Listening in BtoB
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The document discusses the state of listening in B2B environments, highlighting the transition from traditional methods to more advanced social media monitoring tools. It emphasizes the necessity for businesses to engage in active listening to enhance their marketing strategies and customer interactions. The document also outlines challenges faced in executing effective listening, the importance of selecting appropriate tools, and potential applications within marketing and CRM systems.
Listening in BtoB
- 1. Listening in B2BFromrumours to action
- 4. Socialnetworks & online forums/platforms are usedon a largerscale in searchesfornewproducts and complaints
- 5. In the latter, ownsalesforcesalsoplayan important roleInternet usageResultsSurvey In the case of newsaboutnewproducts, busines and newopportunities , the frequency is high
- 6. ScreeningResultsSurvey Most screening is doneusing traditional methods (Google, search engines, )Only 5% screens the internet withspecificlisteningtoolsorTwittersearch
- 7. AnalysisResultsSurvey Most companiesknowthatit is possible to performthis type of analysis, butdontexecutethem (well)
- 8. Software forscreening & analysisResultsSurvey For most analysis and screening, mostly the traditonal office tools are usedThere are already som smallexperimentswithlisteningtools, butnotalwayswith the preferredresults.
- 9. Distribution systemsResultsSurvey Most data are sent to the customer service forfurtherfollow upOther distribution possibilities: Microsoft SharePoint or to responsable manager/departmentorsalesperson
- 10. Many B2B playersdontseeyet the business possibilities of Social Media Monitoring
- 11. Whywould we listen?Our marketing funnelbecomes more complex tofollow.
- 12. Beyond the hype
- 13. Whywould we listen?Survey 2009 shows thatthere are manypossibilities to useSocial NetworksThoughtleadership is most important oneaccordingsurvey
- 14. Someexamples
- 15. Competitornews
- 16. Complaint
- 17. Opportunity
- 18. Opportunity
- 19. Listening as a part of conversation managementUsage web 2.0.ListenAnalyzeReactInteractMarketing research & Product MarketingCampaign Impact MeasurementCRM (support & sales)
- 20. Focus: listening in practice
- 21. Find the right software
- 22. Find the right softwareREACH & COVERAGECLEANSINGANALYSIS/REPORTRESPONDEXPORTPRICE
- 23. Find the right informationInsertion of feedsorspecificsources
- 24. Definition of
- 25. Languages
- 26. Countries
- 27. Period of search
- 29. CleansingSame name, different companyIrrelevant content
- 33. Abstract vs. detailedinformation: deeplinking
- 34. Goodoverview and user friendly
- 35. Alerts
- 36. Possibility to share content
- 41. Collection of complaints/ questions/ positive feedback
- 45. Whatwe are looking for What we are lookingfor
- 46. Data & Info SourcescoverageIndustry / sectorrelatedevents & meetings
- 47. Publications, mass & trademedia
- 48. A/V media
- 49. Print media
- 50. Government & public sources
- 53. CD/DVD-ROM
- 55. Syndicated / Research services
- 56. Panel data / Retail audit
- 57. Customized research (on demand)
- 58. Own colleagues
- 59. Marketing / Sales / Other(?)Otherpriorities束油Supply chain油損
- 60. Suppliers / Customers / Partners
- 61. Internet
- 63. Annual reports / PRs / Marcom / company web sites= partiallycovered= fullycovered
- 66. ObservationsStep-by-step (RedMonkeyeffect ! ~ Jef Staes)
- 69. Createexperience
- 72. future links to MIS, CRM, BI,
- 75. Iterate and re-iterate the searches
- 76. Analyse the data throughboth dashboards & exceptionreporting
- 78. Manage the internal PRLessonslearned
- 80. Start small & smart
- 81. The Listening test: Do people talk aboutcertain topics? Is it relevant in our case?1 monthBasic search: 1 country, 1 languageSetup & cleansingAnalysisDiscussionConvinceyourself & the organisation to listen
- 82. The listeningproof-of-concept: Howcan we useit?1 yearlicence of listening softwareSetupCleansing & 3 search-iterationsAnalysis: 3 reportingmoments + adviceonfurtherintegrationwithinconversationpolicy & BI environmentDistribution of relevant poststhrough blog Set the right scope
Editor's Notes
- #11: The information we need is spread over the internet:Corporate sitesSites of research centraBlogsFora / discussiongroupsSocialnetworks (Twitter, Youtube, Facebook)
- #13: De redenen om te luisteren voor B2B marketers:Thoughtleadership is de belangrijkste reden. Ook de leadgeneration speelt een belangrijke rol en komt op de 2e plaats.About?Products, technology, trends, Financial informationBusiness relatedinformation (partnerships, competition, )ComplaintsQuestionsOpportunities
- #15: Vb. TRW, concurrent van Federal-Mogul, die zijn kwartaalresultaten uitbrengt
- #16: Omron is een concurrent van Siemens. Het is dus zeer interessant voor deze klant om te luisteren naar de klachten die over deze klant verspreid worden op het internet.
- #17: Aankondiging Automation project, waarin Siemens misschien ge誰nteresseerd kan zijn.
- #19: Horizontale kolommen: level of ambitionVerticale kolom: domainsListening biedt je insights over zowel de markt en nieuwe producten/technologie谷n en de opinie van de klanten (klachten, positief + vragen). Het is een eerste stap in elk domein.Analyseren de volgende stap. Uit de analyses kun je een beter beeld vormen van de markt, nieuwe producten en technologi谷en (MarketIntelligence) en wat het imago van het bedrijf is. React: de analyse omvormen in concrete actiepunten. Marketingacties opzetten, nieuwe producten/technologie谷n ontwikkelen en reageren op de vragen/klachten die klanten hebbenInteract: De acties voltrekken op een hoger sociaal niveau, zodat er een continue interactie kan optreden tussen bedrijf en publiek.