listening to your stakeholders
TRANSCRIPT
Listening to your Stakeholders
Marc Ross @ 2ndSixSession 2
Presentation
1.Why2.Opportunity3.Getting Started4.Best Practices
Why?
Listening to customers, prospects and influencers – and using their feedback to shape innovationand activities - is the foundation of a successful
social media program.
Opportunity
By monitoring digital conversations happening in blogs, forums, social networks and other
social media channels – you can bringthe customer directly into your organization.
You can learn what is happening.
Analyze the volume and tone of:
Your organizationYour competitors
Your industry/serviceYour issues
Identify key influencers and leaders:
20-30 A Leaders20-30 B Followers
Who is driving the conversation?
Identify and analyze your customers’
LikesDislikesWants Needs
Identify and analyze your opponents’
ActivitiesObjectives
PlansAllies
Insights gained will guide your organization’ssocial media and digital advocacy strategy.
Play where your customers are –Not where you think they are.
GettingStarted
Search
Google Blog SearchTechnorati
AlexaCompete
search.twitter.comGoogle Trends
Subscribe to: BlogsEmails
RSSPodcastsFan Pages
Google ReaderBloglinesNetvibes
Google Alerts
Share Insights + Take Action
Develop process to analyze + act
What?How?
When?Success?Failure?
Go Pro
Hire professionalsPR Firm
Dedicated StaffRadian6Vocus
Converson
Best Practices
Assign a team or individual to leadlistening program – but encourage other
team members to engage in active listening
Make sure communication and IT policiesallow employees to access social media
networks and digital channels.
Make sure required government policiesare followed and respected.
Make sure not to just focus on blogs andpopular social media platforms – assume
your organization is being discussed everywhere.
Take action based on what you have learned.
Let your customers know you are listening andthat they are being heard.
Establish platforms for open communicationsand dialogue.
Examples
Q&A
Marc A. [email protected]@marcaross@microadvocacy+1 (703) 598-3242Blog: advocacytwopointzero.comWeb: 2ndSix.com