Are you listening brands? Really listening?

Customers are communicating. are we listening?

As marketing makes a slow progression from campaign based messaging to constant engagement in social media via mobile devices – we need to revisit our communication techniques.

Social is bringing us back to one-to-one communcation. People can now talk to people as faces of a brand. We can get resolution and great customer service from a mere tweet. Heck even two years ago Four Season Palo Alto set the bar for customer service on social media and (some) brands have kicked it up a level from there already.

And maybe they are being selective – responding to customers based on their status/connections/influence – but they’re listening and responding.

Monitor you brand mentions for free, at least!

Google alerts are a great first step for any brand to monitor brand mentions and what people are saying. socialmention.com lets you take it a little further and can also give you sentiment analysis. Get Agile! These alerts can give you a window on potentially sensitive news, disgruntled clients and maybe opportunities to take advantage of in your sector. News jacking when done right is highly effective.

Yet anyone who has featured on Interbrands top brands list or has thousands of engaged fans on Facebook MUST start thinking about Radian 6, Brandwatch, SM2 (more info on social media monitoring) or Sysomos. Tools that index and record every mention and can filter share of voice on topics and rank influencers. With these tools you can also build out a picture and backlog of issues, pain points, problems and hopefully delights your customers are mentioning. Understanding and prioritising these for action in terms of research and development is the goal of many big data buffs.

For us as marketers

  • we have feedback on our messages
  • we have topics for blogging
  • we can mitigate issues and educate the confused
  • we have data to support our strategy and formulate tactics

Listening to comments online ensures content marketing resonates.

Providing content, entertainment, news, information and services that have percieved value to our customers will keep them engaged and build their afinity with our brands. We’re becoming their favorite TV show or news source but instead of just broadcasting we can listen and make an informed response.

Bloomberg thinks ‘Jeff Bezos Can Make Newspapers Profitable’ – http://bloom.bg/197BN1Y
My take is that this is an aquire-hire. He’s gearing up for the future and brand journalism. Jeff knows we want more from our brands than their product or service.

Content marketing can also build a valuable resource of information on getting the most out of our products and services. Amassing a wealth of valuable information on a variety of topics means potential clients will find you first on Google. It promotes self service and lowers the dreaded reliance on automated phone customer services. “Press one, if you’re already more irate hearing this message”. Although they’re ‘recorded for training purposes’ I CAN’T GOOGLE THEM!

But getting back to listening, we need to find the correct balance between one-to-one responses and providing value to as many customers as possible.

We can prioritise a backlog and calendar of maketing communications. One that addresses them at each stage of the customer journey and their hottest topics. Continuous communication that ultimately adds value to our customers, stakeholders, partners and community.


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One Reply to “Are you listening brands? Really listening?”

  1. Hi Nick,

    Nice post, and thanks for the mention of SDL SM2. I especially liked what you said here: “Listening to comments online ensures content marketing resonates.”

    Social intelligence and social listening tools are often thought of only as tools for monitoring likes, followers and other such vanity metrics when really they can do so much more if used the right way. One of the best things a digital marketer can do is start measuring engagement through shares and commenting. With social listening tools, you can also identify and monitor key influencers so you can share good content that resonates with them at the places that they engage in. Then, your message will amplify much faster than traditional ways of sharing content.

    Thanks for sharing your thoughts,

    Amber

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