LISTENING. Finding out what your customers are really saying. Best tools are brand monitoring, private communities like Communispace, ratings/reviews. SPEAKING . Connecting with your customers in new ways, extending PR and marketing. Best tools are blogs, podcasts, participation in MySpace/YouTube and other user-generated media. ENERGIZING. Getting your best customers to evangelize your products. Best tools are public communities and ratings/reviews. SUPPORTING. Helping customers solve their own and each other's problems. Best tools are blogs, forums, wikis. EMBRACING. Working with your customers to make products better. Best tools are communities, user-generated media.
Representatives from Dell said, at a Twitter for Brands event hosted by New Media Age in London on Friday , that it has seen tangible uplifts in sales which can be directly attributed to marketing on Twitter .
The brand’s Twitter account has driven $3 million in sales since it began operation in 2007, Dell said.
@DellOutlet is in the top 100 Twitter accounts (over one million followers, increasing ~6K per day)
The four-step approach to the groundswell People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T
Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Listening Talking Energizing Supporting Embracing
Slabinski added that social media programs, which are often overseen by marketing and communications professionals, may increase the pull these staff members have in an organization.
"Many marketers are interacting directly with customers and clients through Twitter, Facebook and other social media, which gives them immediate, firsthand knowledge of how the firm's products and services are perceived and can be improved upon.“
90% of UK shoppers surveyed said they wish they could communicate directly with businesses - using live chat, forums or call-me-back facilities - via their websites; one in three require it from the UK businesses they currently use. (1&1, October 2007)
56% of UK website owners say that user-generated content lifts conversion levels; 77% say it increases traffic; and 42% say it increases the average spend on site.(eConsultancy survey of 360 website owners across all sectors, November 2008)
By 2020, 84% of marketers agree that building customer trust will become marketing's primary objective, and 82% agree that collaboration with customers will prevail over marketing. (1to1 Media survey of the 1to1 Xchange panel, April 2008)
Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. ("Web users and web community," Rubicon Consulting, Inc. October 2008)
46% of Britons now read online reviews or recommendations on a specific product before buying it and 32% are willing and able to publish a review online - but only 19% would be prepared to write a letter to a retailer. (1&1 Internet survey of 1600 consumers, December 2008)