This weeks assignment focuses on energizing the groundswell. Energizing your customers is an effective method for using the groundswell to boost your business. According to Groundswell: winning in a world transformed by social technologies by Li & Bernoff, “individually, no consumer can achieve the reach of mass media; but word of mouth is a powerful amplifier of brand marketing , achieving results no media campaign can achieve”. There are three main reasons that make word of mouth a successful tool for marketing; word of mouth is:
Source: MK Office Solutions (2014). Retrieved from: http://mkofficesolutions.com/referral-program
Groundswell explains three techniques firms can use to connect with their brand enthusiasts with the goal of generating positive word of mouth feedback.
- Tap into customers’ enthusiasm with ratings and reviews – This technique is considered suitable for large retailers and companies with direct customer contact. Positive reviews from real people who have used a product or service will increase a firms sales. At Telus World of Science this technique could be used by asking customers to rate their visit. Although this technique can generate positive interest in a firm, the risk of negative feedback could have counteractive effect.
- Create a community to energize your customers – This works best for companies who already have brand enthusiasts who are truly passionate about what you do.
- Participate in and energize online communities of your brand enthusiasts – The third technique involves engaging your consumers using existing online communities which they are already active in.
Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. Boston: Harvard Business Review Press.
MK Office Solutions (2014). Retrieved from: http://mkofficesolutions.com/referral-program