listening to your stakeholders

Listening to your Stakeholders

Marc Ross @ 2ndSixSession 2

Presentation

1.Why2.Opportunity3.Getting Started4.Best Practices

Why?

Listening to customers, prospects and influencers – and using their feedback to shape innovationand activities - is the foundation of a successful

social media program.

Opportunity

By monitoring digital conversations happening in blogs, forums, social networks and other

social media channels – you can bringthe customer directly into your organization.

You can learn what is happening.

Analyze the volume and tone of:

Your organizationYour competitors

Your industry/serviceYour issues

Identify key influencers and leaders:

20-30 A Leaders20-30 B Followers

Who is driving the conversation?

Identify and analyze your customers’

LikesDislikesWants Needs

Identify and analyze your opponents’

ActivitiesObjectives

PlansAllies

Insights gained will guide your organization’ssocial media and digital advocacy strategy.

Play where your customers are –Not where you think they are.

GettingStarted

Search

Google Blog SearchTechnorati

AlexaCompete

search.twitter.comGoogle Trends

Subscribe to: BlogsEmails

RSSPodcastsFan Pages

Google ReaderBloglinesNetvibes

Google Alerts

Share Insights + Take Action

Develop process to analyze + act

What?How?

When?Success?Failure?

Go Pro

Hire professionalsPR Firm

Dedicated StaffRadian6Vocus

Converson

Best Practices

Assign a team or individual to leadlistening program – but encourage other

team members to engage in active listening

Make sure communication and IT policiesallow employees to access social media

networks and digital channels.

Make sure required government policiesare followed and respected.

Make sure not to just focus on blogs andpopular social media platforms – assume

your organization is being discussed everywhere.

Take action based on what you have learned.

Let your customers know you are listening andthat they are being heard.

Establish platforms for open communicationsand dialogue.

Examples

Q&A

Marc A. Rossmarc@2ndsix.com@marcaross@microadvocacy+1 (703) 598-3242Blog: advocacytwopointzero.comWeb: 2ndSix.com