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CRAWDAD LISTENING POST™
In today’s consumer driven markets, can you afford
not to be listening to what customers are saying about you on the Web?
Crawdad’s Listening Post™ provides web services to
monitor today’s dynamic, emergent, consumer-driven media – discovering
who is talking about you, what they are saying, and what to pay
attention to. The Listening
Post™ listens to blogs, social networks, web sites, discussion boards,
news media, and periodicals to tell you how your brand, product,
celebrity, politician, or issue is being talked about. We can also
track your competitors for you.
Listening
Post™ results are reliable, unbiased and transparent, helping you:
·
Detect emergent threats to your
brand.
·
Detect emergent opportunities
for new products and services.
·
Measure market buzz from new products
and marketing campaigns in real-time.
The Listening Post™ utilizes Crawdad’s patented
CRA text analysis technology. This technology measures word influence
vs. word counts. Word influence values are statistically more sensitive
than word frequency values, enabling deeper and more precise insight.
Features:
·
Monitors blogs, social
networking sites, media sites, and other user-specified web sites
·
Provides summary and trend
analysis of volume, tone, and focus of buzz.
·
Highlights hot words, happy
words, and grumpy words.
·
Provides tabular summary of
sites found with links and summary statistics.
·
Provides “readme” function
which automatically chooses which entries you’re likely to be most
interested in.
·
Simple start-up—we’ll have a
Listening Post™ up on the Web for you to access within 24 hours.
·
Flexible updating - Listening
Post™ can be updated weekly, daily, or even hourly.
We are now accepting pre-orders for Crawdad
Listening Post™. If you are a
corporate customer, you may qualify for participation in our
beta-customer program. As a
beta-customer, we will provide you with a custom Listening Post™
immediately and help you understand ways in which you can use Listening
Post™ to make better brand-related decisions. Please contact us
for more information.
CRAWDAD LISTENING POST™ SUCCESS STORY
Situation: Cold Stone Creamery® is an exceptionally strong brand, one standing for innovation, quality, variety and the Ultimate Ice Cream Experience® in the “super premium” ice cream category. Building a brand with that much equity comes from listening to your customers and delivering the value and service they expect. With competition so fierce in the ice cream industry – successful companies are those who keep their eyes and ears open to make sure they’re delivering the best customer experience possible. More than ever, it is a consumer-driven world, and what consumers are saying is more influential than ever before. Typically, only a small percentage of people contact a company when they have a bad experience. And with the advent of consumer-driven media such as blogs and social networks, they’re more likely to vet their grievances online than they are to contact the company directly. The challenge for brands such as Cold Stone Creamery is how best to monitor, manage and leverage this vast amount of online information. Cold Stone Creamery turned to Crawdad Technologies Listening Post™ product to monitor their brand in this dynamic new environment.
Solution: Crawdad provided a brand Listening Post™ to Cold Stone Creamery – an easy to use, online service that examines what is being said about their brand and others, across the blogosphere, social networks and online media. Crawdad’s patented Centering Resonance Analysis technology is embedded into each Listening Post – enabling Cold Stone Creamery to understand not just what is being said, but also the tone and sentiment of what is being said. The entire Cold Stone Creamery team engaged in the process - from marketing and brand, to communications and public relations, to customer service. This team effort allowed them to identify the most important buzz, good and bad, and take action.
Outcome: On two particular occasions, Cold Stone Creamery was able to catch a customer service issue at one of their 1,400 retail locations. In one case, a customer did not feel their issue was resolved at the store-level, and they were now blogging about it. The company immediately took action to resolve the customer’s issue and clear up the misunderstanding – saving not only that customer, but potentially the thousands of customers within earshot of their blog. |
