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Aberdeen Group research firm is one of the premier analyst firms covering the social media landscape, and Dell is highly regarded as a world-class leader in social media strategy. Don't miss this rare opportunity to hear from both organizations in a live PRWeek/Visible Technologies webcast Interacting with Social Media to Strengthen Communication Strategies, featuring Jeff Zabin, Aberdeen Group research analyst and an industry case study from Bob Pearson, Dell VP of communities and conversations.
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Blake Cahill SVP of Marketing
www.visibletechnologies.com
• A study by The Society for New Communications Research found:
– 81% of consumers believe that blogs, online rating systems and discussion forums give them a greater voice regarding customer care, but less than 33% believe that businesses take customers’ opinions seriously
– 74% of respondents based their purchase intent of brands on others’ experiences shared online
– 59% of respondents use social media to “vent” about a customer care experience
• BusinessWeek recently reissued their 2005 cover story on blogs to emphasize the importance of social media and the need for social networking
2
Why Social Media Matters
Consumers are increasingly turning to online communities and Social Media to form opinions of
brands and to make purchasing decisions
It’s Chaos Out There!
HEALTHCARE Newsgroups
Social Media Challenges Uncontrollable environment
Where do I get started? What can I glean?
Where is the ROI?
PR and Social Media
Currently the PR and Communications industry are primarily focused on:
• Listening for mentions about clients’ brand
• Using Social Media for outreach and campaign publicity
• Monitoring and mitigating in the event of a crisis
Tomorrow - communications and PR need to evolve and focus on:
• Real-time social media engagement to monitor and manage brands effectively
• Influencer identification
4
Social Media PR Benefits…and risks?
• Speed - instantaneous dissemination of not just news, but images, audio, video, and other multimedia content as well
• Reach - widespread coverage, enabling breaking news to reach a much larger and broader reader base than standard media outlets alone
• Perception - enhances both brand awareness and image
• Insight - gather input and feedback directly from target audiences, for more effective reputation management, products and services, campaigns, etc.
• Influence – identify key brand advocates and influencers to engage with
5
© AberdeenGroup 2008
Social Media Monitoring and Analysis: Generating Consumer Insights from Online Conversations
Jeff Zabin Research Fellow Aberdeen Group
June 19, 2008
7 • © AberdeenGroup 2008
Research focus
8 • © AberdeenGroup 2008
What companies are saying
Inherent in the power of Web 2.0, the
emergence of online communities, and the transfer of power from big,
centralized command-and-control structures like corporations to large
groups of disseminated individuals like
customers is the need to move from push information to pull information.
Matt Smith, Vice President, Customer Insight
Both the customer you
serve well and the customer you underserve
have the loudest voices in social media.
Sean O'Driscoll, General Manager of Community Support Services
A lot of social media tools
do a great job of telling you what’s being said and who’s
saying it. What we really want to know is who’s
listening to the
conversation and how does it permeate outwards.
Christine Stasiw Lazarchuk Director, Global Market Research
Online dialog is a good way to
get feedback and understand how consumers feel about our
brand and to get suggestions for our business.
Adam Brown Director, Digital Communications
Cathy Halligan, Chief Marketing Officer
Social media monitoring enables
us to track how our company is being portrayed. It’s a barometer
we use to determine the viral spread of our messages and if our
tactics are working.
Ed Garsten, Manager, Electronic Media Communications
We monitor social media
because it provides unsolicited and unbiased consumer
opinions about our products and brands in real time.
9 • © AberdeenGroup 2008
What PR agencies are saying
We understand what people get out of
a conversation from both an emotional and utilitarian perspective, That way,
we’re better able to give people what they’re asking for. It’s hardly a passive
exercise. Participation is important
from a PR perspective. It’s not just a matter of listening to what people say,
but of giving them what they need and motivating them to participate in this
system of feedback even more
strongly and passionately.
Bryan Senser, Vice
President of Planning
Using the capabilities of a
monitoring service, we’re able to build confidence
with our own marketing team, to show them what’s
happening on a positive,
neutral, and negative tone. That kind of data really
helps them feel comfortable going into this arena.
Davina Gruenstein,
Management Supervisor
The blogosphere came
along and completely obliterated the models we
had for knowing when our clients were being talked
about. But it also created a
lot of new opportunities. In the last two years, clients
have been asking proactively about
monitoring social media
and that's when we started turning to vendors for best-
of-breed solutions.
David Bradfield, Senior
Vice President and Partner
10 • © AberdeenGroup 2008
Birth of a benchmark
11 • © AberdeenGroup 2008
Top pressures
12 • © AberdeenGroup 2008
Top actions
13 • © AberdeenGroup 2008
Who uses social media insights
14 • © AberdeenGroup 2008
Metrics for determining
Best-in-Class
Time to marketing
information.
Customer satisfaction.
Actionable insights
derived from social media
monitoring and analysis.
Ability to identify and
reduce risk.
15 • © AberdeenGroup 2008
Year-over-year improvement in other metrics
16 • © AberdeenGroup 2008
Top capabilities – and where PR agencies can help!
Take the current survey: aberdeen.com/survey/socialmediamarketing
Chapter One – what we have learned so far…
Bob Pearson PR WEEK
June 19, 2008
#1 – the online world is undergoing its most
significant transformation ever in
our history
GROWTH EVERY SECOND
7 PCs Sold
2 Million
e-mails Sent
7 People Logon For
the First Time 11,000 Songs
Shared 1,157 Videos
Viewed on YouTube
2 New Blogs
Created
#2 – Customers want to speak with us in their first language
English reaches 1/3 of the world in a good day
Internet Usage by Language
English 30%
Chinese 15%
Spanish 9%
Japanese 7%
French 5%
German 5%
Portuguese 4%
Arabic 4%
Hindi 3%
Korean 3%
Italian 3%
Russian 2%
Dutch 2%
Swedish 1%
Norweigen 0.5%
Danish 0.3%
Rest of world
8%
Internet Usage by Language
English Chinese Spanish Japanese French German
Portuguese Arabic Hindi Korean Italian Russian
Dutch Swedish Norweigen Danish Rest of world
#3 – new countries have formed that are not being treated with the full respect that their nation’s population deserves…..
