Posts Tagged ‘ Marketing ’

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.

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POST Process Simplified

Before one can successfully implement groundswell, they must go through a process of deciding how they will use it and on what platform. This is very important because some people might be using different forms of social media to voice their opinion. If a company or person tries to connect with someone using Facebook when most of their customers are blogging, it won’t be effective. There also must be a key set of steps before one decides to take on social media. A simplified process is the POST method, for people, objectives, strategy, and technology. This method will help build a concrete plan for social media decision-making.

People  – Before it is decided what groundswell tool a company will use, a business must first know whom they are targeting. They must understand their customer’s technographic profile. This is a crucial step as it will help a business better understand how their customers will engage in the conversation and through what medians.

Objectives – When we talk about objectives in the POST process we are mainly concerned with a company’s social media goals. Social media can be used for a variety of things, whether that is empowering your customers, listening, sales, embracing, support, or research. However, it is important that a business has an objective before jumping into groundswell.

Strategy – The strategy is closely tied with objectives. How the relationship will change with customers using groundswell is an important part of strategy. Do we want our customers carrying messages and writing reviews about our products? Do we want customers to become more engaged in our company? Are we trying to build a customer-to-customer support system with our products? Are we trying to develop new products and use groundswell as a development tool? These are all questions that strategy must answer to make the most of the social media used.

Technology – Once people, objectives, and strategy have been determined in the POST process the platform for social media can be selected. Using the correct type of social media is very important, as it is how people will interact or not interact with your company. This is selecting whether to use blogs, wikis, Twitter, Facebook, forums or any other type of social media to get people involved in your company.

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