Picking an objective that best matches your company can make or break your strategy in terms of the groundswell. Those objectives are: listening, talking, energizing, supporting and embracing. This blog post will go further into the objective of talking. Talking in the groundswell is regarded to participating and creating two-way conversation that your customers have with each other, not just directly between a company and customer.
Would you rather have someone shout at you or talk to you?
Traditional marketing, mass advertising via commercials for example,is shouting at consumers repeatedly; not talking. That kind of advertising is about reach and frequency which brings attention to the brand but that may not equal turning those consumers into buyers. With this traditional marketing, it may get consumers into the funnel but not through the marketing funnel (Li & Bernoff, 2011).
There needs to be activities in the middle of the funnel to pull consumers through to buyers; while shouting may attract consumers into the funnel it it does not work in the funnel. That is where the idea of talking comes in. Lets throw some facts out there: 73% of surveyed online consumers said they trusted recommendations from friends and more than half trusted other online reviews, while their trust in ads plummeted (Li & Bernoff, 2011). Conversations are what get those consumers to be buyers.
Techniques for talking with the groundswell
1. Post a viral video: Create a video online that catches people’s attention and let them share it. A company wants to keep their objectives in mind to get people’s attention but also decide what do with that attention once received. The point of this is to direct people to a specific social network (Li & Bernoff, 2011). Here is an example of a video Apple put out to display their service of Apple Music. It went viral and resulted in a serge of downloads for that specific song and also created so much buzz, that Apple released follow up videos due to such great success (Reisinger, 2016).
2. Engage in social networks: by engaging in conversations, by answering questions for example, it draws people down the funnel further. It allows for a company to spread their message their way, in a way that goes “beyond awareness” and encourages interaction and engagement (Li & Bernoff, 2011). It goes back to the social technographics profile and where your customers are, and they are on one kind of social network or another.
3. Join the blogosphere: this creates interaction with other blog users, by generating traffic and responsiveness with customers and other blog users. With this personal feel, it creates trust in consumers minds.
4.Create a community: a community is a place where interaction occurs between company and its consumers and the consumers themselves; by having this engagement it creates value and trust by adding a more personal touch. Like the facts stated earlier, this interaction from reviews of others is trusted more than ads. An example is Sephora’s Beauty Talk community where consumers can share tips, advice and reviews on products other consumers are interested in.
Talking is more effective than shouting, who would have ever guessed right?
“Celebrate – Inspire – Embolden”
Global Women of Vision, it is where that slogan arose from. A place to celebrate, inspire and embolden women in the city. This event gets the conversation started on extraordinary women and the extraordinary things women can achieve. Every year, a certain amount of women are awards for their excellence and achievements.
This relates to the objective of talking because this event engages people on social media by tweeting with them. This event, interacts with people around the city and the country. What is wonderful about this, is that it allows for the sharing of empowering stories to empower the future women of the community. Talking starts a conversation. A conversation starts a thought. A thought creates an action. And actions create a movement. Talking has the power to buy a product or sell a service sure, but it also has the power to do so much more.
Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. Boston, MA, United States of America: Harvard Business Review Press.
Reisinger, D. (2016). Here’s the latest Taylor Swift Apple Music ad to go viral. Fortune. Retrieved from: http://fortune.com/2016/04/18/taylor-swift-apple-music/