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       The	
  Perception	
  Gap	
  in	
  Social	
  
       Author:	
  Mitch	
  Lieberman	
  
                   th
       March	
  20 	
  2011	
  

       Customers	
   do	
   not	
   want	
   a	
   relationship	
   with	
   your	
   business;	
   they	
   want	
   the	
   benefits	
   a	
  
       relationship	
   can	
   offer	
   to	
   them.	
   I	
   have	
   been	
   stating	
   this	
   for	
   a	
   couple	
   years,	
   as	
   many	
   people	
   I	
  
       know	
   have	
   also	
   stated	
   and	
   written	
   about.	
   You	
   may	
   or	
   may	
   not	
   agree	
   with	
   this,	
   as	
   it	
   has	
  
       seemed	
   like	
   a	
   bit	
   of	
   a	
   political	
   debate,	
   without	
   some	
   really	
   solid	
   data	
   to	
   back-­‐up	
   either	
  
       perspective.	
   IBM	
   recently	
   published	
   the	
   result	
   of	
   2010	
   study,	
   which	
   revealed	
   some	
  
       interesting	
  data	
  points.	
  I	
  will	
  be	
  cautious,	
  as	
  data	
  can	
  be	
  interpreted	
  differently	
  from	
  person	
  
       to	
  person,	
  but	
  this	
  study	
  is	
  grounded	
  in	
  primary	
  research,	
  published	
  by	
  the	
  IBM	
  Institute	
  for	
  
       Business	
  Value	
  and	
  my	
  analysis	
  of	
  the	
  report	
  suggests	
  that	
  it	
  is	
  worth	
  considering.	
  
       	
  




                                                                                                                                                                     	
  

       Consumers	
   were	
   asked	
   what	
   they	
   do	
   when	
   then	
   interact	
   with	
   businesses	
   or	
   brands	
   via	
   social	
  
       media.	
   I	
   am	
   not	
   sure	
   which	
   is	
   more	
   surprising	
   to	
   me	
   that	
   being	
   part	
   of	
   a	
   community	
   and	
  
       feeling	
  connected	
  are	
  near	
  the	
  bottom,	
  or	
  that	
  purchase	
  and	
  discount	
  are	
  at	
  the	
  top.	
  To	
  back	
  
                                                                                                                            up	
   a	
   little	
   bit,	
   results	
  
                                                                                                                            also	
   published	
   in	
   the	
  
         “Just	
  over	
  half	
  of	
  consumers	
  surveyed	
  say	
  they	
                                              same	
  report	
  found	
  that	
  
         do	
  not	
  engage	
  with	
  brands	
  via	
  social	
  media	
  at	
  all	
   only	
                                                   23%	
           of	
  
                                                                                                                            consumers,	
   who	
   go	
   to	
  
         (55	
  percent).”	
                                                                                                social	
   media	
   sites,	
   go	
  
                                                                                                                            to	
            interact	
         with	
  
       brands.	
  They	
  go	
  to	
  interact	
  with	
  family	
  and	
  friends	
  (70%).	
  Another	
  interesting	
  point	
  is	
  that	
  
       while	
   23%	
   are	
   interested	
   in	
   interacting	
   with	
   brands	
   22%	
   actually	
   go	
   to	
   write	
   a	
   blog,	
   that	
   is	
   a	
  
       finding	
  which	
  I	
  am	
  going	
  to	
  need	
  to	
  think	
  on	
  for	
  a	
  bit.	
  Finally,	
  
The	
  Business	
  Side	
  Gap	
  

The	
   business	
   perspective	
   is	
   more	
   interesting,	
   and	
   frankly	
   more	
   valuable	
   to	
   anyone	
   who	
  
happens	
  across	
  this	
  post.	
  	
   The	
  simple	
  reason	
  is	
  that	
  a	
  business	
  needs	
  to	
  care	
  about	
  what	
  the	
  
customers	
   are	
   saying	
   and	
   doing,	
   not	
   what	
   they	
   ‘think’	
   is	
   right	
   or	
   worse,	
   portrayed	
   by	
  
someone	
  else	
  who	
  told	
  them	
  the	
  ‘right’	
  thing	
  to	
  do.	
  OK	
  businesses,	
  take	
  a	
  look	
  at	
  the	
  listing	
  
your	
  peers	
  gave	
  when	
  asked	
  the	
  why	
  they	
  thought	
  customers	
  were	
  following	
  their	
  companies	
  
on	
   social	
   sites.	
   The	
   data	
   clearly	
   states	
   that	
   businesses	
   believe	
   much	
   more	
   strongly	
   that	
  
consumers	
  interact	
  with	
  them	
  to	
  feel	
  part	
  of	
  the	
  community	
  –	
  guess	
  what,	
  they	
  really	
  don’t.	
  