AND DID YOU REALIZE YOU HAVE HELP IN MAINTAINING IT?
#4 – your new home page is really cool…….but do you know where it is?
Today’s Home Page
#5) Less than 1% of a person’s time online will be spent buying a product.
THE REAL WORLD OF OUR CUSTOMERS ONLINE Opinions are formed during the 99% of time outside of purchase path
THE BROWSING EXPERIENCE
You poke around for information when
interested and you go to what you know (e.g.,
ratings and reviews,
special reports)
The Purchase Experience
<1% of a person’s
time is spent actually
purchasing our
products
Broadband users spend more than an hour and 40 minutes (48% of their spare
time) online, and more than half of this is spent accessing entertainment and
communication
Our Key Learning’s & Actions
#1 – The most important thing you can do is help customers with their technology problems
DIGITAL MEDIA STRATEGY: ENGAGE IN RELEVANT CONVERSATIONS WITH OUR CUSTOMERS ONLINE 24/7 WORLDWIDE IN ALL MAJOR LANGUAGES
Share Content & Participate • StudioDell – 127 videos produced in
last three months
• IdeaStorm (9,100 ideas & 130 business improvements)
• 173k members of ReGeneration
• Communities in 7 languages and growing
Join Conversations • Enter conversations via blog posts (up
to 100 per day)
• Pay attention regardless of size of blog
• Negative sentiment has dropped from 48% to 21% since August ‘06
Tell Our Story • Direct2Dell now leading blog & serves
as “Dell wire service”
• One of top corporate blogs
• 6MM page views per month
• 65MM page views for all community in first quarter
Resolve Dissatisfaction • Identify online & resolve CE issues
• New monitoring system tracks 99% of online
#2 – Blogging is global…..blogging is multi-lingual…blogging is by community of passion….blogging is not “one blog”
DELL CONFIDENTIAL
Outreach
6 million views last month
Available in English, Spanish, Chinese, Japanese, Norwegian...
New blogs for small business, consumer, IT, cloud computing and more…..
OBJECTIVE:
Transparent, candid
and quick
communication
RESULTS:
#3 – would you rather do a focus group with 10 people or listen to 100,000 people debate ideas for a few months and ask them questions throughout the process?
DELL CONFIDENTIAL
Listen
13,000 ideas (external and internal)
130 ideas in action externally
www.dell.com/ideastorm
OBJECTIVE:
Encourage ideas,
feedback, input
and dialogue
RESULTS:
#4 – Customers are partners and partners join together to make a difference
Partnering with Customers
Recycling Kit and “Plant A Tree for Me” [add $2]
Support Reforestation: “Plant A Tree for Me” [add $2]
Free Recycling add $0
ReGeneration -- 173k members
DELL CONFIDENTIAL 38
#5 – Communities are more powerful than individuals. Communities want to help each other improve
Community solutions will decrease calls and empower our customers
#6 – the online experience at work should be similar to the online experience at home
Web access for all….
Wikis, blogs and forums…..
Ratings and reviews…..
And more….
facebook meets Dellbook
DELL CONFIDENTIAL 42
#7– Join your customer’s communities and become part of the solution
Direct to customer Q&A
#8 – you can see in real time if you are relevant to a conversation or topic…..it’s easy and free to see
From Dell Outlet to Friends Lists…..
#9 – if you are dealing with an issue, be truthful, transparent and diligent in updating your customers
“We believe that the video Dell produced, as well as other creative notification measures companies have pursued, are a positive for consumers and for the impression customers have of a recalling firm. “ – Scott Wolfson, Consumer Product Safety
Commission 48
#10 – Measurement requires thinking outside the box. Don’t try to measure with yesterday’s thinking
A New Set of Metrics
Awareness & Activity – SOV, visits, downloads and more
Conversations – comment to post/ratio; screen penetration; raw word increase/decrease; google screen analysis
Community – frequency of return visits; frequency of comments within visitors; idea generation
LEADERS WILL ENTER AND BECOME RELEVANT IN
CONVERSATIONS THAT OCCUR EVERY DAY IN EVERY LANGUAGE ALL
AROUND THE WORLD ABOUT THEIR COMPANY OR
PRODUCT
Companies that cling to the past may not realize it, but they will lose relevance.
MESSAGE
EXPERIENCE
CONVERSATION
RELATIONSHIPS
AFFINITY
&
TRUST
WE BECOME
CONVERSATION
ARCHITECTS
Ten Digital Media Observations
1) Messages are co-created in the marketplace. What you announce is the start. The community completes your message.
2) Customers don’t care about LOB’s. They gravitate to their “community of passion”.
3) If you focus on english, you are not reaching 65% of the audience. Ten languages = global.
4) When one billion new people enter a market in 4-5 years, they change it…….get ready for change
5) Great companies will excel in transparency. Others will find you cannot hide.
Ten Digital Media Observations
6) Ideasourcing allows the customer to walk our hallways every day. Become their advocate.
7) Response to issues must happen in minutes and hours, not days and weeks.
8) Language is no longer a barrier for news to travel
9) Your digital experience should be similar at work and at home.
10) Gut feel and common sense matter more than ever, despite the overwhelming feeling that it is all about technology