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Listening to your community: lessons learned

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Your customers online, the source of your best ideas and worst nightmares. Here are some case studies and corresponding lessons learned on how to manage your online communications.

Veröffentlicht in: Business, Technologie
  • Alex:
    It's a testament to the quality of your SMCSF presentation that your observations on the importance of 'listening' is even more true in 2013 than it was 4 yrs ago (in 2009)!

    True communications must be mutually respectful and beneficial to ALL parties.

    Companies and the media are still learning that it is just (if not more important) to listen and ask, as it is to push their own perspectives/self-motivated messages down the ear canals of others!

    Here’s my take on Ten Community Best Practices worth pursuing (from my perspective as a “professional communicator” for 25+ yrs):
    1. Ask and ye shall receive.
    2. Engagements in business are like good marriages: ever-evolving relationships based on give and take that are kept strong through honest dialog
    3. Keeping an open mind and endeavoring to always be learning prevents organizations from insular thinking and arrogance
    4. Give, Give, Give (with others in mind)
    5. 'Targets' and 'audiences' are artifacts of the old way of communicating.
    The new way to communicate? Participation in organically created communities comprised of individuals who share some things in common. Those commonalities will inspire them to selflessly share with one another.
    6. 'Users' don't like to be used, nor abused.
    7. Honesty is the only policy.
    8. Cultivate conversations between companies and those that matter by teaching employees best practices of enlightened communications.
    Good communities are grounded in good communications
    9. In our media age, the classic “3R’s” (reading, 'riting, and 'rithmetic) must be augmented by new set of 3R’s (which are behaviors more than skills):
    i) Respect and Relate,
    ii) Be Relevant
    iii) Be Responsible
    10. And finally, adding to the new 3R’s, worth adding a Fourth R:
    Re-invent and Renew -- in order to improve and best serve those
    to whom you may be relevant.

    Hope this doesn’t sound preachy, re-reading your slides inspired me put down these thoughts. ☺

    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Listening to your community: lessons learned

  1. 1. Listening to your community: lessons learned SMCSF, April 14th, 2009 Alex de Carvalho
  2. 2. Alex de Carvalho
  3. 3. People are talking Blogging Social Networking Wikis Bookmarking Photosharing Calendaring Tagging Podcasting Microblogging
  4. 4. everywhere ...
  5. 5. So what? Domino Pizza’s “boogergate” videos on YouTube
  6. 6. Tim McIntyre Vice President, Communications Domino's Pizza, LLC From: quot;Tim McIntyre (COMM - Communicat)quot; Date: April 14, 2009 9:20:54 AM EDT To: Jonathan Drake Subject: RE: Video Location identified! Jonathan, To say that the Consumerist is quot;relatively popularquot; is a bit of an understatement. Thank you for your understanding. Our chief of security has spoken to the franchise owner this morning, who was dumbfounded, to say the least. He has told us that he will be terminating their employment today. The quot;challengequot; that comes with the freedom of the internet is that any idiot with a camera and an internet link can do stuff like this - and ruin the reputation of a brand that's nearly 50 years old, and the reputations of 125,000 hard-working men and women across the nation and in 60 countries around the world. Tim McIntyre Vice President, Communications Domino's Pizza, LLC
  7. 7. First day: A week later:
  8. 8. Traditional marketers broadcast “crafted” messages
  9. 9. How they see us
  10. 10. they might as well talk to the hand
  11. 11. because we’re wise to them!
  12. 12. markets are conversations
  13. 13. David Armano And online, conversations spread quickly from network to network
  14. 14. But are you listening?
  15. 15. What are people saying ... How do they feel about my brand? ✤ What is being discussed? ✤ Who’s talking and are they influential? ✤ Is my marketing working? ✤ ARE MY PRODUCTS / SERVICES WORKING? ✤ How can we engage in the conversation? ✤
  16. 16. What should I track? Company name and URL ✤ Competitors ✤ Product and service names ✤ Brands ✤ Key employees ✤ Other relevant keywords ✤ Images and videos ✤
  17. 17. Use available tools to track your mentions http://startpr.com
  18. 18. You may be surprised at what you’ll find out ...
  19. 19. Amazon learned ... late ...
  20. 20. Remember this ad, from Target?
  21. 21. “Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets,” a public relations person [representing Target] wrote to ShapingYouth.
  22. 22. goldmansachs666.com
  23. 23. a chilling effect ...
  24. 24. Become or hire a community manager Also, train your colleagues
  25. 25. Listen, then manage and react to conversations http://startpr.com
  26. 26. Dell Ideastorm
  27. 27. My Starbucks Idea
  28. 28. GetSatisfaction
  29. 29. How to start Listen to what people are saying online ✤ Train your team and assign responsibilities ✤ Have a communications plan, just in case ✤ Integrate unsolicited online feedback into your customer service and ✤ product processes Join the conversation and engage the community ✤ Solicit feedback from your customers and community online ✤ Be awesome ;) ✤
  30. 30. photo credits - thank you! “My social Network on Flickr, Facebook, Twitter and MyblogLog” by Luc Legay http:// ✤ www.flickr.com/photos/luc/1824234195/ quot;Well, it's one louder, isn't it? It's not ten. You see, most blokes, you know, will be playing at ten. You're ✤ on ten here, all the way up, all the way up, all the way up, you're on ten on your guitar. Where can you go from there? Where?quot; - Nigel by fd http://www.flickr.com/photos/john/10196037/ charlie declawed himself by dairycow2 http://www.flickr.com/photos/klapow/39693385/ ✤ Talk To The Hand by Tancread http://www.flickr.com/photos/tancread/2729865293/ ✤ Garfield by pasma http://www.flickr.com/photos/pasma/580401331/ ✤ Groove Salad by seanomatopeia http://www.flickr.com/photos/40732566596@N01/109538354/ ✤ She's such a geek by celesteh http://www.flickr.com/photos/celesteh/397931208/ ✤
  31. 31. Listening to your community: lessons learned SMCSF, April 14th, 2009 Alex de Carvalho