This document discusses the fundamental shift in business due to social media and consumer power. It notes that consumers can now be instantly mobilized through social media to damage or break companies. It recommends that companies listen to what is said about their brand on social media and react. Specifically, it advises appointing a Chief Listening Officer, instituting corporate-wide listening policies and tools, and using human engagement in social media to build preference, loyalty, and customer retention.

1. Dick Raman,
CEO,
BrandReact, Inc.

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

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

5. ! 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

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

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

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

18. ! 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

20. ! 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

23. ! 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

24. ! 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?

27. ! 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

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

30. ! 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!

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

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

37. ! 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

40. BrandReact Nederland BV io
info@BrandReact.nl