Companies need to be where their customers and stakeholders are. More than ever, the web is a crucial point-of-contact between businesses and their stakeholders. In this recession, web surfers are spending sleepless nights surfing the web for entertainment, insights, and other content that is meaningful for them.
We at SIS International have been monitoring how companies and consumers are focusing on the web. We have innovated solutions to help clients better interact with their customers and realize return on investment in difficult economic times (ROI). Organizations often consider the Internet as a wild frontier where stakeholders have the power to rapidly influence the opinions and behaviors of other web surfers. At the same time, investing in web programs does not always provide returns on investment.
风险很高
网络对企业的影响是巨大的。网络上的利益相关者可以影响以下方面:
- 市场份额和品牌资产的上升或下降
- 促销活动缺乏效果
- 满意度和绩效指标下降
- 加强或削弱活动
企业面临的挑战
- 企业需要创建与利益相关者和客户相连接的界面,否则他们的竞争对手就会这么做。
- 随着越来越多的公司通过网络传递信息,公司需要确保其投资是有效的。鉴于经济衰退,预算紧张,建立和管理网络程序的资源稀缺,这一点尤为重要。
- Businesses need to monitor stakeholders’ interaction with their brands to prevent brands from being negatively reframed by stakeholders.
- 企业需要确保投资的有效性,特别是在预算较少的情况下。
实现投资回报:需要什么
公司首先需要一种机制来(a)参与和(b)监控有关他们的言论。
在了解利益相关者的意见后,公司实施了满足这些需求的机制(例如,网站上的部分内容、沟通方式的调整)
公司需要指标和分析来追踪他们的网络性能。
企业需要基础设施来不断满足快速变化的
SIS International 的网络分析服务和 SIS Netnography TM 模型
我们通过以下方式帮助公司实现投资回报:
- 专有网络民族志解决方案,以及专家研究人员提供的其他专有信息技术
- 定制解决方案
- 实时跟踪指标和分析以监控绩效
- Expert researchers who can go beyond the research implement strategy via the web
- 网络专家优化网络程序
- 全球、多语言研究