The face of a company can be portrayed in a number of ways, whether through visual ads, commercials, events, or even the use of social media. In Chapter 10, the authors give the spotlight to Twitter. The reading begins with the experience of a woman by the name of Fadra Nally, who is a well-known blogger and tweeter. Fadra had taken her son to McDonald s one afternoon, later to find her son in tears due to receiving a girl's happy meal toy. Fadra then complained directly to McDonald's official Twitter page, explaining the situation. Eventually, McDonald's directly responds to Fadra and even offers her the option to send her son's desired toy to her house. This event leads Fadra to later post a blog about the situation, therefore creating a positive outcome for both her blog and for McDonald's public relations. This is a key example of the power of Twitter when it comes to company relations.
The chapter continues its focus on Twitter by outlining its major elements found within the Groundswell. The elements can be split into listening, talking, energizing, supporting, and embracing. The authors dive into the effects of each factor through a number of case studies, real-life examples, failures, and successes. The authors continue to emphasize the belief that the creation of a Twitter is useless unless the user has something to offer. However, one cannot offer the correct strategy if they do not listen to their user feedback. Companies like Southwest Airlines, Zappos, AT&T, and Dell have all become Groundswell masters in the past four years through the use of strategic listening and answering. For example, AT&T had noticed its name trending on Twitter a few years back, however, AT&T was not part of Twitter at this time. Their name was trending due to broken phones, wireless errors, and a number of user issues. Following a few months of listening and creating audience profiles, the company had eventually acquired a handle and began directly responding to the users with problems, questions, and praise. This action had eventually led the company to more sales and a better relationship with its online users. Talking is crucial in building a user relationship. Dell regularly posts asking for response from its users by offering deals, sales, and temporary promotions. They also have a team of regulars, who primarily respond to issues. Dell continues to listen, talk, energize, and support its users through use of Twitter. As technology advances, it has become crucial for companies to begin creating a presence through Twitter, as it has become the new face for companies in most instances.
Monday, March 31, 2014
Tuesday, March 4, 2014
11 - How Connecting with the Groundswell Transforms Your Company
Chapter eleven opens with the story of Rob Master, once the U.S. marketing directors for skin care products under the brand Unilever. In 2001, the company spent over $2.1 billion on marketing in the U.S. with 40% covering media such as television, print, and the web. However, in 2006, Unilever released a 75-second video advertising Dove's new "evolution" campaign. This video was one of their first steps into the groundswell and proved to be successful reaching over 5 million people in under one year. This is when the authors begin to question the difference and origins of a company switching from a billion dollar marketing sector to a low-cost ad on YouTube.
The groundswell's execution is divided into three essential elements. The first element is that of steps. It is crucial to take the turn in steps, starting with a mental transition. The second step revolves around well planned strategies and a vision. The third step is the execution of executive support, as upper management is crucial in shaping the groundswell. Planning, however, is a crucial factor. The authors go onto explain an eight month groundswell attempt where upper-level management began blogging for eight months with no vision or strategy which either led to disaster, or forgotten somewhere in a company blog.
As the chapter progresses, the authors begin to dive into a case of Dell. At first, the authors take a look a Dell's entrance into the groundswell, which was entitled a trial-by-fire crisis. For example, a customer named Jeff had bought a Dell computer along with a four year (in-home) service. After receiving a defective product, Dell had fallen short of their warranty and had sent him yet another lemon, with no actual "in-home" service. Jeff then, began posting/blogging about the above issue leading to negative feedback on Dell's end, eventually changing the concept of "buyers beware" to "sellers beware". With the addition of social media marketing o the market, a modern business cannot make false promises, as they might eventually destroy themselves in the end due to a negative groundswell effect. Eventually, Dell would end up listening and tracking blog posts which is the first step in forming a strategy. Whether its responding to a fragile issue such as a flaming notebook or an issue such as a defect, Dell began listening...and blogging. In 2007, Dell took a turn by replacing their CEO, and taking a full turn towards the groundswell, by learning from their mistakes.
The groundswell's execution is divided into three essential elements. The first element is that of steps. It is crucial to take the turn in steps, starting with a mental transition. The second step revolves around well planned strategies and a vision. The third step is the execution of executive support, as upper management is crucial in shaping the groundswell. Planning, however, is a crucial factor. The authors go onto explain an eight month groundswell attempt where upper-level management began blogging for eight months with no vision or strategy which either led to disaster, or forgotten somewhere in a company blog.
As the chapter progresses, the authors begin to dive into a case of Dell. At first, the authors take a look a Dell's entrance into the groundswell, which was entitled a trial-by-fire crisis. For example, a customer named Jeff had bought a Dell computer along with a four year (in-home) service. After receiving a defective product, Dell had fallen short of their warranty and had sent him yet another lemon, with no actual "in-home" service. Jeff then, began posting/blogging about the above issue leading to negative feedback on Dell's end, eventually changing the concept of "buyers beware" to "sellers beware". With the addition of social media marketing o the market, a modern business cannot make false promises, as they might eventually destroy themselves in the end due to a negative groundswell effect. Eventually, Dell would end up listening and tracking blog posts which is the first step in forming a strategy. Whether its responding to a fragile issue such as a flaming notebook or an issue such as a defect, Dell began listening...and blogging. In 2007, Dell took a turn by replacing their CEO, and taking a full turn towards the groundswell, by learning from their mistakes.
4 - Tapping the Groundswell
Chapter four dives into the importance of listening, in order to reveal the possibilities of a successful groundswell approach. The authors describe this theory by bringing up Lynn Perry, a cancer patient who has had three forms of terminal cancer. Perry believes firmly that M. D. Anderson can treat cancer far more better than other doctors due to national statistics. However, Perry watches fellow cancer patients in the waiting room leave after an extended amount of waiting time, nearly every day. His realization is that his time is more precious than that of the doctors. After all, Perry has been given only six months to live.
The authors shed light on M. D. Andersen's decision to change his tactics. Relating to the subject of social media, listening is a crucial factor in shaping and/or branding a company. As stated in the book, your company is what your customers say it is. This is the leading factor that drives M. D. Anderson to research and study his patients and their concerns about scheduling.
Companies pay over $15 billion annually to "listen" to their customers, however, most of you known this method as market research. Market research is used side-by-side with focus groups. Unfortunately, these expensive methods do not give 100% true feedback, and they most likely do not include Perry's concerns. This is where the authors illuminate the idea of listening directly to the groundswell, rather than paying for focus groups, when most customers would rather avoid surveys, groups, etc. As the chapter progresses, the authors expand upon two methods in which one can "listen" to the groundswell. This includes setting up your own private community and to begin brand monitoring.
The authors shed light on M. D. Andersen's decision to change his tactics. Relating to the subject of social media, listening is a crucial factor in shaping and/or branding a company. As stated in the book, your company is what your customers say it is. This is the leading factor that drives M. D. Anderson to research and study his patients and their concerns about scheduling.
Companies pay over $15 billion annually to "listen" to their customers, however, most of you known this method as market research. Market research is used side-by-side with focus groups. Unfortunately, these expensive methods do not give 100% true feedback, and they most likely do not include Perry's concerns. This is where the authors illuminate the idea of listening directly to the groundswell, rather than paying for focus groups, when most customers would rather avoid surveys, groups, etc. As the chapter progresses, the authors expand upon two methods in which one can "listen" to the groundswell. This includes setting up your own private community and to begin brand monitoring.
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