Creating Sustained Customer Insight

Creating Sustained Customer Insight: the next frontier

Darren SharpSenior ConsultantResonate Solutions+61 (0)419 314 655twitter.com/dasharp

Web 3.0 & The Future of Social MediaSydney Tue 21 June 2011

Resonate Solutions

• Managed online communities

• Closed-loop feedback programs – NPS

• Social Media Monitoring & Analysis

• Social Media Strategy

Web 3.0 - The Stream Nova Spivack

• Streams are rapidly changing sequences

of information around a topic.

• Microblogs, hashtags, feeds, multimedia

services, or even data streams via APIs.

• The key is that streams change often. This

change is an important part of the value

they provide.

http://www.novaspivack.com/uncategorized/welcome-to-the-stream-next-phase-of-the-web

Consumers are talking – in a big way…

“Personal data is the new oil of the Internet

and the new currency of the digital world.”

Meglena Kuneva, European Consumer Commissioner, March 2009

On an average day:- 47 billion (non-spam) emails- 95 million tweets on Twitter- 30 billion pieces of content

shared on Facebook

Personal Data: The Emergence of a New Asset Class. World Economic Forum (2011)

Bill Johnston – Dell

Social Media: describes a large spectrum of tools and activities

Online Communities: are networks of people. Your online community should be grounded in building and sustaining networks of relationships over time

http://www.slideshare.net/seismonaut/community-conference-2011-dell-bill-johnston-7913904

Episodic vs. Sustained Communications

Episodic Sustained

Campaign based Ongoing relationship

Audience dissipates Persistent community

One-off participation Ladder of participation

Short term Long term

Adapted from: http://egovau.blogspot.com/2009/11/bringing-government-into-age-of.html

Online Communities for Customer Insight

• Interact, share ideas & ask questions

• Support channel: community manager & p2p

• Reward brand loyalty

• Provide meaningful brand context

Conversation that is structured…

Recruiting Qualification Survey Results Interpretation Action

We want to hear from you

• What matters most?• Your suggestions?• Your peer suggestions?

We heard you:• Here’s what you, and your peers, said;• Here’s the order in which you and your

peers prioritized it• Thank you

• Here’s what we’re doing about it• Please stay in touch…

Frame the conversation…

Customer initiated Ideas with voting and comments

Iterative Survey – with

customer generated answers,

voting and ranking

Comment Spinners –indicating community health

Quick Polls – with immediate graphical feedback

Blog Posts with comments

www.everydaymatters.com.au

Tribe Management

Tribes are a group of people:• Connected to one another

• Connected to a leader

• Connected to an idea

21st Century Tribes

The key building blocks:• Story-telling

• Rites of Passage

• Obligations

• Egalitarian organisation

• Multi-skilled

• Two-way loyalty

http://globalguerrillas.typepad.com/globalguerrillas/2009/03/manufacturing-fictive-kinship-.html

The Stream of Customer Data!

Branded Online Communities

Mass Social Media

Contact Centre

BlogsForums

Customer Emails

Surveys

NPS

Qual + Quant = Value

What is being said… In what context…

Summary

• Web 3.0 is a growing multitude of streams

• Information overload is here to stay

• Personal data is the new oil of the Internet

• Are you capturing and analysing this

unstructured data - what customers are saying?

Summary

• Online Communities are an important way to

generate sustained insight about your customers

(episodic vs. sustained communications)

• From Community Management to Tribe

Management – become a tribal leader!

• There are key building blocks to modern-day

tribes (stories, rites, obligations, egalitarian, multi-

skilled, two-way loyalty)

Summary

• At some point your organisation will have to contend with

these emerging streams of customer data

• Customer Insight & Action platforms can help you make

sense of this data and take appropriate action through

closed-loop feedback

Thanks!

Darren SharpSenior Consultant, Community Managementdarren.sharp@resonatesolutions.com.au+61 (0)419 314 655www.twitter.com/dasharpwww.resonatesolutions.com.au

Conversations. Communities. Collaboration.