Companies have always struggled with how to listen at scale. Before social media, you could really listen to only one person at a time. Now, organizations can listen to hundreds, thousands and millions of people at once. Your prospects and customers are on Twitter, Facebook, LinkedIn and other social networks. It's your responsibility to find them, listen to them and engage with them. In this can't miss presentation, Carrie Kerpen shares challenges and tips that focus on better listening that will help transform how you communicate with your clients, competitors, consumers and employees.
4. LULULEMON ATHLETICA – Ignores customers’ complaints regarding
transparent pants and instead uses social media to post content unrelated
to the incident.
5. 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.
6. 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.
7. 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.
8. 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.”
36. 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.
37. 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.
38. 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.