Shut Up and Listen: How Listening Will Earn Your Brand More Money Than Talking Ever Will

v Shut Up & Listen: How Listening Will Earn Your Brand More Money Than Talking Ever Will

Carrie Kerpen CEO of Likeable Media @CarrieKerpen

Most people never listen, they are simply waiting to talk #StrategyNY

LULULEMON ATHLETICA – Ignores customers’ complaints regarding transparent pants and instead uses social media to post content unrelated to the incident.

LULULEMON ATHLETICA – Ignores customers’ complaints regarding transparent pants and instead uses social media to post content unrelated to the incident. KRYPTONITE LOCKS – “Toughest lock in bike security” picked with a Bic ball point pen. Despite blogs and, local newspaper stories and a feature in the New York Times, the brand failed to respond.

LULULEMON ATHLETICA – Ignores customers’ complaints regarding transparent pants and instead uses social media to post content unrelated to the incident. KRYPTONITE LOCKS – “Toughest lock in bike security” picked with a Bic ball point pen. Despite blogs and, local newspaper stories and a feature in the New York Times, the brand failed to respond. UNITED AIRLINES – Breaks David Carroll’s guitar and makes little effort to compensate him. David’s response; make a music video. Four days after the videos release, United Airline’s stock price dropped 10%, costing stockholders over $180m in value. The video on the other hand is a smash hit with over 10m views.

BANK OF AMERICA – Claims to have over 100 people managing its accounts and yet somehow managed to completely ignore its customers and respond with a bevy of non-sequitor responses.

BANK OF AMERICA – Claims to have over 100 people managing its accounts and yet somehow managed to completely ignore its customers and respond with a bevy of non-sequitor responses. AMERICAN AIRLINES – It turns out that American Airlines will respond positively to almost any tweet you send its way — even if you call AA “the largest, sh---iest airline in the world.”

Listening is more than this...

Listening believe it or not is even more than this... #StrategyNY

In fact there are many ways to listen on social media #StrategyNY

Listening for learning #StrategyNY

Listening About Your Company

Listening About Your Industry

Listen to Your Customers #StrategyNY

Don’t Forget to Listen to Your Competitors #StrategyNY

Now that we have all that data, it’s time to do something about it #StrategyNY

With active listening you can... #StrategyNY

Surprise & Delight Customers #StrategyNY

Make Better Products #StrategyNY

Gain Instant Feedback #StrategyNY

Prevent Crises #StrategyNY

The Result of Listening

The Result of Listening Customers who engage with a brand online report spending 20%-40% more on that brand, or on that company’s products.

The Result of Listening Customers who engage with a brand online report spending 20%-40% more on that brand, or on that company’s products. 70% of Americans are willing to spend an average of 13% more with companies who they feel provide above-par customer service.

The Result of Listening Customers who engage with a brand online report spending 20%-40% more on that brand, or on that company’s products. 70% of Americans are willing to spend an average of 13% more with companies who they feel provide above-par customer service. IBM’s “Listening for Leads” initiative has uncovered millions of dollars worth of sales leads through their intelligent listening program and has enabled them to close a lot of business.

Now it’s my turn to listen to you #StrategyNY

Questions? Feedback? Carrie Kerpen @CarrieKerpen @LikeableMedia