The	
  consumer	
  wants	
  something	
  more.	
  

The	
   gap	
   is	
   pretty	
               “Businesses	
  hoping	
  to	
  foster	
  closer	
  customer	
  
wide,	
   almost	
   as	
   wide	
            connections	
  through	
  social	
  media	
  conversations	
  
as	
   the	
   current	
   NFL	
  
players	
                  versus	
           may	
  be	
  mistakenly	
  projecting	
  their	
  own	
  desires	
  
owners.	
   But,	
   in	
   this	
            for	
  intimacy	
  onto	
  customers’	
  motivations	
  for	
  
case	
   it	
   is	
   not	
   a	
  
matter	
                            of	
      interacting.	
  Interactions	
  with	
  businesses	
  are	
  not	
  
compromise	
                      and	
       the	
  same	
  as	
  interactions	
  with	
  friends.”	
  
working	
   to	
   get	
   both	
  
sides	
   to	
   see	
   the	
   other	
   perspective.	
   The	
   only	
   real	
   opinion	
   that	
   matters	
   is	
   what	
   your	
   customers	
  
think,	
  correct?	
  

What	
  about	
  Advocacy?	
  

I	
  am	
  not	
  sure	
  about	
  you,	
  but	
  I	
  have	
  seen	
  a	
  lot	
  of	
  Senior	
  Executives	
  talk	
  about	
  “getting	
  closer”	
  
to	
  their	
  customers,	
  partners,	
  ecosystem,	
  prospects	
  	
   (IBM	
  2010	
  Global	
  CEO	
  Study	
  –	
  88%	
  want	
  
to	
  get	
  closer	
  to	
  the	
  customer).	
  In	
  order	
  to	
  answer	
  the	
  war	
  cry	
  from	
  the	
  C-­‐suite,	
  marketers	
  and	
  
executives	
   (from	
   this	
   survey)	
   believe	
   the	
   answer	
   is	
   social	
   media	
   engagement.	
   However,	
   the	
  
data	
   from	
   the	
   consumer	
   side	
   suggests	
   otherwise	
   –	
   or	
   best	
   it	
   is	
   inconclusive.	
  	
   The	
   issue	
   seems	
  
to	
  be	
  that	
  you	
  (company)	
  are	
  already	
  close	
  to	
  your	
  advocates;	
  64%	
  of	
  stated	
  that	
  passion	
  for	
  
a	
  brand	
  needs	
  to	
  exists	
  prior	
  to	
  interacting	
  with	
  that	
  brand.	
  

                                                                                                                              The	
   answer	
   to	
   the	
  
  “In	
  other	
  words,	
  consumers	
  who	
  engage	
  already	
                                                           riddle	
   seems	
   to	
   be	
   to	
  
                                                                                                                              encourage	
   consumers	
  
  have	
  an	
  affinity	
  for	
  that	
  brand	
  or	
  company,	
  and	
                                                   to	
       share	
          their	
  
  mere	
  participation	
  via	
  social	
  media	
  may	
  not	
                                                             experiences	
                with	
  
  necessarily	
  result	
  in	
  increased	
  loyalty	
  or	
                                                                 friends	
   and	
   family.	
  
                                                                                                                              Make	
   that	
   easy	
   and	
  
  spending.	
  But	
  a	
  recommendation	
  from	
  a	
  friend	
                                                            you	
  now	
  have	
  a	
  better	
  
  or	
  family	
  member	
  could	
  make	
  a	
  difference.”	
                                                              chance	
  of	
  encouraging	
  
                                                                                                                              those	
   at	
   the	
   tipping	
  
                                                                                                                              point	
   to	
   become	
  
advocates	
  for	
  your	
  brand.	
  I	
  am	
  not	
  going	
  to	
  go	
  retro	
  and	
  start	
  defining	
  Social	
  CRM,	
  been	
  there,	
  
done	
   that!	
   I	
   am	
   going	
   to	
   suggest	
   that	
   you	
   need	
   to	
   start	
   thinking	
   like	
   a	
   customer,	
   outside-­‐in,	
  
not	
  inside	
  out.	
  It	
  is	
  not	
  about	
  control	
  of	
  the	
  conversation,	
  it	
  is	
  about	
  mutually	
  beneficial	
  value,	
  
a	
   fair	
   exchange.	
   Social	
   media	
   is	
   part	
   of	
   something	
   we	
   call	
   the	
   customer	
   engagement	
  
continuum,	
  aka	
  consistency	
  of	
  interactions	
  and	
  touch	
  points	
  independent	
  of	
  the	
  channel	
  used.	
  
