Archive for the ‘ Social Media Marketing ’ Category

7 Rules of Groundswell

Groundswell is person-to-person activity. These are real people with lives of their own. You must be ready to connect with people and build relationships with them. Having empathy for people and the situations they face will help you learn about them. So make friends with people and get involved.

You must be a good listener. Social media is not typical marketing. No longer are we just talking to people. We must also listen to them, and more importantly learn from them. Doing so will unlock ideas you might never have thought of.

It takes patients. You can’t be expected that tomorrow you will be fully immersed in social media. It takes time to build relationships, communities, blogs, and trust. Taking the first step and getting involved is a move in the right direction.

Be opportunistic. When a great social media opportunity comes your way, be sure to take it. Being the first one to create a unique social media campaign will set you apart from competitors. You might only get one chance.

Be Flexible. Social media is ever changing and understanding that you never quite know it all will prove useful. You never know when or how someone might attack your company. So having a flexible social media strategy is essential.

Collaborate with others. Work with others to create the best possible social media presence. There are many people in your company that will have different talents and ideas. Having many people support your social media efforts will make for a better experience for your customers.

Be humble. Your company will never be as powerful as people connecting together on social media are. Remember this, as your trying to become a part of groundswell. Being humble will go a long way.


The Future of Groundswell

Where groundswell is heading

Groundswell is growing more than ever, faster than ever. More companies, more people, and mass participation is creating an entirely different world. It is constantly being imbedded into our every day lives with cell phones, computers, cars, and everything else. What allows it to become so successful is it allows people to connect to things they care about. They don’t have to waste time going to things they don’t need, instead, they can be updated by things that are important to them through feeds. This is true value to the customer.

What companies must understand

Groundswell will be a company’s survival; there will be no quick sell on groundswell. If your company is even doing the slightest thing shady, people will know. If you’re selling a printer that has cheaper ink cartridges, but prints less pages per cartridge, people will know. Any type of strategy based on deception will simply not work. Any company that does not engage with groundswell will look outdated and out of touch with their customers.

Customers are the true decision makers

The information social media can provide a business is invaluable. The instantaneous feedback can be used to make crucial decisions. Products will continue to evolve quicker as feedback is received quicker and companies can make better decisions to suit customer needs. Relationships with customers will improve so much that companies will be able to make mistakes, learn from them, and not just survive, but thrive.

People Complaining or Dissatisfied With Your Business, The Difference and What You Should Know

People Dissatisfied

There will always be the dissatisfied customer. Whether it’s a lack of a feature or a fault in manufacturing, it will happen. It’s a fact of business, we are all human, and so we all make mistakes. As people turn to social media, companies should monitor places like Twitter, or use Google alerts to make them aware of when their company is mentioned. This type of monitoring will help them react quickly to emerging problems.

When a problem is found, don’t panic. Read, listen, understand, respond, and learn from the experience. Take the time to really listen and understand the person’s problem. Once this is done, be flexible in an effort to make good on the problem at hand. Be humble about your response and remember this is a person that is valuable to your company. There should be a learning curve in these interactions with your customers, and problems associated with them will diminish.

Instead of a having an angry customer, make them an ambassador to your company. People who have legitimate problems that you help solve will be valuable to your company. This is assuming your company understands groundswell and is transparent throughout the company.


Now complainers are a different story. These are people who constantly complain no matter how hard you try to solve their problem. These people could be after a discount or simply never satisfied with your product.

What to do? Well quite simply, usually nothing. The people who constantly complain will quickly become unnoticed as people realize what they are and pay no attention to them. It is the electronic version of crying wolf.

If you’ve built a community with many supporters, the community will usually deal with these types of people. These people usually do far less damage than a person that leaves one complaint and gets no response from you. Misery loves company, in social media, this is the key thing to remember.

Energizing Groundswell

Figure out if you want to energize the groundswell

The best social media presence is with customers who are enthusiastic about your products. Groundswell isn’t for everyone as not everyone wants to talk about your products or services.  If you have a fair share of dissatisfied customers, energizing them will only makes things worse. In this case listening and improving products would be a better route to take.

Check social technographic profile of your customers

There needs to be a presence in groundswell to make it effective. Anything that has young people or the technologically savvy, will likely be involved with groundswell.  This is very important to rememeber as if you create a community without your best customers or they are in the wrong technographic profile they won’t be participating.

Ask yourself  “what is my customers problem?”

Customers aren’t always going to be talking about your products. In reviews, yes, they will be talking about your products directly. It is in communities though where your products are brought up. Creating a community where your products are talked about may be the best way to accommodate a conversation for your products.

Pick a strategy that fits your customers social technographic profile and problems

Similar to the last question, it is important to select where to engage your customers. Reviews are usually better for direct sellers and retailers. Where as if you’re selling a product with a broad range of sellers, a community could be better. What always must be considered when creating a community is the upkeep of it. The cost of designing, moderation, and marketing can easily cost hundreds of thousands of dollars.

Don’t start unless you can stick around for a long haul

It is very important when choosing any form of energizing your customers that you’re in it for the long-haul. Once you commit to groundswell it is important not to abandon your customers. This will only lead customers to tell others how great you were before you stopped listening to them.

Engaging Social Media

Blogs are an easy and effective way to create a social presence. They are simple to setup and engage with people on a personal level. Being transparent within blogs is crucially important. Being transparent in blogs and making sure people know who you are, will make for the best impression. If however, you are not transparent, people will find out and negative publicity will occur. If you’re a spokesperson for a company, let people know, let them know your opinion is slightly bias, it is the proper way of doing things on social media.

Twitter has become a great way of micro-blogging and has become a popular social media platform. It is limited to 140 characters per a post making them direct and to the point. Twitter has become a choice of businesses because of its live feed, allowing problems to be solved individually and quickly. This keeps small problems from becoming a more permanent type of social media. It also allows for companies to listen to what people are saying about their company in real time. The important thing to remember about Twitter is to engage your followers. The quickest way to get your followers to 0 is spamming them with brand messages.

There are many media forms at which you can talk about your product or service to your audience. Social media is not a media form where you want to only focus on talking to your audiance. Engagement is what makes a social media campaign successful. Speaking with your audience and being a part of a bigger conversation should be the goal of social media. Having people demonstrate themselves the benefits of you product or service should be encouraged as it builds credibility. This is especially useful when a potential customer is researching your product or service and finds positive feedback about it.

Why Recommendations Are So Important

One of the best things a company could ask for is having their customers recommend their product or service. Getting recommendations, good ratings, and good reviews from customers is much better than any marketing message a company could give. The messages customers provide are authentic and trust worthy. People are smart when they buy products nowadays. Most people have smart phones and within 30 seconds of searching they can find a review for the product they are looking at right in front of them. This makes it so important for companies to realize how important positive or negative comments, reviews, and ratings can be. For a more expensive purchase a consumer could take weeks analyzing an array of products carefully selecting the correct one. This is why it is so incredibly important for a company’s customers to be giving recommendations to other people. Groundswell is having an impact on companies that try to earn a short-term gain. Providing less than superior products or customer service will quickly put a company out of business.

I was recently going to buy a Fluval Chi, a small five-gallon aquarium. It looked great and I was very tempted to buy it in the store right then and there. However, I resisted, waited, and when I got home did a quick search on Google for reviews on this product. Well, what I found is many reviews and the results were not looking good for the Chi. I quickly found out the filter is not adequate and the water will quickly become cloudy in the aquarium. I can only hope that Fluval is listening to groundswell and follows up with an improved product.