“Get them charged up so they tell everyone they know”

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“Did you hear about the new Swiffer? It saves every housewives lives!” “Please tell me you’ve seen the new Ipad..Its LIFE-CHANGING” Every marketers dream. We want you to tell your mother, your brother, your husband, your friends, your co-workers..heck, even tell your dog! This is word of mouth and we LOVE it. We get you all charged up with an exciting service and product so we not only keep you a satisfied consumer but we boost our business. Genius, right? We call this WOM (Word of Mouth).

Word of Mouth is “the most honest form of marketing, building upon people’s natural desire to share their experiences with family, friends, and colleagues” (Li & Bernoff, 2008). Here’s a YouTube video I found explains Word of Mouth so perfectly.

So, here’s why it works…

  • It’s believable. When you go to look at a product, typically, the first thing you’ll do is check reviews of customers who have previously used the product or service, right? You find out before even buying it if its worth the money spent and how it operates. Below is an example of a testimonial to the service Client Heartbeat. testimonial
  • It’s self-spreading. Like above, we look to others for the reviews we want to see before going forward with a service or product and once one voice is speaking out about it, there’s another ten within minutes. You tell your classmate and within a minute, your class of 30 will know all about it. It’s like wildfire for your business.
  • It’s self-reinforcing. Once the word’s out, it’s only going to continue to grow because someone is always going to have something to say.

So if it works so well, what’s next? In Groundswell, they interviewed numerous companies who have succeeded with this endeavor and the three basic techniques for connecting with your brand’s enthusiasts:

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

Energizing is both powerful and riskier than techniques such as Talking and Listening from my previous blogs, but why is it riskier? Because now you’re dealing with people who ARE going to talk so you must prepare yourself for a new way of thinking. Once you’ve gotten these techniques down and you’ve got people talking about your product, you have to remember and be able to retaliate from customers who are not going to like your product or service. Try and convert them back into customers, let them know you’re there to help and support. With the comments they say about your product, whether it was too expensive for what its worth or the color wasn’t shown correctly on the website etc. Here are five steps taken from the chapter for applying the techniques of energizing to your own business…

  1. Figure out if you want to energize the Groundswell. Word of mouth works for companies that are just or more than enthusiastic about their products as the customer is. Its not for everyone.
  2. Check the social technographics profile of your customers. You need to research to determine how actively your customers are going to be involved in the Groundswell. If you’re selling Iphones, your customers are already involved in the groundswell; however, if you’re selling a product like mattresses, the likeliness of your customers being in the groundswell is slim to none.
  3. Ask yourself, “What is my customer’s problem?” Take Lego for example. Most customers aren’t going to talk about just Lego, but “building” with Lego and that’s something completely different. Figure out what they want by listening.
  4. Pick a strategy that fits your customers’ social technographics profile and problems. For those retailers and other direct sellers, it makes sense for their retailers to improve based upon rates and reviews given. And for other businesses, communities make sense.
  5. Don’t start unless you can stick around for the long haul. “A community is like a marriage; it requires constant adjustment to grow and become more rewarding. And if you’re not into it for the long haul, well, maybe you should think about the ugly endings you’ve seen to marriages that lacked that long-term effect” (Li & Bernoff, 2008).

Have we gotten you intrigued yet? When you start to charge up and energize your company and your customers, be prepared to then go into the stage of embracing them; that is, turning those customers into an integral part of the company’s products and processes. Energizing leads to embracing.

See y’all next week,

Beverley Small

 

References:

Li, C., & Bernoff, J. (2008). Groundswell, Winning in a World Transformed by Social Technologies. Boston, Massuchusetts: Harvard Business School Publishing.

WOMMA | 5 Principles of Word of Mouth Marketing. (2011, November 15). Retrieved December 5, 2015, from https://www.youtube.com/watch?v=ix2eDR4Mn7Q

 

 

 

 

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“Posting an update is a piece of cake”

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Twitter. What can you really say in 140 characters? A lot, surprisingly. And it’s a huge network for anybody from Kim K to CBC News. We get our points across in simple tweets, we post photos with the tweets, we put up polls alongside the tweets…talk about coverage, right? Not only that, but we can see which accounts follow who and choose to retweet important posts or posts of interest onto their profiles and then they are shared for anyone to see. When you look at it this way, you’re probably thinking, “Well heck, why don’t I have a Twitter account for my business?” ..So what are you waiting for? Start tweeting today!

BUT FIRST, some background before you jump into the trend…There’s a lot more to Twitter than meets the eye. You’d think Twitter is just as simple as typing a statement out and tweeting it to the world, right? Well, wrong. Not only are you speaking your piece or sharing information about your company, there’s a whole environment you must first learn about before becoming a Twitter fanatic. Here are a few elements mentioned in the chapter this week that make up the Twitter world:

