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Combo -‐ Pinterest, Facebook, Klout, Twi8er, iTunes/Spo<fy, Meetup, Flipboard, Tumblr, Infographics, and YouTube Concerts – based on music selec<on
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Listening – using the “groundswell” for research and to be8er understand your customers (e.g. for use in marke<ng, development) Story – Perry and M.D. Anderson (best reputa<on/technology, but they make you wait 2-‐4 hours) So, they’ve invested major efforts to improve scheduling
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What do your customers think your brand is about? One way to find out: listen. What you say vs. what you do M.D. Anderson – private community through Communispace – ask ques<ons (how do you make treatment decisions, what’s on your mind etc.), listen in as they talk to each other and learn how they think, etc. = current, con<nuous insight on demand.
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Market research – good at finding answers to ques<ons, but not so good at insights Companies pay over $15 billion annually for MR – e.g. condi<ons that doctors are diagnosing, which drugs are prescribed to whom Syndicated research – mapping trends, but not what people are thinking Surveys – only about the ques<ons you ask (can’t tell you what you never thought to ask)
Focus groups – spontaneous reac<on, but lucky if you get really good insights All, very expensive – e.g. $100K for a survey/analysis
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Listen in natural environment (normal, day-‐to-‐day) – avoid limita<ons of other research methods Volume – drinking from a firehose
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Google: your company or product name + sucks or awesome These simple tools work for SMBs, but they don’t scale for large enterprises 1. Like a con<nuously running, huge, engaged focus group (natural interac<on, you can listen) 2. Hire a company to listen and deliver insights/reports; share results with departments;
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Challenge – Marke<ng represents 3.5 employees of 9,000 company-‐wide $275K/year – she convinced other cancer centers to take part Gij cards – but ALSO value in the community (support, answers, connec<ons)
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Challenge – Marke<ng represents 3.5 employees of 9,000 company-‐wide $275K/year – she convinced other cancer centers to take part Where to get treated – consider their mindset (fear, mix of emo<ons, stress – not capable of discussion, trust their own doctor) Community – las<ng value vs. surveys (one-‐way) E.g. Most discussions started by the community Learn – what they look for (even keywords) and how they use the info. they find (e.g. personal guide to cancer resources on the Internet) Internet – doctors hate it, but they must embrace it Ongoing – community is on call (vs. selng up focus groups, surveys)
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1. Axe body spray ads ring true because of Communispace research 2. Investment thinking starts at checking account. Redesigned website and launched
high-‐yield checking account 3. Made tool more flexible and easy to use -‐ 10% increase in sa<sfac<on
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Vs. Volkswagon and Honda, everything revolves around new models (PR, buzz, sales) Mini had the same cars as last year Opp – but what did they love and how could Mini take advantage
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This looked nuts – spend money on people who have already bought Online promoter score – online cha8er à recommenda<ons à sales the following month
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Listening – most neglected skill in business (used to be much harder, now much easier) 6 reasons why 1. Your message vs. what people are saying 2. Establish a baseline – from you to compe<tors, from style to your high prices;
also, find people with problems and address them directly (e.g. Dell)
3. Budget alloca<on – tradi<onal research to listening (or to supplement it) 4. Iden<fy and cul<vate them 5. Hear about it earlier if you’re listening (early-‐warning system, respond before
things get out of hand) 6. Free ideas – e.g. new features, packaging, new marke<ng message
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Generally starts in research or marke<ng department – but can apply for customer service, sales, etc. 1. Listening most effec<ve when customers are already in the groundswell (esp
creators/cri<cs) results can dictate private comm vs. brand monitoring 2. E.g. start with a single brand (save costs and build, graduate the complexity) 3. Team of analysts – create, manage and understand the info. 4. Exploit the info. – read reports, interface with vendor, and suggest new info. to
retrieve; integrate results with other research
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Once you listen and act on the info, your company will never be the same 1. Department will become more central to how decisions are made
1. Important to communicate what you learn in ways they can understand (avoid conflict); turn insight into change
2. Like a drug – instant availability, addic<on 1. Integrate results into corporate decision-‐making
