Video 19 Listening, Talking, Energizing, Supporting with Social Media

Slide 5.1

Video 19 Listening, Talking, Energizing, Supporting with Social Media

IBMS Semester 6b Fall 2013Mr. George Szanto

Topics Covered

• Groundswell strategies for listening, talking, energizing, and supporting

• Some examples of these strategies are shown at the end of the slide set

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Learning Objectives

• Explain the benefits of each groundswell strategy

• Give 1 – 2 examples of each groundswell strategy when prompted

• Be able to apply one or more of the groundswell strategies to an online eMarketing objective

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Listening

Learning from whatyour customers aresaying

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Reasons to listen

• Find out what your brand stands for• Understand how buzz is shifting• Save research money; increase research

responsiveness• Find sources of influence in your market• Manage PR crises• Generate new product and marketing ideas

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Listening strategies

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Objective Strategy Vendors

Ongoing, detailed contact with typical customers

Private community Communispace, Passenger

Monitoring discussion in the open groundswell

Listening platform Radian6, Nielsen Buzzmetrics, Cymfony, MotiveQuest

There are many other vendors offering listening products some which are free. For a listing of ~ 200 such products see Ken Burbary’s Wiki

Talking

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Two-way conversation,not just shouting

Talking strategies

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Objective Strategy Vendors

Generate awareness

Viral video YouTube

Spread word of mouth

Social network Facebook, MySpace, LinkedIn

Communicate complex messages

Blog Typepad, WordPress, Blogger

Draw in inaccessible customers

Community Awareness, Lithium

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Energizing strategies

Helping your best customersto recruit others

Energizing strategies

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Objective Strategy Vendors

Use customers to spread credibility

Ratings & reviews Bazaarvoice, PowerReviews

Connect with and energize customers

Build community Awareness, Lithium

Find energized customers

Join existing community

N/A

Draw in inaccessible customers

Community Awareness, Lithium

Consumers trust each other more than you

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Supporting Strategies

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Enablingyour customersto supporteach other

Supporting strategies

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Objective Strategy Vendors

Connect customers with support from friends

Private blogging system

CarePages, CaringBridge

Let customers answer each others’ questions

Support forum Lithium

Help customers collaborate constructively

Wiki WikiMedia, SocialText

Draw in inaccessible customers

Community Awareness, Lithium

End of Video - Thank you

Following this slide, please review the numerous examples of groundswell strategies on your own

Afterwards please take the online quiz associated with this lecture

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Examples Talking

B2C Blendtec spreads awareness on YouTube – Viral Video

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B2C Ernst & Young careers spreads word of mouth on Facebook

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B2B HP’s blogs share complex information

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C2C - Haul Videos

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B2C Nike Community

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Examples Listening

B2C NCCN and Communispace listen to cancer patients

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Examples Energizing

“This bag has exceeded every expectation that I had…Similar bags with the carrying capabilities are being sold for $300+!!...It came with a Halloween orange interior, which shocked me at first. However…I welcome the bright interior color for the contrast it provides when looking for something small in the bottom of a pocket…”

C2C eBags energizes with ratings and reviews

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B2B Constant Contact energizes customers with a community

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C2B Adult Fans of Lego were already in a community

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Examples Supporting

Dell’s support forum highlights superusers like “Predator”

• Posts since 1999: 20,452 • Pages viewed: 1,111,675• Total online minutes:

473,113

“I actually enjoy helping people. That’s what got me hooked: when you help people and they say ‘Thank you’.”

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B2B Other Support Examples and Results of Groundswell

• From Lithium Cases29 29

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End – last slide