UNI 2

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Listening to Your Stakeholders

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UNI 2

  1. 1. Listening to your Stakeholders Marc Ross @ 2ndSix Session 2
  2. 2. <ul><li>Presentation </li></ul><ul><li>Why </li></ul><ul><li>Opportunity </li></ul><ul><li>Getting Started </li></ul><ul><li>Best Practices </li></ul>
  3. 3. Why?
  4. 5. Listening to customers, prospects and influencers – and using their feedback to shape innovation and activities - is the foundation of a successful social media program.
  5. 10. Opportunity
  6. 11. By monitoring digital conversations happening in blogs, forums, social networks and other social media channels – you can bring the customer directly into your organization. You can learn what is happening.
  7. 12. Analyze the volume and tone of: Your organization Your competitors Your industry/service Your issues
  8. 13. Identify key influencers and leaders: 20-30 A Leaders 20-30 B Followers Who is driving the conversation?
  9. 14. Identify and analyze your customers’ Likes Dislikes Wants Needs
  10. 15. Identify and analyze your opponents’ Activities Objectives Plans Allies
  11. 16. Insights gained will guide your organization’s social media and digital advocacy strategy. Play where your customers are – Not where you think they are.
  12. 17. Getting Started
  13. 18. Search Google Blog Search Technorati Alexa Compete search.twitter.com Google Trends
  14. 19. Subscribe to: Blogs Emails RSS Podcasts Fan Pages Google Reader Bloglines Netvibes Google Alerts
  15. 20. Share Insights + Take Action Develop process to analyze + act What? How? When? Success? Failure?
  16. 21. Go Pro Hire professionals PR Firm Dedicated Staff Radian6 Vocus Converson
  17. 22. Best Practices
  18. 23. Assign a team or individual to lead listening program – but encourage other team members to engage in active listening
  19. 24. Make sure communication and IT policies allow employees to access social media networks and digital channels. Make sure required government policies are followed and respected.
  20. 25. Make sure not to just focus on blogs and popular social media platforms – assume your organization is being discussed everywhere.
  21. 26. Take action based on what you have learned. Let your customers know you are listening and that they are being heard. Establish platforms for open communications and dialogue.
  22. 27. Examples
  23. 38. Q&A
  24. 39. Marc A. Ross [email_address] @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com Web: 2ndSix.com

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