Presentation to the Web 3.0 conference Sydney 21 June 2011. How to create a sustained customer insight program that can become an ongoing asset to your brand.

1. Web 3.0 & The Future of Social Media
Sydney Tue 21 June 2011
Creating Sustained
Customer Insight:
the next frontier
Darren Sharp
Senior Consultant
Resonate Solutions
+61 (0)419 314 655
twitter.com/dasharp

2. Resonate Solutions
• Managed online communities
• Closed-loop feedback programs – NPS
• Social Media Monitoring & Analysis
• Social Media Strategy

5. Web 3.0 - The Stream
Nova Spivack
• Streams are rapidly changing sequences
of information around a topic.
• Microblogs, hashtags, feeds, multimedia
services, or even data streams via APIs.
• The key is that streams change often. This
change is an important part of the value
they provide.
http://www.novaspivack.com/uncategorized/welcome-to-the-stream-next-phase-of-the-web

9. Consumers are talking – in a big way…

10. “Personal data is the new oil of the Internet
and the new currency of the digital world.”
Meglena Kuneva, European Consumer Commissioner, March 2009
On an average day:
- 47 billion (non-spam) emails
- 95 million tweets on Twitter
- 30 billion pieces of content
shared on Facebook
Personal Data: The Emergence of a New Asset Class. World Economic Forum (2011)

11. Bill Johnston – Dell
Social Media: describes a large spectrum
of tools and activities
Online Communities: are networks of
people. Your online community should be
grounded in building and sustaining
networks of relationships over time
http://www.slideshare.net/seismonaut/community-conference-2011-dell-bill-johnston-7913904

12. Episodic vs. Sustained
Communications
Episodic Sustained
Campaign based Ongoing relationship
Audience dissipates Persistent community
One-off participation Ladder of participation
Short term Long term
Adapted from: http://egovau.blogspot.com/2009/11/bringing-government-into-age-of.html

13. Online Communities for
Customer Insight
• Interact, share ideas & ask questions
• Support channel: community manager & p2p
• Reward brand loyalty
• Provide meaningful brand context

14. Conversation that is structured…
We want to • What matters most? We heard you:
hear from you • Your suggestions? • Here’s what you, and your peers, said;
• Your peer suggestions? • Here’s the order in which you and your
peers prioritized it
• Thank you
Recruiting Qualification Survey Results Interpretation Action
• Here’s what we’re doing about it
• Please stay in touch…

15. Frame the conversation…
www.everydaymatters.com.au
Customer initiated Ideas with
voting and comments
Blog Posts with
comments
Comment Spinners –
indicating community
health
Quick Polls – with
immediate graphical Iterative Survey – with
feedback customer generated answers,
voting and ranking

16. Tribe Management
Tribes are a group of people:
• Connected to one another
• Connected to a leader
• Connected to an idea

17. 21st Century Tribes
The key building blocks:
• Story-telling
• Rites of Passage
• Obligations
• Egalitarian organisation
• Multi-skilled
• Two-way loyalty
http://globalguerrillas.typepad.com/globalguerrillas/2009/03/manufacturing-fictive-kinship-.html

18. The Stream of Customer Data!
Branded Online Communities
Mass Social Media
Contact Centre
Surveys
Forums Blogs
NPS
Customer Emails

19. Qual + Quant = Value
What is being said… In what context…

20. Summary
• Web 3.0 is a growing multitude of streams
• Information overload is here to stay
• Personal data is the new oil of the Internet
• Are you capturing and analysing this
unstructured data - what customers are saying?

21. Summary
• Online Communities are an important way to
generate sustained insight about your customers
(episodic vs. sustained communications)
• From Community Management to Tribe
Management – become a tribal leader!
• There are key building blocks to modern-day
tribes (stories, rites, obligations, egalitarian, multi-
skilled, two-way loyalty)

22. Summary
• At some point your organisation will have to contend with
these emerging streams of customer data
• Customer Insight & Action platforms can help you make
sense of this data and take appropriate action through
closed-loop feedback

23. Thanks!
Darren Sharp
Senior Consultant, Community Management
darren.sharp@resonatesolutions.com.au
+61 (0)419 314 655
www.twitter.com/dasharp
www.resonatesolutions.com.au
Conversations. Communities. Collaboration.