Slide 5.1
Topics Covered
• Groundswell strategies for listening,
talking, energizing, and supporting
• Some examples of these strategies are
shown at the end of the slide set
2
Learning Objectives
• Explain the benefits of each groundswell
strategy
• Give 1 – 2 examples of each groundswell
strategy when prompted
• Be able to apply one or more of the
groundswell strategies to an online
eMarketing objective
3
3
Listening
Learning from what
your customers are
saying
4
Reasons to listen
• Find out what your brand stands for
• Understand how buzz is shifting
• Save research money; increase research
responsiveness
• Find sources of influence in your market
• Manage PR crises
• Generate new product and marketing ideas
5
5
Listening strategies
Objective
Strategy
Vendors
Ongoing, detailed
contact with typical
customers
Private community
Communispace,
Passenger
Monitoring
discussion in the
open groundswell
Listening platform
Radian6, Nielsen
Buzzmetrics,
Cymfony,
MotiveQuest
There are many other vendors offering listening products
some which are free. For a listing of ~ 200 such products
see Ken Burbary’s Wiki
6
Talking
Two-way
conversation,
not just shouting
7
Talking strategies
Objective
Strategy
Vendors
Generate
awareness
Viral video
YouTube
Spread word of
mouth
Social network
Facebook,
MySpace, LinkedIn
Communicate
Blog
complex messages
Typepad,
WordPress,
Blogger
Draw in
inaccessible
customers
Awareness,
Lithium
Community
8
Energizing strategies
Helping your
best customers
to recruit others
9
Energizing strategies
Objective
Strategy
Vendors
Use customers to
spread credibility
Ratings & reviews
Bazaarvoice,
PowerReviews
Connect with and
energize
customers
Build community
Awareness,
Lithium
Find energized
customers
Join existing
community
N/A
Draw in
inaccessible
customers
Community
Awareness,
Lithium
10
Consumers trust each other more than
you
11
Supporting Strategies
Enabling
your customers
to support
each other
12
Supporting strategies
Objective
Strategy
Vendors
Connect customers Private blogging
with support from
system
friends
CarePages,
CaringBridge
Let customers
answer each
others’ questions
Support forum
Lithium
Help customers
collaborate
constructively
Wiki
WikiMedia,
SocialText
Draw in
inaccessible
customers
Community
Awareness,
Lithium
13
End of Video - Thank you
Following this slide, please review the
numerous examples of groundswell
strategies on your own
Afterwards please take the online quiz
associated with this lecture
14
Examples Talking
15
B2C Blendtec spreads awareness
on YouTube – Viral Video
16
B2C Ernst & Young careers spreads
word of mouth on Facebook
17
B2B HP’s blogs share complex information
18
C2C - Haul Videos
19
B2C Nike Community
20
Examples Listening
21
B2C NCCN and Communispace listen to
cancer patients
22
Examples Energizing
23
C2C eBags energizes with ratings and reviews
“This bag has exceeded every expectation that I
had…Similar bags with the carrying capabilities are
being sold for $300+!!...It came with a Halloween
orange interior, which shocked me at first.
However…I welcome the bright interior color for the
contrast it provides when looking for something small
in the bottom of a pocket…”
24
24
B2B Constant Contact energizes
customers with a community
25
C2B Adult Fans of Lego were already in
a community
26
Examples Supporting
27
Dell’s support forum highlights
superusers like “Predator”
• Posts since 1999: 20,452
• Pages viewed: 1,111,675
• Total online minutes:
473,113
“I actually enjoy helping people. That’s what
got me hooked: when you help people and
they say ‘Thank you’.”
28
B2B Other Support Examples and
Results of Groundswell
29
• From Lithium Cases
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End – last slide
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