Video 19 Listening, Talking, Energizing, Supporting with Social Media
description
Transcript of 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
2
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
3 3
Listening
Learning from whatyour customers aresaying
4
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
5 5
Listening strategies
6
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
7
Two-way conversation,not just shouting
Talking strategies
8
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
9
Energizing strategies
Helping your best customersto recruit others
Energizing strategies
10
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
11
Supporting Strategies
12
Enablingyour customersto supporteach other
Supporting strategies
13
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
14
15
Examples Talking
B2C Blendtec spreads awareness on YouTube – Viral Video
16
B2C Ernst & Young careers spreads word of mouth on Facebook
17
B2B HP’s blogs share complex information
18
C2C - Haul Videos
19
21
Examples Listening
B2C NCCN and Communispace listen to cancer patients
22
23
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
24 24
B2B Constant Contact energizes customers with a community
25
C2B Adult Fans of Lego were already in a community
26
27
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’.”
28
B2B Other Support Examples and Results of Groundswell
• From Lithium Cases29 29
30
End – last slide