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Angela Hausman, PhD
Howard University
Presentation to AMADC
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What is Listening in Social Media?
Why You Should Listen?
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Reputation Management
CRM
Measure Social Media Success
Increase Engagement
Improve Understanding

Who Should You Listen To?
What Should You Listen To?
How Should You Listen?
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http://www.youtube.com/watch?v=InrOvEE2v
38
A Listening Post
◦ A centralized location where conversations are
culled from a variety of online sources [such as
blogs, chat rooms, social networks, and forums]
and distributed to employees for appropriate
marketing action.
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http://www.kintera.com/atf/cf/%7Bc77fca17
-4996-4a6e-9ebd49502ef9581f%7D/SAMPLELISTENINGDASHBO
ARD_7-28-2009_4-15-05_PM.JPG
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No Objectives at All:
Tracking of Brand Mentions:
Identifying Market Risks and Opportunity:
Improving Campaign Efficiency:
Measuring Customer Satisfaction:
Responding to Customer Inquiry:
Improving Your Understanding of Customers:
Being Proactive and Anticipating Customers
Needs:
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Reputation management
◦ Positive WOM encourages new customers
◦ Negative WOM decreases your brand currency
◦ Some complaint sites have high Page Rank so
searchers find negative WOM easily – ie. Rip Off
Reports and Complaints.com
◦ Google fixed algorithm that benefited negative
WOM companies
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Customer Relationship Management
◦ Service Recovery Paradox
◦ Immediacy

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Social Media Effectiveness
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Share of Conversation
Strength of Recommendation
Correlations with Increased Sales (imputed ROI)
Target resources

Resolution Effectiveness
◦ Customer Satisfaction
◦ Customer Complaints
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Listen to increase engagement
◦ You have 2 ears and only 1 mouth
◦ What are they talking about?
◦ Who is talking?
 Identify influencers
 Reward positive interactions
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Identify customer needs
Identify impediments to
purchase, satisfaction, consumption
Identify social relationships, social norms
Knowing customers better improves your
listening, so this is cyclical
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Customers
Stakeholders
Consumers in general
Competitors
Industry Experts
Economic Forecasters
Technology Leaders
Legal Experts
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Sentiment - compliments / complaints
Brand mentions – brand awareness, brand
image
Competitors - new
products, sentiment, promotions
Industry change factors
Employee dissatisfaction
Unmet needs
Culture
Where folks are “hanging out” in social
spaces.
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How far back do you want to go in your
monitoring; affects tools you use
Free listening and monitoring
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Google Alerts/ Yahoo Alerts
Google Reader (iGoogle)
Technorati
Google Blog Search
Twitter Track
Friendfeed
Social Mention
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Paid Listening

 Radian6
http://www.radian6.com/get-started/what-we-do/
 Overtone
http://www.overtone.com/product/open-mic-features
 Trackur
http://www.trackur.com/
 MileStones
http://www.milestoneinternet.com/html/online-socialmedia-management-system-forhotels.asp?utm_source=google&utm_medium=cpc&ut
m_campaign=eBuzz+Connect&utm_term=social%20m
edia%20listening&utm_content=sg1R2F1ss_73938275
78
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Administration Support
Knowing WHAT to Listen To
Information Overload
Privacy Barriers
External requirements
◦ Benchmarking
◦ Market Research

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Language and cultural meaning
Integration into strategy and customer
support function
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Facts:
◦ Listening works

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Keyword analysis
Analyzing unstructuted data
◦ nVIVO
◦ HyperRESEARCH
◦ SPSS text analysis software

