The Collective Is The Focus Group

Originally posted at Experience Matters
We've been thinking about the current economic climate and the pressure, not to mention scrutiny digital (if not all) initiatives are currently under. Digital by definition is highly measurable, which can increase the focus of ROI (return on investment) for project before it ever gets off the ground. The challenge however is that there is so much to learn from initiatives that launch—insights can be applied directly to that project, or indirectly to something else. In addition to launching our own initiatives as organizations, we realize that companies may not see the advantages they can have simply by listening and potentially participating in what we like to think of as "The Collective". Every day, millions of people are talking about what they care about, and your products and services are most likely part of that story.  Download our POV on "The Collective Is The Focus Group" and let us know what you think about what we have to say about tapping the collective for insights. Is this something that can yield a real return?  You can also see a version of this article on BusinessWeek.

The Collective Is The Focus Group

Comments

[Bryan Person]

David, hope you don't mind if I duplicate the comment I left over on BusinessWeek.com.
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Great article, David, and thanks for including us.

The idea that listening and learning are not simply "phases", but rather that they're ongoing components of marketing and community building is dead on. Customer/stakeholders/etc. are always talking about businesses and brands, and organizations must know -- or learn very quickly! -- how to find those conversations, how to think through and evaluate what's being said, and when and how to engage. Incorporating that listen-analyze-respond cycle into a company's daily communications practice becomes key.

Bryan | @BryanPerson
LiveWorld

[dominic]

Very interesting post. A few comments if I may:

I think there is an additional step in the process, before the "listen" which is deciding who to listen to and what for.

I also believe that starting with "listening what is said about your product" is not the best way to go. People should listen to the communities they want to target with an open mind. Most of the case these people do not talk about your product or services but talk about problems you may be able to solve.

Take the example of the cosmetic sector: you might know there are already several diverse communities around this topic: from fashionista to people interested in the bio cosmetics, people interested in home made cosmetics, women that focus on luxury products and people that converse about the scientific & ethical risk around cosmetics (skin cancer and stem cell to name a few)

If you don't build a strategy upfront and make decisions on who to target, which community you want to influence, what type of messages you want to deliver to whom, where you want to crowd-source your next products, who you decide to ignore, ... you miss the point.

Some of these communities may be invisible because of the noise made by others aso.

So strategy is key as experimentation is key.

I'd like to end with a comment from Scott Monty answering a negative comment on a Ford add (from T Defren blog) which I find excellent:

"Michael,

Just out of curiosity, do you use your truck for work? That is, are you hauling equipment, tools, materials, supplies, etc.? Because that the profile of the core F-150 audience.

And that audience actually has their own terminology for trucks that are used for commuting or leisure rather than for work: "coffee shop trucks." Because, according to them, the guys that own them aren't working; they're spending time at coffee shops.

I can understand how the ad may offend truck owners who use them for commuting or non-work activities. But that's not the target audience and it's not who we were addressing in the ad.

Motrin, on the other hand, offended the very audience they were targeting.

Scott Monty
Global Digital Communications
Ford Motor Company "

Scott clearly does more than experimental listening. He's got an agenda, a strategy and sticks to it, even when facing negative comments.

Best

[Beth]

This is a brilliant piece! Thank you!

I agree with Scott about the step before being what to listen for and what decisions/actions. This is something that is very important for nonprofits using social media, particularly because they are mission-based organizations and need to be as effective/efficient with donor funding.

At one point a few months was trying to put together some prelude to listening reflections questions -- something that an internal team at a nonprofit might ask. I used the metaphor of an archaeology team .. that digs through the information for insights. The most important part is that reflection and insight mining part - so archaeology came to mind.
I've also used the metaphor of Jane Goodall - who through observation of her subjects - pieces together the social activities of the apes. (Not saying consumers are apes)

http://socialmedia-listening.wikispaces.com/Listening+Objectives

But looking back now, anthropology is much better analogy because they look at people and social interactions.

I love the phrase digital anthropologists. I have written listening and this skill, but used the metaphor of Jane Goodall and how she observed the behavior, and communication of the apes (not that our customers are apes) but the whole of idea of observing, taking down, and reflecting on the meaning. Another

[dominic]

@ beth: thanks for the phrase "digital anthropologists". I like it !

[Beth]

@dominic thank @armano - his phrase, I praised it.