Internet Evolution: social listening
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Internet Evolution: social listening

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Listening to customers has always been at the core of successful businesses…but Today listening at scale across the social Web provides opportunities to move beyond simply understanding…it also......

Listening to customers has always been at the core of successful businesses…but Today listening at scale across the social Web provides opportunities to move beyond simply understanding…it also poses some significant challenges. Listening across the social Web can serve to inform and engage your business in new ways to create and nurture new, or further strengthen existing, customer relationships

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  • Amazon's Jeff Bezos once said of brands: "Your brand is what people say about you when you’re not in the room.“And while those private conversations over the back yard fence still occur, similar conversations are taking place in the social town square of the InternetListening to customers has always been a core component of successful business…but Today listening at scale across the social Web provides opportunities to move beyond simply understanding…it also poses some significant challenges.Listening across the social Web can serve to inform and engage your business in new ways to create and nurture new, or further strengthen existing, customer relationshipsIn addition to the chance to strengthen your relationships with customers, social listening also creates an opening for innovative initiatives that deliver new and more value to your customer and for your businessTo get there….more than just processing “big data”….we likely need to stop and really listen…understand…then act and engage in ways that bring value to business and customers..
  • Customer value and Customer Satisfaction research likely fills many drawers and filing cabinets. Net Promoter is an obvious predictor for many of us on how we are doing as a business. According to this study customer value and satisfactions research is the most prevalent type of research undertaken by companies.All those nicely bound reports full of cross tabulated qualitative and quantitative data organized by demographics, geographies, psycho graphics, customers and potential customers. And it is all rooted in solid methodologies and “scientifically” scrubbed to be accurate. The “verbatims” in surveys and focus groups, are the guiding forces of action. But have we, by driving everything to “scientific” purity, been only talking to ourselves and lost our ability to look at and understand and value the desire of real people, their fears and frustration. Do we look behind and not ahead? And does that result in a stagnation and iteration of “sameness”, even mediocrity. One study says that is why a mere 2 out of 10 products launched in the U.S. succeed.
  • By tracking all the information and data coming into our call centers, we adjust scripts, find product flaws, upsell some services and solve the “customer pain points”In many cases our customer call centers are actually a wealth of information and context….but we often see them as listening “data”do we really hear the frustration or concern and come to understand what we can do to really take our product or service to a new level….Have we gone down a route where we simply inject the pain with some cortisone rather than re-envisage the possibilities of a knee replacement that actually enables the customer to not only be free of pain, but regain mobility and freedom
  • Einstein once said: “The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift.”
  • If listening is simply a building block to step off of in a longer and more complex journey to be a better businessSeems the other steps in that journey are of course “understanding” what we hear but then applying that to our businessAnd letting people who we listened to know that we acted and are willing and want to engage more with them…And, along that way there are some pretty simple and obvious “outcomes” such as solving customer issues, perhaps identifying new business opportunities, clarifying who we are as a business and ensuring people know more about what we do as business people….and being connected to fans we might not have known aboutBut ultimately, we really want listening to be the foundation to drive deeper and stronger connections with customers, while also constantly learning what more we can do to engage in ways that create and nurture more value for customers and our business
  • The 2010 report by Mary Meeker noted business was catching up to consumer expectations on numerous fronts, such as “connectivity, ease of use and even how to use these new technologies.This year Nielsen reports that American consumers spent a mind-boggling combined 520.1 billion minutes accessing the Internet this July, up sharply from 430.4 billion last July. Of that, 129.4 billion minutes were spent on mobile applications, more than double last year's 58.8 billion. Nielsen also notes that Facebook and Twitter continue to be among the most popular social networks, Pinterestemerged as one of the breakout stars in social media for 2012, boasting the largest year-over-year increase in both unique audience and time spent of any social network across PC, mobile web, and apps.While word-of-mouth has always been important, its scope was previously limited to the people you knew and interacted with on a daily basis. Social media has removed that limitation and given new power to consumers. Social media is transforming the way that consumers across the globe make purchase decisions.
  • People spent more of that time liking photos and statuses, sending tweets or reading blogs than they did shopping, doing research or paying bills. When faced with a problem or question concerning a product, traditional customers will first seek out resolution through traditional service means. Increasingly though we are all becoming “Connected customers” who will not just express dissatisfaction to friends online but also seek for a solution online, whether that is through search or asking friends, or expecting companies to help.Brian Solis notes in “Its not Business as usual”17 percent of 16-24 and 25-34 year-old asked for faster response times on Twitter.Across all age groups, an average of 25 percent of respondents indicated they want companies to post video demonstrations, tutorials, and instructions. Connected customers want to see how things work not just read or hear about it from company representatives. This is one of the reasons why YouTube is the second largest search engine behind Google. Visual references are a way of communication and discovery for connected consumers.