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Engage consumers/ stakeholders to avoid
privacy issues
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“what‟s considered cool”
◦ A half-a-dozen forty year olds and a couple of
thirty year olds sat around the boardroom laughing
and brainstorming about all the crazy but cool
things they did in college using terms like
“nerd”, “dweeb” and “rockin”.
◦ Listen to hear how meaning is developed in target
demographic, not your own.
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“We use a combination of People, Tools and
Process to get the results we need.” Mark
Eduljee, Social Media Listening Intelligence at
Microsoft
Social Media Measurement and Social
Listening Intelligence
Increased use of Facebook to engage
customers ie. Recent Keynote by Steve
Ballmer
Using social mentions of Phone7 to inform
next upgrade
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Recommendations
◦ Start at the end
◦ Build trusting relationships w/ teams to get action
on intelligence
◦ Provide direction, not just data to customer teams
◦ “It‟s a short step from a listening post to a flogging
post” – ensure you‟re not encouraging negative
comments
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Type of listening depends on strategic goals
ie. for pharma client – side effects
Quick response to negative comments
Monitoring and assessing ROI depend on
active listening
Recommendations
◦ Multiple listening tools – social mention, Radian6,
etc
◦ Master spreadsheet analyzed
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Importance of listening in multiple cultures
Automates analysis
◦ Real time sentiments
◦ Learns as it processes

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Necessity of link to strategy
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Netnography of the Disney community forum
Collected data from 4 months of forum
discussion – 1350 individual messages
20 “influencers” based on frequent posts and
engagement
Analyzed iteratively to determine categories


Social support
◦ “If you do drive, I have a little story that might help
you to think about when your nerves are shot … We
traveled to Mississippi every year to visit my parents
who had retired down there. One you, my twins
were 5 months old… When we got to the top of
Mississippi, they both started screaming. We
couldn‟t even afford to stop at a hotel and just kept
driving. I kid you not, they BOTH screamed for 6
hours „til we got to my mom‟s. So, just when you
think its bad … think of me…. LOL. I lived to tell
about it.
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Have a great time. I just got back from my 32nd
(that‟s right thirty-two) trip to WDW since its
opening. At least one each year and some years
twice. I can NEVER get enough.
Hello fellow Disney World Obsessives. I will be
making my 9th trip from Vermont to Disney this
coming February… I am a 52 year old kid and I
love every minute of my time at Disney. I think
that every adult needs to go there with a kid so
they can get into what are considered the “kids”
rides without embarrassment. I can‟t wait.
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Share tricks for reducing wait time
Suggest “don‟t miss” opportunities, such as
parades and character signings
Recommend use of Disney owned facilities
such as hotels
Encourage frequent visits and longer stays
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I stayed in Coronado Springs and REALLY
liked it. I would recommend that you stay in
the Casitas section – its well themed and
close to the main building/ food court. The
only thing that is far away is the main pool. If
you prefer to stay closer to the main pool, I‟d
choose the Ranchos section. Each section
has its own bus stop. Transportation ..
Everything worked well. We hardly had to
wait too long at all for the buses.
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A couple of dining suggestions. The Cape
May Café is great if you like steamed clams
and mussels… for $21.95 its all you can eat.
Its located at the Beach Club. We also ate at
Yachtman Steakhouse in the Yacht club… I
probably had the best steak of my life in this
place … expensive, but worth it.


Don‟t rush to get everything done because I
guarantee you won‟t see it all. So why try?
Even on this trip we plan to pace ourselves so
as not to exhaust our daughter so much that
she doesn‟t enjoy it.
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I wish they would stick with the theme Walt had
and stop trying to compare to other theme parks.
That‟s what makes DL/DW so special, so
different, soooo Disney. I with there was a way
to stop the madness, but rely what can be done?
They already took away my People Movers at DW
(Why? Why? Why?) It was our family‟s favorite and
a must do!!! Without it, it just won‟t be the same
going to Disney World. Please tell me Carousel
of Progress will remain forever. I‟ve heard
rumors of them removing that? … Please Mickey
stop it before YOU‟R just a memory.


Walt may have never seen what a mega
corporation could have done with his
wonderful dream. He had visions of what
Disneyland was and could be, but his vision is
not being adhered to. Like Great Moments
with Mr. Lincoln. His words were it was to
have a permanent home there. Country Bear
and all of Criter Country is being yanked. Mr.
Toads and look out Tiki Room and It‟s a
Small World. We go to Disney to relive the
childhood memories.


