trawling

imagine a world where everyone is online and
talking about you
lextant | dan@lextant.com

what’s going on with consumers?
empowered:
opinions, blogs, reviews, customer support forums, videos,
music, presence, my stamp right here pal
why they do it:
to express themselves, first!, pwn’d you, get answers, find
reviews, seek advice, my vote
plenty of outlets:
amazon, youtube, myspace, blogs, facebook, ning, screw it
i’ll make my own voice portal
no barriers to entry:
its all free, sometime I even get PAID
lextant | dan@lextant.com

trawling
also known as:
brand monitoring, social reputation monitoring
who's doing it:
big brands, advertising, marketing, and
innovation players
why:
because they're talking about their experiences
and you can listen in and learn something
who's talking:
moms, geeks, students, consumers, everyone
lextant | dan@lextant.com

3 big aspects at work here
listening farming engaging
lextant | dan@lextant.com

listening
goal:
help company X listen in on what consumers are talking
about in regards to their brand
how it can be used:
•monitor the affect of a new product launch / ad
campaign / insert anything here
•competitive intel
•listen in on pain points
•goes into your know book
•inspiration from customer suggestions
lextant | dan@lextant.com

success in listening
Set a goal.
Leverage unique keywords.
Analyze for sentiment and frequency.
Map to related timeline, events, trends.
You’re getting a whiff of what could be
happening.
lextant | dan@lextant.com

listening twitter and radian6
lextant | dan@lextant.com

farming
goal:
launch a product/service and actively seek insight, ask them to
innovate your rough edges, listen + care method
how it can be used:
•promotion
•project a sense of connection/care
•engage and ask people to innovate your idea for little $
•establish presence
•establish a mechanism that allows the user to experience
you and improve you
lextant | dan@lextant.com

success in farming
Have a place.
Ask for help.
Reward for engagement.
Keep them updated.
Make them a partner.
You gain direct participatory innovation,
presence, and sustainability.
lextant | dan@lextant.com

farming hasbro’s cafemom
lextant | dan@lextant.com

engaging
goal:
collect and act on consumer satisfaction issues faster
how it can be used:
•evoking change faster
•listen + act fast
•create listening posts for consumers to engage in
•you employ farming methods
•share the road map to innovation
•communicate clarity in that people have been heard and
that change is afoot
lextant | dan@lextant.com

success in engaging
Identify who is saying what.
Intercept the call.
Have a place.
Ask them to come.
Beg for interaction.
They are your staff.
lextant | dan@lextant.com

engaging starbucks - my starbucks idea
lextant | dan@lextant.com

examples
listening farming engaging
lextant | dan@lextant.com

players, outlets and glue
players.... trend firms, major brands, insight portal
market research houses, web companies niche aggressive brands, PR
listening farming engaging
social networks
outlets....
high speed broadband, RSS, API,
glue....
lextant | dan@lextant.com

Your level of effort
LOW HIGH
SHALLOW
Forums
Digg
Facebook / MySpace
LinkedIn Amazon
YouTube
Consumer’s level of engagement
Mechanical Turk
Dell Ideastorm P&G Moms
Playskool
Innocentive
LEGO
Cafe Mom
Kraft
Café Press
Threadless
DEEP
Zappos
User Voice
Get Satisfaction
My Starbucks Idea
lextant | dan@lextant.com

Your level of effort
LOW HIGH
SHALLOW
Forums
Digg
Facebook / MySpace
Listening Listen in
LinkedIn Amazon
Posts
YouTube
Consumer’s level of engagement
Dell Ideastorm P&G Moms
Insight Build it and
Innocentive
they will come
Portals
Kraft
Café Press
Threadless
Engagement
DEEP
Zappos
Seek & Act
Mechanisms
User Voice
Get Satisfaction
My Starbucks Idea
lextant | dan@lextant.com

Your level of effort
LOW HIGH
SHALLOW
Forums
Digg
• Undirected, unsolicited information
Facebook / MySpace
Listening • Large amounts of shallow data
LinkedIn Amazon
Posts • Get a whiff of the data
YouTube
• Ear to the ground for emerging trends
Consumer’s level of engagement
• Deeper engagement with
Dell Ideastorm P&G Moms smaller number (hundreds
Insight vs thousands) of consumers
Innocentive
• Test and evaluate ideas
Portals
Kraft
• Targeted inspiration
Café Press
Threadless
• You listen & ACT in near
Engagement
real time
DEEP
Zappos
Mechanisms
• Prolonged engagement
User Voice
• Customers see you acting Get Satisfaction
on their issues / ideas
My Starbucks Idea
lextant | dan@lextant.com

Thank You
Dan Rockwell aka @floozyspeak on twitter
special thanks to: Jim Couch and Taylor Lies, and of course Lextant : @lextant on twitter : 614.228.9711 : lextant.com
lextant | dan@lextant.com