Groundswell: Chapters 7-9

February 8, 2010 at 11:10 am (PRCA 3030, Reading Notes)

Chapter 7

What is energizing?

-using the word of mouth to get information out about a brand or product, without any cost to the company.

Word of mouth succeeds because:

  • It’s believable.
  • It’s self-reinforcing.
  • It’s self-spreading.

Techniques for connecting with your  brand’s enthusiasts:

  1. Tap into customers’ enthusiasim with ratings and reviews.
  2. Create a community to energize your customers.
  3. Participate in and energize online communities of your brand enthusiasts.

How to apply techniques of ernergizing to your own organization.

  1. Figure out if you want to energize the groundswell.
  2. Check the social technographics profile of your customers.
  3. Ask yourself, “what is my customer’s problem?”
  4. Pick a strategy that fits your customers’ social technographics profile and problems.
  5. Don’t start unless you can stick around for the long haul.

Chapter 8

Suggestions for building a community for support:

  • Start small, but plan for a larger presence.
  • Reach out to your most active customers.
  • Plan to drive traffic to your community.
  • Build in a reputation system.
  • Let your customers lead you.

Is a wiki for you?

  • You need people.
  • You need content.
  • You need patience and loyalty.

Chapter 9

You can move faster by embracing…why?

  1. Customers don’t take long to tell you what they want.
  2. When customers are in the loop, innovation happens more quickly.

The companies that win by embracing their customers incorporate those suggestions into their own development and process strengths.

Once you introduce the groundswell into your company…THINGS CHANGE.

Note: Please refer to my previous post for information about the source of these notes.

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