The public relations department told me lies.
“We‟re not pulling the Swiss Family Tree
House.” Proved that lie didn‟t it. The corp
does not care to inform us, the public, of any
changes.
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

Practical Social Media Measurement and Analysis (ebook) by Radian6
http://www.radian6.com/blog/2010/06/social-media-listeningmeasurement-and-engagement-primer/
Online Marketing Research - http://www.ecommerceinnovators.com/buzzwords/effective-online-market-research-but-are-you-listening/
Listening to Drive Innovation http://hausmanmarketresearch.org/583/how-to-use-social-media-in-yourinnovation-strategy/
The Difference Between Monitoring and Listening
http://www.markeduljee.com/2010/11/the-difference-betweenmonitoring-and-listening-to-social-media/
Analyzing unstructured data – http://hausmanmarketresearch.org/461/nowthat-you-have-a-listening-post-you-need-to-analyze-all-that-data-tosupport-your-marketing-strategy/
Corporate Website: http://MarketingThatWorks.TV (coming soon)
Blog: http://hausmanmarketresearch.org
Twitter: @MarketingLetter
Facebook: http://facebook.com/angelahausman

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Listening and Monitoring in Social Media: American Marketing Association

  • 1. Angela Hausman, PhD Howard University Presentation to AMADC
  • 2.   What is Listening in Social Media? Why You Should Listen? ◦ ◦ ◦ ◦ ◦    Reputation Management CRM Measure Social Media Success Increase Engagement Improve Understanding Who Should You Listen To? What Should You Listen To? How Should You Listen?
  • 3.   http://www.youtube.com/watch?v=InrOvEE2v 38 A Listening Post ◦ A centralized location where conversations are culled from a variety of online sources [such as blogs, chat rooms, social networks, and forums] and distributed to employees for appropriate marketing action.
  • 5.         No Objectives at All: Tracking of Brand Mentions: Identifying Market Risks and Opportunity: Improving Campaign Efficiency: Measuring Customer Satisfaction: Responding to Customer Inquiry: Improving Your Understanding of Customers: Being Proactive and Anticipating Customers Needs:
  • 6.  Reputation management ◦ Positive WOM encourages new customers ◦ Negative WOM decreases your brand currency ◦ Some complaint sites have high Page Rank so searchers find negative WOM easily – ie. Rip Off Reports and Complaints.com ◦ Google fixed algorithm that benefited negative WOM companies
  • 7.  Customer Relationship Management ◦ Service Recovery Paradox ◦ Immediacy  Social Media Effectiveness ◦ ◦ ◦ ◦  Share of Conversation Strength of Recommendation Correlations with Increased Sales (imputed ROI) Target resources Resolution Effectiveness ◦ Customer Satisfaction ◦ Customer Complaints
  • 8.  Listen to increase engagement ◦ You have 2 ears and only 1 mouth ◦ What are they talking about? ◦ Who is talking?  Identify influencers  Reward positive interactions
  • 9.     Identify customer needs Identify impediments to purchase, satisfaction, consumption Identify social relationships, social norms Knowing customers better improves your listening, so this is cyclical
  • 10.         Customers Stakeholders Consumers in general Competitors Industry Experts Economic Forecasters Technology Leaders Legal Experts
  • 11.         Sentiment - compliments / complaints Brand mentions – brand awareness, brand image Competitors - new products, sentiment, promotions Industry change factors Employee dissatisfaction Unmet needs Culture Where folks are “hanging out” in social spaces.
