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Welcome to my blog, my name is Paul Dunay and I lead Red Hat's Financial Services Marketing team Globally, I am also a Certified Professional Coach, Author and Award-Winning B2B Marketing Expert. Any views expressed are my own.
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About “You have to get up close and personal with your customers – you will never get this kind of insights by reading a chart or a fancy spreadsheet.”
I think this is true and when I translate it to social media it means you have to do more than monitoring and join in. A good social media platform for that matter would have to put more spin on qualitative than quantitative. Quantitative aims at being able to understand the brand online by having full overview of what is happening…. On the other hand, qualitative means finding the communities where your costumer socializes online and who are the experts and having full overview of those + build relationship with them.
@ Laurent
I really like how you translated this to Social Media – but I think one of GSK’s main points was sometimes you just have to go face to face to get really content that you cant get elsewhere
SM is great and is WAY better than any focus group but nothing beats face to face communication
@ Paul
All right, got carried away by my passion for social media ;-).
Nothing beats face to face, it’s just sometimes not possible/easy. SM would be somewhere in between nothing and face to face, probably closer to face to face than nothing in term of value it provides for creating/starting relationships.
It always makes sense to connect to a consumer through emotion besides rationality. I think there is nothing new in this, heaps of ads bear testimony.
@ Atul – again you make a fair point – I think the new part for me was in the how GSK was doing this. Sure you can take out tons of ads or even connect emotionally with prospects on an emotional level (think Dove Beauty campaign) – but sitting down with customers face to face, shopping with them, and then designing products for them – now that’s nothing new – but in this era of too much information too little time – it certainly is a refreshing approach!
Getting close to customers thru some emotional characters is very important for a perfect marketer or a product owner
because that is all about attracting the diversion of the consumer
I agree! You must connect emotionally. Customers aren’t merely numbers or names on a spreadsheet, they are humans with feelings. It amazes me that connecting to the emotional side of a customer is a more recent “discovery.”
Great read and interesting stats to back it up. Knowing this, it’s still blatantly obvious that the churn and burn school of thought is alive and well. Exactly who’s left to respond to this? My theory is people that are new to the Internet or the ones that see it as the next vehicle to help them arrive at riches and fame. Ugh. Hope they weed themselves out and stop polluting the social media space…and soon. @bizcoachdeb
You hit the nail on the head with that post. Creating an emotion, preferably a positive one, is a very important part of selling your product or service. This gives consumers a motivation to buy and spread the word about what you have to offer.