This week I read Chapter 6 in Groundswell. This chapter is all about “talking with the groundswell” aka interacting with your customers and clients. This chapter first starts out with the marketing funnel which depicts the stages a consumer goes through when purchasing a company’s products and services. First, they become aware about the certain product/service. Then if they like what they see or hear there will be consideration. Consideration will lead to preference (choosing one company’s products over another), which will lead to action, and lastly consumer loyalty. At the end, the random person will become a buyer of a certain brand. The reason the the diagram is a funnel shape is because a company won’t be able to attract every single person that views its products or services. As you move on to the next stage, you are limiting yourself to fewer people, which are those customers that are truly interested in your product/service.
Source: Marketing funnel. (n.d.). [IMAGE]. Retrieved from http://www.slideshare.net/Trickyf/the-impact-of-social-media-on-marketing-strategy
A really important point to remember “marketers no longer dictate the path people take, nor do they lead the dialogue. Once people are aware of your product, a new dynamic kicks in: people learn from each other. Social technologies have revved up the word-of-mouth dynamic, increasing the influence of regular people while diluting the value of traditional marketing” (Li & Bernoff, 2011, p. 102).
The authors have listed the most effective techniques to talk with the groundswell. They include:
- Post a viral video – for example the “Will it Blend” video where the man blends an iPhone using a Blendtec
- Engage in social networks and user-generated content sites – Twitter, Facebook, Instagram, etc.
- Join the blogosphere – 10 crucial advice given in Groundswell:
- Start by listening
- Determine a goal for the blog
- Estimate the ROI
- Develop a plan
- Develop an editorial process
- Design the blog and its connection to your site
- Develop a marketing plan so people can find the blog
- Remember, blogging is more than writing
- Final advice: be honest
- Create a community (for example the online community beinggirl.com that Proctor and Gamble created)
(Li & Bernoff, 2011, pp. 103, 115-117)
In my previous blog post, Connecting with the Groundswell I had already shared a viral video that the Royal Alexandra Hospital created and posted on YouTube. It was posted less than a year ago, and has received a total of 90,618 views (which is pretty good for a Hospital located in Edmonton). That’s just one of the ways that this company interacts with the community to promote its services. The Royal Alexandra Foundation is also very active on Twitter and Instagram (mentioned on my blog post titled Social Technographic Profiles). By interacting with users online, the company gets to market itself in a positive way, talk to the Edmonton community, promote its services, and really get its own messages out there (such as the latest fundraisers and campaigns) to the world to see at a low cost.
Here is one inspiring Instagram post that stood out to me when I was going through the Royal Alex’s Instagram page:
Source: Rahfoundation. (2016, September 13). [IMAGE]. Retrieved from https://www.instagram.com/p/BKUGwKMA2Ii/?taken-by=rahfoundation
As I’ve mentioned before, after I complete my degree I want to work in public accounting. This chapter mentioned a case study about Ernst & Young and how members from this company around the world interact with college students by answering their question about the firm (Li & Bernoff, 2011). It’s a win-win situation. College students can get a feel for the firm’s employees and culture, and employees can help and get to know future E&Y employees as well. On YouTube, I came across this video that received a good amount of views that really sums up the experience that you would receive working for a reputable company like Ernst & Young. This video below paints Ernst & Young in a positive light, it’s lighthearted, and extremely motivating. That’s the the exact message and feeling you want to capture to your viewers, so they become excited and curious about your company – they should want to learn more about your brand.
Source: Hilalvi. (2012, December 12).The Ernst & Young experience lasts a lifetime. [Video File]. Retrieved from https://www.youtube.com/watch?v=s9EyK02X2nc
Thanks for reading my blog!
Hilalvi. (2012, December 12).The Ernst & Young experience lasts a lifetime. [Video File]. Retrieved from https://www.youtube.com/watch?v=s9EyK02X2nc
Li, C., & Bernoff, J. (2011). Groundswell – Winning in a world transformed by social technologies. Harvard Business Review Press: Boston
Marketing funnel. (n.d.). [IMAGE]. Retrieved from http://www.slideshare.net/Trickyf/the-impact-of-social-media-on-marketing-strategy
Rahfoundation. (2016, September 13). [IMAGE]. Retrieved from https://www.instagram.com/p/BKUGwKMA2Ii/?taken-by=rahfoundation