  • 12.   How far back do you want to go in your monitoring; affects tools you use Free listening and monitoring ◦ ◦ ◦ ◦ ◦ ◦ ◦ Google Alerts/ Yahoo Alerts Google Reader (iGoogle) Technorati Google Blog Search Twitter Track Friendfeed Social Mention
  • 13.  Paid Listening  Radian6 http://www.radian6.com/get-started/what-we-do/  Overtone http://www.overtone.com/product/open-mic-features  Trackur http://www.trackur.com/  MileStones http://www.milestoneinternet.com/html/online-socialmedia-management-system-forhotels.asp?utm_source=google&utm_medium=cpc&ut m_campaign=eBuzz+Connect&utm_term=social%20m edia%20listening&utm_content=sg1R2F1ss_73938275 78
  • 14.      Administration Support Knowing WHAT to Listen To Information Overload Privacy Barriers External requirements ◦ Benchmarking ◦ Market Research   Language and cultural meaning Integration into strategy and customer support function
  • 15.  Facts: ◦ Listening works   Keyword analysis Analyzing unstructuted data ◦ nVIVO ◦ HyperRESEARCH ◦ SPSS text analysis software  Engage consumers/ stakeholders to avoid privacy issues
  • 16.  “what‟s considered cool” ◦ A half-a-dozen forty year olds and a couple of thirty year olds sat around the boardroom laughing and brainstorming about all the crazy but cool things they did in college using terms like “nerd”, “dweeb” and “rockin”. ◦ Listen to hear how meaning is developed in target demographic, not your own.
  • 17.     “We use a combination of People, Tools and Process to get the results we need.” Mark Eduljee, Social Media Listening Intelligence at Microsoft Social Media Measurement and Social Listening Intelligence Increased use of Facebook to engage customers ie. Recent Keynote by Steve Ballmer Using social mentions of Phone7 to inform next upgrade
  • 18.  Recommendations ◦ Start at the end ◦ Build trusting relationships w/ teams to get action on intelligence ◦ Provide direction, not just data to customer teams ◦ “It‟s a short step from a listening post to a flogging post” – ensure you‟re not encouraging negative comments
  • 19.     Type of listening depends on strategic goals ie. for pharma client – side effects Quick response to negative comments Monitoring and assessing ROI depend on active listening Recommendations ◦ Multiple listening tools – social mention, Radian6, etc ◦ Master spreadsheet analyzed
  • 20.   Importance of listening in multiple cultures Automates analysis ◦ Real time sentiments ◦ Learns as it processes  Necessity of link to strategy
  • 21.
  • 22.     Netnography of the Disney community forum Collected data from 4 months of forum discussion – 1350 individual messages 20 “influencers” based on frequent posts and engagement Analyzed iteratively to determine categories
  • 23.  Social support ◦ “If you do drive, I have a little story that might help you to think about when your nerves are shot … We traveled to Mississippi every year to visit my parents who had retired down there. One you, my twins were 5 months old… When we got to the top of Mississippi, they both started screaming. We couldn‟t even afford to stop at a hotel and just kept driving. I kid you not, they BOTH screamed for 6 hours „til we got to my mom‟s. So, just when you think its bad … think of me…. LOL. I lived to tell about it.
  • 24.   Have a great time. I just got back from my 32nd (that‟s right thirty-two) trip to WDW since its opening. At least one each year and some years twice. I can NEVER get enough. Hello fellow Disney World Obsessives. I will be making my 9th trip from Vermont to Disney this coming February… I am a 52 year old kid and I love every minute of my time at Disney. I think that every adult needs to go there with a kid so they can get into what are considered the “kids” rides without embarrassment. I can‟t wait.
