Energizing the base with groundswell!

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 Do you get extremely passionate about sharing how this one product changed your life? or how much you love it? You can brag about this product for hours and try to make others try it too. If that's the case, then your brand is successfully using the groundswell.

Groundswell winning in a world transformed by
 social technologies by Charlene Li & Josh Bernoff

In the book "Groundswell winning in a world transformed by social technologies" by Charlene Li & Josh Bernoff, they discuss the need for the marketer to energize their customers. It is important for a company to listen and talk to their customers for creating a customer-based community but also energizing the customers so that they turn into an enthusiastic word of mouth machines (pg. 130)


Why do we think word of mouth is so successful? The answer is simple; people tend to believe the testimonials from customers more than any other media source.


Word of Mouth by Tom Fishburne

It is also self-reinforcing; if we hear a positive review from ten different people, then it has to be true. Lastly, it is self-spreading, the word of mouth effect can increase exponentially if the product is worth using, and the company doesn't require much marketing to do. (pg. 130)

The groundswell defines energizing as

"Energizing the groundswell means tapping into the power of word of mouth by connecting with and turning on your most committed customers." (pg.131)


Let's take a look at the company Lego; it has a great customer base community. They have different social media channels for every group of customers; each channel is tailored uniquely so that the crafted content meets the respective audience's expectations. 


LEGO YouTube Channel

They have several channels on YouTube like a channel for the Lego fan base called LEGO FanTube,  LEGO Little Ones, and many more. 


LEGO Facebook Post

Similarly, on Facebook, Lego has created different pages for LEGO, LEGO Batman Movie, LEGO Ninjago, etc. 


LEGO IDEAS

Lego also has a great user-generated content campaign called LEGO IDEAS. Here, the Lego fans can submit their creative ideas for new Lego sets. It energizes the fans to the next level and builds a strong sense of community engagement. 


If Lego can do it, so you can! We just need to understand our customers' needs by listening, talking, and energizing them, hence embracing the groundswell.



Comments

  1. Deirdre PedersenOctober 14, 2020 at 8:35 AM

    Hey Himangi,

    It seems like lego certainly has a hold on how to maintain a solid dialogue with their customers and how to keep them engaged. I was unfamiliar with the various channels that lego has for all of its customers. Lego also allowing fans to submit ideas is a great way to keep customers interests and to prove how they actually care about their input.

    ReplyDelete
  2. AnnaOctober 14, 2020 at 9:26 AM

    Hi Himangi, I thought your post had a great hook at the beginning and I really liked all the examples you gave (as well as the graphics that go along with them). I definitely agree that more brands could benefit from a strategy like LEGO: asking the customers what they want from their company

    ReplyDelete

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