Posts Tagged ‘ Technographic Profile ’

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.


Chrysler’s Eminem Super Bowl Commercial

The Eminem Chrysler Commercial is a unique commercial as it demonstrates the connection between the Detroit car manufacture Chrysler, and Eminem. The commercial is creating awareness for the launching of a new model (Chrysler 200) and depicts Eminem driving this car. The target market for this model I would assume to be an age group somewhere between 18-30. I make this assumption, as this is Eminem’s audience age range that could potentially buy this car. The commercial places importance on the new model, but tries to create a connection to the younger audience.

This was obviously a very expensive commercial. Super Bowl commercials cost up to $100,000 a second and this was a two-minute commercial. Though it did cost a lot of money for this commercial, the Super Bowl had unprecedented amounts of audience this year and broke viewing records. Also, it must be noted that the majority of viewers are watching the game live. Which means the commercial is not going to get fast-forwarded on someone’s PVR.

The technographic profile of Chrysler is made by many creators and critics. This is apparent because of how groundswell reacts to the car industry. Groundswell is very involved in the car industry and as a result Chrysler must be actively involved in listening. It must show a presence online and be listening to suggestion and input from groundswell.  It is imperative that they listen to how this new product is being branded and integrate knowledge learnt into future marketing campaigns. Using Eminem has created hype all over the Internet and is spreading virally. This type of distribution only helps Chrysler reach a bigger audience.