  • If you take this graphic and multiply it numerous times and then add some matrixed and cross functional capabilities, you likely have something approximating your business organization.Of course, this is understandable and has its basis in the 1700s when Adam Smith noted in the “wealth of nations” that Business and Technology aim to produce more efficient organization of work through specialization of labor….moving forward to theories of Business Managementabout the best process of Getting people together to accomplish desired goals & objectives using available resources efficiently and effectively.Our org structures ensure we don’t trip over each other; they help keep us aligned; make sure that customer contact points are limited to those that should be and have special skills for contacting customers or solving their problems. We can invest resources in the real and trained product developers and the list goes on….But, lets contrast the rational and organizational benefits and constraints of this with….
  • In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new ways and that information – across business functions and from unaided customers commentary – no longer resides simply in your files These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. As a result, markets are getting smarter, more informed, more organized. (not siloed or segmented the way we normally think)
  • Consumers around the world are using social media to learn about other consumers’ experiences, find more information about brands, products and services, and to find deals and purchase incentivesSince Social media content knows few bounds -- whether it is customer service complaint, need for help, sharing a solution with your friends, perspectives or information about a brand or company you like or don’t, or it’s a suggestion or product complaint – the lines between traditional company functions such as marketing, customer support, corporate communications, product development, product sales, fulfillment and delivery are today all blurred.Interesting note, again from the recent Neilsen study: While a third of people find ads on social networks to be annoying, more than a quarter of people are morelikely to pay attention to an ad posted by a friend.
  • People and Relationships are connecting and building Powerful Networks. We are moving from “mass communications” to individual connections and personalized information – perhaps at scaleData, information that used to be private in our legacy CRM and data bases has become very public ….an individual event such as a adverse drug reaction, a flaming battery or a faulty map…once resolved quietly over the phone or with a patch…can now take off across the Web, without the help of the New York Time or Wall Street Journal.The massive scale of all this data is overwhelming, it moves 24x7 and has created an avalanche of information. That is relatively unstructured and pays no attention to your business structureAnd so when we try for Rapid Response and in real time we either face organization churn and rigidity or Agility….and beside, we really cant predict what might “go viral”….on the weekend or during business hours. However, we know that others will be informed and have their opinions made up about our business by hundreds of others online…and they all approach all of this from a human perspective…not our traditional rational and factual news releases and company talking points.
  • But if we see this as unmanageable or hugely challenging…most of our CEOs see all of this as a tremendous way to make their business more successful.IBMs global CEO study noted that..
  • Social Listening “Plumbing” What are they saying? Start with listening to hear what people are saying? Are they talking about service issues? Are they ecstatic about features or your shopping experience? Raving about your competitors? Think your industry is shafting them? Using your product or feature to help make their busy lives better in some way? Are they crazy about your Facebook page graphics and why? Understand why and where they are talking? Begin to understand the trends; where on the Web are the customers talking about you? Whats your share of the conversation? Are they talking more about your competitor?How should your business approach this? Do they require direct engagement, or do they offer insight to improve experiences? Can you decrease the negatives and engage more meaningfully with positives too? Do you have a built in “alert” system? Can you work at the speed of the Web across business functions? Is it worth actually meeting customers in a town hall real world “focus group” to deepen your learnings?Delivering more: How can your business Learn and adapt. Improve products and services based on insights. Can you improve integration and knowledge sharing across the company to further best practices
  • Data: the avalanche of information requires that every part of a business learn how to slice and dice its relevant data and then bring this to the table with other business leaders to really make sense of it all…otherwise I don’t see any way this social listening is scalableContinued hard work in both your own search criteria and “natural language” processing to really get a handle on sentiment and meaning…this is still tough slogging.Action and Scale: Use the social data to understand where your customers are in social media and networks and inform your own social strategy, content marketing and overall approachOne company listens to a particular customer segment every week, like Mom bloggers, to determine both generally what is resonated with them, as well as more industry specific topics and information…..then it develops content and engagement plan for its website based on what the customers are talking about versus pushing their own. Result: Company affinity and connection….expectation: salesEstablish policies and governance so that social media listening is methodical, logical and coherent and resonate across business in a meaningful manner….transparency, open information, access, collaboration, participation, crowdsourcing, engagement – using social computing technologies across all functions of business, including training, operations, product development, strategy and decision management. ” (Quora)
  • Strengthen listening and scale its use/application and action related to it across your business – a tool akin to email to inform and build better more responsive and faster businesses- Not simply the domain of the official Twitter account, Facebook page or Customer service. Touches virtually all aspects of our businesses….Move from merely “support” and service to help customers in need…but to surprise, delight, connect and engage with advocates…..you name it !!! You dream the opportunities….Legacy Systems in Customer service, CRM and Customer Reward programs need to evolve to include social data. Many lack the data fields or capacityIntegration is crucial to move aheadSolving the dis-connects with other key data sources (brand, NPS, etc) to tell a consolidated story and have a single version of the truth ….
