Posts Tagged ‘ Strategy ’

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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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.