Listening in BtoB

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1 like•638 views

Conversation Management becomes increasingly important, also in BtoB. Online listening is the first step. What is it? How can it be organised? More information? jo.heirman@proximity.bbdo.be

Business Technology

Socialnetworks & online forums/platforms are usedon a largerscale in searchesfornewproducts and complaints

In the latter, ownsalesforcesalsoplayan important role,[object Object]

Screening ResultsSurvey Most screening is doneusing traditional methods (Google, search engines, …) Only 5% screens the internet withspecificlisteningtoolsorTwittersearch

Analysis ResultsSurvey Most companiesknowthatit is possible to performthis type of analysis, butdon’texecutethem (well)

Software forscreening & analysis ResultsSurvey For most analysis and screening, mostly the traditonal office tools are used There are already som smallexperimentswithlisteningtools, butnotalwayswith the preferredresults.

Distribution systems ResultsSurvey Most data are sent to the customer service forfurtherfollow up Other distribution possibilities: Microsoft SharePoint or to responsable manager/departmentorsalesperson

Many B2B playersdon’tseeyet the business possibilities of Social Media Monitoring

Whywould we listen? Our marketing funnel becomes more complex to follow.

Whywould we listen? Survey 2009 shows thatthere are manypossibilities to useSocial Networks Thoughtleadership is most important oneaccordingsurvey

Listening as a part of conversation management Usage web 2.0. Listen Analyze React Interact Marketing research & Product Marketing Campaign Impact Measurement CRM (support & sales)

Find the right software REACH & COVERAGE CLEANSING ANALYSIS/REPORT RESPOND EXPORT PRICE

Find the right information ,[object Object]

Cleansing Same name, different company Irrelevant content

Analysis ,[object Object],Tone of content

Analysis ,[object Object],[object Object]

Abstract vs. detailedinformation: deeplinking

Goodoverviewclients/prospects/complaints

Collection of complaints/ questions/ positive feedback

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Listening in BtoB

1. Listening in B2BFromrumours to action

2. ResultsSurvey

4. Socialnetworks & online forums/platforms are usedon a largerscale in searchesfornewproducts and complaints

6. Screening ResultsSurvey Most screening is doneusing traditional methods (Google, search engines, …) Only 5% screens the internet withspecificlisteningtoolsorTwittersearch

7. Analysis ResultsSurvey Most companiesknowthatit is possible to performthis type of analysis, butdon’texecutethem (well)

8. Software forscreening & analysis ResultsSurvey For most analysis and screening, mostly the traditonal office tools are used There are already som smallexperimentswithlisteningtools, butnotalwayswith the preferredresults.

9. Distribution systems ResultsSurvey Most data are sent to the customer service forfurtherfollow up Other distribution possibilities: Microsoft SharePoint or to responsable manager/departmentorsalesperson

10. Many B2B playersdon’tseeyet the business possibilities of Social Media Monitoring

11. Whywould we listen? Our marketing funnel becomes more complex to follow.

12. Beyond the hype…

13. Whywould we listen? Survey 2009 shows thatthere are manypossibilities to useSocial Networks Thoughtleadership is most important oneaccordingsurvey

14. Someexamples …

15. Competitornews

16. Complaint

17. Opportunity

18. Opportunity

19. Listening as a part of conversation management Usage web 2.0. Listen Analyze React Interact Marketing research & Product Marketing Campaign Impact Measurement CRM (support & sales)

20. Focus: listening in practice

21. Find the right software

22. Find the right software REACH & COVERAGE CLEANSING ANALYSIS/REPORT RESPOND EXPORT PRICE

23.

24. Definition of

25. Languages

26. Countries

27. Period of search

28.

29. Cleansing Same name, different company Irrelevant content

30.

31.

32. Goodcategorization & tagging

33. Abstract vs. detailedinformation: deeplinking

34. Goodoverview and user friendly

35. Alerts

36. Possibility to share content

37.

38. Goodoverviewclients/prospects/complaints

39. Connectionwithown DB

40.

41. Collection of complaints/ questions/ positive feedback

42. Workflowpossibility

43. Categorization topics

44.

45. Whatwe are looking for … What we are lookingfor …

46.

47. Publications, mass & trademedia

48. A/V media

49. Print media

50. Government & public sources

51. Statistics / reports

52. Electronic databases

53. CD/DVD-ROM

54. On-line databases

55. Syndicated / Research services

56. Panel data / Retail audit

57. Customized research (on demand)

58. Own colleagues

59.

60. Suppliers / Customers / Partners

61. Internet

62.

63. Annual reports / PR’s / Marcom / company web sites√ √ √ √ √ √ √ √ √ √ √ = partiallycovered = fullycovered

64.

65. Actuallisteningresults

66.

67. Fromnarrow > wide

68. Continuousworkload & refinement

69. Createexperience

70. Create perspective :

71. interactivity (« learningorganization »)

72. future links to MIS, CRM, BI, …

73.

74.

75. Iterate and re-iterate the searches

76. Analyse the data throughboth dashboards & exceptionreporting

77. Mind the operationalwork

78. Manage the internal PRLessonslearned …

79. The Listeninginvestment…

80. Start small & smart

81.

82.

Editor's Notes

The information we need is spread over the internet:Corporate sitesSites of research centraBlogsFora / discussiongroupsSocialnetworks (Twitter, Youtube, Facebook)
De redenen om te luisteren voor B2B marketers:Thoughtleadership is de belangrijkste reden. Ook de leadgeneration speelt een belangrijke rol en komt op de 2e plaats.About?Products, technology, trends, …Financial informationBusiness relatedinformation (partnerships, competition, …)ComplaintsQuestionsOpportunities
Vb. TRW, concurrent van Federal-Mogul, die zijn kwartaalresultaten uitbrengt
Omron is een concurrent van Siemens. Het is dus zeer interessant voor deze klant om te luisteren naar de klachten die over deze klant verspreid worden op het internet.
Aankondiging Automation project, waarin Siemens misschien geïnteresseerd kan zijn.
Horizontale kolommen: level of ambitionVerticale kolom: domainsListening biedt je insights over zowel de markt en nieuwe producten/technologieën en de opinie van de klanten (klachten, positief + vragen). Het is een eerste stap in elk domein.Analyseren de volgende stap. Uit de analyses kun je een beter beeld vormen van de markt, nieuwe producten en technologiëen (MarketIntelligence) en wat het imago van het bedrijf is. React: de analyse omvormen in concrete actiepunten. Marketingacties opzetten, nieuwe producten/technologieën ontwikkelen en reageren op de vragen/klachten die klanten hebbenInteract: De acties voltrekken op een hoger sociaal niveau, zodat er een continue interactie kan optreden tussen bedrijf en publiek.

Listening in BtoB

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Editor's Notes