Twebinar Summary: Listening in Social Media

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Social Media is Raw Feedback: How Do You Manage It?: 08.20.08 at 4:17 pm

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1 David Alston 08.20.08 at 12:59 pm: Hey there Tony, thanks so much for your thoughtful points. I actually tried to comment and add the other 9 points that Marcel has made in a recent presentation that he referred to yesterday and go with your point of need summary but alas the sound didn’t work for me

Glad you enjoyed the Twebinars. Hope to see you at the next series as soon as we get a chance to think it up. Cheers.

David
2 Webconomist 08.20.08 at 1:03 pm: Great MindMap Tony and interesting thoughts…

Thunk: When we list as a “company” around our brand/product specifically, could we also listen to the “Whole Need”, so if someones talking about a new sneaker, perhaps the company could recommend clothes for running to? Broaden the listening/action?
3 Jon Swanson 08.20.08 at 1:29 pm: good points, Tony. While I was listening to the twebinar yesterday, I was also looking at the newest issue of Outreach, talking about people at transition points. I was also looking at a response form we finally were getting on our site. All three were reminding me of the need for looking for points of need, not points of what we have to sell. You caught the core of what I heard nd an trying to now figure out.
4 Tony Steward 08.20.08 at 2:34 pm: @Webconomist - I think that the better we get at listening, we will be able to improve both on what we are trying to hear and the relevance of the action that we take. The recommendation of clothes to run with is good, but so would be good music, good routes, energy bars or new head phones. The point is that the people “listening” and “taking action” can’t just be marketors, but they need to be a part of those communities they are engaging in. Sometimes that will mean helping someone’s need with an answer that doesn’t directly relate to a “sale” at that point, but will build the brand for a potential “sale” later.

@Jon: I am living in that same place or point of tension. That being where we have a message to communicate so we “have something to say”, but I’m also seeing the changing values of “hearing what they need” and acting on that information. I was advising someone recently that as they seek to connect with people online they need to see what questions they are asking, and instead of answering them, they need to go and ask the same questions along side of them - and create a partnering journey toward the answers.

I am not sure if that is just BS but people seem to be much more interesting in connecting with fellow journeyers and finding the answers together than connecting with the “answer givers.”
5 Webconomist 08.20.08 at 4:23 pm: Tony, I think you’re bang on with “the better we get at listening”…

For most businesses it’s still Inside/Out marketing through a set of learned behaviours that now requires a whole new set of listening skills. Could open up some truly interesting new business opportunities for companies who learn how to listen and then act.

Social Media is wow, scary. It’s instant, raw and non-systematic; that goes against the grain of what we traditional marketers have been taught in terms of measurement. So much more new to learn for all of us.

So I blogged a bit about it too! Thanks.
http://tinyurl.com/5eojz6
6 Tony Steward 08.20.08 at 5:02 pm: @Webconomist great post, thanks for the link!

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