This is why your customers are revolting – they may not be at your doorstep today, but they’ve tasted power and they like it. And when they do come demanding for change, they aren’t very appealing. In fact, they are a pain. When people have power, they become a force, and we call this the Groundswell.
Online Community Best Practices Jeremiah Owyang Senior Analyst Forrester Research March, 2008
Theme Community Are Powerful Tools, As Long As You Put Members’ Needs First.
2/3 of Teens use Social Networking sites at least monthly
1/5 of teens use social networks daily
1/3 of Adults use at least monthly
Source: North American Technographics Retail and Marketing Online Youth Survey, Q4 2007 North American Social Technographics Online Survey, Q2, 2007
Communication and Self-Expression important Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 40% Watched a video: 55% Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial): 51% Read a blog or journal: 47% Listened to music: 53% Send a friend/connection request: 59% Searched for someone that I used to know: 65% Looked at profiles of people I didn’t know: 70% Posted/updated my profile: 79% Sent a message to someone: 86% See what my friends are up to: Frequency Activity
The four step approach to the groundswell People Assess your customers’ Social Technographics profile Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T
Adidas created an online community on MySpace.com, the brand developed a six- to 12-month road map that included a design refresh for every three months.
Remember the needs of the community and prepare to participate
Success depends on interests of members first
Valuable Content is defined by what’s valuable to the community — which means most traditional advertising and marketing materials don’t count.
Figure 2: A Taxonomy Of Detractors Type of detractor Why they make trouble How to recognize What you should do Address individually and privately, if complaints continue in face of attempts to resolve, remove from community Complains continuously and cannot be satisfied; uses incendiary language Have a grudge against company; hope to create problems Troublemaker Refocus discussion on higher goals of community Tend to participate in “flame wars” and may have specific other members they target Like to argue with other members Flamer Create forum to encourage discussion; recognize good ideas publicly Makes suggestions, not just complaints; responds intelligently to others’ criticisms Think they can make things better Engaged critic Engage rationally and respectfully with your company’s perspective Continues to mention other brands; parrots their marketing messages Want to promote competing products Competitor Solve problems or explain policies, publicly if possible Raises legitimate issue; may use strong language but seems open to reason Needs help with products or services or wants to warn others Legitimate complainer
Create a community policy, focusing on the desired behavior
Set the tone by developing community guidelines that outline the expected behavior of the community.
Prominently publish desired guidelines focusing on the positive, rather than create a long list of prohibited actions.