In the mad dash to build Facebook and LinkedIn communities, something has been missing. Companies have been campaigning for as many Facebook “likes” as possible but now, they’re asking, “How do we know if our message is getting through?” and “Is there any way to tell whether (1) awareness is being raised; (2) brand loyalty is increasing; and, (3) social media is having an effect on sales?”
They’re good questions to ask and now there is a way to answer them. With a simple link on your social media page, you can gather comments and get key strategic questions answered by your social media network. With our DirectLink™ software, you can ask them questions about their understanding of your brand, unmet needs and the information they’d really like to have from you. They can be open-ended questions that allow people to write as much as they want and then you can apply these three new tools:
1. See what they’re writing in real time – as they write it!
Now, you can actually monitor what your community is saying about you and how they’re answering your questions. Take a look at the example below for one of our clients that is a wine producer. The question asked is “Please describe the qualities that you find in our wines that differentiate them from other wines at any given price level.” With one click on the button on the upper right that says “Get Verbatims”, everything written in answer to that question immediately appears.
And if you want to see all of the text responses quantified, you simply close the verbatims screen and bar charts appear showing how all of the answers have been categorized.
In other words, we’re quantifying qualitative information – conversational text – and enabling you to see the actual words behind the data. It’s like listening in to hundreds of conversations about all the questions you want answered about your brand.
2. See the key words they use while they’re using them.
When considering the key needs among your customers to address, it helps to know their top-of-mind thoughts. Word clouds can provide a quick look at what any customer group is saying about your brand. With one click on the “Word Cloud” button, you’ll see your word cloud develop before your eyes.
DirectLink™ automatically throws out the meaningless words such as articles, pronouns and other common words that might improperly skew the response. Still, there will be words you’ll see in the word cloud that get through the screening process but don’t provide insights. DirectLink™ enables you to quickly toss out those words. For answers to the same question as above, “Please describe the qualities that you find in our wines that differentiate them from other wines at any given price level.”, we tossed out seven additional words to get the picture above. It’s as easy as clicking on the words you don’t want and the word cloud quickly reforms.
With this feature, you see the top-of-mind thoughts your customers have and the descriptive words they use. Every product or service creates its own lexicon of words that both the trade and consumers use. Now, you can see what those are and use them to talk to your customers.
3. Segment your customers instantly and respond immediately.
A common reaction to seeing what people say about you is to think “if only I could talk directly to these people about their beliefs. Then, I could convince them.” Now, you can!
To the same question above, we wondered if the media that follows the wine and spirits industry might have different topics on their minds. So, we quickly selected only the media respondents, clicked on the Word Cloud button and this picture appeared:
Whereas the top-of-mind words used by the larger audience were “food, fruit, price, friendly, oak, aging”, the media has prominently added “complex” and “smooth”. If we were to speak about these wines to a journalist then, we might stress both the complexity and smoothness of the wines as being key factors that make them so good with food. It’s this type of parsing that can enable you to tailor your response to any particular trade or consumer group based on factors that you define.
Now, let’s go a step further because DirectLink™ makes a seamless connection between survey responses and direct marketing.
Among the DirectLink™ features on the control panel, you’ll see that there is another button on the upper right that says “Get Emails”. Clicking this button immediately downloads an email list of only those people who responded to the question or multiple-questions you selected. You can send them an email using the words they’ve used in response to your question that is specific to their ideas, perceptions and beliefs.
Who can use these 3 features that come with DirectLink™?
- Brand marketers trying to understand what people think about their products.
- Sales managers who want to improve and tailor their sales pitches.
- CEO’s who want to test a new strategy with their customers.
- HR managers who want to assess employee morale or improve internal services.
- Trade association managers who are seeking ways to raise awareness and open doors for their members.
- Foreign trade development officers who want to better understand what makes their country attractive.
- Tourism departments that want to know what will motivate consumers to visit.
- PR and ad agency account executives who want to know what’s on their client’s customers’ minds so they can address them in marketing communications.
- University and college administrators that want to understand and respond to student or alumni views.
- Non-profit development directors seeking the keys to increased fund raising.
- Political campaign managers who need to understand what voters want.
The list goes on and on. All of the above have used DirectLink™ in the past and now these new features make it even more effective and faster. We can make your social media programs more effective and improve the ROI of research or direct marketing programs. If you’d like to know how DirectLink™ can help you and see an online demo, let us know.
Tags: Assumptions, CALCAT©, Change, Consumers, Corporate Myopia, CRM, Customers, Database, Demographics, DirectLink™, Forward-Looking CRM, Future Performance, futureshift, Marketing, Multi-variable, Multi-variate, Outcomes, Past Performance, Relationships, Social Media, Strategy, Winning