Online, virtually everything is being measured. Which results in tons of data. Are we doing anything with it? Does it give us any insights that actually make sense? Or should we simply involve our consumers and ask them what we'd like to know? And what if we not only get to know everything about our consumer, but also where he or she physically is at any given time? And what on earth does 'crowdsourcing' mean?
9. “Watch out for the content pushers.
They want to create stuff and then
dump it. People are looking for
conversations and relevance.”
Bob Pearson,
VP Communities & Conversations @ Dell
10. “Conversation, not content,
is king. If you were stranded on a
desert island and you opted to bring
your records instead of your friends,
we’d call you a sociopath.”
Cory Doctorow,
Science Fiction Novelist.
11. “Why does listening
to your customers sound like
a Web 2.0 Idea? It should be a
Business 1.0 Necessity.”
Jeff Jarvis,
Professor Interactive Journalism NYU
41. “It is a real debate about real
ideas. You want to surface those
and get rid of the crap.
The crap won’t survive true
collaboration and social
networking.”
Steve Fisher, VP in charge of the platform @ Salesforce.
42. “It's like a live focus group that
never closes.”
Mark Bernioff, CEO Salesforce.
43. “Would you rather do a
focus group with 10 people
or listen to 100,000 people
debate ideas for a few
months ad ask them
questions through the
process?”
Bob Pearson,
VP Communities & Conversations, Dell
http://www.flickr.com/photos/hyku/2478364764/sizes/o/in/set-72157604946610778/
44.
45.
46.
47.
48.
49. 1. Is IdeaStorm increasing revenues?
2. Is social media impacting the bottom and top line
of Dell?
3. How Dell has $1mm in revenue from Twitter?
4.Is social media superficial branding, or does it
truly change the company?
5. How does an economic downturn impact Dell’s
social media efforts?
6. Is it better for customers to self-support each
other rather than calling Dell Support?
7. What’s the URL of your corporate webpage?
50. “Social Media is becoming part of who
we are. It’s a way to communicate with
our customers more effectively. And
that lasts forever. It is not going away.
It will only increase our value.”
51.
52.
53.
54.
55.
56.
57. • Start a café society in the cafés with discussion
•
•
about arts.
Offer free drinks for frequent buyers.
•
•
Offer a free drink on birthdays.
Recycle cards, cups, and sleeves.
•
•
Offer classes on coffee.
Serve healthier breakfasts.
•
•
Turn down the music.
More plugs for laptops, please.
• Get rid of the tip jars.
Let employees show their tattoos.
58. “Customers are telling Starbucks that
long lines irritate them. But note well
that they didn't come online to complain.
Instead they offered solutions. This is the
gift economy of online.”
Chris Bruzzo, CIO & CTO Starbucks
59. “The dead-end suggestion box and the auto-reply
are symbols of corporate indifference and are no
longer tolerated. In this age of nonstop, immediate
communication in blogs, wikis, Twitter, and
YouTube, your customers are having a conversation
about your products and practices. The question
every company has to ask is: Do I want to be part of
this conversation? Do I want to learn from it?
Am I willing to innovate on the basis of it?”
Chris Bruzzo, CIO & CTO Starbucks
60. “ I don’t understand why
companies aren’t falling over
themselves to at least offer their
customers this opportunity.”
Jeff Jarvis, Professor Interactive Journalism NYU
64. “We preach that clients today should be
setting aside 15% of their spend for
optimization.
We think the opportunity to improve the
performance of the other 85% is that
significant, and well worth it!”
Mark Taylor, EVP and CIO Wunderman
99. “So I am covered when I start
listening to my site visitors?
Think again! This is 2008!”
100. “Word of mouth is now a public
conversation, carried in blog
comments and customer reviews.”
Chris Andersson, Wired editor
101. “Online Reputation Management is
the practice of consistent research
and analysis of one’s personal or
professional, business or industry
reputation as represented by the
content across all types of online
media.”
definition from Wikipedia
114. Google
company name
company url
products
public people
competitors
combinations
115. Google
company name
company url
products
public people
competitors
combinations
116. “Love the customer who hates you.”
