Feedback was quoted in a great story by CMSWire on “Moving From Customer Engagement to Customer Participation” – Dean was interviewed alongside experts from SAS and Signavio.
He explained that it’s about ‘listening to how they interact with one another and figuring out how they want to interact with brands. This is where social listening is incredibly important, from the most popular channels to niche forums and message boards where they participate with peers in discussing products/services and their applications.’
Like most aspects of socialization and personal interaction, understanding how customers speak to their peers is a key to knowing how they would speak to and react to the brand, and why they are there to begin with. “Knowing how people speak to peers when you’re not around is crucial to understanding why some segment shows up at all on your digital doorstep. Otherwise, you end up in a Steve Buscemi ‘How do you do, fellow kids’ scenario,” Browell said.
Another crucial element that many brands miss is recognizing their own brand’s voice. Does it translate well when it comes to direct participation with customers? ‘That may seem like a given, but how a brand communicates through everything from color to packaging to media to even how they might normally post on social doesn’t mean they automatically sound natural or have an angle to speak with or about consumers directly,’ reiterated Browell.CMSWire
Read the full story here!