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© 2010 Mike Moran
Mike Moran
www.mikemoran.com
What Are Customers Saying About You?
Mike Moranfor MENG NJNovember 2010
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Social media volumes are staggering
126 million blogs (900,000 new posts each day)Source: BlogPulse, January 2010
90 million tweets per day (two billion per month)Source: Twiter, September 2010
Half a millionFacebook appsSource: Royal Pingdom, January 2010
YouTube serves onebillion videos per daySource: Royal Pingdom, January 2010
2
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran3
Social media now makes marketing a conversation
Readers comment on your blogs
They change your wikis
The create blogs of their own
They create “hate” sites if theydon’t like you
Web 1.0 users were consumers
Web 2.0 users are participants
Mike Moran
© 2008 Mike Moran4 © 2010 Mike Moran
Message boards have long been complaint centers
Would you have spotted this comment?
Would someone know how to respond?
What if that is one my competitors?
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
But now all you need is a phone
Your customers look at reviews before going into your restaurant
Or writing a review while they wait for the check
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Mike Moran
© 2008 Mike Moran© 2010 Mike Moran6
This isn’t so new—it’s what the Web is about
You always wanted to attract links to your site
You always had hate sites for those with a tin ear
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran7
Marketers do not have message control
We don’t control the message
Maybe we never did
The message is changed, rebutted, and misconstrued by ouraudience
We must modify whatwe say in response
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran8
Are you ignoring the conversation?
Others are talking
Are you listening?
Do you speak the language?
Are you commenting?
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Ford contains a potential disaster
A Ford fan site goes public with a Ford cease and desist order that goes viral on the Web
Scott Monty of Ford tweets “not good” when he first hears the story
Later, his legal team explains that the fan site was selling counterfeit Ford items and he tweets that
Within 24 hours, the story is dead, with Ford’s reputation intact
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Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Graco handles a recall online
Imagine the nightmare of babystrollers recalled for safety reasons
Graco jumped on Twitter and responded to every nervous tweet, requesting serial numbers and providing advice
Afterwards, as many stories praised Graco as slammed them
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Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Dell goes from embarrassment to leadership
Then: Bloggers took Dell’s serviceto task with “Dell Hell”
Now: IdeaStorm builds new products from customer ideas
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Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Comcast did the same thing
Comcast’s first exposure tosocial media came from aYouTube video of a service mansleeping on the customer’s couch
They later became one of the first companies to pioneer customer service on Twitter
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Mike Moran
© 2008 Mike Moran13 © 2010 Mike Moran
Starbucks also solicits ideas from customers
250,000 people voted one million times for 84,000 different ideas
48 ideas launched in Starbucks restaurants
Mike Moran
© 2008 Mike Moran14 © 2010 Mike Moran
How will the companies of the future work?
Imagine a fictitious mid-size manufacturer and direct seller of telephone systems called “telecom.com” that sells to consumers, SOHO, and larger businesses
Dorothy is the Marketing Executive for all telephone systems
telecom.com
Mike Moran
© 2008 Mike Moran15 © 2010 Mike Moran
Problems for our heroes
Dorothy is checking her reputation dashboard when she sees a bad story
From an important blog
Reputation Dashboard
Results from Reputation Scan
1 to 10 of 37 stories | Next>
Telecom 2617 Review
…Telecom’s new 2617 digital switch surpasses the competition…
Another Winner from Telecom…2617 exceeded our benchmarks…
Questionable Telecom TCO
…causes us to question Telecom’s low TCO claims…
Monitor Today’s Telecom TalkConcepts
Mike Moran
© 2008 Mike Moran16 © 2010 Mike Moran
Dorothy checks the story
The story says that anecdotal reports indicate that Telecom’s products are costly to repair
It quotes two unnamed Telecom customers
Today’s Telecom Talk
Reputation Dashboard
Monitor
Concepts
Create Concept
Questionable Telecom TCO
Have you heard Telecom’s claims of low TCO? We have too, but we’ve also heard from two Telecom customers, which causes us to question Telecom’s low TCO claims.
