Do you know which is the most valuable thing that we need especially in this period of “whatever-you-want-just-do-it-social“?
It’s always been preciuos in our lives but now, in a world over-connected, over-informed and over-dependent where your personal and customer experiences are deeply influenced by and based on networked communications, you are forced to make smart selections of what you really need in order to extract real value from information and activity streams. Otherwise you risk to drown in a huge social noise data ocean. And if your time have to be optimized, when you’re connecting to the world, you want companies to interact with you in the most profitable and pragmatic way.
Also Social Media expert and analyst Brian Solis just wrote a post where makes some considerations on another study (registration required) conducted by Exact Target in which there are really interesting surveys asking for the main reasons people “unlike” brands on Facebook or stop following them on Twitter. Here are the results.
Ok, let’s try to draw some conclusion:
- brands are not listening people not only directly but also indirectly through professional studies and reports outputs;
- brands know their customers and fans as I know about theoretical philosophy (and it’s a pity for me);
- brands insist on using social channels to post irrelevant information for customers and fans (not only cause it’s merely promotional but also cause it’s not matching the real needs of people);
- brands don’t mind about people’s time scarcity and overload their life with useless messages losing the opportunity to be more coherent and effective in engaging them.
It seems to look at the same concepts explained in Seth Godin‘s Permission Marketing book where the only way to have a relationship with your customer, fighting the plague of the interruption marketing, is to ask for a permission to enter in their life and help them to have their jobs done.
As Brian Solis stated in the aformentioned post:
“What we learn from these two studies is that it’s not about the content, the profile, or publishing information regularly; it’s about understanding and delivering what customers want.”
And companies have to remember that to achieve these goals they need to follow a formal process well described in the Stefano Mizzella‘s last post (it’s in italian but translate it cause it really worth).
What I’ll try to do here is to give some syntetic and pragmatic suggestions mapping them into the customer experience funnel (click on the image to enlarge).
Moreover, listening activity is more then what I just described here and if you want to know more about my opinion on this topic you can read also this post.
Last hint: not everyone faces the brand engaging with it through discussions or commenting in social media. There are engagers and also lurkers (or spectators as Forrester would say) so you have to intercept also the last ones integrating knowledge that companies can extract from their internal systems, analyzing their behaviour through different places (not only social), asking them directly thanks to specific surveys.
Top image: Krystn Palmer Photography
Survey bar graphs: Exact Target Research