Creating Sustained Customer Insight

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Presentation to the Web 3.0 conference Sydney 21 June 2011. How to create a sustained customer insight program that can become an ongoing asset to your brand.

Presentation to the Web 3.0 conference Sydney 21 June 2011. How to create a sustained customer insight program that can become an ongoing asset to your brand.

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  • 1. Web 3.0 & The Future of Social MediaSydney Tue 21 June 2011 Creating Sustained Customer Insight: the next frontierDarren SharpSenior ConsultantResonate Solutions+61 (0)419 314
  • 2. Resonate Solutions • Managed online communities • Closed-loop feedback programs – NPS • Social Media Monitoring & Analysis • Social Media Strategy
  • 3. Web 3.0 - The StreamNova Spivack• Streams are rapidly changing sequences of information around a topic.• Microblogs, hashtags, feeds, multimedia services, or even data streams via APIs.• The key is that streams change often. This change is an important part of the value they provide.
  • 4. Consumers are talking – in a big way…
  • 5. “Personal data is the new oil of the Internetand the new currency of the digital world.”Meglena Kuneva, European Consumer Commissioner, March 2009 On an average day: - 47 billion (non-spam) emails - 95 million tweets on Twitter - 30 billion pieces of content shared on FacebookPersonal Data: The Emergence of a New Asset Class. World Economic Forum (2011)
  • 6. Bill Johnston – DellSocial Media: describes a large spectrumof tools and activitiesOnline Communities: are networks ofpeople. Your online community should begrounded in building and sustainingnetworks of relationships over time
  • 7. Episodic vs. SustainedCommunications Episodic Sustained Campaign based Ongoing relationship Audience dissipates Persistent community One-off participation Ladder of participation Short term Long term Adapted from:
  • 8. Online Communities forCustomer Insight • Interact, share ideas & ask questions • Support channel: community manager & p2p • Reward brand loyalty • Provide meaningful brand context
  • 9. Conversation that is structured… We want to • What matters most? We heard you: hear from you • Your suggestions? • Here’s what you, and your peers, said; • Your peer suggestions? • Here’s the order in which you and your peers prioritized it • Thank youRecruiting Qualification Survey Results Interpretation Action • Here’s what we’re doing about it • Please stay in touch…
  • 10. Frame the conversation… Customer initiated Ideas with voting and commentsBlog Posts withcomments Comment Spinners – indicating community health Quick Polls – with immediate graphical Iterative Survey – with feedback customer generated answers, voting and ranking
  • 11. Tribe ManagementTribes are a group of people: • Connected to one another • Connected to a leader • Connected to an idea
  • 12. 21st Century TribesThe key building blocks: • Story-telling • Rites of Passage • Obligations • Egalitarian organisation • Multi-skilled • Two-way loyalty
  • 13. The Stream of Customer Data! Branded Online Communities Mass Social Media Contact Centre Surveys Forums Blogs NPS Customer Emails
  • 14. Qual + Quant = ValueWhat is being said… In what context…
  • 15. Summary• Web 3.0 is a growing multitude of streams• Information overload is here to stay• Personal data is the new oil of the Internet• Are you capturing and analysing this unstructured data - what customers are saying?
  • 16. Summary• Online Communities are an important way to generate sustained insight about your customers (episodic vs. sustained communications)• From Community Management to Tribe Management – become a tribal leader!• There are key building blocks to modern-day tribes (stories, rites, obligations, egalitarian, multi- skilled, two-way loyalty)
  • 17. Summary• At some point your organisation will have to contend with these emerging streams of customer data• Customer Insight & Action platforms can help you make sense of this data and take appropriate action through closed-loop feedback
  • 18. Thanks!Darren SharpSenior Consultant, Community (0)419 314 Communities. Collaboration.