Are you listening to your customers? COMM 464 –c6 Are you listening to your customers?

Agenda Admin: blogs, web audit,HSU News The Conversation Prism Forrester Social Technographics Listening/Monitoring: -what did you learn from Forrester articles? -Designing a social media audit – practice clients & discovery meetings - exercise Next steps

The Conversation Prism What did you make of this? How will you use it?

Conversation Prism V3

V4 2013

Source: http://www.forrester.com/Groundswell/ladder.html 2008 Based on Q4 2007 R/S Key Words SOCIAL USE Source: http://www.forrester.com/Groundswell/ladder.html

Conversationalists: added Jan 15/Jan 19th 2010

Using the technographics As an online marketer, how will you use these insights? What questions will you ask? What opportunities might arise?

Characteristics Opportunities Risks Creators

Characteristics Opportunities Risks Conversationalists

Critics (who critique) Characteristics Opportunities Risks

Characteristics Opportunities Risks Collectors

Characteristics Opportunities Risks Joiners

Spectators Characteristics Opportunities Risks

Applying Technographics........

Altimeter approach http://www.slideshare.net/CIC_China/social-strategy-getting-your-company-ready

Altimeter (cont)

And TNS Digital Lifestyle Project http://discoverdigitallife.com/ See free pdf download And many more frameworks….commentaries Overlapping Can be helpful Need to know how to use them….and then apply

Social Technographics: (or whatever segmentation approach you use) Implications for Marketers? AND FOR YOUR PROJECT CLIENT?

Market Research Monitoring Online RESEARCH AND MONITORING CAN EXTEND THEIR BRANDING STUDY. ETHNOGRAPHICS. NETNOGRAPHICS. Iceberg metaphor…..most of the conversation is below the waterline (from the point of view of the traditional marketer)…..social media can greatly aid you in reducing the waterline, exposing the whole ice-berg of conversation……then you can see and hear what is happening…avoid being surprised or damaged….and make plans to become selectively active….. Above line: research done by BC Tourism etc. Market research can now come partly from personal insights. Seems crude but its much more effective now that you can find relevant people directly. So why would you want to monitor? (it’s free consulting, basically! Monitoring Online

Monitor and listen to social media conversations BEFORE talking. Social Media starts as rich market research. Listening to how and what people share online as they search, use and experience Image: http://www.wave3software.com/images/AX055372.jpg

--- +++ A simple funnel – more in c9 on customer decision journeys Not in the market – unaware and/or dis-interested Awareness Consideration Interested Purchase Visit Evaluate Tell others NOT to buy See McK customer discovery journey https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373 Advocate to others repurchase Do not repurchase --- +++ A simple funnel – more in c9 on customer decision journeys

Exercise: For project clients What are the customer activities that drive discussion in communities of interest where your brand might have relevance? Make a list. What are key terms and topics that you would look for? Make a list. What can you find in Twitter, Facebook, G+, and other social media platforms? Make a list. Example – (walk through) – Pixar, BC Ferries hotel in Whistler has to understand conversations around winter and summer sports Manual search for related terms with different filters What was easy and what was difficult about this exercise? What was useful? What would you do differently next time? Manual planning – scaling to semi-automating

Listening (part 2) is a later class How do ratings, reviews, forums & consumer blogs contribute to “listening?” What sorts of things might you look for? How might you collect the data? How will you use it? Practical tools and tips for systematic monitoring of online conversation

Social Media Audit Assignment briefing Supporting worksheet Support tools Let me know your sub-groups by team Due: Nov 5

Projects Clients Research and planning Discovery meeting prep eMarketing Plan – proposal assignment Format: next page Due: Oct 8

464 eMarketing plan – proposal elements DUE: Oct 8th Challenges and opportunities identified in client discovery meeting   -Research plans -Pilot program (hypotheses) testing plans -Workflow: who does what and when? -Questions, issues, areas of concern. -Appendix: draft table of contents – can be an annotated version of the briefing outline, or some hybrid.    -Criteria for evaluation: should be a useful workguide for your team, AND should provide your manager (me) with a basis for understanding what you will do and signing off for you to proceed, and give input/feedback. Length and level of detail? Is it useful to all of the team? Could a boss, advisor or new team member read it and understand what is going on and how to contribute? This does not mean longer is better – find the practical balance.  One submission per team, online, per deadline and details in course outline and on website.

Next steps Class 7: NO CLASS on Thursday – meet clients – r/s and planning Class 8: Funnels and Customer Decision Journeys Class 9: Guest speakers from 6S Marketing – more info to follow QUESTIONS TO PREPARE for C8 Readings will go up on Wed night What are customer relationship stages, and how do these operate online? How do conversion funnels and consumer decision journey models compare? See McKinsey Customer Decision Journey, not just Google world of funnels Identify examples of good interactivity and individualization add to blog based on your own reading