Insight: Why Social Media Matters

Saptamana trecuta Technorati a scos SOTB 2009 ( State of the Blogosphere 2009).Fireste Techcrunch a prezentat raportul pe larg.  L-am citit si eu si dupa aia l-am aruncat la gunoi. De ce? Pentru ca are zero “insight” . E facut pentru 68% dintre cititori. E o colectie de date inutile.

Kevin Roberts: “You can’t get insight and foresight from data and from analysis. If you want to know a lot about lions, you better go to the jungle and not to the zoo.”

Ce mi-a placut in schimb a fost un document scos de o companie de care veti mai auzi in viitor,  numita Visible Technologies, care are un parteneriat strategic cu WPP. Documentul se cheama  “Why Social Media Matters” si  il puteti obtine si voi de aici.

Ce recomanda cei de la Visible Technologies? Am selectat cateva idei:

Step 1: Listen – What are your Customers Saying
The key initial questions for anyone diving into the social media space are:
• Is anyone online actually having conversations about my brand, product or service?
• What are they discussing?
• Is what they are saying good, bad or indifferent?
• Who are these people having these conversations? Are they influential?
• Finally, where do they tend to congregate?

Step 2: Learn – Analyze and Understand
In the second step, companies should digest conversations and ask:
• What is driving conversation of my brand?
• What are the perceived characteristics of my brand?
• What are the perceived characteristics of my competitors’ brands?
• Where is the white space?

Step 3: Engage – Participate in the Conversation
In the third step, companies that have gleaned insight and understanding about consumer passions related to their products/service and who have organizational readiness can move into community participation. This can be a challenging transition for traditional marketing cultures used to having control. The volume and velocity of brand reactions today means that brands transform with consumer interaction and with the ebb and flow of
conversations around them. Far from being a static entity, brands are fluid and dynamic, and the best a company can hope for is to guard its brand, rather than own it. Engagement is key to that success.

Step 4: Integrate & Measure Results
The last step is to integrate the social media content, processes, and metrics across all lines of your business. This is not a simple task but your company’s customers are your life blood and all departments— public relations, finance, product management, customer service, and marketing—need to work together to manage and optimize what your customers are saying.

UPDATE 21.10 00:48:

Referitor la SOTB se pare ca Graham Holliday gandeste la fel: