After reading the chapter 6 from “Groundswell” – talking with the groundswell, it is very clear to clarify that the talking with the groundswell is much different from marketing. As we know about marketing, there are two major methods that the marketing department would use, they are advertising and public relations. Almost all companies have invested a lot of time on marketing, they have already said a lot to the consumer groups. But once the companies have found that how talking with the groundswell and how they will effect their marketing, you will know this can be better communicate with customers and improve the company’s marketing system.
If the companies do conversations with customers, like opened up a social network account ( Facebook, Blog,etc.). It will helps the companies better understand what the customers want from the online comments and get other people’s attention who read those comments. There are many ways to talk with the groundswell, overall, they can be simply divided into four ways, they are as follows:
- Post a viral video
- Engage in social networks and user-generated content sites.
- Join the blogosphere.
- Create a community.
(Li & Bernoff, 2011, p.103)
First, post a video online, Apple did produce many products, it is better to put some videos online like YouTube, and let people make comments about their products and share them. Second, engage in social networks and sites, Apple may create a social networking site like MySpace to have conversations with customers. Third, join the blogosphere, pick a strong sense of responsibility person to write blogs. For Apple, the company must choose a person who knows the products very well and in a leadership position, use these blogs to listen and respond to customers. Fourth, create a community, it is a very powerful way that Apple wants to get in with their customers and give them more accurate and more comprehensive information about their products.
Li, C. & Bernoff, J. (2011) Groundswell: winning in a world transformed by social technologies. Boston, MA: Harvard Business School Publishing