Listening and Responding to Your Customers and Prospects
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Listening and Responding to Your Customers and Prospects

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Listening is the muse of social media that inspires action. In this session, hear real-life examples on how you can drive business results with actionable listening and integrate your online and ...

Listening is the muse of social media that inspires action. In this session, hear real-life examples on how you can drive business results with actionable listening and integrate your online and offline findings to create a holistic "outside-in" view of your brand. [Presented at the #SMSS in Las Vegas Feb 8th] - slide credits go to @steffymarx

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  • Favorite quote – Tolly demonstrating listening skills
  • But first, an overview of how social media has changed our ecosystem - Based on Chris Brogan’s presence frameworkListening across all these properties
  • These are some of the findings of the Harris Poll, conducted online between April 28 and 30, 2010, among 2,131 U.S. adults ages 18 and over.
  • 46% brutally honest – easier to do than when you’re face to face or on phoneAll of these numbers and statistics probably differ depending on which study, survey or research you’re looking at…but the main point is the numbers are LARGE
  • So why does this matter?
  • Social Media is not a fadCommunication has evolved from one to one, to one to many, to many to many
  • To demonstrate the increased growth. Each petal represents a channel such as Video, Blogs, Photo sharing – and within each channel are examples of some of those channels so you can see how huge, conversations could be happening about your company/product/brand on any of these channels and probably is
  • Information not easily deletedA lot of noise
  • How we’ve progressed through the journey
  • Starts as linear process
  • Volume, what’s driving spikesWhere, what
  • No one likes to hear bad things being said about them and no one wants to be unpopular but it’s important to look at the bad with the good…
  • Was able to turn a negative post around into positive…
  • Talk here about sales opportunities as well…
  • Gain insights that can impact your business and help shape your social strategyUncover potential threats, legal issues, negative conversations or press
  • you need to have a strategy in place and an important part of that is having a listening framework and work flow in place – the one is based on the US Air Force blog triage
  • Treat others as you want to be treated…Guiding principles

Listening and Responding to Your Customers and Prospects Listening and Responding to Your Customers and Prospects Presentation Transcript

