Sunday, November 16, 2008

Putting Customers First

Whether we are focused on social or traditional media, one of the most important things I tell my students (and which I shared last week at the San Diego Social Media Breakfast) is to listen to customers before doing anything. Sometimes, we all need to take a step back and hear what our customers are telling us, and each other, before proceeding.

I will help you, my readers, do that over this next week. I am blogging at the NACCM Customers 1st Conference, being held at the Disneyland Resort in Anaheim, CA. You can follow me via Twitter, my blog Customers Rock!, or on the Customers 1st blog. I will be attending both the conference as well as the "outside the walls" sessions which take place in the Disney theme parks. One of the sessions focuses on creating the "next generation customer experience" for consumers who are spending a lot of time on social networks and with social media. Stay tuned!

I will also be spending time with some of the guest speakers in one-on-one interviews, so let me know if you have any questions for any of them. You can find the list of speakers here.

Come follow me around the Magic Kingdom this week and learn about putting customers first!

Wednesday, November 12, 2008

Social Media Metrics - The Final Frontier

Well, as we wind down class for this quarter (to start up again in January!), we turn to a very important topic: measuring social media. Much of what should be measured will depend greatly on our goals and objectives for social media in our business. (Note - objectives below are based on Groundswell, our textbook.)

Do we want to listen? We can measure how much of the conversation we are listening to (and hopefully acting on if needed).

Do we want to talk with customers? We can measure how much they talk back.

Do we want to energize our customers? We can measure the viral spread of our brand message.

Do we want to support customers? We can measure the number of customer service issues answered through social media/number of calls averted.

Do we want to embrace customers? We can measure the product/service ideas we are getting from customers and how many we implement.

Suggestion: Only choose two or three metrics, at the most, to track for social media. Incorporate them into your marketing dashboard (you are looking at social media as another set of marketing tools, aren't you?) Follow the trends over time, rather than obsessing on daily changes.

There is also a great post today over at MarketingProfs on social media metrics.
(Photo credit: shaja)