Listening PlatformsMIT StudentsWhat is a Listening Platform?Actively Engage and Interact RespondTrack and MonitorWhat are they saying? How can we respond to online chatter?How do I find our customers online? Who is talking about my brand? How many fans do I have? Who is blogging about our brand?How do I engage the online community? Are people following our tweets?What is a Listening PlatformCustomers on Social MediaCompaniesListening Platforms$$RelationshipsOpinionsConversationsData InsightLoyaltyImage by MIT OpenCourseWare.Emergence of Listening PlatformsSocial Media Usage and Influence IncreasesCompany Control of Brand Image ShiftsListening Platforms Develop in ResponsePractical ApplicationsCourtesy of Forrester Research, Inc., Trends 2010: Listening Platforms, September 2010. Used with permission.Practical Applications: InnovationMeasurementExperimentationSharingReplicationWhat are the Challenges?OrganizationalTransformation Company CultureActionablerecommendationsImage by MIT OpenCourseWare.What are the Challenges? Company Culture Lack of a StrategyWhat are the Challenges? Company CultureEngagement DataKPI’sBusiness Metrics Lack of a Strategy Getting to Level 3How can you incorporate listening platforms in your future roles?Thank You …Questions?How do they work?Support Slides for Possible Detailed Questions:NetworksDataaggregationDataKnowledgeextractionInformationInformationdeliveryBusinessvalueProcessingFilteringClusteringOnline mediaConsumer generatedmediaOffline mediaDirect customerinteractionSynchronousapplicationPublishedproductsTake specificserviceData Aggregation Knowledge Extraction Information DeliveryImage by MIT OpenCourseWare.Increasing Importance of Social Media MonitoringAll CompaniesThe projected amount of companiesusing listening platforms will grow to 73% in 2012.Currently, 22% of the firms use listening platforms.Support Slides for Possible Detailed Questions:MIT OpenCourseWarehttp://ocw.mit.edu 15.567 The Economics of Information: Strategy, Structure and PricingFall 2010 For information about citing these materials or our Terms of Use, visit:
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