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

2. 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

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

4. Conversation
Prism V3

5. V4
2013

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

7. Conversationalists: added Jan 15/Jan 19th 2010

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

9. Characteristics
Opportunities
Risks
Creators

10. Characteristics
Opportunities
Risks
Conversationalists

11. Critics (who critique)
Characteristics
Opportunities
Risks

12. Characteristics
Opportunities
Risks
Collectors

13. Characteristics
Opportunities
Risks
Joiners

14. Spectators
Characteristics
Opportunities
Risks

15. Applying Technographics........

16. Altimeter approach

17. Altimeter (cont)

18. 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

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

20. 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

21. 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:

22. --- +++ 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
Advocate to others
repurchase
Do not repurchase
---
+++
A simple funnel – more in c9 on customer decision journeys

23. 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

24. 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

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

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

27. 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.

28. 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