A	
   friend	
   shared	
   a	
   term	
   with	
   me	
   early	
   this	
   week,	
   which	
   seems	
   to	
   fit	
   “Reverse	
   Logistics”	
  –	
   to	
  
me,	
  it	
  fits	
  here	
  because	
  the	
  perspective	
  that	
  matters	
  is	
  the	
  customers.	
  
About	
  Sword	
  Ciboodle	
  
	
  
Sword	
  Ciboodle	
  is	
  an	
  award	
  winning,	
  multi-­‐channel	
  customer	
  engagement	
  platform,	
  designed	
  for	
  the	
  21st	
  century	
  
organization	
  to	
  meet	
  the	
  needs	
  of	
  the	
  21st	
  century	
  customer.	
  From	
  telephone	
  to	
  email	
  and	
  community	
  through	
  
self-­‐service,	
  our	
  customer	
  experience	
  fabric	
  enables	
  you	
  to	
  create	
  a	
  consistent,	
  efficient	
  and	
  differentiated	
  service	
  
experience.	
  
	
  
The	
  customer	
  experience	
  fabric	
  for	
  many	
  global	
  brands,	
  Sears,	
  Bally	
  Total	
  Fitness,	
  and	
  Vistaprint	
  all	
  leverage	
  our	
  
platform	
  to	
  construct	
  a	
  genuinely	
  social	
  and	
  customer	
  centric	
  business.	
  
	
  
www.sword-­‐ciboodle.com	
  
info@sword-­‐ciboodle.com	
  
	
  
About	
  Sword	
  Ciboodle	
  
	
  
Sword	
  Ciboodle	
  is	
  an	
  award	
  winning,	
  multi-­‐channel	
  customer	
  engagement	
  platform,	
  designed	
  for	
  the	
  21st	
  century	
  
organization	
  to	
  meet	
  the	
  needs	
  of	
  the	
  21st	
  century	
  customer.	
  From	
  telephone	
  to	
  email	
  and	
  community	
  through	
  
self-­‐service,	
  our	
  customer	
  experience	
  fabric	
  enables	
  you	
  to	
  create	
  a	
  consistent,	
  efficient	
  and	
  differentiated	
  service	
  
experience.	
  
	
  
The	
  customer	
  experience	
  fabric	
  for	
  many	
  global	
  brands,	
  Sears,	
  Bally	
  Total	
  Fitness,	
  and	
  Vistaprint	
  all	
  leverage	
  our	
  
platform	
  to	
  construct	
  a	
  genuinely	
  social	
  and	
  customer	
  centric	
  business.	
  