  • 25.     Share tricks for reducing wait time Suggest “don‟t miss” opportunities, such as parades and character signings Recommend use of Disney owned facilities such as hotels Encourage frequent visits and longer stays
  • 26.  I stayed in Coronado Springs and REALLY liked it. I would recommend that you stay in the Casitas section – its well themed and close to the main building/ food court. The only thing that is far away is the main pool. If you prefer to stay closer to the main pool, I‟d choose the Ranchos section. Each section has its own bus stop. Transportation .. Everything worked well. We hardly had to wait too long at all for the buses.
  • 27.  A couple of dining suggestions. The Cape May Café is great if you like steamed clams and mussels… for $21.95 its all you can eat. Its located at the Beach Club. We also ate at Yachtman Steakhouse in the Yacht club… I probably had the best steak of my life in this place … expensive, but worth it.
  • 28.  Don‟t rush to get everything done because I guarantee you won‟t see it all. So why try? Even on this trip we plan to pace ourselves so as not to exhaust our daughter so much that she doesn‟t enjoy it.
  • 29.  I wish they would stick with the theme Walt had and stop trying to compare to other theme parks. That‟s what makes DL/DW so special, so different, soooo Disney. I with there was a way to stop the madness, but rely what can be done? They already took away my People Movers at DW (Why? Why? Why?) It was our family‟s favorite and a must do!!! Without it, it just won‟t be the same going to Disney World. Please tell me Carousel of Progress will remain forever. I‟ve heard rumors of them removing that? … Please Mickey stop it before YOU‟R just a memory.
  • 30.  Walt may have never seen what a mega corporation could have done with his wonderful dream. He had visions of what Disneyland was and could be, but his vision is not being adhered to. Like Great Moments with Mr. Lincoln. His words were it was to have a permanent home there. Country Bear and all of Criter Country is being yanked. Mr. Toads and look out Tiki Room and It‟s a Small World. We go to Disney to relive the childhood memories.
  • 31.  The public relations department told me lies. “We‟re not pulling the Swiss Family Tree House.” Proved that lie didn‟t it. The corp does not care to inform us, the public, of any changes.
  • 32.      Practical Social Media Measurement and Analysis (ebook) by Radian6 http://www.radian6.com/blog/2010/06/social-media-listeningmeasurement-and-engagement-primer/ Online Marketing Research - http://www.ecommerceinnovators.com/buzzwords/effective-online-market-research-but-are-you-listening/ Listening to Drive Innovation http://hausmanmarketresearch.org/583/how-to-use-social-media-in-yourinnovation-strategy/ The Difference Between Monitoring and Listening http://www.markeduljee.com/2010/11/the-difference-betweenmonitoring-and-listening-to-social-media/ Analyzing unstructured data – http://hausmanmarketresearch.org/461/nowthat-you-have-a-listening-post-you-need-to-analyze-all-that-data-tosupport-your-marketing-strategy/
  • 33. Corporate Website: http://MarketingThatWorks.TV (coming soon) Blog: http://hausmanmarketresearch.org Twitter: @MarketingLetter Facebook: http://facebook.com/angelahausman

