It’s “Listen Up” Day
- Mon, August 13 2007
- Filed under: Marketing essentials
As a marketer - and actually, as a mother and a friend too - I consider it an important part of my role to listen.
Part of that is listening to what people are saying online. I have a google alert set up so I know when people are talking about me, this blog, my nonprofit, my colleagues and issues of concern to me. I have a technorati watchlist too. Why? People who go to the trouble to say something about you online feel strongly - and most likely, they have an audience. For good or for bad, they are important nonofficial spokespeople.
This listening has been an incredibly educational experience - especially when I’m listening to negative feedback. While they hurt at times and can make me cringe, complaints are valuable. When I’ve emailed and engaged in conversations with people who were dissatisfied, nine times out of ten they appreciated that I was listening and helped me see where my own communications and marketing efforts were falling short. Some of those conversations were so good that I developed an ongoing relationship with the commenters and use them as regular sounding boards in my work.
I hereby declare today “listen up” day.
Go listen to what your donors, supporters and detractors are saying about you online. (Use those google alerts and technorati watch lists to get you started.) Talk to people talking about you - not defensively or angrily - but with open ears and an open mind.
While I’m always yammering about stealing corporate savvy, I have to stay that a lot of corporations STINK at this. I’ve blogged here about annoying experiences with Crate & Barrel and Verizon, yet no one from those companies has ever contacted me. I wonder if they realize that 20,000 unique visitors come to this blog each month. I wonder if they realize my comments come up with searches for their company. Not good publicity…
Check out this. I would think twice about setting foot in Best Buy after reading these posts and comments—a feeling only reinforced by the fact that Best Buy hasn’t bothered to truly listen or reply in any thoughtful way.
Nonprofits clearly need some work in this area too.
I’m going to do an experiment here to see who IS listening - and help those that are. Here is a list of three random nonprofits that participated in a training by me or Network for Good. For each that picks this up and comments here within 24 hours, I will make a $10 donation. Further proof that good listeners get rewarded!
Family Of Humanity
Glaucoma Research Foundation
Ageless Dreamer
PS Share your listening experiences - I’d love to hear them.
Update August 14, 10:23 am: No comments, no winners. Family of Humanity, Glaucoma Research Foundation and Ageless Dreamer—- Please, set up google alerts!
Comments
Katya:
If I post here for my organization Elim Christian Services, will you send us a $10 donation.
How about if I say please?
Oh, and I set up google alerts for Elim about 3 years ago, and just set up my technorati watchlists this morning, after reading your column. I also have our president watchlisted.
My agency, ACHIEVA, uses push technology like google alerts. But what if your agency name is similar to another brand (a car for example)? How do you get the message out around this obstacle?
Katya,
Terrific post! You’re 100% spot-on.
In his book “Word of Mouth Marketing”, Andy Sernovitz wrote, “The best word of mouth you can get comes from doing something good.” It begs the question of priorities when millions are being spent on poorly-executed ad campaigns when marketers could spend much less and get a higher return by simply tuning into the real, authentic conversations that exist.
Google Alerts is a wonderfully simple method for tuning into this conversation. Here’s a three-step alternative method I also recommend:
1. Find an intern or junior staffer with not much to do.
2. Put them in front of a computer. Use Google News, Google Blogsearch, and Technorati and search for your name, your clients, and your industry.
3. Ask for daily reports.
Simple.
Our company, a PR firm based in Chicago, recently had a similar experience and blogged about it. Click the link below for the gory details, but the quick summary is that we never got a response. Zip.
——
Michael E. Rubin
Arment Dietrich, Inc.
Call me—312-787-7249 x212
Tell a friend—fight destructive spin! http:///www.spinsucks.com
See what I’m up to—http://twitter.com/merubin
See a picture of an orangutan—http://tinyurl.com/yosceb
Great ideas, Michael. I think I need to get you to do a guest post here - what a story and what orangutans.
I want to tell everyone here that as a result of this post, a kind reader sent me a copy of a complaint about my nonprofit on a listserve and San Francisco, which enabled us to respond within hours! It was a most excellent example of having a network that can help be your eyes and ears.
As for Elim - way to go. Good for you. I wish there were more nonprofits like yours!
Dave, do you mean screening nonrelevant references out of google alerts or are you raising a larger branding issue?
Katya,
No worries, it would be my pleasure.
Another point worth pointing out is that you have to be prepared for negative commentary as well as positive. Katya received notice about some complaints on a listserve, and rather than protest to the contrary, her non-profit took action to fix the problem. Kudos and well done, that’s how it is done.
I just wonder sometimes how prepared companies are to receive negative commentary and then act on it. not many, I’m afraid.
...Michael
I think I mean both.
I understand how to get the car references out but I wouldn’t expect an average person looking for us to know how.
Dave
Great Post! I think this strategy also allows an organization to look at whether they are being talked about at all…something that from a communication standpoint could be equally problematic. Our organization has used Google alerts in the past to see what is being said about us (not much) and is planning to use the lack of “buzz” as justification for outreach efforts.
VERY clever and overlooked point, Charles. Thanks.
Good post. It really disturbs me how many companies just plain ignore their customers.
Hi Katya,
Thanks for the mention of Glaucoma Research Foundation. Okay, so I’m late! Do we get like five dollars, maybe? What can I say? Except… Love your blog!
-Andy
Ha, thanks Andy. Better late than never:) But no $5 for you!
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