ListeningtotheGroundswell

Communica5onTechnologyDevelopment

Week3

JoanneTjahyana,S.Kom,M.Mm

ListeningtotheGroundswell

Yourbrandiswhatthecustomerssayitis

(BernoffandLi,2008)

MarketResearch

•  Companiespayover$15billionannuallyformarketresearch.

•  Surveys:mail,phone,internetsurvey

•  Focusgroups•  Designedtoanswerques5ons,nottorevealconsumerinsights

•  NEWINSIGHTSfromGroundswell

TheSocialTechnograpicsLadder

• Creators• Cri5cs• Collectors• Joiners• Spectators• Inac5ves

TheSocialTechnograpicsLadder:

Newcategory:Conversa5onalists

TheSocialTechnograpicsLadder

USInternetAc5vi5es

USMobileInternetac5vi5es

Twolisteningstrategies

• Setupcommunity

• Brandmonitoring

Community&BrandMonitoringCaseStudies

HelpStarbucksSurviveBrandAWacks

SetUpCommunity(StarbucksCaseStudy)

hWp://mystarbucksidea.force.com

SetUpCommunity(StarbucksCaseStudy)

hWp://twiWer.com/starbucks

SetUpCommunity(StarbucksCaseStudy)

hWp://twiWer.com/MyStarbucksIdea

SetUpCommunityStarbucksCampaign

pos5ngthenewestStarbucksPosterswith#starbucksattwitpic.com

SetUpCommunity‐StarbucksCampaignpos5ngthenewestStarbucksPostersto@starbucksattwitpic.com

CommunityVsHateCampaign

•  StopStarbucks

hWp://stopstarbucks.com/

CommunityVsHateCampaign

StarbucksTwiWerCampaignHijacked

CommunityVsHateCampaign

hWp://www.youtube.com/watch?v=L58EKo9XYiE

StarbucksCommunityResponses

StarbucksCommunityResponses

StarbucksCommunityResponses

StarbucksCampaignHijackonlygot9entriesand75viewseach

Starbucksismen5onedonTwiWerabout105mesperminuteeveryday

StarbucksCommunityResponses

"TheboWomlineforus:We'rethefirsttoadmitthatwedon'tcontroltheconversa5onaboutStarbucks.Thebadnewsforthiscampaignisneitherdothey.Ul5matelythecommunitydecidesandwebelievethat'sabeau5fulthing"

MaWhewGuiste(StarbucksSocialMediamanager)

Community&BrandMonitoringCaseStudies–DellGoGreen

Community&BrandMonitoringCaseStudies–Domino’sPizzaWorkers

ListeningTools

•  Googlealerts•  Tweetbeep•  Socialmen5on

•  TwiWer•  Facebookfriendfeed•  Blacktype•  Technora5

References

•  Li,C.andBernoff,J.(2008).Groundswell:Winninginaworldtransformedbysocialtechnologies.USA:HarvardBusiness.

ProposalPresenta5on

•  CompanyProfile•  RecentCondi5on– Listen(arethereanycommunity/brandmonitoring)

– Par5cipa5onintheGroundswell•  UserPersonas/TargetAudience•  ThePlan– BasedonRe