Trending Now

What Are Your Customers Saying About You?

A couple of weeks back, I had the great honor of presenting at the RKG Summit, where I explained some of the issues around social media listening. I’ve been the Chief Strategist at Converseon, a leading social listening company, for nearly four years now, so I have some experience in seeing what clients need in this area. But I have been reflecting lately on how much has changed.

עברית: אוזן
Photo credit: Wikipedia

Four years ago, even large companies weren’t certain about how important social media listening was. It sounded good in principle, but they weren’t sure they needed to devote resources to it. In fact, some flat out told me that there was no conversation about their industry, which sometimes was true. I don’t think that is true anymore.

Sure, there are some companies where they don’t speak about your company constantly, but it is hard to find an industry where there is no conversation at all. Recently, I’ve been involved with a company that treats waste water from manufacturing plants and another that sells industrial gases, neither of which I would think would have little conversation about it in any venue–yet we found enough online conversation to be interesting in both cases.

If you run a small business, it might be true that no one is speaking about your individual business. I spoke with an insurance agent who told me that he has checked and no one mentions him or his business. But, I asked him, do they talk about your competitors? He hadn’t checked. Do they talk about the insurance business and insurance agents in general? He hadn’t checked, but thought undoubtedly they do.

In these situations, it makes sense to listen to the industry conversation. After all, wouldn’t it be great to find out what customers hate about the industry? If you’re doing it, you get to change before they are complaining specifically about you.

If you’re interested, take a peek at my slides from the RKG Summit, What are your customers saying about you?

Enhanced by Zemanta
Avatar

Mike Moran

Mike Moran is an expert in internet 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, ibm.com, most recently as the Manager of ibm.com 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 ibm.com 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.

Join the Discussion

Your email address will not be published. Required fields are marked *

Back to top