Companies should have a ‘Customer Strategy’ not a ‘Twitter or Facebook Strategy’. To start, first understand your customers social behaviors, below are the slides and recorded webinar featured yesterday by Charlene Li and myself.
We know that customers are adopting new technologies to communicate with each other –and companies must change their own behaviors to reach them. Yet, to often, we hear of companies ‘fondling the hammer‘ where they have knee-jerk reactions to which ever technology emerges. The problem with this strategy is that new technologies are emerging in rapid iterations due to low-cost of innovation. As a result, focus on their behaviors, which we cover in detail in the Engagement Pyramid.
While using surveys is an effective way of getting a strong baseline set of knowledge, you must be constantly monitoring and updating the changes your ever-changing customers are having, and encourage you to partner with brand monitoring companies like Visible Technologies, Techrigy by Alterian, Radian 6, TNS Cymfony, Nielsen Buzzmetrics, Crimson Hexagon, and even simple easy to use tools like Twitter search and Google Alerts.
We focus on disruptive technologies, and know we don’t have all the answers, so we want to work with the community. Like the Opensource movement and creative commons, we’re embracing ‘Open Research‘ which means we want to share what we learn so others can build on top of it. We like Creative Commons, and hope you use this content for educational purposes and to share with others with attribution. Stay tuned, as we plan to share more about the socialgraphics methodology and other frameworks.
Above: Access the slides on slideshare (you can download them in PPT format)
Above: Listen and watch the recoded webinar, there were over 600 attendees in real time, making it interesting to watch the discussion in the chat and in Twitter.
Here’s the link that I mentioned comparing Toyota’s shotgun approach and Ford’s laser-like approach. Next, join the conversation in Twitter and beyond, see the many tweets tagged #socialgraphics. Last but not least, thanks to Christine Tran, for her research expertise and rolling out our new powerpoint design.
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[...] can find the recordings at jeremiah owyang’s blog … Related Posts:tourism 2010: three web trends for destination management [...]
Love the idea of a “customer strategy” but shouldn't it be even broader than that… a “customer and employee collaboration strategy?” When you look at all the customer service articles available, aren't they usually fueled by passionate, collaborative, engaged and rewarded employees? A new article by @pjbfcp explains it well. http://bit.ly/7SDv7z
Jeremiah, here is the Russian version of the material – http://bit.ly/5ELNXr
[...] Update: Thanks for attending, with over 800 registered, we’ve now made the Slides and Recorded Webinar…. [...]
Only you can determine if the investment is right for your business and objectives, but at Radian6, we have a variety of business sizes and industries using our tool. We are definitely not limiting ourselves with large corporations or agencies. Rather, we work with those who are ready to make social media more than a campaign, but a program. Always available to answer any questions. lauren.vargas@radian6.com
Lauren Vargas
Community Manager at Radian6
@VargasL
Great presentation. I have a feeling that once you do your homework on your customers and turn your findings into actions the positive affects on SEO will be tremendous. Not only that, but think of the untapped customers you could reach? Pretty exciting…
It is incredibly easy to have the cart come before the horse in social media. Thank you for encouraging the use of a customer first strategy and giving us a shout out!
Lauren Vargas
Community Manager at Radian6
@VargasL
What do you mean by SME? I assume Small Medium Enterprise.
Some of these vendors have white labeled version that they share with agencies. Take for example, Radian 6 which primary focuses on agencies as their go-to-market channel.
I'm sure they will chime in the comments.
Great post and presentation – but after visiting the sites of those brand monitoring services, I get the sense their target is larger corporations and I wonder if their services are affordable for SMEs. If not, are the majority of US businesses destined 'fly blind'?