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01.05.09 Building Benefical Two-Way Communication And Respect  By Kevin Dugan Pete Blackshaw is a tireless evangelist detailing the power shift between company and consumer. In the early 90s, Blackshaw began tapping into new technologies to increase the level of consumer engagement while working in the California legislature. From there he began to see the shift that inspired him to found Planet Feedback in 1999. In his book, "Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000," Blackshaw offers left-brained insight into doing more than simply reacting to the power of word or mouth, the changing consumer and the quickly evolving social media landscape. Conversation Must Be EarnedWhat I enjoyed most about this book is that Blackshaw makes it clear that there are no short cuts to being transparent, authentic and having a solid product and customer support system. "Business is no longer in control. The relationship between a company and empowered consumers must be built on two-way communication and mutual respect." WOM How-To ManualThe book outlines several tools readers can use to organize themselves for this new relationship with the customer.
Credibility Quadrant: This tool serves as a gut check, telling companies if they're prepared to actively participate in social media. Indexed Searches: Blackshaw walks readers through creating indexed searches on several sites to track conversations around relevant keywords and issues. Troubleshooting Playbook: Are you prepared to defend and protect your brand in a time of crisis? Blackshaw briefly outlines the steps to do so, including listening, identifying an issue and responding to it. Know thy Customer One of my favorite ideas Blackshaw provides is fleshing out customer profiles to determine if they are an online influencer. Threadless does a great job of this. Threadless knows I'm not spending a ton of money on their t-shirts…not as much as I would like anyway. But they also know I have an online presence. Done gracefully, companies could create expanded customer profiles and rely on influencers to help spread the word about important brand news or issues. Any company with e-commerce capabilities could easily create these profiles in short order and help inspire word of mouth about their brand. Bottom LineThis book is designed to help marketers get what they've wanted all these years -- a better relationship with their customers. Pete Blackshaw's left brain approach to the fuzzy, "2.0 social realm" makes for a helpful read for anyone trying to connect social and metrics. Comments
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