Creating Sustained Customer Insight
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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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Creating Sustained Customer Insight Creating Sustained Customer Insight Presentation Transcript

  • 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 655twitter.com/dasharp
  • Resonate Solutions • Managed online communities • Closed-loop feedback programs – NPS • Social Media Monitoring & Analysis • Social Media Strategy
  • 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.http://www.novaspivack.com/uncategorized/welcome-to-the-stream-next-phase-of-the-web
  • Consumers are talking – in a big way…
  • “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)
  • 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 timehttp://www.slideshare.net/seismonaut/community-conference-2011-dell-bill-johnston-7913904
  • 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: http://egovau.blogspot.com/2009/11/bringing-government-into-age-of.html
  • Online Communities forCustomer Insight • Interact, share ideas & ask questions • Support channel: community manager & p2p • Reward brand loyalty • Provide meaningful brand context
  • 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…
  • Frame the conversation…www.everydaymatters.com.au 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
  • Tribe ManagementTribes are a group of people: • Connected to one another • Connected to a leader • Connected to an idea
  • 21st Century TribesThe key building blocks: • Story-telling • Rites of Passage • Obligations • Egalitarian organisation • Multi-skilled • Two-way loyaltyhttp://globalguerrillas.typepad.com/globalguerrillas/2009/03/manufacturing-fictive-kinship-.html
  • The Stream of Customer Data! Branded Online Communities Mass Social Media Contact Centre Surveys Forums Blogs NPS Customer Emails
  • Qual + Quant = ValueWhat is being said… In what context…
  • 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?
  • 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)
  • 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
  • Thanks!Darren SharpSenior Consultant, Community Managementdarren.sharp@resonatesolutions.com.au+61 (0)419 314 655www.twitter.com/dasharpwww.resonatesolutions.com.auConversations. Communities. Collaboration.