Editor's Notes

  1. My definition. What’s your definition? Stress importance of using listening for strategic purposes.
  2. This is an igoogle comprised of free listening sources. We’ll talk more about these later in the presentation, but notice how cluttered. This is one of the most serious problems in listening posts, as we’ll discuss later.
  3. Probably not really stages but strategies inherent in social listening. Strategy must drive your listening or it will get easily bogged down and likely get discarded as too much hassle with no payback.No objectives:This first stage involves a listening program however there is no specific goal or actionable items taken from the data.  It can be described by a company that is using free tools (Google Alerts, Twitter searches, etc.) for self-awareness.Tracking brand mentions: In this stage, a company is using a paid monitoring tool to track the number of brand, key personnel and competitor mentions yet the program lacks depth and tonality.Id market risks and opportunities: Involves adding the necessary staff to proactively engage in discussions online.  By participating organizations can identify flare-ups and put them out before they escalate, identify prospects and poach unhappy customers from their competitors. Improved efficiency: By using a listening platform, dedicated staff and a reporting tool (i.e. Google Analytics) companies can evaluate the success of their marketing campaigns while they are in process and make adjustments to improve results.Measure customer sat (brand awareness) Social media allows companies to view real-time discussions (including sentiment) about their brand/product.Respond to customers: This requires an active customer advocacy team that is empowered, trained and available to respond to customer questions/needs in real-time. Improving customer needs: This involves using a social CRM program to improve customer profiles by adding online behavior, locations and preferences to them.  It offers the opportunity to not only serve customers in their preferred environment but also offer a richer experience.Being proactive: This is the most sophisticated approach and requires an advanced customer database that allows views into historical data which can be used for identifying and engaging prospects before your competition.
  4. In the days preceding social media, we believed you could control the flow of online conversations by controlling the internet. So companies bought up the “I hate Microsoft” and “Microsoft sucks” URLs. This was naïve as there are a nearly infinite set of complaint platforms. Now, of course, there is social media and generic complaint sites such as Rip Off Reports. Shutting down conversation was never going to work and technology has surpassed the ability of a company to even try.This is probably the most common reason firms listen. Companies need to listen even if they don’t use social media, because that’s where consumers are talking about them. However, just listening for reputation management is not enough. Unfortunately, too few firms listen effectively, missing critical comments that can cost business. We talked to a professional consultant who shared failures such as FDA censure without notice from social media.
  5. Loyalty is relatively elusive. But, customers do want to have lasting relationships with companies and these relationships translate into increased sales. The service recovery paradox states that consumers become even happier if a company responds quickly and completely after a failure than if the failure had not occurred. By listening, companies have the ability to recover from inevitable failures quickly. Example of student with facebook complaint from airline. Airline customer complaint handled during the flight. Listening is also a critical first step in evaluating social media effectiveness such as ----- which can then be used to target resources more strategically.Listening can be used over time to track the success of marketing strategies by tracking changes in customer satisfaction and complaints.
  6. I truly believe social media is ushering in a new era of customer engagement replacing 1 way communication from companies. As we’ll see later, this gives companies a place at the table to truly build relationships with customers. Engagement allows companies to hear what customers are talking about, who’s talking and how they interact with each other and the product. They can identify influencers and reward positive interactions. For instance, consumers who are sharing information about your product might be given discounts or invited to events. Princess Cruises did this – inviting an entire ship load of Tweeters to come about and share their experiences. Bloggers can be paid for blogging, but even recognition of their efforts can be more effective in encouraging future positive comments. Kozinets stuff shows conundrum when bloggers get swag for posting and the backlash possible from readers.
  7. Strategic goals should dictate what you listen for , which informs who you listen to. There are just too many conversations going on out there to hear everything. Trying to get everything results in missing key conversations. Look at failure of homeland security to stop the bomber last Christmas. There were credible reports from his father reflecting his danger, yet he was never put on a do not fly list. Listening to too much means you miss conversations and fail to act strategically on critical conversations.
  8. Key to Mark’s recommendations is not gathering information, but using it to inform strategic action. He recommends starting with things that will change depending on listening. Then form relationships with the people who will use your output. Present things in the form they are accustomed to seeing. Work with them to understand how they should respond to the information you’re sending them. So, if you send them a negative sentiment about a product, they should contact the customer for a replacement, for instance.
  9. How could you use these comments. Reward these communicationsie. Invite posters to special reception at Disney --- --- provide discountsUtilize their knowledge – get them to lead a group of novices through the theme park --- Ask them to write a guest post for the Disney blog Build on their obsession – challenge fans to a contest of who can go to Disney the most number of times in a specified period --- who has been to the most Disney special eventsMake them appear “normal” – use in commercials ie. Grandparents don’t need kids
  10. Use utterances like this in planning future venues or modifying existing properties. You know being close to transportation is important as is being close to other amenities. Customers value themed villages.
  11. These are the top dining options on the property. Other’s need to be improved. All you can eat seems to have some value. Stress quality of food on properties and discourage customers from choosing outside venues for food or entertainment.
  12. Package activities based on target markets and make similar attractions close together. Provide plenty of options for relaxation and rest during the day. Possibly provide napping facilities for toddlers allowing parents to continue to enjoy other options the child might not like.