  • Cisco and the Social Web: Listening and Responding to Your Customers and Prospects LaSandra Brill Senior Manager, Digital & Social Media Strategy Cisco Systems, Inc.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  • “We have two earsand one mouth sothat we can listentwice as much as wespeak.”Epictetus, Greek Stoic philosopher,AD 55-c.135
  • Content Sharing & Rating Forums Organization Web Site Blogs cisco.com Social Networks Blogs Cisco Blogs Home Base Outposts Passports Priority: 1 Priority: 2 Priority: 3 Time Budget: ~50% Time Budget: ~40% Time Budget: ~10% Listening Station Always on© 2010 Cisco and/or its affiliates. All rights reserved. Tuning in to online conversations Cisco Confidential 3
  • 78% of 18-34 year olds, 71% of 35-44 year olds, 59% of 45-54 year olds use social media 25% are equally likely to share their dissatisfaction with a company, brand or product via social media Harris Interactive, Harris Poll, June 2010© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  • 34% of Americans online have used social media to rant or rave about a company, brand, or product 38% aim to influence, 46% feel they can be brutally honest on the internet Facebook fans are more 28% likely than non-fans to continue using a product 41% fans are more likely than non-fans to recommend to a friend Harris Interactive, Harris Poll, June 2010 Syncapse Corp, The Value of a Facebook Fan, June 2010© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  • • It is the new collaboration system between employees, customers and brands • Most efficient listening and feedback-gathering channel available • Accelerates word of mouth© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  • BlogsMicromediaSocial NetworksVideo sharingGeolocationReviews & RatingsCustomer ServiceEventsWikisLive-castingPhoto sharingMusic sharingDocument sharingSocial Bookmarking
  • Listening or “Monitoring” “Groundswell” Social Objectives offers the ability to learn from what your  Listening customers are saying.  Talking  Energizing  Spreading  Supporting  Embracing© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  • Social Media Customer Groundswell Online press Voice of the Bloggers / Customer Influencers Trade press Today’s Challenge Relevant Insights • Deep customer insight, market trends, • Multiple conversations from multiple competitive intelligence channels • Ability to influence and drive the • Diverse and fragmented business • Disruptive force spreads news rapidly • Data collection, data analysis, insight (good and bad) delivery© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  • Stage 5 Fully Engaged Stage 4 Stage 3 Impactful Stage 2 Operational • Social listening and Stage 1 Experimental engagement drives real • Share insights broadly business results Traditional • Dabbling in social • Key players/responders • Cross-functional teams • Customer understanding listening occurs identified (i.e. product, partner to listen, engage occurs via focus groups, • Initial understanding of marketing, support) consistently and make surveys, or phone conversation landscape • Develop initial response changes based on channel/support process, start engaging insights • Perceive potential • No concerted effort benefits of listening • Starts to be embedded in • Listening data matched around social listening; business operations with other data to possible skepticism • Still disconnected to provide real-time overall about benefits business operations • Executive sponsorship health of brand Based on Ant’s Eye View Social Engagement Journey: http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • Monitor monitor Discover real-time, relevant, impactful conversations Measure measure Analyze and track conversations, engage Engage show business impact Active dialog with customers or prospects, track/tag comments for further use© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  • Total volume of mentions1400012000 Earnings Cius/Verizon10000 Data Center Portfolio and IPTV Expansion 8000 6000 4000 Holidays 2000 0 1-Dec 8-Dec 15-Dec 22-Dec 29-Dec 5-Jan 12-Jan 19-Jan 26-Jan 2-Feb 9-Feb 16-Feb 23-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar Volume of mentions by topic Mentions by media type Routers & Switches Forum Other Replies 5% Security 5% Mobility / Wireless Facebook 9% Certification Consumer Small Business Collaboration MicroMedia Blogs 54% Video 27% Virtualization 0 5000 10000 15000 20000 25000 © 2010 Cisco and/or its affiliates. All rights reserved. Chart Data Source: Radian6 Cisco Confidential 13
  • A Job Seeker’s Tweet Our Response© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  • 1) WW Technical Services Discovers Two 2) Small Business Uncovers Product P1 Issues and BU Resolves Issue and Restores Faith of Partner • P1 issues discovered via Radian6 alerts. • Cisco Partner expresses lack of faith in UC560. • One customer reports total of 17 bugs with Cisco Nexus • SMB actively listening, reach out and uncover product issue. products through various TAC cases. • Product team react quickly, faulty units sent directly to • BU fully engaged and fixes all the reported issues. engineers for examination in order to prevent repeat issues. • Customer pleased with the technical support provided. • Partner appreciates prompt response and resolution. 3) Tandberg Addresses Customer Concerns 4) Cisco Data Center Enters a New Market Over Acquisition and Calm Fears with Unified Computing (UCS) • Customers publicly voice their concerns about the • First step to entering new terrain is listening and learning to acquisition on Tandberg’s Facebook page. what’s being said in the marketplace. • Tandberg team actively monitoring and responds via their • Active listening and strong feedback loops ensure Cisco’s Facebook wall and contacts appropriate sales rep to let language accurately reflects the external realities of them know the customer needs more reassurance. customer conversations. • Team calm fears and avoids any further public escalation • Earns legitimacy by coauthoring content with established of concerns on Facebook. thought leaders inside the community. • The loudest customer has since removed his negative • DC team amplifies customer enthusiasts and preempts comments from the Facebook wall. detractors to improve receptivity to their insights.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  • Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail @henaredegan sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Y1O8 @CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  • Lead Opportunities: Product Negative: Show we care, help resolve comparisons, “looking for XYZ” issues, turn sentiment to neutral/positive Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail CiscoSmallBiz: sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8 Nice! I really like the "Download and Accept License" all in one click - good stuff Positive: Thank them, turn them into advocates Product Reviews: Influence others© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  • Inviting Guest Bloggers to theCisco SP Mobility Community• Researched potential contributors and experts• Reached out to solicit active bloggers in mobile industry• Resulted in 6 strong contributors who posted regularly over 12-18 month period: Posts received 36% of total views© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  • Gaining insights to drive real business results… Identify Emerging Themes Capture Find Fans Industry Trends and Advocates Competitive Discover Insights Product Issues Benefits of Listening Uncover Crisis / Risk Influencers Management Message Product Penetration Development Feedback Sales Leads© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  • • “Conductor” or facilitator Support Listen Hub Distribution and alerts Workflow• Subject Matter Experts Marketing Facilitator Hub Product expertise Train, i.e. Code of Business Conduct• Reporter Product Track and analyze results Hub Communicate broadly© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  • Crisis Marketing Product Support Management Research Product Pre-Sales Resolve Issues Issues and Answer Safety Issue Support Questions Product Quality Igniting Fans Issues Gather Info for Critical Support Website Errors or Content Generation Product Development Issues Problems Thought Provide Product Leadership / Trusted Advisor Updates Promote Cisco Highly Negative Support Post / Mentions of Reputation Identify Gaps in Community Lawsuit Management Product Portfolio© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  • Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Assess the Does customer Do you want Evaluate the need/deserve more to respond? message purpose info? No Yes Unhappy Yes Are the facts No Gently correct the Response Customer? correct? facts No Yes Can you add No Dedicated Yes Are the facts No value? Complainer? correct? No Yes Is the Explain what is beingRespond in Thank the Comedian Yes problem done to correct thekind & share person Want-to-Be? issue being fixed? No Yes Let post stand and This framework was built using the USAF Blog Triage monitor© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
  • Abide by the rules You are Add value responsible Be mindful Be honest Be respectful Be yourself Read: Cisco’s Social Media Guidelines© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  • Thank you.
  • Gain insights on customer/partner sentiment by doing Listen social listening. Helps provide direction for product development, marketing ideas, support issues, areas for focus and improvement. Add value and tell stories about how technology can help small businesses in a blog or with video Create content to increase product consideration, improve relevance, gain trusted advisor status Share content (blog posts, research reports, industry best practices, newsworthy items, social media Share releases, customer & how-to videos) on Twitter, Facebook, YouTube + Digg, Delicious, StumbleUpon Impact perception by responding to social conversations - solve problems or correct Engage inaccuracies, ignite fans and encourage advocates, gain referrals, demonstrate willingness to help.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  • • What relevant discussions are taking place?• Is the conversation more prominent in a particular type of social media (blogs, message boards, social networks, etc.)?• What key topics and themes are being discussed?• Is the conversation fragmented or is there a clear leading voice(s)? Who are the leading voices? Is the media leading or hosting these conversations? Competitors?• Does my organization have a voice in the conversation? Is anyone talking about us?• Are our target audiences participating in this conversation?• Are there any passionate fans of our issue or cause? What about detractors?• “So what? How do all those answers add up in a meaningful way that will move us forward?”© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28