First of all, let's start from this current and modern consideration: “Worry about your character, but above all your reputation. Because character is what you are, reputation is what others say you are. And today what others say you are matters as much (if not more) than what you are.”. I add to the quote the following data, taken from a document of theMultichannel Observatory of my friend Boaretto:
1- web users are increasingly frequent/constant (Nielsen Online data – Dec 08):
* Italian navigators: 22 million
* Sessions per person: 33
* Average time per person: 26 hours and 11 min
* Pages per person: 2.011
2- the impressive dimensions of the web 2.0 phenomenon:
* 16 million users (76% of the total)
* 9 million on blogs
* 9 million on video sharing sites
* 12 million on communities and social networks
And if this isn't enough to convince you, I'll tell you about a concrete experience. For a well-known brand we repositioned its online identity after the managers decided to snub social media when analyzing the requirements for the creation of an iPhone mobile app. After the first failed launch, it took us 3 months to recover the situation and bring the customer back to the center of the analysis generation process.
NOW I FOLLOW ONLY ONE METHODOLOGY and I have moved from the hypocritical mediation of a salesperson to my old and healthy propensity as a consultant, carrying forward the belief that today it is fundamental to know oneself but above all others. That's why in IDEOL we have hired a Marketing, Communications and Digital PR manager specialized in BRM Giorgio Marandola. Today our projects arise from new awareness that adds to skills and professionalism. The customer today has taken the place of the old testimonials, once the sufficient soul of the advertising action and the user experience. The customer today must be at the center of the analysis, especially where the recipient of a product or service is himself.
Then you need data, including historical data, to which you can add analysis rules that guide monitoring and listening. For example, we use two tools depending on the customer: Sysomos Map or we are evaluating with satisfaction today radians6. Being experts in Proximity Marketing and aiming our activities at improving the sales of our customers, we have also created a proprietary model called 5W for BRM. Without boring you too much, these are processes aimed at giving a heart and a soul to the data, with the aim of being able to analyze from the general sentiments the changes necessary to reach the objectives.
Is it all fake? No! certainly to be studied and not influenced. An enormous potential and not a phenomenon of terror as many imagine: “Oh God, what on earth will they say about me on social media!… they will like the product! have we got the colors, the sizes... the model wrong? better green, petrol or diesel? It tastes like medicine... but is it good, is it enough? Red is going this year... will our customers like it? better iPhone or Android?” - and so on. Wouldn't it be wonderful to be able to ask our future customers directly, get the answers, define an honest sales budget and then plan the production!!! It sure seems simple! it is not. It is a science, or rather a methodology that aims at objectives that are still not very mature and solid but which have great prospects provided that the proposing companies work seriously and professionally.
Without repeating the inflated slogan "I have seen things that you humans..." (just done), I must say that on the part of our competitors I have been able to read about promises and achievable objectives, as well as science fiction KPIs, which would today have made NIKE companies worth 20/30 million euros. Crazy things that are bad for the market and for those who, like us, are trying to distance themselves from competent and knowledgeable fakes in the ocean of services.
Now I give you a video taken from a post by ninjamarketing which shows you what can really happen today!
“This is in fact what happened to the musician two years ago Dave Carroll, who after landing in Chicago found one of his guitars ruined. He immediately turned to the airline employees, without however obtaining satisfactory answers and, indeed, receiving absolute indifference in return. Carrol, however, did not give up and in the following 8 months he tried and tried to contact the company without obtaining any results other than being "bounced" by a customer care to another in the hope of resolving the incident. Dave Carrol is definitely a tenacious and such person he made a video about what happened that he received 5000 comments in 10 days. Only then the United, the airline responsible for the incident, worked hard to remedy the damage, but by now the viral video di Carrol had had a strong negative impact on the brand and had sparked the ire of other customers who had had the same experience.”.
[youtube=http://www.youtube.com/watch?v=5YGc4zOqozo&feature]
