Listening to your community: lessons learned
SMCSF, April 14th, 2009 Alex de Carvalho

Alex de Carvalho

People are talking
Blogging
Social Networking
Wikis
Bookmarking
Photosharing
Calendaring
Tagging
Podcasting
Microblogging

everywhere ...

So what?
Domino Pizza’s “boogergate” videos on YouTube

Tim McIntyre
Vice President, Communications
Domino's Pizza, LLC
From: \"Tim McIntyre (COMM - Communicat)\"
Date: April 14, 2009 9:20:54 AM EDT
To: Jonathan Drake
Subject: RE: Video Location identified!
Jonathan,
To say that the Consumerist is \"relatively popular\" is a bit of an understatement. Thank you for
your understanding. Our chief of security has spoken to the franchise owner this morning, who
was dumbfounded, to say the least. He has told us that he will be terminating their
employment today. The \"challenge\" that comes with the freedom of the
internet is that any idiot with a camera and an internet link can do stuff
like this - and ruin the reputation of a brand that's nearly 50 years old,
and the reputations of 125,000 hard-working men and women across the
nation and in 60 countries around the world.
Tim McIntyre
Vice President, Communications
Domino's Pizza, LLC

First day:
A week later:

Traditional marketers broadcast “crafted” messages

How they see us

they might as well talk to the hand

because we’re wise to them!

markets are conversations

David Armano
And online, conversations spread quickly from network to network

But are you
listening?

What are people saying ...
How do they feel about my brand?
✤
What is being discussed?
✤
Who’s talking and are they influential?
✤
Is my marketing working?
✤
ARE MY PRODUCTS / SERVICES WORKING?
✤
How can we engage in the conversation?
✤

What should I track?
Company name and URL
✤
Competitors
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Product and service names
✤
Brands
✤
Key employees
✤
Other relevant keywords
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Images and videos
✤

Use available tools to track your mentions
http://startpr.com

You may be surprised at what you’ll find out ...

Amazon learned ... late ...

Remember this ad, from Target?

“Unfortunately we are unable to respond to your
inquiry because Target does not participate with
nontraditional media outlets,” a public relations
person [representing Target] wrote to ShapingYouth.

goldmansachs666.com

a chilling effect ...

Become or hire a community manager
Also, train your colleagues

Listen, then manage and react to conversations
http://startpr.com

Dell Ideastorm

My Starbucks Idea

GetSatisfaction

How to start
Listen to what people are saying online
✤
Train your team and assign responsibilities
✤
Have a communications plan, just in case
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Integrate unsolicited online feedback into your customer service and
✤
product processes
Join the conversation and engage the community
✤
Solicit feedback from your customers and community online
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Be awesome ;)
✤

photo credits - thank you!
“My social Network on Flickr, Facebook, Twitter and MyblogLog” by Luc Legay http://
✤
www.flickr.com/photos/luc/1824234195/
\"Well, it's one louder, isn't it? It's not ten. You see, most blokes, you know, will be playing at ten. You're
✤
on ten here, all the way up, all the way up, all the way up, you're on ten on your guitar. Where can you
go from there? Where?\" - Nigel by fd http://www.flickr.com/photos/john/10196037/
charlie declawed himself by dairycow2 http://www.flickr.com/photos/klapow/39693385/
✤
Talk To The Hand by Tancread http://www.flickr.com/photos/tancread/2729865293/
✤
Garfield by pasma http://www.flickr.com/photos/pasma/580401331/
✤
Groove Salad by seanomatopeia http://www.flickr.com/photos/40732566596@N01/109538354/
✤
She's such a geek by celesteh http://www.flickr.com/photos/celesteh/397931208/
✤

Listening to your community: lessons learned
SMCSF, April 14th, 2009 Alex de Carvalho