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Presentation to the Web 3.0 conference Sydney 21 June 2011. How to create a sustained customer insight program that can become an ongoing asset to your brand.
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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 [email protected]+61 (0)419 314 655www.twitter.com/dasharpwww.resonatesolutions.com.au
Conversations. Communities. Collaboration.