Jeff Jarvis, columnist for Business Week
117.
118. Blogs
A blog (a contraction of the term
quot;Web logquot;) is a Web site, usually
maintained by an individual with
regular entries of commentary,
descriptions of events, or other
material such as graphics or video.
Entries are commonly displayed in
reverse-chronological order.
120. Micro-blogging
Twitter is a free social networking
and micro-blogging service, that
allows its users to send and read
other users' updates (otherwise
known as tweets), which are text-
based posts of up to 140 characters
in length.
124. Social Platforms
A social network service focuses on
building online communities of
people who share interests and
activities, or who are interested in
exploring the interests and activities
of others. Most social network
services are web based and provide a
variety of ways for users to interact,
such as e-mail and instant
messaging services.
125. Social Platforms
facebook.com/directory/#/
directory/groups/
facebook.com/directory/#/
directory/pages/
facebook.com/lexicon
nl.netlog.com/go/search/
126. Flickr & YouTube
Flickr is an image and video hosting
website, web services suite, and
online community platform. It was
one of the earliest Web 2.0
applications. In addition to being a
popular Web site for users to share
personal photographs, the service is
widely used by bloggers as a photo
repository.
127. Flickr & YouTube
YouTube is a video sharing website
where users can upload, view and
share video clips.They use Adobe
Flash Video technology to display a
wide variety of user-generated video
content, including movie clips, TV
clips and music videos, as well as
amateur content such as video
blogging and short original videos.
129. Delicious & Digg
Delicious (formerly del.icio.us,
pronounced quot;deliciousquot;) is a social
bookmarking web service for storing,
sharing, and discovering web
bookmarks. The site was founded by
Joshua Schachter in 2003 and
acquired by Yahoo! in 2005. It has
more than five million users and 150
million bookmarked URLs.
130. Delicious & Digg
Digg is a website made for people to
discover and share content from
anywhere on the Internet, by
submitting links and stories, and
voting and commenting on
submitted links and stories. Voting
stories up and down is the site's
cornerstone function, respectively
called digging and burying. Many
stories get submitted every day, but
only the most Dugg stories appear
on the front page.
132. Forums
An Internet forum, or message
board, is an online discussion site. It
is the modern equivalent of a
traditional bulletin board, and a
technological evolution of the dialup
bulletin board system. People
participating in an Internet forum
can build bonds with each other and
interest groups will easily form
around a topic's discussion, subjects
dealt within or around sections in
the forum.
139. “Talking much about oneself can also
be a means to conceal oneself.”
Friedrich Nietsche
140. Keep in mind...
never ignore, always talk back
start the dialogue, even a negative one
make an apology if necessary
explain why you did things the way you did
never break a promise
be transparent and open
have a site to redirect people to for more info
have a site that enables you to be responsive
bookmark the discussion, add relevant tags
141. Tips from bloggers
have a no nonsense title, make
it as clear as possible
lose your ego, people want down
to earth, genuine articles
copywrite with SEO in mind, use
relevant keywords & tags
make your press releases
portable & bookmarkable
Cory Doctorow,
editor of BoingBoing, the best read blog in the world
143. “When our customers join the brand, they tend to
stay. Our Generation Benz community is a natural
extension of our desire to broaden the Mercedes-Benz
family, and establish a dialogue with future buyers to
guide us with the design of our vehicles and direction of
our brand.”
Stephen Cannon, VP of marketing, Mercedes-Benz USA
144. Mercedes uses Generation Benz to get feedback
on product designs and advertising concepts
and more generally gauge the mind-set of the
19- to 32-year-old crowd.
Through questionnaires, polls and live chats,
the company seeks to better understand what
makes Gen Y tick.
Mercedes also tries to maintain the interest
level of its members by offering them a chance
to participate in a driving event, attend a press
conference at an automobile show or take part
in clinics on the development of new products.
154. ...until someone talks
about it on Twitter!
Listening can begin today.
With free/inexpensive tools
Make everyone in your organization
responsible for listening.
Ideastorms take an investment in
time and staffing.