Social Media Marketing GSP: A Tweet-book

Social Media Marketing GPS - Chapter 3 Social Media Research: The 1st Listening Post Interview With Joel Rubinson

Must separate measuring the expected (tracking biz growth) from listening for the unexpected (innovation and corp rep) 1 #smgps

To be fast learning organization @charleneli must listen for unexpected & learning can come from anywhere up/down 2 #smgps

Must listen in brand backyard e.g. Dell Idea storm, and customer BY, e.g. FB, forums 3 #smgps

Listening to SM is not only a sampling of all sentiment, it is a CENSUS of comments in an (important) sphere for UR brand/customers 4 #smgps

Census in naturally occurring vocabulary--people's own words--what THEY care about, not just attribute lists 5 #smgps

Mkt research must evolve. surveys can be torture yet people love to express themselves in SM. Why? 6 #smgps

People want to be heard, opinions validated. Brand loyalty flip--how will YOU show loyalty to ME?! By Listening and conversing 7 #smgps

Listening to SM places human in control--what THEY want to talk about. If data are "thin", that's a finding 7 #smgps

Surveys are often centered on the brand. listening is centered on a human-based framing question 8 #smgps

Examples: how does my brand rate on environmentally friendly vs. how concern for environment is affecting life choices 9 #smgps

Skate to where the puck will be. Representivity of SM is growing but in 3 years will be fairly representative. must start now 10 #smgps

ARF conducted exec surveys among 20 research leaders at biggest rsch spenders. Over 50% are already using SM for rsch insights 11 #smgps

Execs get SM insights from agency plnrs and corpcomm. Research cannot prevent this so must embrace and synthesize 12 #smgps

Recent ARF conf #rethink2009, P&G and Nielsen co-presented integrated strategy. presentation online at http://bit.ly/wGnJ  13 #smgps

P&G Nielsen #rethink2009: concluded magnitude (surveys) + intensity (listening) = energy (action) 14 #smgps

Studied 6 situations via both listening to SM and surveys side by side 15 #smgps

Surveys missed the passion, cultural connections, words that listening picked up but surveys quantified. NEED BOTH16 #smgps

Ex: cloth diapering. surveys got eco-friendly and value. Listening got that + home-schooling/home birthing--lifestyle dimen. 17 #smgps

Summary. listening is tricky to know how to integrate into surveys. ARF is taking lead at creating roadmap. 18 #smgps

Summary: must listen for unexpected and corp rep but I believe we WILL find the stat science too. 19 #smgps

Summary: stats are not just frequentist n=1000, but Bayesian and I'm sure listening to SM has Bayesian value (improves odds) 20 #smgps

Last word: Must survey but must listen too. hear unexpected, honor custmr voice, real time feedback, catch things asap. Duh! 21 #smgps

More From Joe Rubisonl @joelrubinson  ARF

Social Media Marketing GPS - Chapter 3 Social Media Research: The 1st Listening Post Interview With C.B. Whittemore

Thank you for the opportunity to discuss ‘listening.’ It’s a fascinating subject.1 #smgps

It’s so critical and yet so often done poorly especially in many pre-digital or traditional, product based organizations. 2 #smgps

Why? Because product based organizations tend not think about the needs and wants of the marketplace. It’s just too messy! 3 #smgps

A market-focused mentality introduces too much variation and inefficiency into the production process. Right? 4 #smgps

And, a severe case of ‘curse of knowledge’ means routinely underestimating consumers, and assuming that they just don’t understand… 5 #smgps

It leads 2 not taking seriously customers’ issues, concerns, purchasing behaviors & frustrations with product category complexity. 6 #smgps

So, listening for Wear-Dated meant an opportunity to educate the flooring retail marketplace about [women] consumers. That’s right. 7 #smgps

…their retail experience. They didn’t see it would cost them business, WOM & referrals because consumers have many choices now. 9 #smgps

We explained that women consumers have high expectations for the retail experience – including clean bathrooms and tidy stores! 10 #smgps

And women want to see beautiful, comfortable & durable carpet products, they want more than cheap & beige because fashion matters. 11 #smgps

They also hate a hard sell, and salespeople who don’t listen, aren’t patient and don’t value their research & requirements. 12 #smgps

They want websites that clarify and simplify, that offer relevant information and educate rather than obfuscate. 13 #smgps

The best ways we found for listening? Not necessarily via Twitter which produces tweets about stuff happening ‘on the carpet.’ 14 #smgps

[Tweets referring to the ‘red carpet,’ ‘carpet bombing,’ ripping up carpet, cleaning carpet, etc.] Rather, watching and listening… 15 #smgps

… in-store, speaking to retailers, via our Wear-Dated reps, talking to friends, to my Mom [I’ve blogged her experience]. 16 #smgps

Also, via Google alerts, watching blog & website traffic patterns and which words resonate with readers, and then re-validating. 17 #smgps

Overall, listening led to developing more topics to address with retailers, pattern & styling suggestions with carpet mills... 18 #smgps

A blog focused on all things carpet [Carpetology], a more social & content rich website http://WearDated.com, more conversations… 19 #smgps

… & retail experience articles & presentations. Because it all relates to making it easier for customers to do business with us. 20 #smgps

And you can’t do that without keeping your ear to the ground and paying close attention to improving your customer experience. 21 #smgps

More From C.B.Whittemore @cbwhittemore Flooring The Customer Simple Marketing Now

Social Media Marketing GPS - Chapter 3 SM Reseach: 1st Listening Post

SOCIAL MEDIA MARKETING GPS - CHAPTER 3 SM RESEARCH: 1st LISTENING POST “Listen or thy tongue will keep thee deaf.” Native American 1 #smgps

An exciting benefit of SM is "hearing" the raw voices of your customers. We can listen without formal prompts of questions/guides. 2 #smgps

Consumer-generated media provides one more piece of information that businesses can use to mitigate risks in decision making. 3 #smgps

Caution! Back fence conversations maybe early warning signs or trends but could be short lived buzz started by a few influencers. 4 #smgps

Statistics won’t tell you the entire story. Critical new metrics to analyze include the halo influence & “snow ball build.” 5 #smgps

Social listening is not effective as a one shot tactic. To realize the benefits it must be incorporated as an on-going strategy. 6 #smgps

Integrate SM into a marketing research strategy as the "1st listening post." Use traditional research to delve & confirm findings. 7 #smgps

Benefits from actively monitoring digital buzz range from an early warning for crisis management to responsive customer care . 8 #smgps

Researchers now must come out from behind the 2-way mirrored room, share their M&Ms and engage in a dialogue with their customers. 9 #smgps

Guest interviews:C.B. Whittemore @cbwhittemore & Joel Rubinson @joelrubinson Please use #smgps to join the conversation. Thanks! 11 #smgps

Question: @cbwittermore. How did “listening” to your customers impact decision making when you were working for Wear-Dated? 12 #smgps

Question:@joelrubinson. Can SM “listening” off-track you if buzz is a small fraction of what most customers feel about your brand? 13 #smgps

Thanx Tom Morder, Chick-Fil-A & Greg Rathjen, Marketecture for the use of the term “1st Listening Post.” Blog http://is.gd/pQJe  14 #smgps