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What’s Listening 2.0? Can you stand to hear it?

I was fortunate to be invited to do a Webinar today on Listening 2.0, along with Mark Kovscek of VivaKi and Pauline Ores of IBM, on what’s going on with all these conversation monitoring/mining/listening services that are suddenly popping up. As Chief Strategist for Converseon, I am kind of biased. I mean, we have the really good one, you see. But it was helpful to be part of a panel where we could talk about what kind of qualities make a good one and we got lots of great questions.


Image by Gauravonomics via Flickr

My piece of the talk focused on two key components of the new improved listening:

  1. Insights. The early listening companies focused on automation of keyword snippets. They struggled to correctly label sarcasm as negative and they couldn’t analyze a blog post with two negative comments and one positive, calling the whole thing neutral or mixed, when the client needs to see each individual insight, not some aggregated glob. With improved technology, but more important, with human analysts, Listening 2.0 companies can provide real customer insight rather than streams of keyword snippets.
  2. Actions. But it’s not just about understanding what customers say, it’s about doing something about it. Companies need enterprise listening where the same service can be used across organizational boundaries, so that everyone hears the same things and, more importantly, can act on them using workflow tools common in other business processes.

Thanks to those of you who tuned in. For the rest, I’ve posted the slides of all three presenters for WOMMA’s Listening 2.0 Webinar. I’d love to hear about what you are expecting out of your listening company.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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