Reflection #2   Groundswell

       Chapters 5-8 and J. Crew

              Hi guys! Last time we talked about chapters 1 to 4 and explained it with an example. