Social Listening: Let your customers lead you for Product Innovation


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Social media is all about customers and listening. When companies listen for engagement, do they truly listen or just hear? In order to listen, you have to cut through the noise and get to the meat. Only then will you discover that your customers are giving you invaluable product feedback.

Social media has often been used for thought leadership and customer service, but PayPal has discovered that the power is in real-time feedback. Don't spend thousands of dollars on time-consuming focus groups and surveys. Let your customers lead you to adapt your product using their feedback.

Come learn the best practices for using social feedback to adapt your products to fit customer needs.

You'll learn how to:

* Derive ROI from listening to customers
* Filter the noise from real customer feedback
* Make the customer your partner so you can garner product criticism and comments
* Apply best practices in online listening
* Measure the success in actual cost savings

Talk by Sudha Jamthe at Cisco's Social Media for Communication Conf May 5 2011

Published in: Technology, Business
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  • Thanks to zenoferox.blogspot.comImage:Thanks to jscreationzs
  • Social Listening: Let your customers lead you for Product Innovation

    1. 1. Social Listening: Let Your Customers Lead<br />SUDHA JAMTHE, PAYPAL<br />@SUJAMTHE<br />AT Social Media Best Practices for Communicators Conference<br />
    2. 2. What is social listening?<br />Listen to your customers wherever they gather and collect their feedback, suggestions, criticism about your product/brand and communicate back.<br />@sujamthe #ragancisco<br />Image: Thanks to<br />
    3. 3. Why Social Listening?Grassroots Movement of Customers<br />@sujamthe #ragancisco<br />
    4. 4. What This Talk Covers<br />@sujamthe #ragancisco<br />1<br />2<br />3<br />4<br />5<br />
    5. 5. What This Talk Covers<br />@sujamthe #ragancisco<br />1<br />2<br />3<br />4<br />5<br />
    6. 6. ROI of Social Listening<br />@sujamthe #ragancisco<br />Image: Thanks to jscreationzs<br />
    7. 7. What This Talk Covers<br />@sujamthe #ragancisco<br />1<br />2<br />3<br />4<br />5<br />
    8. 8. FILTER NOISE FROM CUSTOMER FEEDBACKlisten to REAL CUSTOMERS FIRST<br />@sujamthe #ragancisco<br />
    9. 9. What This Talk Covers<br />@sujamthe #ragancisco<br />1<br />2<br />3<br />4<br />5<br />
    10. 10. Partner with the customerLet the Customer LEAD<br />@sujamthe #ragancisco<br /><ul><li>Listen and ponder on criticisms
    11. 11. Apply the feedback internally
    12. 12. Say Thank You to the customer
    13. 13. Say Sorry we are working on it when possible.</li></ul>Image: Thanks to Arvind Balaraman<br />
    14. 14. What This Talk Covers<br />@sujamthe #ragancisco<br />1<br />2<br />3<br />4<br />5<br />
    15. 15. Best Practicein LISTENING 1. ENGAGE AS A REAL PERSONnot a BRAND<br />@sujamthe #ragancisco<br />
    16. 16. Best Practice in LISTENING 2. AUTOMATE TRANSPARENCY WHERE POSSIBLE<br />@sujamthe #ragancisco<br />
    17. 17. Best Practice in LISTENING 3. DON’T BE AFRAID TO HEAR NEGATIVE FEEDBACK<br />@sujamthe #ragancisco<br />Give customers confidence that you listen to good and bad feedback.<br />Do it in a way that is comfortable to your culture and brand.<br />
    18. 18. What This Talk Covers<br />@sujamthe #ragancisco<br />1<br />2<br />3<br />4<br />5<br />
    19. 19. MEASURE WITH CONSISTENCYLISTEN EVERYWHERE, MONITOR BEFORE YOU RESPOND<br />@sujamthe #ragancisco<br />Tool used: SM2 from Techrigy (Also can use Radian6)<br />
    20. 20. MEASURE WITH CONSISTENCYKNOW WHO IS TALKING AND EXPANDING YOUR REACH <br />@sujamthe #ragancisco<br />Tool used: for Twitter Influencer Report<br />
    21. 21. MEASURE WITH CONSISTENCYSEPARATE MONITORING FROM PUBLISHING <br />@sujamthe #ragancisco<br />Tool used: hootsuite (Also can use sprinkler or cotweet)<br />
    22. 22. MEASURE WITH CONSISTENCYTake a Holistic LOOK at CONVERSATIONS<br />@sujamthe #ragancisco<br />Tool used: Peoplebrowsr Viral Analytics<br />
    23. 23. MEASURE WITH CONSISTENCYCOMPARE WITH Competition<br />@sujamthe #ragancisco<br />Tool used: for Market Analysis<br />
    24. 24. Q&A <br />Contact:<br />Sudha Jamthe<br />@sujamthe<br />This deck online on Slideshare: <br /><br />@sujamthe #ragancisco<br />