20110224 listening dickraman

Dick Raman, CEO,BrandReact, Inc.

!   http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

!  Governments overthrown!  Every part of our life affected!  Not just for kids!  Fundamental Shift in Business !  Consumer Power !  B2C and B2B

!  Consumer always had a voice !  Consumer Advocate Groups !  TV Shows!  With Social Media !  The Masses can be mobilized !  Instantly!  Consumers can damage or break your Company

!   http://www.youtube.com/watch?v=5YGc4zOqozo

!  Business Networking (90m Users)!  Resumes + Accomplishments + Skills + Recommendations !  Professionals !  Executives!  Company Profiles!  Groups (Discussions)!  Events

!  Micro-Blogging!  140 Char (SMS)!  Stream of Information (Real-Time) !  Dip in and Take what you want !  Great search capabilities !  Live event commenting

!  3rd Largest Country !  1st in knowing its Citizens !  No Democracy!  People are Narcissistic and Voyeurs!  Privacy or Transparency?!  National Social Networks will fade away!  The web gets pulled in !  Social Logins !  ‘Like’ anything

!  Companies need to Listen! !  Listen to what is said about your Brand !  And React!!  Institute Corporate-Wide Listening !  Define a ‘Listening Policy’ !  Select suitable tools !  Involve all staff

!  93% of Americans believe a company should have a social media presence!  85% believe a company should be active with customers in social media!  56% feel a stronger connection with companies they interact with in social media Cone Business, Sept 2008

!   Who is out there?!   What do they say?!   Where are they?!   When do I hear them?!   What matters most?!   What do customers expect?!   What can I do better?!   How am I contributing?

!  Effective social listening is not just technical, it is also a cultural and business process issue !  Involve the whole organization !  Loosely integrate with CRM!  Appoint Chief Listening Officer !  Educate !  Set Policies !  Enforce!  Listening & Response Platform

!  FUD: Fear – Uncertainty – Doubt !  Denial !  Privacy Concerns !  Identity Theft !  Under Age Kids

!  The Old way: !  First research on the Internet !  Then Buy in Store (or Online)!  The New way: !  Research while in the Store !  Look for Reviews !  From Friends!

!  The Old Way: !  Use Targeting to Convince!  The New Way: !  Use Human Engagement to Drive Preference and Loyalty

!  Retain Customers!  Acquire Customers!  Reputation Management!  Customer Service (in Public)!  Public Relations!  Exceed Expectations

!  Appoint A Chief Listening Officer!  Listen with a purpose!  Think enterprise!  Don’t try to boil the ocean!  Stand on the shoulders of giants!  Embrace the change

BrandReact Nederland BV io info@BrandReact.nl

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20110224 listening dickraman

by Marketingfacts on Feb 25, 2011

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20110224 listening dickraman — Presentation Transcript