Listening to Your Stakeholders
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Transcript of Listening to Your Stakeholders
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Listening to your Stakeholders
Marc Ross @ 2ndSixSession 2
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Presentation
1.Why2.Opportunity3.Getting Started4.Best Practices
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Why?
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Listening to customers, prospects and influencers – and using their feedback to shape innovationand activities - is the foundation of a successful
social media program.
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Opportunity
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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.
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Analyze the volume and tone of:
Your organizationYour competitors
Your industry/serviceYour issues
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Identify key influencers and leaders:
20-30 A Leaders20-30 B Followers
Who is driving the conversation?
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Identify and analyze your customers’
LikesDislikesWants Needs
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Identify and analyze your opponents’
ActivitiesObjectives
PlansAllies
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Insights gained will guide your organization’ssocial media and digital advocacy strategy.
Play where your customers are –Not where you think they are.
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GettingStarted
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Search
Google Blog SearchTechnorati
AlexaCompete
search.twitter.comGoogle Trends
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Subscribe to: BlogsEmails
RSSPodcastsFan Pages
Google ReaderBloglinesNetvibes
Google Alerts
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Share Insights + Take Action
Develop process to analyze + act
What?How?
When?Success?Failure?
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Go Pro
Hire professionalsPR Firm
Dedicated StaffRadian6Vocus
Converson
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Best Practices
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Assign a team or individual to leadlistening program – but encourage other
team members to engage in active listening
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Make sure communication and IT policiesallow employees to access social media
networks and digital channels.
Make sure required government policiesare followed and respected.
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Make sure not to just focus on blogs andpopular social media platforms – assume
your organization is being discussed everywhere.
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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.
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Examples
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Q&A
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Marc A. [email protected]@marcaross@microadvocacy+1 (703) 598-3242Blog: advocacytwopointzero.comWeb: 2ndSix.com