3. Every company has stupid products, policies and org quirks (execu<ve bias, process/systems, tradi<on); listening “relentlessly reveals your stupidity” and it woll be hard to deny your flaws (honest and accurate customers, measure complaints)
4. Enter into the conversa<on – next chapter
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Every marke<ng has a medium – ads have TV/etc, WOM has people Good WOM program is built on finding and taking care of your talkers – 4 steps
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Wynn -‐ cabbies – know where to eat, gamble shop We turn to people like ourselves for advice Same needs, same lifestyle – not a paid celebrity endorser Prostate Net – educa<on minority men about risks of prostate cancer and gelng exams 50,000 barbers – reached out, taught them how to talk to clients about the issue, and gave edu resources to pass along Five Ts – talkers (barbers), topic (importance of prostate cancer), tool (info brochures and other edu materials), take part (establishing dialogue with barbers), and tracked the results (frequency of prostate exams) New customer – restaurant; don’t think to men<on the ones you visit most frequently. But new restaurant – you tell everyone. HUGE to turn these new customers into brand advocates. “Honeymoon period”
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Everything starts with the RIGHT talkers – then, you’ll know the topics, which tools to use, how to join the convo 1 – fill out comment cards, learn employee names, visit frequently, sign up for newsle8ers, submit sugges<ons online, comment on your message boards or email you…easy to get annoyed, but teach employees to leverage their excitement
2 – reviews, raves – they’re asking for a8en<on 4 – team spirit, bumper s<ckers, etc. 5 – they listen – likely, they’ll talk 6 – perfect for these industries: cars, computers, music, movies and luxury goods. Example – book review woman (16K reviews on Amazon)
7 – reporters, journalists, columnists, full-‐<me bloggers, business networkers, variety of experts and authors (example – Oprah book club, “favorite things”)
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Great talkers share the following traits: Passion – excited about your stuff and generally about life (care about the topic, invest their <me in it, and have strong opinions)
Credibility – devoted enough to impress others. cashier or pharmacist when asking for a painkiller (same # of people in a day, but pharm has the rep) – look for people devoted enough to the topic to impress others. E.g. if you dress fashionably, people ask you ab fashion
Connec<ons – members of clubs, volunteer, on a team, many online friends, etc. Opportunity – people in situa<ons where they will have many interac<ons w other people (e.g. travelers)
Not just about # of followers
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Who they are + what will get them talking Example – page 84 (ABC Day Care) – ajer-‐work babysilng program
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Now that you know WHO talkers are, need a way to talk to them 1 – when someone in the store shows enthusiasm or someone blogs about you (coupon, special), ask (e.g. VIP list, insider info etc.)
2 – email newsle8er, community, blog, paper newsle8er – just for your talkers, simple/ongoing message-‐delivery system
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Exclusive – be sure talkers are first to know (e.g. broadway hit musical – email thank you ajer the show for people to look good in front of their friends, coupon, photos, downloads etc.)
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Take a lesson from grassroots organiza<ons Case study – page 89 (Family Guy)
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They deserve a li8le thanks! – cement their emo<onal connec<on Don’t be s<ngy Not gijs, compensa<on, rewards – deep-‐seated, emo<onal desire to connect with you Sernovitz – 100 thank yous each month Allen Edmonds – hand-‐wri8en thank you for each purchase MediaTemple – credit for month’s worth of free service (w/o any formal referral program) Angie’s List – lb. of M&Ms for referring the site Cool experience – they’ll tell people about it Lifeway Chris<an Services – send an ecard and enter loca<on of who you’re sending to. pins (on a map) for each person you send one to + who they send one to – visual representa<on of how they were spreading word around the world; mo<va<on to fill map Facebook page – recent fans (welcome them)
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Fan club, ambassador program 1. Weekly newsle8er, membership card, screen savers and video games 2. Fiskars, scissors, craze for scrapbooking, blogs, message boards, annual mee<ngs 3. Name on a barrel of bourbon, personal emails from the CEO, invites to private par<es around the country, bar glasses, holiday cards to send to friends, pledge
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1. HD -‐ Rallies – mission: ride and have fun, statewide and na<onal (gives them something new to talk about)
2. Microsoj MVP -‐ Page 98 3. eBay Live! – once/year conven<on
Sojware companies – developer conferences Get them together, pumped up, and give a reason to talk Match.com – meetups Simple events to get them talking – cocktail party, live music, tas<ngs, book readings, etc.
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