If you believe the customers we spoke with, Telecom products can be costly to
Mike Moran
© 2008 Mike Moran17 © 2010 Mike Moran
Dorothy decides to see if more talk is happening
Are others talking about high costs?
She highlights “TCO” and presses the “Create Concept” button
Reputation Dashboard
Monitor Today’s Telecom TalkConcepts
Create Concept
TCO
Questionable Telecom TCO
Have you heard Telecom’s claims of low TCO? We have too, but we’ve also heard from two Telecom customers, which causes us to question Telecom’s low claims.
If you believe the customers we spoke with, Telecom products can be costly to
Mike Moran
© 2008 Mike Moran18 © 2010 Mike Moran
“TCO talk” comes in many flavors
She selects the related phrases that she wants to include
She presses the “Save Concept” button
Reputation Dashboard
Monitor
Concepts
More Phrases:Big repair billBig training costsBig training
expensesCostly repairsCostly trainingExpensive to fixExpensive to repair
More…
Concept Editor
Current:TCO
Add additional phrases from list at right
Save Concept
Mike Moran
© 2008 Mike Moran19 © 2010 Mike Moran
Dorothy matches the concept with her products
She cares about this talk only when it relates to her own products
She chooses “Brand names” and “Product names” and runs it
Reputation Dashboard
Monitor
Concepts
TelecomBrand namesExecutivesLocationsProduct names
Concept Editor
Save and Search
CompetitorsBrand namesExecutivesLocationsProduct names
Current:TCO
Add additional concepts from list at right
Mike Moran
© 2008 Mike Moran20 © 2010 Mike Moran
Dorothy sees what all the chatter is about
Dorothy sees that some of these same costly repair stories are popping up on message boards
And product reviews
Reputation Dashboard
Results from Message Boards1 to 10 of 17 phrases | Next>
expensive to fix (6)
big repair bill (5)
high maintenance costs (3)More…
Monitor Today’s Telecom TalkConcepts
Results from Product Reviews1 to 10 of 12 phrases | Next>
pricey service (2)
expensive repair (1) More…
Mike Moran
© 2008 Mike Moran21 © 2010 Mike Moran
Do competitors have the same problems?
Dorothy checks the same concepts found for competitive names
She chooses “Brand names” and “Product names” and runs it
Reputation Dashboard
Monitor
Concepts
TelecomBrand namesExecutivesLocationsProduct names
Concept Editor
Save and Search
CompetitorsBrand namesExecutivesLocationsProduct names
Current:TCO
Add additional concepts from list at right
Mike Moran
© 2008 Mike Moran22 © 2010 Mike Moran
Many of the same phrases come up
Dorothy sees that some of these same costly repair stories are popping up for competitors
In message boards and in product reviews
Reputation Dashboard
Results from Message Boards1 to 10 of 57 phrases | Next>
high maintenance costs (23)
expensive to fix (19)
expensive repair (15)
More…
Monitor Today’s Telecom TalkConcepts
Results from Product Reviews1 to 10 of 62 phrases | Next>
costly service (13)
expensive repair (11)
More…
Mike Moran
© 2008 Mike Moran23 © 2010 Mike Moran
How do today’s companies listen to customers?
Google Alerts are free and easy
Set up a searchand follow thee-mails or anRSS feed
Perfect for smallbusinesses andunique searchkeywords
Mike Moran
© 2008 Mike Moran24 © 2010 Mike Moran
But other companies fail with search algorithms
“T-Mobile” will be found quite easily
“Sprint” not so much
“Verizon Wireless” is also not easy to isolate
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Algorithmic listening also misses details
[Negative for Treximet Cardio Side Effects] “I did a little research of my own, and was a bit alarmed to come upon a forum of migraine
sufferers who had tried the drug and reported tightness in the chest and other indications of cardiac disturbance. I decided to leave the
Treximet in the desk, untouched. “
Blog.lazyharpy.com, published on 18-02-2009
[Positive for Treximet Effectiveness] “…I popped a Treximet, slanted my shades, closed and locked my office door, and put my head down for fifteen minutes. When my alarm went off, my
head was perfectly clear. That was four hours ago.”
