Three chapter of groundswell are basically talked about these
things. First, listening refers to marketing research in the groundswell. The
world is becoming smaller, what listening going taking to is new insight,
actionable insight. Second, advertisement established in nowadays TV or other
products is shouting. With the format of marketing funnel, talking to customers
are more effective on purchasing and increase loyalty customers. Third, individuals
prefer work that really cares about them, and in groundswell, they call this
effect, energizing your customer.
And through the lines, topics that which should pay attention is:
Community
No matter what is going on with the social network, we should
create private community. There is an advertisement that military post, it is
said that they are not serve for the country, they are serve the community.
Despite the politics behind pictures, this showed how important community is in
Americans mind. Community creates sense of belonging and reveal what they care
about.
Blogging
What is going on the blog
will be post and popular on mainstream social networks.
Communication
Listening, talking and energizing
are conversations, and conversations are communication. The engagement of individual would cast increase of customers while there is relevance of increase in both sides.
Cares
Things all going into one
word, caring. You care about what your customer says, who your customer is and
what they are thinking about.
Word out of mouth
Due to case study national
cancer center, people tend to believe in and learn from others. That is what
community functions on marketing.
Monitoring
There should be one professional
individual who are responsible of the comments or other things.
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