Reading Reflection #3

Connecting with the groundswell

In Groundswell, Josh Bernoff and Charlene Li show people how to turn the force of customers connecting to their own advantage.

Companies are embracing internet as a marketing vehicle, gradually giving up some control of the brand, embracing the power of the groundswell and energizing customers to make their own contributions.

Companies that shift from traditional advertising to social media advertising, face several risks but can save lots of money if they have a well thought-out plan. Companies need to understand the needs and wants of their customers.

"It sounds so logical, so easy - keep the customer at the center of your organization. But the reality of departmental priorities and ingrained marketing and customer service practices keeps us far from this ideal.''  (p.217)

Not every company succeeds in the groundswell for different reasons. If a company is not willing to let go of the control and be flexible to allow a few of their employees who are knowledgeable and enthusiastic in groundswell take a leadership role, no matter how well the plan looks on paper, may not succeed. 

As stated in the case study, Dell encountered several complaints from customers who were unsatisfied with their products and services and the company did not seem to understand clearly what was going on until one of the customer used social media platforms to get Dell’s attention. Dell refunded the customer his money and they ceased the opportunity to engage their customers in a positive way using groundswell which turned-out to be a great choice for the company given the hard start. 

Due to Robin Good interview Josh Bernoff, author of "Groundswell" has talking about the biggest mistake companies make when trying to create a conversation with their customers:

It`s not difficult to loose control under the situation when you are used to traditional marketing - Dell was based on direct sales, relied on low costs and flexible products.

But once it entered groundswell and didn`t use all power of customer support to keep developing communications with customers, it became a real nightmare that nobody could predict.

But there is positive example of using a groundswell. It is a L’Oréal connecting with.

On November 2011 L’Oréal USA Professional Products Division (PPD) was awarded a Forrester Groundswell Award in the category of “Business to Business: Spreading” for its salon Facebook program. 

The aim in social media marketing for the beauty industry is to reach the audiences. Since dealing with salon market represents a B2B business model, the establishment of The Salon Facebook Program acts as a two-folded clever platform where the company is capable to reach the distributors and the end users as well.

This program empowers more than 5,000 salons that partner with the various brands under L’Oréal USA PPD to connect with customers and grow their business via social media. L’Oréal USA PPD collaborated with Buddy Media, the social enterprise software, to provide partner salons access to a social marketing suite that contains easy-to-use tools that enhance their own Facebook pages, with features such as how-to-videos, appointment booking services and product and service information about the various L’Oréal USA PPD brands the salons carry.

The Salon Facebook Program enables salons to market themselves to existing and potential clients. Features that salons can launch on their Facebook Page include dynamic how-to videos, an appointment-booking engine and information on L’Oreal products which directly connected with end users in a B2C perspective.

Now customers express your positive attitude to its products through social networks Instagram, Facebook, Twitter, YouTube:

Facebook

YouTube Channel

Instagram

Connecting to groundswell is very hard and long process, it includes daily feedback monitoring, 24 hrs customer support and updates in real time!