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：

• Rises or falls in market share and brand equity
• 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。
• With more companies on the web conveying their messages, companies need to ensure that their investments are effective. This is even more important given the recession, with tight budgets and scarce resources to build and manage web programs.
• Businesses need to monitor stakeholders’ interaction with their brands to prevent brands from being negatively reframed by stakeholders.
• Businesses need to ensure the effectiveness of investments, especially with smaller budgets.

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）

Companies need metrics and analytics to track their web performance.

企业需要基础设施来不断满足快速变化的

SIS International’s Web Analytics Services and SIS Netnography TM Model

我们通过以下方式帮助公司实现投资回报：

• Proprietary Web Ethnography Solutions, and other proprietary information techniques by expert researchers
• 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