Post on 26-Jun-2015
transcript
_seminar : john ream, president
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agenda - they will tell you.
_read minds : just need the right tools to do it effectively
*meanings*tools*biz cases*take away
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meaning - "wiki."*the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, usually using a scientific method.
_research
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meaning - "connect."*find things you don't know through studying, not just asking questions and collecting data.
_unexpected insights
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meaning - "wiki."*the ability to predict, or the action of predicting, what will happen or what is needed in the future.
_foresight
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tools - don't do all the work.
_channels : gives access for direct communications.
*survey forms.*search trends.*social media monitoring.*mobile.*web forums, blogs, discussion boards.
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pet lovers - tell me.
_talk : what are they really saying.
who: pet food marketer.obj: are they wanting healthier options.q: what terms are pet owners using?q: where are they?q: what are they talking about?
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pet lovers - what terms?
_trends : birds eye view of how people are looking.
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pet lovers - where are they?
_find them : thought you knew where they where, really.
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pet lovers - talking about...
_words : never thought they would be saying that.
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pet lovers - plug right in.
_listen : no need to try and guess or read minds.
a: search trends of when and what terms.a: terms they use and where.a: monitoring to actually see the conversations.
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farmers - tell me about them.
_really : its not all what you think.
who: tractor parts distributor.obj: determine how farmers buy filters.q: what is most important to them?q: are they technology driven?
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farmers - "what do you like."
_short & sweet : direct but informative.
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farmers - data or summary?
_charts : pictures are easier to review.
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farmers - get it in front of them
_internet : never thought they liked using that.
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farmers - plug right in.
_listen : no need to try and guess or read minds.
a: short simple direct questionnaire.a: reports for insights not data.a: found them online?
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internal - find the weak link.
_hhhmm : is the problem inside or outside?
who: oem valve manufacturer.obj: find out why sales are down but shouldnt be.q: are our values being communicated?q: is our marketing effective?
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internal - "we never knew."
_not what we thought : personalities can affect everything.
* talked to everyone internal and external.* branding, marketing, communications.* who works with the customers direct.* who works with the customer indirect.
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internal - plug right in.
_listen : no need to try and guess or read minds.
a: one-on-one conversations.a: back to basics: talking 101.
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reviews - biz case.
_customers : finally, something good.
* international relocation company * carrier for other relocation companies, so customer satisfaction is important.* large, publicly traded company.
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reviews - get it out there.
_customers : finally, something good.
* transportation company paid based on printed surveys.* incentivized customers to post reviews with surveys.* integrated reviews into marketing.
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connect - report cards.
_customer service : survey your audience.
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who: us.obj: gain realtime pulse on all relationships.q: are we providing a value?
connect - report cards.
_audience surveys : feelings toward your brand.
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connect - report cards.
_measurement : customer satisfaction.
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a: allows us to turn insights into action.a: benefits everyone, even sales.a: measure key performance identicators.a: understand what value we provide.
take away - how to apply.
_remember : this is the part to really pay attention.
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identify - objectives and goals for what you want to understand, don't be too broad; better to break into small initiatives vs. only big one.
_take away : this is the part to really pay attention.
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targets - define each person, place or thing that is involved with the specific initiative.
_take away : this is the part to really pay attention.
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environment - determine all areas where to communicate, offline & online that is trackable or recordable.
_take away : this is the part to really pay attention.
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tools - put the right tools in place that will track and record information and usage. some times the tool may be a person.
_take away : this is the part to really pay attention.
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trim - keep the amount of information/questions short and sweet. better to do multiple small studies with the same group vs. one big one and based on where you're asking.
_take away : this is the part to really pay attention.
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insights - create "non-baiting" direct questions from objectives, people you are collecting the data, where your getting information, and the tool being used.
_take away : this is the part to really pay attention.
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analyze - review as if you were the person being questioned and how does the information help with the objective.
_take away : this is the part to really pay attention.
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foresight - don't just collect the data and analyze, actually use it in small incremental adjustments or affirmation.
_take away : this is the part to really pay attention.
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benchmark - set clear measurable and quantifiable goals for future testing to see how the study helped or not.
_take away : this is the part to really pay attention.
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revisit - nothing stays consistent, even if you think it does. come back to the study and test again on a smaller scale on a frequent basis.
_take away : this is the part to really pay attention.
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