  • Followers: Followers of yours (no, not any stalkers), are people who can follow your account and see your tweets and retweets on their timeline. From there, they can favourite or retweet your tweets adding it to their profile for their followers to see and spread. Your followers are the most important thing about your Twitter because they are going to be the ones to essentially spread your word to the network!
  • Hashtags and searches: Hashtag this, hashtag that…Anything you want to know about on Twitter, put a # in front and you’ve got millions of tweets coming up in front of your screen. Serious, watch. Let’s say you went to #TheWeeknd concert and wanted to see what other people were saying about it. Boom. You saw a bunch of tweets pop up, didn’t you? How about #Imlovinit, because you’re a fan of McDonalds..millions of tweets. This is what we want to achieve by hashtagging things within our tweets, so it creates buzz and attention from the right people.
  • Mentions and retweets: Like other social networks, Twitter gives you that opportunity to reply back to other users, whether it be you asking a question to Nike on when they’ll be making a new line of clothes or when Kim Kardashian is having her baby. In return, these users can reply back or mention you in a tweet in which it’ll be linked directly to your profile as well. Here is an example of a company assisting a customer through replying to them over Twitter. rs-jetblue-tweet
  • Links: Another way businesses tweet is to tweet out links to their official website or other websites they’ve found their followers would relate to or find useful. An example of this given in the chapter was McDonalds and how they tweet out coupons and links to its contests. Here is a tweet they posted about the Superbowl contest they’re holding. Screen Shot 2015-11-30 at 7.41.38 PM.png

Sound like something that peaked your interest? Get on that Twitter train then! Compared to other social networks out there, Twitter is very versatile. So you need to find out what Twitter is good for within your company by listening, talking, energizing, supporting and embracing with Twitter. Check out this link I found that will help you out with starting your Twitter and how to follow these objectives..

Start your Twitter today!

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Help you out? I know after I read the article, I found myself understanding how businesses create Twitter and use it to their advantage with their consumers. Don’t feel too rushed though, you have to get it right in order for it to all work! So before you go tweeting like crazy, set out your objectives and create a strategy to make progress towards your objectives. Here are a few ideas to get your account rolling with followers and retweets galore…

  • Lock up your handle – Make sure you’re not allowing somebody to get your handle and tweet on your companies behalf. It not only makes you look bad, but you can lose a lot of your reputation in allowing this major mistake to occur.
  • Listen first – “Know what people are tweeting about before you start posting”(Li & Bernoff, 2008). Don’t be afraid to look at the feeds, search up hashtags, see the trending topics. You want to get in on those trending topics, make sure you’re aware of what IS trending first.
  • Be ready to support people – Customers expect you, being the company, to answer to their whim and call, so be prepared. You’ll need some sort of procedure to hand them to your customer service or technical support teams. Here is a great example of when, Seamless, an online food ordering service that serves customers in several time zones across the United States and in London. There’s always someone ordering food and eating, right?In addition to engaging customers through trivia questions with prizes of free food, they also provide customer service around the clock. Here is an example of this: Screen Shot 2015-11-30 at 8.45.05 PM
  • Follow others – Following other users costs you nothing, so get on a following spree and it creates a customer-company relationship. How many users would be excited to say that Michael Kors or Kylie Jenner follows them, right? It gives your consumers a feeling of recognition and that you care and thats HUGE for consumers.
  • Be ready for a crisis – When a crisis hits, it usually hits hard. You need to be prepared for the backlash you’ll experience and how to deal with it. People are going to look to your Twitter accounts to respond.
  • Respond, retweet, and link – Its easy to see what you’re tweeting and favouriting so keep in mind what you are posting to your followers. But remember to add in a little personality, nobody wants to see an account with just retweets and no little pieces of you in there too. It’s what makes a Twitter account interesting. For example, McDonalds always involves their customers with their Twitter, making their account more appealing to their followers. This allows McDonalds to give off the communal vibe, they’re always supporting their employees and customers and promoting it on their Twitter for everyone of their followers to see. Screen Shot 2015-11-30 at 8.57.25 PM.png
  • Check with legal and regulatory staff – Because Twitter is public speech, you need to be careful what you’re publishing to your followers whether it be inappropriate or corporate information that the public shouldn’t know about (financial results, customer data etc).
  • Having gathered a following, don’t waste it! – A lot of marketers like to use Twitter in ads because its such a huge network worldwide and a little promotion never hurt anyone. For example, National Geographic needed to promote its television show, Air Force 1 so it created its own Twitter account.

So now that you’ve learnt more about Twitter, are you going to consider making your business an account? Twitter can be one of the most simplest ways to get your business on a social network and can be the most powerful as well. Happy Tweeting!

And while you’re at it…Check out my Twitter! I tweet more about how to improve your blog and social media networking! Cheers!

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See y’all next week!!

Beverley Small

 

References:

(n.d.). Retrieved December 1, 2015, from https://twitter.com/McDonalds?ref_src=twsrc^google|twcamp^serp|twgr^author
#TheWeeknd. (n.d.). Retrieved December 1, 2015, from https://twitter.com/search?q=theweeknd&src=typd&lang=en
#imlovinit. (n.d.). Retrieved December 1, 2015, from https://twitter.com/search?q=imlovinit&src=typd&lang=en
4 Examples of Excellent Twitter Customer Service. (2013, July 31). Retrieved December 1, 2015, from http://www.socialmediaexaminer.com/exceptional-customer-service-on-twitter/
How to Use Twitter for Business and Marketing. (2013, April 9). Retrieved December 1, 2015, from http://www.socialmediaexaminer.com/how-to-use-twitter-for-business-and-marketing/

Li, C., & Bernoff, J. (2008). Groundswell, Winning in a World Transformed by Social Technologies. Boston, Massuchusetts: Harvard Business School Publishing.

Twitter social media marketing – Google Search. (n.d.). Retrieved December 1, 2015, from https://www.google.ca/search?q=twitter social media marketing&espv=2&biw=1366&bih=629&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj__e2W47nJAhXCl4gKHe8sBkIQ_AUIBygC#imgrc=b0RKB384nObHnM: