The Secrets of Marketing in a Web 2.0 World - WSJ.com
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Saved by 38 people (-9 private), first by anonymouse user on 2008-12-15
- Mlibrarianus on 2009-09-24 - Tags web20
- Jammurr on 2009-04-09 - Tags business , networking , community , web2.0 , marketing , socialnetworking
- Alvarezval on 2009-03-02 - Tags web2.0 , marketing
- Alliedlock on 2009-02-20 - Tags Allied , AlliedockSafe WebSite , Website design
- Bjhill3 on 2009-02-06 - Tags computech
Public Sticky notes
Don't just talk at consumers -- work with them throughout the marketing process.
Highlighted by perwinroth
Don't just talk at consumers -- work with them throughout the marketing
process.
Highlighted by whertha
Highlighted by colinwong88
But that kind of approach misses the point of 2.0. Instead, companies should use these tools to get the consumers involved, inviting them to participate in marketing-related activities from product development to feedback to customer service.
Highlighted by rambles
use these tools to get the consumers involved, inviting them to
participate in marketing-related activities from product development to feedback
to customer service.
Highlighted by whertha
Instead, companies should use these tools to get the consumers involved, inviting them to participate in marketing-related activities from product development to feedback to customer service.
Highlighted by colinwong88
How can you do that? A leading greeting-card and gift company that we spoke with is one of many that have set up an online community -- a site where it can talk to consumers and the consumers can talk to each other. The company solicits opinions on various aspects of greeting-card design and on ideas for gifts and their pricing. It also asks the consumers to talk about their lifestyles and even upload photos of themselves, so that it can better understand its market.
Highlighted by colinwong88
A marketing manager at the company says that, as a way to obtain consumer
feedback and ideas for product development, the online community is much faster
and cheaper than the traditional focus groups and surveys used in the past. The
conversations consumers have with each other, he adds, result in "some of the
most interesting insights," including gift ideas for specific occasions, such as
a college graduation, and the prices consumers are willing to pay for different
gifts.
Highlighted by whertha
as a way to obtain consumer feedback and ideas for product development, the online community is much faster and cheaper than the traditional focus groups and surveys used in the past.
Highlighted by dynamitec5
A marketing manager at the company says that, as a way to obtain consumer feedback and ideas for product development, the online community is much faster and cheaper than the traditional focus groups and surveys used in the past. The conversations consumers have with each other, he adds, result in "some of the most interesting insights," including gift ideas for specific occasions, such as a college graduation, and the prices consumers are willing to pay for different gifts.
Highlighted by colinwong88
Among other things, company employees have created wikis -- Web sites that allow
users to add, delete and edit content -- to list answers to frequently asked
questions about each product, and consumers have added significant contributions
Highlighted by whertha
Among other things, company employees have created wikis -- Web sites that allow users to add, delete and edit content -- to list answers to frequently asked questions about each product, and consumers have added significant contributions. For instance, within days of the release of a new piece of software by the company, consumers spotted a problem with it and posted a way for users to deal with it.
Highlighted by rambles
Give consumers a reason to participate.
Highlighted by whertha
Consumers have to have some incentive to share their thoughts, opinions and
experiences on a company Web site
Highlighted by whertha
One lure is to make sure consumers can use the online community to network among themselves on topics of their own choosing. That way the site isn't all about the company, it's also about them. For instance, a toy company that created a community of hundreds of mothers to solicit their opinions and ideas on toys also enables them to write their own blogs on the site, a feature that many use to discuss family issues.
Highlighted by colinwong88
For instance, a toy company that created a community of hundreds of mothers to solicit their opinions and ideas on toys also enables them to write their own blogs on the site, a feature that many use to discuss family issues.
Highlighted by rambles
Other companies provide more-direct incentives: cash rewards or products, some of which are available only to members of the online community. Still others offer consumers peer recognition by awarding points each time they post comments, answer questions or contribute to a wiki entry. Such recognition not only encourages participation, but also has the benefit of allowing both the company and the other members of the community to identify experts on various topics.
Highlighted by colinwong88
Still others offer consumers peer recognition by awarding points each time they post comments, answer questions or contribute to a wiki entry. Such recognition not only encourages participation, but also has the benefit of allowing both the company and the other members of the community to identify experts on various topics.
Highlighted by rambles
Many companies told us that a moderator plays a critical role in keeping
conversations going, highlighting information that's important to a discussion
and maintaining order
Highlighted by whertha
Many companies told us that a moderator plays a critical role in keeping conversations going, highlighting information that's important to a discussion and maintaining order.
Highlighted by rambles
The moderator can also see to it that consumer input is seen and responded to by
the right people within the company
Highlighted by whertha
Listen to -- and join -- the conversation outside your site
Highlighted by whertha
The Lessons: From these early efforts, a set of marketing
principles have emerged. Among them: get consumers involved in all aspects of
marketing, listen to and join the online conversation about your products
outside your site, and give the consumers you work with plenty of leeway to
express their opinions
Highlighted by whertha
Resist the temptation to sell, sell, sell
Highlighted by whertha
When consumers are invited to participate in online communities, they expect
marketers to listen and to consider their ideas. They don't want to feel like
they're simply a captive audience for advertising, and if they do they're likely
to abandon the community.
Highlighted by whertha
Don't control, let it go.
Highlighted by whertha
Find a 'marketing technopologist.'
Highlighted by whertha
I'd want to see someone with the usual M.B.A. consultant's background, strong
interest in psychology and sociology, and good social-networking skills
throughout the organization."
Highlighted by whertha
Embrace experimentation
Highlighted by whertha
Public Comment