketing have to be just about pumping out messages, but can also be about monitoring what audiences and consumers are saying, engaging with them directly, and involving them in business innovation such as refining or creating new products and services, the impact of which is measurable. It's time to bring marketing in from the cold, and to enable marketers be the power brokers at the intersection between involved consumers and the core of your business. This is what we at Headshift call Social Business Design. "
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deeped
Products and services are viewed as a source of profit at the point of sale, not after - so talking to customers who have already spent their money is seen as a cost not a source of value.
The result? Companies spend a fortune on call centres that make their customers hate them.
Let's look at how...
http://www.flickr.com/photos/robinhamman/2489117629/
(note: With that simple to make link between what was once an administrative process they're suddenly generating and sharing content.)
[The BBC is a Headshift client]
140 characters seems a pretty efficient way to deal with customer issues - perhaps it's a better way too?
This is David Hone. He's Shell's Climate Change Advisor - a leading scientist in the area and, now, a frequent and vocal contributor in the search for a solution to the climate disaster facing us all... you, me and people who work at Shell alike.
[Shell is a Headshift client]
- brave
- potentially risky
- often done by employees who care, not employees who have to
- guidelines can help support those who do
- always understand and respect norms and conventions of the community space you enter
They've opened their entire programme making process up to scrutiny but, more importantly, are involving their audience at each step of the way - asking for story ideas, feedback on suggested running orders, contacts who might be good interviewees, etc.