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Social Media Listening by Augustine Fou


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Companies leveraging the collective wisdom of their customers through social media.

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Social Media Listening by Augustine Fou

  1. 1. Social Media Listening Dr. Augustine Fou 3, 2012 1
  2. 2. Listening to Customers: Starbucks • Customers submit ideas • Other Customers vote up the best ones • Advertiser gets a continuous way to “source” new ideas and get corroboration on the best ones to implementApril 3, 2012 2
  3. 3. Listening to Customers: Dell • Dell customer service created the perception that did not care about them and their problems • Dell set up Idea-Storm and asked customers for feedback • Dell implemented ideas and created new products from user submitted ideasApril 3, 2012 3
  4. 4. Listening to Customers: Lego • Lego leveraged enthusiasts to create new ideas for products • Lego asked the community to decide which toys are most popular • Lego chose a handful of master builders to create large Lego sculptures and artApril 3, 2012 4
  5. 5. Listening to Customers: Microsoft • Customers and developers perceived Microsoft as monopolistic • Channel 9 enabled Microsoft employees to blog and post/share content like videos • Users could post content, edit a wiki, and submit feedback to MicrosoftApril 3, 2012 5
  6. 6. Listening to Customers: SalesForce • faced increasing competition from large firms and startups • Successforce community enabled users to vote on new ideas/apps posted by or other users. • Ideas selected by community were added to the monthly new feature rollout, versus annual software releases.April 3, 2012 6
  7. 7. Listening to Customers: Netflix Leveraged their Facebook fan base (1.6M) to do continuous customer research by asking questions and posting useful content.
  8. 8. Companies leveraging the collective wisdom of their communities. • to improve marketing • to get new ideas for products or services • to improve their business processes • to develop a rapport with the most important target customersApril 3, 2012 8
  9. 9. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing across both traditional and digital channels and tactics. Dr. Fou is also an Adjunct Professor at NYU in the School for Continuing and Professional Studies and at Rutgers University at the Center for Management Development, where he teaches courses on digital strategy, social media marketing to executives. He is a frequent panelist, moderator, and keynote speaker. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. He writes a monthly column on Integrated Marketing for, and can be found on @acfou.April 3, 2012 9