One of the best ways to market a product is to get excited customers talking about their positive experience. As is shown in chapter seven of Groundswell, word-of-mouth is one of the best forms of marketing because not only does it spread quickly, but it’s very believable and therefore effective (we tend to trust the opinions of our friends and family). Companies have realized that energized customers may be their greatest advertising tool and are utilizing word-of-mouth programs. Now of course in order for this method to be effective, companies must energize their customers. I know I tend to love a lot of the things I use and buy but I very rarely spend time telling others about it. Which is why I was so impressed when I read about how eBags and Lego were able to energize their customers by creating a system of ratings and reviews and Lego Ambassadors, respectively. 
One part of the reading that I especially loved was TJ and Michelle’s story using CarePages. This blogging system designed especially for patients is a great example of how groundswell can also be used for emotional support. It was so refreshing to read their story and see a different way in which social media can be used. Especially in an unfortunate situation such as theirs, it is extremely helpful to have a way of updating loved ones without having to tell the same depressing story many times. CarePages reminded me of Twitter, where you also update family and friends. But I don’t think Twitter, with its 140 character maximum, could ever replace the ability to post lengthy updates for worried relatives on CarePages.
The example of Del Monte’s Snausages Breakfast Bites at first seemed a bit silly to me. Customers could just tell you what they wanted and you’d make it? Del Monte would probably answer “yes”. This got me thinking about how such a system was used (on a much smaller scale) right here at Clark University. A couple years ago, Clark Dining Services decided to implement a comment board in our dining hall. Students can make suggestions and comments as well as ask questions. Comments range from “Shrimp on pizza is a terrible idea, please never make it again” to “Can you put a container of sprinkles next to the soft-serve ice cream from now on?” And the staff listens! I thought this was a perfect example of how groundswell works for companies. Students can tell the staff what they like, what should be changed, and what should be created. There are now always sprinkles next to the ice cream in the dining hall and suddenly the Snausages don’t seem so silly.
Very interesting thoughts about Clark. The system of customer feedback can work. Very often it is nominal. Listen to the customer is not always hear them))).
ReplyDeleteI really like your word of mouth marketing thoughts and they are so true. I feel like it has become a commonly accepted ritual for customers to check out other customers', perhaps those with similar beliefs, thoughts and evaluations of products before actually purchasing the product. That way, the new iPhone wasn't upgraded by as many old iPhone users as it could have been and that way it will probably get upgraded soon, once its' problems are going to be fixed and other old iPhone users review it positively. I think it is really fascinating that we live in a world where I don't even go out to buy a hair straightener anymore - without having read reviews about it first.
ReplyDeleteFunny how we pick up on different elements from our reading to write about. In any case, there was plenty of material to choose from!
ReplyDeleteI think it's important for us to remember that we can often find the roots to the concepts for SM in our previous non-virtual worlds. Your comments about Clark demonstrate this. There is nothing wrong with brainstorming on "old school" ideas and find new angles to exploit these elements and transfer them to SM for new approaches.
Thanks for the story about Clark Lana! I think it's interesting how in this world where communication is becoming easier and more efficient the traditional "suggestion box" was able to morph along with it and Dining Services was smart enough to act on it.
ReplyDeleteIt does seem that the Groundswell is replacing the suggestion box in many ways. I did not know Clark dining services was taking advantage of the groundswell. I love the picture of the dog! So cute.
ReplyDeleteI liked the Clark example. The dining hall has had a suggestion box since way back when I was a Clark undergrad. We used to joke that they never took any of the ideas seriously. It's good to see that they are listening. It would be cool if Clark could do this for the whole university!
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