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Listening to your community: lessons learned


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Your customers online, the source of your best ideas and worst nightmares. Here are some case studies and corresponding lessons learned on how to manage your online communications.

Published in: Business, Technology
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Listening to your community: lessons learned

  1. 1. Listening to your community: lessons learned SMCSF, April 14th, 2009 Alex de Carvalho
  2. 2. Alex de Carvalho
  3. 3. People are talking Blogging Social Networking Wikis Bookmarking Photosharing Calendaring Tagging Podcasting Microblogging
  4. 4. everywhere ...
  5. 5. So what? Domino Pizza’s “boogergate” videos on YouTube
  6. 6. Tim McIntyre Vice President, Communications Domino's Pizza, LLC From: quot;Tim McIntyre (COMM - Communicat)quot; Date: April 14, 2009 9:20:54 AM EDT To: Jonathan Drake Subject: RE: Video Location identified! Jonathan, To say that the Consumerist is quot;relatively popularquot; is a bit of an understatement. Thank you for your understanding. Our chief of security has spoken to the franchise owner this morning, who was dumbfounded, to say the least. He has told us that he will be terminating their employment today. The quot;challengequot; that comes with the freedom of the internet is that any idiot with a camera and an internet link can do stuff like this - and ruin the reputation of a brand that's nearly 50 years old, and the reputations of 125,000 hard-working men and women across the nation and in 60 countries around the world. Tim McIntyre Vice President, Communications Domino's Pizza, LLC
  7. 7. First day: A week later:
  8. 8. Traditional marketers broadcast “crafted” messages
  9. 9. How they see us
  10. 10. they might as well talk to the hand
  11. 11. because we’re wise to them!
  12. 12. markets are conversations
  13. 13. David Armano And online, conversations spread quickly from network to network
  14. 14. But are you listening?
  15. 15. What are people saying ... How do they feel about my brand? ✤ What is being discussed? ✤ Who’s talking and are they influential? ✤ Is my marketing working? ✤ ARE MY PRODUCTS / SERVICES WORKING? ✤ How can we engage in the conversation? ✤
  16. 16. What should I track? Company name and URL ✤ Competitors ✤ Product and service names ✤ Brands ✤ Key employees ✤ Other relevant keywords ✤ Images and videos ✤
  17. 17. Use available tools to track your mentions
  18. 18. You may be surprised at what you’ll find out ...
  19. 19. Amazon learned ... late ...
  20. 20. Remember this ad, from Target?
  21. 21. “Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets,” a public relations person [representing Target] wrote to ShapingYouth.
  22. 22.
  23. 23. a chilling effect ...
  24. 24. Become or hire a community manager Also, train your colleagues
  25. 25. Listen, then manage and react to conversations
  26. 26. Dell Ideastorm
  27. 27. My Starbucks Idea
  28. 28. GetSatisfaction
  29. 29. How to start Listen to what people are saying online ✤ Train your team and assign responsibilities ✤ Have a communications plan, just in case ✤ Integrate unsolicited online feedback into your customer service and ✤ product processes Join the conversation and engage the community ✤ Solicit feedback from your customers and community online ✤ Be awesome ;) ✤
  30. 30. photo credits - thank you! “My social Network on Flickr, Facebook, Twitter and MyblogLog” by Luc Legay http:// ✤ quot;Well, it's one louder, isn't it? It's not ten. You see, most blokes, you know, will be playing at ten. You're ✤ on ten here, all the way up, all the way up, all the way up, you're on ten on your guitar. Where can you go from there? Where?quot; - Nigel by fd charlie declawed himself by dairycow2 ✤ Talk To The Hand by Tancread ✤ Garfield by pasma ✤ Groove Salad by seanomatopeia ✤ She's such a geek by celesteh ✤
  31. 31. Listening to your community: lessons learned SMCSF, April 14th, 2009 Alex de Carvalho