  • Note the title of this picture:“ancient catalonian church keeps ruins gains new soul”…with a beautiful staircase.You walk stairs a step at a time to get to the top. Today, this new social listening environment is rapidly evolving and the business infrastructure is still behind…but take it a step at a time:Listening to find your customers and potential customers on the social WebListening to help customers in needListening to express thanks and connect with customers who like youListening to inform your social strategyListening to act and engageListening to surprise and delight Listening to build and take steps to a higher value to your customers and your businessYour business “gains new soul”Really appreciate your listening…lets have a conversation and questions or comments.

Transcript

  • 1. CMO Webinar: A New Way of Listening to Customers This Internet Evolution Webinar is Copyright © 2013 UBM Tech,Richard Binhammer All rights reserved The On-demand webinar link is:Date: Wednesday, December 12, 2012 http://www.internetevolution.com/webinar.asp?webinar_id=29951 The presentation materials are owned or copyrighted by the individuals, whoTime: 11:00 AM PT/ 2:00 PM ET are solely responsible for their content and their opinions. UBM Tech is a global media business that provides information, events, training, data services, and marketing solutions for the technology industry.
  • 2. At its simplest: Listening & Business = Customer UnderstandingAt its more sophisticated: Listening & Business = connectedrelationships delivering more value in a predictive new ways Photo credit: photo credit: B Rosen 2
  • 3. “Listening” is not new Innovating, Business Process Improvement, Customer Information – Six Sigma creates special action teams of• Qualitative and Quantitative key employees selected from a cross-section Customer value and satisfaction of the company. These teams identify research is the most prevalent type problems by talking to customers and employees, then quantify the cost of these of research conducted by companies problems, identify ways to eradicate the today (1997) problems at their source, and implement improvements.• World-class companies have long measured and managed customer – Google Maps evolved by letting users add to value and satisfaction, a leading the original product indicator of financial performance, an important diagnostic measure for – IDEOs methodology for developing continuous improvement, and a tool innovative products is based on “active and empathic listening” Key components to manage competitive advantage include: understanding/observing potential users in action in the real world; visualizingAmerican Journal of Business, Fall 2001 new solutions; evaluating prototypes by observing how people interact with them; and, implementing completed solutions. 3
  • 4. Listening to CustomersService/Support have a long history 4
  • 5. Listening is Merely a Starting Point 5
  • 6. Listening to be a better business Delivering stronger Customer Engage + Relationships and Act Value Understand Outcomes such as: - Resolving issues Listen - Additional product/services features - New products - Stronger brand - Respond to Crises - Connected Relationships 6
  • 7. What Changed: The Social Web & Mobile Devices• 2010: First time in history, that technology at home evolved faster than for business• Becoming so pervasive that business is catching up to customers Source: Mary Meeker, 2010 Internet Trends 7
  • 8. What Changed: Customer Expectations • 59% among 18-24 year olds • 71% who experience positive social care likely to recommend brand to others • Nearly 1 in 3 social media users prefer to reach out to a brand for customer service through a social channel rather than by phone 8
  • 9. What Changed: Your Business Organization Did Not Your boss Boss Assistant Colleague Colleague Colleague 1 2 3Business Organization: Structured, Aligned, Processes, Customer Touch Points, Silos 9
  • 10. What Changed: Social Sharing & onlineConversations. Unstructured, Non-linear, People not Pages 10
  • 11. What Changed: Data in your files to 9xgrowth of data around the Web in 5years Source: Kleiner Perkins 2012 Internet Trends Update, December 2012 Volume of data, Wealth of info, speed at which it is created and 11 spreads versus your legacy CRM system
  • 12. What Changed: Any & Every Topic… and its Public 12
  • 13. Customer Connection, Rational Loyalty, + Business Public Emotive ValueOthers areinformed Implications Scale, 24x7, and perceive challenges & opportunities Speed What’s No Business Important Structure Org + churn Predictable 13
