0
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...
“Conversation, not content,
 is king. If you were stranded on a
desert island and you opted to bring
your records instead ...
“Why does listening
 to your customers sound like
a Web 2.0 Idea? It should be a
   Business 1.0 Necessity.”



          ...
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 ...
“It's like a live focus group that
          never closes.”
                       Mark Bernioff, CEO Salesforce.
“Would you rather do a
         focus group with 10 people
         or listen to 100,000 people
           debate ideas fo...
1. Is IdeaStorm increasing revenues?
2. Is social media impacting the bottom and top line
   of Dell?
3. How Dell has $1mm...
“Social Media is becoming part of who
we are. It’s a way to communicate with
our customers more effectively. And
that last...
•   Start a café society in the cafés with discussion

•
•
    about arts.
    Offer free drinks for frequent buyers.

•
•...
“Customers are telling Starbucks that
  long lines irritate them. But note well
that they didn't come online to complain.
...
“The dead-end suggestion box and the auto-reply
  are symbols of corporate indifference and are no
longer tolerated. In th...
“ I don’t understand why
 companies aren’t falling over
themselves to at least offer their
  customers this opportunity.”
...
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 op...
Analytics




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




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




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




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




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




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




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




http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
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.”
                           ...
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...
“Online Reputation Management is
 the practice of consistent research
  and analysis of one’s personal or
 professional, b...
The reasons why...




satisfaction   insights   money     speed
Four steps to success...




listen     respond      engage      measure
We need a shift in mindset



              from
        Public Relations
               to
      Public Relationships
from
      1 to many
           to
1 to many AND 1 to 1
from
    talk to journalists
             to
talk to consumers/people
from
control the brand
        to
manage the brand
from
  push the message
          to
engage the community
from
speak as spokesman
         to
  speak as a peer
What to monitor?
The participation inequality
                1%   creators
              5%        distributors
         9%               ...
listen
Google
Google

company name
  company url
    products
 public people
  competitors
 combinations
Google

company name
  company url
    products
 public people
  competitors
 combinations
“Love the customer who hates you.”
                    Jeff Jarvis, columnist for Business Week
Blogs
    A blog (a contraction of the term
    quot;Web logquot;) is a Web site, usually
    maintained by an individual ...
Blogs
    technorati.com
    blogsearch.google.com
    bloglines.com/citations
    icerocket.com
    blogpulse.com
    url...
Micro-blogging
        Twitter is a free social networking
        and micro-blogging service, that
        allows its use...
Micro-blogging
Micro-blogging
Micro-blogging
        twist.com
        tweetscan.com
        search.twitter.com
        twitmobile.com
        tweetbeep...
Social Platforms
         A social network service focuses on
         building online communities of
         people who ...
Social Platforms
         facebook.com/directory/#/
         directory/groups/
         facebook.com/directory/#/
        ...
Flickr & YouTube
         Flickr is an image and video hosting
         website, web services suite, and
         online c...
Flickr & YouTube
         YouTube is a video sharing website
         where users can upload, view and
         share vide...
Flickr & YouTube
         flickr.com/search
         youtube.com/results
Delicious & Digg
         Delicious (formerly del.icio.us,
         pronounced quot;deliciousquot;) is a social
         b...
Delicious & Digg
         Digg is a website made for people to
         discover and share content from
         anywhere ...
Delicious & Digg
         digg.com/search
         delicious.com/search
Forums
    An Internet forum, or message
    board, is an online discussion site. It
    is the modern equivalent of a
   ...
“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
Keep in mind...
  never ignore, always talk back
  start the dialogue, even a negative one
  make an apology if necessary
...
Tips from bloggers
                                       have a no nonsense title, make
                                 ...
engage
“When our customers join the brand, they tend to
   stay. Our Generation Benz community is a natural
extension of our desi...
Mercedes uses Generation Benz to get feedback
 on product designs and advertising concepts
and more generally gauge the mi...
measure
What happens in Vegas
   stays in Vegas
...until someone talks
about it on Twitter!
Listening can begin today.
With free/inexpensive tools
Make everyone in your o...
http://proximity.bbdo.be/digitalnatives


http://adnerds.be


http://www.friendfeed.com/bartmuskala


http://www.friendfee...
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
Digital Natives - Session 4 - Listening to consumers
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Digital Natives - Session 4 - Listening to consumers

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Online, virtually everything is being measured. Which results in tons of data. Are we doing anything with it? Does it give us any insights that actually make sense? Or should we simply involve our consumers and ask them what we'd like to know? And what if we not only get to know everything about our consumer, but also where he or she physically is at any given time? And what on earth does 'crowdsourcing' mean?

