This week’s blog is about energizing the groundswell. Energizing the customers is a way that you can boost your business. It’s all about the energizing the customers in the online platforms to spread the good news and create a brand image through word of mouth. There three reason why word of mouth succeeds – It is believable, self-reinforcing, and self-spreading (Li & Bernoff, 2011). Get an enthusiastic or active customer that can do the energizing for you because customers have opinions or testimonials that are more credible than any news media. Then this spread to others who do the same thing by telling potential customers which make it more believable as more people know about the news or the product. “People believe other people more than media” (Li & Bernoff, 2011). It is crucial to connect with enthusiastic customers as they play a role in promoting the product and energizing the other customers. There are three basic techniques for connecting with your brand’s enthusiasts (Li & Bernoff, 2011):
- Tap into customers’ enthusiasm with ratings and reviews
- Create a community to energize your customers
- Participate in and energize online communities of your brand enthusiasts
To energize the luggage community and promote their bags, eBags energized one of the social technographics profile which is the critics through reviews and ratings. Then this encourages the spectators to join the conversations and defend the critics. This process of getting more traffic into the luggage community was a success that drives more people, especially business travelers into the forums to converse and share. Because of the reviews and ratings on the eBags, the purchase rate has increased. It was said in the book Groundswell, “even though only 61 percent of e-commerce sites have ratings and reviews, 71 percent of the sites that have them rate them as an effective merchandising tactic” (Li & Bernoff, 2011). Ratings and reviews are critical in an e-commerce business that has given other customers testimonials that are helpful. An example is when I try to find a perfect camera for vlogging (video blogs) online. I look at the reviews and ratings on the product in different online stores. I also did watch few videos showing the quality of the cameras. The ratings and reviews had helped me to find the right camera for my videos. After I received and used the product, I left a comment about the quality of the product knowing that it will help others.
Energizing the groundswell is powerful and riskier than listening and talking (Li & Bernoff, 2011). This is because it deals with people or customers that are going to comment about the products or services you offer. Businesses have to be careful in energizing the customers. they have to know their target market, what is needed, and etc. Here are five steps for energizing the groundswell for your company.
- Figure out if you want to energize the groundswell – energizing is not for everyone. It only works for companies that have customers who are enthusiastic about the products or services that the company offers. Energizing the groundswell for your company may do more damage than good.
- Check the social technographics profile of your customer – you must know how your customers are interacting in the groundswell and see who belongs in the different social technographics profile. Then you can create a strategy on how to energize your customers.
- Ask yourself, “what is my customer’s problem?” – after checking the social technographics profile of your customers, now you have to know what are customer’s problem and how to solve it.
- Pick a strategy that fits your customer’ social technographics profile and problems – now you must determine a strategy that fit the target market of your company. You can choose the three techniques mentioned above.
- Don’t start unless you can stick around for the long haul – energizing the groundswell requires constant adjustment to grow and become more rewarding.
Global Social Technographics Update 2011. (n.d.). Forrester Research. Social Technographics Profile [Photograph]. Retrieved from https://goo.gl/images/4t2rer
Li, C. & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. Boston, MA: Harvard Business School Publishing