  • 14. Some Listening Examples • KLM Surprise and personalized gifts based on social• Customer Service: Comcastcares, AT&T, Verizon, profile/social check-ins Dellcares, Southwest Airlines, JetBlue, Delta, AskCiti, GeicoService, AmericanExpress, Autodesk and more • BMW monitors for mentions of “just test drove” or “test driving a BMW” so they can follow up – American Express found consumers who begin a immediately to keep the driver engaged customer service dialogue through Twitter “are willing to pay a 21 percent premium at • Reachout.com focuses on teenage mental health and companies that provide great service.” used listening to perform research to better understand target audience resulting in a 27% increase• Events: Superbowl, Dairy Industry & The Future of in the number of young people getting help from Food Conference, Red Cross and Disaster response, ReachOut.com Sports teams and events• Corporate Reputations: McDonalds found • My Starbucks: Beyond just Product Ideas, they seek conversations happening that were perpetuating customer feedback for Experience Ideas, Corporate involvement Ideas incorrect information.• Locations/Recommendations: hotel and resort • The Wine guy: tracking 1.1 million tweets/day about industries, restaurants, etc wine to develop data base(see scoble video reference)• Business FaceBook Page Owners: Listen to engage or solve issues • Best Buy TwelpForce : Best Buy gives employees the opportunity to help consumers on Twitter voluntarily They respond to over 13,000 customers on Twitter answering 100-125 questions, concerns, and opinions every day. 14
  • 15. CEOs/Business Leaders See Opportunity: Outperformers Deliver 15Source: IBM Global CEO Study: “Leading Through Connections”
  • 16. Delivering on Social ListeningWhat: To Understand:• Your product/service • Share of voice• Your brand/company• Your competitors $50 • Sentiment • Identify Fans, Detractors• Your Industry• Your customer’s billion • Topics • Location: Web and real world lifestyle/business segment • The Reach/sharing• Your contentThat’s about how much marketers are spending on Big Data and advanced analytics(according to a BMO Capital Markets report) in the hopes of improving marketing’simpact on the business Source: CMOForumMcKinsey 16
  • 17. Social Listening & Business Action Putting it together for a more delightful customer experience & stronger relationship Action and Scale to Connect with Customers Understanding Data Photo courtesy of: http://kelseybissell.blogspot.com/2010/12/building-materials.html 17
  • 18. Evolving Business Organizations and Infrastructures • Scale Listening to be meaningful: embedded across business functions with business engagement that drives value • Customer Support to also become more: Thanks & Delight…(your dream here) • Legacy CRM integrated with Social: Big data, micro data, integrated 1 version of the “truth”Photo Credit: http://www.lib.washington.edu/ougl/spotlight/announcements/renovation-underway 18
  • 19. Shouldn’t you and your customers have access to each other… to constantly build better business and value for each other?Photo Credit: http://dornob.com/ancient-catalonian-church-keeps-ruins-gains-new-soul/?ref=search 19
  • 20. Resources/SourcesStudies:• American Journal of Business, Listening to Customers, http://www.bsu.edu/mcobwin/ajb/?p=237• Insights from the IBM Global CEO Study: “Leading Through Connections” http://www-935.ibm.com/services/us/en/c- suite/ceostudy2012/#customers• Mary Meeker, 2012 Year End Internet Trends Update, Kleiner Perkins: http://www.slideshare.net/kleinerperkins/2012- kpcb-internet-trends-yearend-update• Neilsen State of the Media Social Media Report: http://www.nielsen.com/us/en/insights/reports- downloads/2012/state-of-the-media-the-social-media-report-2012.html• State of social customer service in 2012: http://nmincite.com/download-state-of-social-customer-service-reporIdeo and the art of listening for innovation: http://www.businesslistening.com/ideo-product-innovation.phpResources:• Michael Lazerow & Robert Scoble Talk at LeWeb Paris 2012: https://www.youtube.com/watch?feature=player_embedded&v=7DHBFZUSfas• Deconstructing Yourself: Learning to Listen by Michael Taft: http://deconstructingyourself.com/concentration-ii-learning- to-listen.html• KLM Surprise: http://www.youtube.com/watch?v=Sh-JRoY7_LU• Sample Listening Report: http://www.scribd.com/doc/95081339/30-Day-Listening-Template-by-Brian-Solis• 12 Companies Building Trust using Social Media: http://barnraisersllc.com/2012/06/companies-earn-trust-customer- service-twitter/ 20
  • 21. Tools reference• Google Search: https://www.google.com/search?q=social+media+listening+tools&sourceid=ie7&rls=com.microsoft:en-us:IE- SearchBox&ie=&oe=&rlz=• No cost Social Listening Tools: http://socialmediatoday.com/clifffigallo/640791/no-cost-social-media-listening- tools; http://www.rebarbusinessbuilders.com/2012/11/5-diy-online-listening-tools-for-small-business/• Altimeter Research: Social Software: http://www.web-strategist.com/blog/2012/01/05/buyers-guide-a-strategy- for-managing-social-media-proliferation-altimeter-report• Altimeter Research: Social Media Engagement and Command Centers: http://www.web- strategist.com/blog/2012/08/24/breakdown-of-a-dedicated-social-media-engagement-or-command-center/ 21