Blog.lazyharpy.com, published on 18-02-2009
[Positive for Cardio Side Effects] “For some reason, today I picked it up. I did a quick web search for adverse side effects of
Imitrex, which I have used for years, and felt surprised to see the very same descriptions as those accompanying the
Treximet. Since Imitrex has never bothered me,..”
Blog.lazyharpy.com, published on 18-02-2009
• Do you care if the whole post is positive or negative?
• Or what the specifics are for each issue?
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Mike Moran
© 2008 Mike Moran26 © 2010 Mike Moran
But Google Alerts treats all mentions the same
Doesn’t aggregate volumes or show
competitors
Doesn’t differentiate by venue
Doesn’t separate positive from neutral
and negative
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Who are the current leaders in social listening?
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2010 Forrester Wave
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Sentiment analysis shows opinions
Top Five Tech Pundits in Smart Phone Conversation
Blog URL Net Sentiment (toward Brand)
Rank Traffic
Engadget AVenue falls in the top 1% of highest
trafficked, most influential sites
GizmodoA
Venue falls in the top 1% of highest trafficked, most influential sites
ElectronistaB
Venue falls in the top 10% of high trafficked sites
UberGizmoB
Venue falls in the top 10% of high trafficked sites
SwitchedC
Venue falls in the bottom 90% of trafficked sites
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Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Algorithmic sentiment analysis misses sarcasm
“Oh, the iPhone is a beautiful girl, no doubt.”
The automated sentiment analysis failed to identify the
sarcasm and coded the entry as positive for iPhone, while failing to understand
the author was actually saying there was no value for the iPhone beneath its
flashy exterior
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Mike Moran
© 2008 Mike Moran30 © 2010 Mike Moran
Algorithmic sentiment analysis misses nuance
You know that these are negative, but there is no word to tell the algorithm
These would be marked neutral by most algorithms
“I waited on line for my entire lunch hour
at my Wells Fargo branch today.”
“State Farm never told me I had no flood coverage.” “Amazon wouldn’t
refund my money.”
Mike Moran
© 2008 Mike Moran31 © 2010 Mike Moran
Algorithmic sentiment misses context
The same words mean different things
An “unpredictable” movie is good, but “unpredictable” food quality, not so much
We like “small” cell phones but not “small” hotel rooms
“Faded” jeans are good, butnot “faded” photos
“Frozen” computers arebad, but “frozen”margaritas are good
Mike Moran
© 2008 Mike Moran32 © 2010 Mike Moran
70% accuracy on relevance
70% accuracy on sentiment
70% times 70% = 49%
The problem: Algorithms alone fall short
“Oh, the iPhone is a beautiful girl, no doubt.”
The best algorithms seem to fail half the time
Mike Moran
© 2008 Mike Moran33 © 2010 Mike Moran
If you need the data to be right, you need people to check the machines
The machines collect the data andmake the easy calls, and theysuggest the answers for the toughones, but humans make the finaldecision
Human analysts can correct the algorithms
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Visualizations make the data understandable
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Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
The same information is needed organization-wide
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Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Workflow distributes insights
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Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Workflow also allows engagement
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Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Listening tools are growing up
Volume
Word counts/tag cloud
Entry timeline
High-level topics
Venue analysis
Influence
Drill-down to entries
1.0 Monitoring
2.0 Mining
Sentiment
Topics and subtopics
Voices/participants
Key influentials
Incident-level reporting
Custom reporting elements
Human analysis
38
Mike Moran
© 2008 Mike Moran© 2010 Mike Moran
Read all about it “Buy this book, read it, and then
read it again.” --Chris Sherman, Search Engine Watch
Updated at each printing
www.mikemoran.com
The search
marketing best seller
For more information about the books, and for the free Biznology
newsletter and blog:
Miami Herald: A TopBiz Book of 2007 “Great book.”
--Robert Scoble, Scoblizer blog
“Act now and read it.” --Bryan Eisenberg, Author of #1 best seller Waiting for Your Cat to Bark?
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