Posts Tagged ‘ WestJet ’

How Companies Can Make Groundswell Work For Them

There are many ways of talking to groundswell. Corporations must choose the best ways to effectively communicate their intended message to their customers. There are four key ways companies can talk with groundswell and their customers. This is through viral videos, social networks, blogs, and communities. They all have their advantages and disadvantages. What is important is that it gives value to the company and the customer.

Viral videos are a great way to promote awareness, Blendtec has done this and so can many other companies. The fantastic part about viral videos is they are low cost and high visibility. They don’t usually cost much to make, yet they can reach an audience quite easily.

When I went to Mexico last year, I found it very hard after arriving to figure out where to go. The airport was very distracting with many different people trying to tell me where to go. I think in their vacation destinations they should have “how to” or “what to do” when you arrive videos. This would give WestJet credibility and it would serve their customers better. WestJet could also watermark all the videos so the people knew who made the video.

I think there is great potential for WestJet to do this with their vacation destinations. Some benefits of YouTube to WestJet could be customer reviews of the WestJet flight or vacation packages from people who used their airline. This would be beneficial as other travellers could hear about the experience of traveling with WestJet directly from the customer. Social media marketing has shown us that customers are more likely to believe other customers when reviews are posted. This could also give WestJet an avenue to find out where they are going wrong and what they can improve on. They could also use it for hotel reviews, or “a typical day at _____”. I believe this would also be very useful for not just WestJet customer, but also all travellers. The beauty of this would be WestJet would get much credit for doing this and taking the initiative.

Communities are everywhere online. I am part of the online community PreludePower. This community specifically focuses on preludes and was very helpful in dealing with common problems in my 1991 Prelude when I had it. The community was set for enthusiasts to share their experiences, problems, and solutions. This is similar to what GM has done with their Fastlane blog. Communities that are company driven must give value to the users of them. Simply creating a community for a product will not guarantee success. If a community is setup for talking with groundswell, it must have long-term sustainability built into the plan. Building up a community will only hurt accountability and reputation.

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