Published in: Technology, Design

Transcript of "Digital Natives - Session 4 - Listening to consumers"

  1. 1. Session 4: Listening to Consumers.
  2. 2. “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
  3. 3. “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.
  4. 4. “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
  5. 5. Hey, let’s tap into everybody’s processing power!
  6. 6. “I see no need for more than five computers worldwide.” Thomas J. Watson, IBM
  7. 7. “We know that he was wrong…”
  8. 8. “He overstated the number by four.” Clay Shirky, NYU Interactive Telecommunications
  9. 9. http://visualgadgets.blogspot.com/2008/06/graphs-and-networks.html
  10. 10. Hey, let’s tap into everybody’s human skills!
  11. 11. Hey, let’s simply talk. Really.
  12. 12. “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.
  13. 13. “It's like a live focus group that never closes.” Mark Bernioff, CEO Salesforce.
  14. 14. “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 http://www.flickr.com/photos/hyku/2478364764/sizes/o/in/set-72157604946610778/
  15. 15. 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?
  16. 16. “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.”
  17. 17. • 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.
  18. 18. “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
  19. 19. “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
  20. 20. “ 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
  21. 21. Optimize your listening
  22. 22. Source: Jupiter Research
  23. 23. Source: Jupiter Research
  24. 24. “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
  25. 25. Analytics http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
  26. 26. Analytics http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
  27. 27. Analytics http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
  28. 28. Analytics http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
  29. 29. Analytics http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
  30. 30. Analytics http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
  31. 31. Analytics http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
  32. 32. Analytics http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
  33. 33. Methodologies
  34. 34. Methodologies
  35. 35. Methodologies
  36. 36. Methodologies
  37. 37. Methodologies
  38. 38. Methodologies
  39. 39. Methodologies
  40. 40. Methodologies
  41. 41. Methodologies
  42. 42. Methodologies
  43. 43. Methodologies
  44. 44. Methodologies
  45. 45. Methodologies
  46. 46. Methodologies
  47. 47. Methodologies
  48. 48. Methodologies
  49. 49. Methodologies
  50. 50. “Statistics are like a drunk with a lamppost, used more for support than illumination.” Winston Churchill
  51. 51. Dialogue
  52. 52. Dialogue
  53. 53. Dialogue
  54. 54. Dialogue
  55. 55. Dialogue
  56. 56. Dialogue
  57. 57. Dialogue
  58. 58. Dialogue
  59. 59. “So I am covered when I start listening to my site visitors? Think again! This is 2008!”
  60. 60. “Word of mouth is now a public conversation, carried in blog comments and customer reviews.” Chris Andersson, Wired editor
  61. 61. “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
  62. 62. The reasons why... satisfaction insights money speed
  63. 63. Four steps to success... listen respond engage measure
  64. 64. We need a shift in mindset from Public Relations to Public Relationships
  65. 65. from 1 to many to 1 to many AND 1 to 1
  66. 66. from talk to journalists to talk to consumers/people
  67. 67. from control the brand to manage the brand
  68. 68. from push the message to engage the community
  69. 69. from speak as spokesman to speak as a peer
  70. 70. What to monitor?
  71. 71. The participation inequality 1% creators 5% distributors 9% collaborators 85% consumers
  72. 72. listen
  73. 73. Google
  74. 74. Google company name company url products public people competitors combinations
  75. 75. Google company name company url products public people competitors combinations
  76. 76. “Love the customer who hates you.” Jeff Jarvis, columnist for Business Week
  77. 77. Blogs A blog (a contraction of the term quot;Web logquot;) 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.
  78. 78. Blogs technorati.com blogsearch.google.com bloglines.com/citations icerocket.com blogpulse.com urlfan.com
  79. 79. 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.
  80. 80. Micro-blogging
  81. 81. Micro-blogging
  82. 82. Micro-blogging twist.com tweetscan.com search.twitter.com twitmobile.com tweetbeep.com
  83. 83. 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.
  84. 84. Social Platforms facebook.com/directory/#/ directory/groups/ facebook.com/directory/#/ directory/pages/ facebook.com/lexicon nl.netlog.com/go/search/
  85. 85. 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.
  86. 86. 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.
  87. 87. Flickr & YouTube flickr.com/search youtube.com/results
  88. 88. Delicious & Digg Delicious (formerly del.icio.us, pronounced quot;deliciousquot;) 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.
  89. 89. 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.
  90. 90. Delicious & Digg digg.com/search delicious.com/search
  91. 91. 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.
  92. 92. “Google counts more than 1 trillion unique web urls.” Google Inc.
  93. 93. 1.000.000.000.000
  94. 94. RSS to the RSScue
  95. 95. RSS to the RSScue
  96. 96. Online Reputation Monitoring Tools
  97. 97. respond
  98. 98. “Talking much about oneself can also be a means to conceal oneself.” Friedrich Nietsche
  99. 99. Keep in mind... never ignore, always talk back start the dialogue, even a negative one make an apology if necessary explain why you did things the way you did never break a promise be transparent and open have a site to redirect people to for more info have a site that enables you to be responsive bookmark the discussion, add relevant tags
  100. 100. Tips from bloggers have a no nonsense title, make it as clear as possible lose your ego, people want down to earth, genuine articles copywrite with SEO in mind, use relevant keywords & tags make your press releases portable & bookmarkable Cory Doctorow, editor of BoingBoing, the best read blog in the world
  101. 101. engage
  102. 102. “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
  103. 103. 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.
  104. 104. measure
  105. 105. What happens in Vegas stays in Vegas
  106. 106. ...until someone talks about it on Twitter! Listening can begin today. With free/inexpensive tools Make everyone in your organization responsible for listening. Ideastorms take an investment in time and staffing.
  107. 107. http://proximity.bbdo.be/digitalnatives http://adnerds.be http://www.friendfeed.com/bartmuskala http://www.friendfeed.com/jalgo
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