Groundswell: Post 2

Book Post #2

            These last few chapters in the book Groundswell have all been about what to do with the groundswell of individuals once they have been identified. From these chapters, two overarching themes stood out to me.

1.     1. Listen

Time and time again the authors say in different ways to listen to your consumers. Being heard is a basic human need, and when a forum like the internet exists, can be done so easily.

            Li and Bernoff speak about Jim Nobel and his work with Ebags. Ebags listened to Nobel’s complaint about the zippers on their bags, and fixed this complaint. Ebags has increased their profits exponentially by listening to complaints, and more importantly, fixing them.

            Dell computers has also done an excellent job of listening to the consumer. They have created a forum (www.dellcommunity.com) where individuals can post questions about their computers and be answered by knowledgable , (but not Dell employed) individuals. In this way, Dell saves a great deal of money, and consumers are able to build a community with each other. Dell saw that their official site was not working for some people, and created this offshoot to allow consumers to share knowledge. This creates a community, and allows individuals to be heard and answered.

            Twitter has emerged out of the groundswell and is now a force to be reckoned with. Twitter is so easy to use that it spread like wildfire, and now companies use it as something to listen to. Twitter, like most social media, allows individuals to be heard: the difference being that these individuals can direct their tweets to the companies or brands they may be tweeting about in contrast to simply blogging or posting about these brands.

             

2.    2. Use the groundswell wisely

The groundswell is a very powerful tool. Unfortunately, this power can be both good and bad for company’s images. Brands should think very carefully before unleashing this power, because once something is on the internet, it is very difficult to remove it entirely, and even more difficult to remove it’s message from the minds of consumers.

The power of negative press is enormous. Companies should be very careful when energizing the groundswell, because things like those may come in retaliation. 

The authors recommend making sure “the whole management team can answer with an unequivocal yes” to the questions of wanting to hear from, respond to, and have the public know the opinion of their consumers.

Etsy!

            One of my favorite things about social media is a website called Etsy. Etsy is a place where artists from around the world can post their wares. Etsy is wonderfully organized: a viewer can choose between about twenty different categories of art, including candles, crochet, dolls and miniatures, patterns, jewelry and paper goods. Within each category of art the organization continues: once you click on jewelry the choices are refined to anklet, bracelet, necklace, ring, piercings, etc.

Here are some that I found when doing "research" on this blog post. Clicking on any of them will take you to the page where they are sold, where you can also learn more about the artists who made them!

Bespoke Charm Bracelet

            

Cocktail Ring

Handmade Bowls

The wonderful thing about Etsy is that it makes full usage of social media by allowing its users to connect with one another. For example, my roommate found a ring on Etsy that I loved, but the seller had sold out of that particular design. Etsy allowed her to contact the seller,  an artist in Israel. The artist was more than willing to make another ring of that design and even consulted my friend to make sure that there was nothing she would like to change about the design. She made and sent the ring so quickly, and had even included a personalized note when it arrived.

            Etsy is a form of social media that allows local artists to have an infinitely expanded customer base, and allows purchasers to benefit from beautiful artwork that would otherwise be found only at small art fairs. By connecting users, art and ideas are shared. Their website shares this slogan “Etsy is more than a marketplace: we're a community of artists, creators, collectors, thinkers and doers.” To this end, there are blogs that users post on the site, as well as Etsy recommended blogs. Etsy also allows members to streamed instructional videos or to watch older, archived instructional videos.

            Etsy is a major participant in the groundswell, because like larger distributors (eBay, Craigslist), it allows individuals to sell to one another without the larger framework of corporations or businesses. Individuals are connected to one another through no larger force than what they wish to purchase. Etsy can be accessed in so many ways. You can go to their website, or individual items may be linked in other people’s blogs, or even on Pintrest. Once you are on the site, it is nearly impossible not to explore and find about 234 things that you want, need or think that you both want and need!

Groundswell : Chapters 1-6

Groundswell, by Charlene Li and Josh Bernoff makes several very interesting points in its first few chapters. The overarching theme is that social media, in the forms of Facebook, twitter, blogging, and so much more, has created an ability for the voice of individuals to be heard in a larger way than ever before. This ability of individuals to utilize tools readily available on their computers has huge ramifications for the business world. As the book states “Groundswell has changed the balance of power”. One no longer needs to own the media to convey a message.

For example, when I woke up this morning this link to an article about an oil spill was one of  the first I saw on Facebook. In years past, information like this would never have been shown to the public, however the social media revolution has made it so that this information and information like it is readily available. Additionally, like most articles now-a-days, it features links to all sorts of other social media sites, allowing for the easiest sharing of information. Digg, the site mentioned in the reading is one link, as is Facebook, the site which I saw the article on first. If I chose to share the story and site, it would literally be as easy as clicking a button.

This immense power the groundswell has affects not only news and information outlets, but businesses relationships with consumers. Consumers are now able to share their experiences and thoughts about products and services that companies provide. Consumers are more and more frequently purchasing from one another, and trusting one another’s opinions over the recommendations and traditional advertising of companies. To this end, the authors of groundswell state that it is essential for companies to cash in on the groundswell and to harness some of its energy. This is done in a variety of ways and successes, including blogs, Facebook pages and groups, as well as viral marketing by the companies.

Groundswell suggests tapping into this force by both listening and talking to the groundswell. A company must listen to the groundswell, because “The brand is what the customer says it is.” Any marketing campaign is useless unless it tackles what the popular opinion is of the brand. If this opinion is good, continue what the customers are positive about, and if it is bad, hear what customers are saying and try to fix the problem. The groundswell allows consumers and companies to have a much more even relationship. The playing field has been leveled, and consumers are taking full advantage of this fact.