Energizing the Groundswell


Source: Increasing numbers. (n.d.). [IMAGE]. Retrieved from https://hodano.wordpress.com/

This week we read Chapter 7 in Groundswell, which is all about energizing your customers. Energizing motivates your customers and creates enthusiasm around your company’s name. There are three general techniques that Groundswell lists to connect with your brand enthusiasts:

  • Tap into customer’s enthusiasm with ratings and review. A really great example of this is Amazon where customers can post reviews of their products (whether it’s positive or negative) and rate the item to make it helpful for other when they are deciding to purchase it. Keep in mind, Amazon sells millions of items from a variety of brand. By doing this, they are creating a fast and efficient method for customers to gain information about their future purchases. Negative reviews don’t hurt Amazon’s brand name, rather the company’s name that manufactured the product. In addition “reviews increases the buy rate” (Li & Bernoff, 2011, p 138). Here is how a sample  review looks like on the Amazon website:product_reviewsSource: Amazon Review. (n.d.). [IMAGE]. Retrieved from http://docs.aws.amazon.com/AWSECommerceService/latest/DG/CustomerandSellerReviews.html
  • Create a community to energize your customers – Example is Constant Contacts which is “an email marketing company. The focus of Constant Contacts is on helping small businesses stay in touch with their own customers. If those customers have provided their email address, the small-business owner can drum up business by sending email newsletters [and] notes about what’s on sale this month” (Li & Bernoff, 2011, p. 141). The company’s YouTube Channel gives many tips about creating a community for your customers.
  • Participate in and energize online communities of your brand enthusiasts

(Li & Bernoff, 2011, p. 134)

Groundswell also outline that word of mouth is a great tactic to “spread brand benefits” to others because “it’s believable, it’s self-reinforcing, and it’s self-spreading” (Li & Bernoff, 2011, p. 130).

This chapter highlights five key tips for applying energizing techniques to your own business:

  1. Figure out if you want to energize to groundswell. “Energizing works well for companies with customers who are, or could be enthusiastic about the company and its products. It’s not for everybody” (Li & Bernoff, 2011, p. 148).
  2. Check the social technographic profile of your customers –“You need research to determine how actively and in what numbers your customers are participating in the groundswell” (Li & Bernoff, 2011, p. 148).
  3. Ask yourself, “What is my customer’s problem?” – What do they need help with?
  4. Pick a strategy that fits your customer’s social technographic profile and problems.
  5. Don’t start unless you can stick around for the long haul – “ A community is like marriage; it requires constant adjustments to grow and become more rewarding” (Li & Bernoff, 2011, p. 149)

(Li & Bernoff, 2011, pp. 148-149)

On the Royal Alexandra Hospital Foundation’s website, the company has a “Stories” section where users can come and read patient and employee stories. This portrays the Hospital in a positive light and helps users understand why this Hospital is so great. This content is similar to a “Customer’s Reviews” section for companies that sell products. It’s a good way to give insight to customers as to why they should seek treatment or donate to the Royal Alex.  On Yelp, the Royal Alex also has a page where past patients can give their honest opinions about the service they received. In addition, the company allows you to sign up for a newsletter, so you can stay up-to-date on the latest news about hospital technology, employees, events, and fundraisers.


Source: Royal Alexandra Hospital Foundation website. (2016). [IMAGE]. Retrieved from http://www.royalalex.org/

Many accounting firms have a feature where you can subscribe to their newsletter, and every week you will receive content created by their marketing team. The email contains content about trendy topics in business and the economy, audit and tax info, ways to create a stronger business, etc. that can be helpful for clients and the general public. For all organizations, word of mouth is a very powerful energizing tehcnique. If you have a postive or negative experience with a company, you’ll probably tell your friends and family about it. Those people will tell others. It’s the most cheapest way a company can create positive or negative brand awareness. That’s why customers should be valued highly in an organization.

Hope you enjoyed this week’s blog post.





Amazon Review. (n.d.). [IMAGE]. Retrieved from http://docs.aws.amazon.com/AWSECommerceService/latest/DG/CustomerandSellerReviews.html

Increasing numbers. (n.d.). [IMAGE]. Retrieved from https://hodano.wordpress.com/

Li, C., & Bernoff, J. (2011). Groundswell – Winning in a world transformed by social technologies. Harvard Business Review Press: Boston

Royal Alexandra Hospital Foundation website. (2016). [IMAGE]. Retrieved from http://www.royalalex.org/


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