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Perception gap

  • 1.     The  Perception  Gap  in  Social   Author:  Mitch  Lieberman   th March  20  2011   Customers   do   not   want   a   relationship   with   your   business;   they   want   the   benefits   a   relationship   can   offer   to   them.   I   have   been   stating   this   for   a   couple   years,   as   many   people   I   know   have   also   stated   and   written   about.   You   may   or   may   not   agree   with   this,   as   it   has   seemed   like   a   bit   of   a   political   debate,   without   some   really   solid   data   to   back-­‐up   either   perspective.   IBM   recently   published   the   result   of   2010   study,   which   revealed   some   interesting  data  points.  I  will  be  cautious,  as  data  can  be  interpreted  differently  from  person   to  person,  but  this  study  is  grounded  in  primary  research,  published  by  the  IBM  Institute  for   Business  Value  and  my  analysis  of  the  report  suggests  that  it  is  worth  considering.       Consumers   were   asked   what   they   do   when   then   interact   with   businesses   or   brands   via   social   media.   I   am   not   sure   which   is   more   surprising   to   me   that   being   part   of   a   community   and   feeling  connected  are  near  the  bottom,  or  that  purchase  and  discount  are  at  the  top.  To  back   up   a   little   bit,   results   also   published   in   the   “Just  over  half  of  consumers  surveyed  say  they   same  report  found  that   do  not  engage  with  brands  via  social  media  at  all   only   23%   of   consumers,   who   go   to   (55  percent).”   social   media   sites,   go   to   interact   with   brands.  They  go  to  interact  with  family  and  friends  (70%).  Another  interesting  point  is  that   while   23%   are   interested   in   interacting   with   brands   22%   actually   go   to   write   a   blog,   that   is   a   finding  which  I  am  going  to  need  to  think  on  for  a  bit.  Finally,  
  • 2. The  Business  Side  Gap   The   business   perspective   is   more   interesting,   and   frankly   more   valuable   to   anyone   who   happens  across  this  post.     The  simple  reason  is  that  a  business  needs  to  care  about  what  the   customers   are   saying   and   doing,   not   what   they   ‘think’   is   right   or   worse,   portrayed   by   someone  else  who  told  them  the  ‘right’  thing  to  do.  OK  businesses,  take  a  look  at  the  listing   your  peers  gave  when  asked  the  why  they  thought  customers  were  following  their  companies   on   social   sites.   The   data   clearly   states   that   businesses   believe   much   more   strongly   that   consumers  interact  with  them  to  feel  part  of  the  community  –  guess  what,  they  really  don’t.   The  consumer  wants  something  more.   The   gap   is   pretty   “Businesses  hoping  to  foster  closer  customer   wide,   almost   as   wide   connections  through  social  media  conversations   as   the   current   NFL   players   versus   may  be  mistakenly  projecting  their  own  desires   owners.   But,   in   this   for  intimacy  onto  customers’  motivations  for   case   it   is   not   a   matter   of   interacting.  Interactions  with  businesses  are  not   compromise   and   the  same  as  interactions  with  friends.”   working   to   get   both   sides   to   see   the   other   perspective.   The   only   real   opinion   that   matters   is   what   your   customers   think,  correct?   What  about  Advocacy?   I  am  not  sure  about  you,  but  I  have  seen  a  lot  of  Senior  Executives  talk  about  “getting  closer”   to  their  customers,  partners,  ecosystem,  prospects     (IBM  2010  Global  CEO  Study  –  88%  want   to  get  closer  to  the  customer).  In  order  to  answer  the  war  cry  from  the  C-­‐suite,  marketers  and   executives   (from   this   survey)   believe   the   answer   is   social   media   engagement.   However,   the   data   from   the   consumer   side   suggests   otherwise   –   or   best   it   is   inconclusive.     The   issue   seems   to  be  that  you  (company)  are  already  close  to  your  advocates;  64%  of  stated  that  passion  for   a  brand  needs  to  exists  prior  to  interacting  with  that  brand.   The   answer   to   the   “In  other  words,  consumers  who  engage  already   riddle   seems   to   be   to   encourage   consumers   have  an  affinity  for  that  brand  or  company,  and   to   share   their   mere  participation  via  social  media  may  not   experiences   with   necessarily  result  in  increased  loyalty  or   friends   and   family.   Make   that   easy   and   spending.  But  a  recommendation  from  a  friend   you  now  have  a  better   or  family  member  could  make  a  difference.”   chance  of  encouraging   those   at   the   tipping   point   to   become   advocates  for  your  brand.  I  am  not  going  to  go  retro  and  start  defining  Social  CRM,  been  there,   done   that!   I   am   going   to   suggest   that   you   need   to   start   thinking   like   a   customer,   outside-­‐in,   not  inside  out.  It  is  not  about  control  of  the  conversation,  it  is  about  mutually  beneficial  value,   a   fair   exchange.   Social   media   is   part   of   something   we   call   the   customer   engagement   continuum,  aka  consistency  of  interactions  and  touch  points  independent  of  the  channel  used.   A   friend   shared   a   term   with   me   early   this   week,   which   seems   to   fit   “Reverse   Logistics”  –   to   me,  it  fits  here  because  the  perspective  that  matters  is  the  customers.  
  • 3. About  Sword  Ciboodle     Sword  Ciboodle  is  an  award  winning,  multi-­‐channel  customer  engagement  platform,  designed  for  the  21st  century   organization  to  meet  the  needs  of  the  21st  century  customer.  From  telephone  to  email  and  community  through   self-­‐service,  our  customer  experience  fabric  enables  you  to  create  a  consistent,  efficient  and  differentiated  service   experience.     The  customer  experience  fabric  for  many  global  brands,  Sears,  Bally  Total  Fitness,  and  Vistaprint  all  leverage  our   platform  to  construct  a  genuinely  social  and  customer  centric  business.     www.sword-­‐ciboodle.com   info@sword-­‐ciboodle.com     About  Sword  Ciboodle     Sword  Ciboodle  is  an  award  winning,  multi-­‐channel  customer  engagement  platform,  designed  for  the  21st  century   organization  to  meet  the  needs  of  the  21st  century  customer.  From  telephone  to  email  and  community  through   self-­‐service,  our  customer  experience  fabric  enables  you  to  create  a  consistent,  efficient  and  differentiated  service   experience.     The  customer  experience  fabric  for  many  global  brands,  Sears,  Bally  Total  Fitness,  and  Vistaprint  all  leverage  our   platform  to  construct  a  genuinely  social  and  customer  centric  business.