Using Social Networks to Empower Consumer Conversations
December 15, 2008 - Every second of the day there are eight million text messages sent; 1,400 videos viewed on YouTube; two million e-mails sent; 1,200 Google searches and 17,000 IMs sent on Yahoo. What's more, the online population is expected to double in four to five years from one billion to two billion users. Numbers like this prove that the way the world communicates is changing, and the consumer goods industry must adapt or risk losing relevance with the consumer. Historically, communication from consumer goods companies to their consumers has been a one-way stream, but Dell has figured out how to effectively carry on two-way conversations with its customers by leveraging online capabilities.
On Dec. 3, 2008, in a live Web seminar produced by CGT, Sean McDonald, director of Communities and Conversations, Global Communications, Dell, presented an in-depth case study around enabling and engaging interactive discussions and customer conversations, which can lead to key business opportunities through improved brand perception and decreased support costs. In addition, Lawrence Liu, director of Platform Strategy, Telligent, and Doug Caywood, industry market development manager, U.S. Consumer Goods, Microsoft, offered thought leadership and additional industry examples on connected experiences and marketing. Some key takeaways from the event include:
-- A recent Nielsen study showed that 78 percent of people rank consumer recommendations as the most credible form of advertising, signaling that trusted opinions still matter. The bottom line is that human beings talk to each other and have conversations, but traditional corporate communication is one medium that is easy for consumers to ignore. "Web 2.0 opens up the ability for anyone to start or participate in a conversation," said McDonald.
--How can a company take part in these online conversations? McDonald recommends that companies listen to consumer feedback online; join conversations and add value; tell their stories through corporate and guest blogs on topics of consumer interest; and collaborate with stakeholders online before launching a new project. Dell, in particular, listens and engages its consumers using 10 percent technology and 90 percent people and process. But, McDonald admits that great technology facilitates better processes and ways for stakeholders to engage. Dell uses Telligent, a solutions provider for online communities and social networks, to create a place for consumers to join Dell employees for discussions.
-- McDonald also revealed questions that every company can ask itself about its consumer connections:
1. Do you know where your company is mentioned?
2. How many times is your company mentioned (online)?
3. How many times are your competitors mentioned (online)?
4. Who are influencers for your company and your competitors?
5. What are the ideas that your customers and employees have that can help prioritize your business?
6. Do you want your customers to be discussing your brand and products on your site or elsewhere?
If you missed this live event, click here to listen to this Web seminar on demand.
On Dec. 3, 2008, in a live Web seminar produced by CGT, Sean McDonald, director of Communities and Conversations, Global Communications, Dell, presented an in-depth case study around enabling and engaging interactive discussions and customer conversations, which can lead to key business opportunities through improved brand perception and decreased support costs. In addition, Lawrence Liu, director of Platform Strategy, Telligent, and Doug Caywood, industry market development manager, U.S. Consumer Goods, Microsoft, offered thought leadership and additional industry examples on connected experiences and marketing. Some key takeaways from the event include:
-- A recent Nielsen study showed that 78 percent of people rank consumer recommendations as the most credible form of advertising, signaling that trusted opinions still matter. The bottom line is that human beings talk to each other and have conversations, but traditional corporate communication is one medium that is easy for consumers to ignore. "Web 2.0 opens up the ability for anyone to start or participate in a conversation," said McDonald.
--How can a company take part in these online conversations? McDonald recommends that companies listen to consumer feedback online; join conversations and add value; tell their stories through corporate and guest blogs on topics of consumer interest; and collaborate with stakeholders online before launching a new project. Dell, in particular, listens and engages its consumers using 10 percent technology and 90 percent people and process. But, McDonald admits that great technology facilitates better processes and ways for stakeholders to engage. Dell uses Telligent, a solutions provider for online communities and social networks, to create a place for consumers to join Dell employees for discussions.
-- McDonald also revealed questions that every company can ask itself about its consumer connections:
1. Do you know where your company is mentioned?
2. How many times is your company mentioned (online)?
3. How many times are your competitors mentioned (online)?
4. Who are influencers for your company and your competitors?
5. What are the ideas that your customers and employees have that can help prioritize your business?
6. Do you want your customers to be discussing your brand and products on your site or elsewhere?
If you missed this live event, click here to listen to this Web seminar on demand.