In chapter 6 of the groundswell, by Charlene Li and Josh Bernoff, they write about “talking with the groundswell.” The authors emphasize the difference between shouting at your consumers and talking to them. For example, billions of dollars are spent commercials each year to ensure frequency and repetition of their ads. This is shouting!

The groundswell refers to the marketing funnel to explain the dynamics of the way consumers view products. The marketing funnel shows the awareness, consideration, preference, action and loyalty stage.

“With so many products trying to get people’s attention, shouting at them isn’t nearly as effective as it used to be. The marketing funnel has outlived its usefulness as a metaphor. Once people become aware of your product, a new dynamic kicks in: people learning from each other” (Li 102).

People learn from each other through blogging, social networks, and word of mouth communication. This form of communication is talking.  They are sharing their ideas with one another and influencing each other to buy their products. For example, I learned about a great hair product called Moroccan Oil through my friends. Every one told me about how great of a product it was and I just had to have it!

According to the groundswell, here are the 4 Techniques For Talking:

1. Post a viral video

Posting an online video allows people to share it with one another. Videos that are posted on YouTube spread like wild fire because people are always talking about popular commercials and funny videos. Check out the “Bed Intruder” viral video that  on YouTube that got 70,826,456 hits!

2.  Engage in social networks and user-generated content sites

Creating a Facebook, Myspace or Twitter page for a company gives people the opportunity for people to ask the company questions or concerns that they may have. The book gives the example of Ernst &  Young.

3. Join the blogosphere

Companies that blog can give costumers information about their products. They can also gain feedback from their costumers by reading their comments. The groundswell gives the example of HP printers, and how they use blogs to reach their costumers with information about their products.

4. Create a community

Communities that companies create are able to connect with costumers. Check out beinggirl.com, created by Procter & Gamble that  allows young teens to share stories and ask questions about issues that they may be to embarrassed to talk about.

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