Digital Natives - Session 4 - Listening to consumers

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Online, virtually everything is being measured. Which results in tons of data. Are we doing anything with it? Does it give us any insights that actually make sense? Or should we simply involve our consumers and ask them what we'd like to know? And what if we not only get to know everything about our consumer, but also where he or she physically is at any given time? And what on earth does 'crowdsourcing' mean?

Text of Digital Natives - Session 4 - Listening to consumers

  • Session 4:Listening to Consumers.

  • Watch out for the content pushers. They want to create stuff and then

    dump it. People are looking for conversations and relevance.

    Bob Pearson, VP Communities & Conversations @ Dell

  • Conversation, not content, is king. If you were stranded on a

    desert island and you opted to bring your records instead of your friends,

    wed call you a sociopath.

    Cory Doctorow, Science Fiction Novelist.

  • Why does listening to your customers sound like

    a Web 2.0 Idea? It should be a Business 1.0 Necessity.

    Jeff Jarvis, Professor Interactive Journalism NYU

  • Hey, lets tap into everybodys processing

    power!

  • I see no need for more than five computers

    worldwide.Thomas J. Watson, IBM

  • We know that he was wrong

  • He overstated the number by four.

    Clay Shirky, NYU Interactive Telecommunications

  • http://visualgadgets.blogspot.com/2008/06/graphs-and-networks.html

  • Hey, lets tap into everybodys human skills!

  • Hey, lets simply talk.Really.

  • It is a real debate about real ideas. You want to surface those

    and get rid of the crap.

    The crap wont survive true collaboration and social

    networking.Steve Fisher, VP in charge of the platform @ Salesforce.

  • It's like a live focus group that never closes.

    Mark Bernioff, CEO Salesforce.

  • http://www.flickr.com/photos/hyku/2478364764/sizes/o/in/set-72157604946610778/

    Would you rather do a focus group with 10 people or listen to 100,000 people

    debate ideas for a few months ad ask them

    questions through the process?

    Bob Pearson, VP Communities & Conversations, Dell

  • 1. Is IdeaStorm increasing revenues?2. Is social media impacting the bottom and top line

    of Dell?3. How Dell has $1mm in revenue from Twitter?4.Is social media superficial branding, or does it

    truly change the company?5. How does an economic downturn impact Dells

    social media efforts?6. Is it better for customers to self-support each

    other rather than calling Dell Support?7. Whats the URL of your corporate webpage?

  • Social Media is becoming part of who we are. Its a way to communicate with our customers more effectively. And that lasts forever. It is not going away. It will only increase our value.

  • Start a caf society in the cafs with discussion about arts.Offer free drinks for frequent buyers.Offer a free drink on birthdays. Recycle cards, cups, and sleeves.Offer classes on coffee. Serve healthier breakfasts. Turn down the music.More plugs for laptops, please. Get rid of the tip jars. Let employees show their tattoos.

  • Customers are telling Starbucks that long lines irritate them. But note well

    that they didn't come online to complain. Instead they offered solutions. This is the

    gift economy of online.Chris Bruzzo, CIO & CTO Starbucks

  • The dead-end suggestion box and the auto-reply are symbols of corporate indifference and are no

    longer tolerated. In this age of nonstop, immediate communication in blogs, wikis, Twitter, and

    YouTube, your customers are having a conversation about your products and practices. The question

    every company has to ask is: Do I want to be part of this conversation? Do I want to learn from it? Am I willing to innovate on the basis of it?

    Chris Bruzzo, CIO & CTO Starbucks

  • I dont understand why companies arent falling over

    themselves to at least offer their customers this opportunity.

    Jeff Jarvis, Professor Interactive Journalism NYU

  • Optimize your listening

  • Source: Jupiter Research

  • Source: Jupiter Research

  • We preach that clients today should be setting aside 15% of their spend for

    optimization.

    We think the opportunity to improve the performance of the other 85% is that

    significant, and well worth it!

    Mark Taylor, EVP and CIO Wunderman

  • http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/

    Analytics

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    Analytics

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    Analytics

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    Analytics

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    Analytics

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    Analytics

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    Analytics

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    Analytics

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Methodologies

  • Statistics are like a drunk with a lamppost, used more for support

    than illumination.

    Winston Churchill

  • Dialogue

  • Dialogue

  • Dialogue

  • Dialogue

  • Dialogue

  • Dialogue

  • Dialogue

  • Dialogue

  • So I am covered when I start listening to my site visitors?

    Think again! This is 2008!

  • Word of mouth is now a public conversation, carried in blog

    comments and customer reviews.

    Chris Andersson, Wired editor

  • Online Reputation Management is the practice of consistent research and analysis of ones personal or

    professional, business or industry reputation as represented by the content across all types of online

    media.

    definition from Wikipedia

  • satisfaction insights money

    The reasons why...

    speed

  • Four steps to success...

    engagelisten respond measure

  • We need a shift in mindset

    Public Relations

    Public Relationshipsto

    from

  • 1 to many

    1 to many AND 1 to 1to

    from

  • talk to journalists

    talk to consumers/peopleto

    from

  • control the brand

    manage the brandto

    from

  • push the message

    engage the communityto

    from

  • speak as spokesman

    speak as a peerto

    from

  • What to monitor?

  • consumers

    collaborators

    distributors

    creators

    85%

    9%

    5%

    1%

    The participation inequality

  • listen

  • Google

  • company namecompany url

    productspublic peoplecompetitors

    combinations

    Google

  • company namecompany url

    productspublic peoplecompetitors

    combinations

    Google

  • Love the customer who hates you.

    Jeff Jarvis, columnist for Business Week

  • Blogs

    A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order.

  • Blogs

    technorati.comblogsearch.google.combloglines.com/citationsicerocket.comblogpulse.comurlfan.com

  • Micro-blogging

    Twitter is a free social networking and micro-blogging service, that allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.

  • Micro-blogging

  • Micro-blogging

  • Micro-blogging

    twist.comtweetscan.comsearch.twitter.comtwitmobile.comtweetbeep.com

  • Social Platforms

    A social network service focuses on building online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services.

  • Social Platforms

    facebook.com/directory/#/directory/groups/facebook.com/directory/#/directory/pages/facebook.com/lexiconnl.netlog.com/go/search/

  • Flickr & YouTube

    Flickr is an image and video hosting website, web services suite, and online community platform. It was one of the earliest Web 2.0 applications. In addition to being a popular Web site for users to share personal photographs, the service is widely used by bloggers as a photo repository.

  • Flickr & YouTube

    YouTube is a video sharing website where users can upload, view and share video clips.They use Adobe Flash Video technology to display a wide variety of user-generated video content, including movie clips, TV clips and music videos, as well as amateur content such as video blogging and short original videos.

  • Flickr & YouTube

    flickr.com/searchyoutube.com/results

  • Delicious & Digg

    Delicious (formerly del.icio.us, pronounced "delicious") is a social bookmarking web service for storing, sharing, and discovering web bookmarks. The site was founded by Joshua Schachter in 2003 and acquired by Yahoo! in 2005. It has more than five million users and 150 million bookmarked URLs.

  • Delicious & Digg

    Digg is a website made for people to dis