listening to your community: lessons learned
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Your customers online, the source of your best ideas and worst nightmares. Here are some case studies and corresponding lessons learned on how to manage your online communications.TRANSCRIPT
Listening to your community: lessons learnedSMCSF, April 14th, 2009 Alex de Carvalho
Alex de Carvalho
People are talking
BloggingSocial Networking
WikisBookmarkingPhotosharingCalendaring
TaggingPodcasting
Microblogging
everywhere ...
So what?
Domino Pizza’s “boogergate” videos on YouTube
From: "Tim McIntyre (COMM - Communicat)"Date: April 14, 2009 9:20:54 AM EDTTo: Jonathan DrakeSubject: RE: Video Location identified!
Jonathan,
To say that the Consumerist is "relatively popular" is a bit of an understatement. Thank you for your understanding. Our chief of security has spoken to the franchise owner this morning, who was dumbfounded, to say the least. He has told us that he will be terminating their employment today. The "challenge" that comes with the freedom of the internet is that any idiot with a camera and an internet link can do stuff like this - and ruin the reputation of a brand that's nearly 50 years old, and the reputations of 125,000 hard-working men and women across the nation and in 60 countries around the world.
Tim McIntyreVice President, CommunicationsDomino's Pizza, LLC
Tim McIntyreVice President, CommunicationsDomino's Pizza, LLC
First day:
A week later:
Traditional marketers broadcast “crafted” messages
How they see us
they might as well talk to the hand
because we’re wise to them!
markets are conversations
David Armano
And online, conversations spread quickly from network to network
But are you listening?
What are people saying ...
✤ How do they feel about my brand?
✤ What is being discussed?
✤ Who’s talking and are they influential?
✤ Is my marketing working?
✤ ARE MY PRODUCTS / SERVICES WORKING?
✤ How can we engage in the conversation?
What should I track?
✤ Company name and URL✤ Competitors✤ Product and service names✤ Brands✤ Key employees✤ Other relevant keywords✤ Images and videos
You may be surprised at what you’ll find out ...
Amazon learned ... late ...
Remember this ad, from Target?
“Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets,” a public relations person [representing Target] wrote to ShapingYouth.
goldmansachs666.com
a chilling effect ...
Become or hire a community managerAlso, train your colleagues
Listen, then manage and react to conversations
http://startpr.com
Dell Ideastorm
My Starbucks Idea
GetSatisfaction
How to start
✤ Listen to what people are saying online
✤ Train your team and assign responsibilities
✤ Have a communications plan, just in case
✤ Integrate unsolicited online feedback into your customer service and product processes
✤ Join the conversation and engage the community
✤ Solicit feedback from your customers and community online
✤ Be awesome ;)
photo credits - thank you!
✤ “My social Network on Flickr, Facebook, Twitter and MyblogLog” by Luc Legay http://www.flickr.com/photos/luc/1824234195/
✤ "Well, it's one louder, isn't it? It's not ten. You see, most blokes, you know, will be playing at ten. You're on ten here, all the way up, all the way up, all the way up, you're on ten on your guitar. Where can you go from there? Where?" - Nigel by fd http://www.flickr.com/photos/john/10196037/
✤ charlie declawed himself by dairycow2 http://www.flickr.com/photos/klapow/39693385/
✤ Talk To The Hand by Tancread http://www.flickr.com/photos/tancread/2729865293/
✤ Garfield by pasma http://www.flickr.com/photos/pasma/580401331/
✤ Groove Salad by seanomatopeia http://www.flickr.com/photos/40732566596@N01/109538354/
✤ She's such a geek by celesteh http://www.flickr.com/photos/celesteh/397931208/
Listening to your community: lessons learnedSMCSF, April 14th, 2009 Alex de Carvalho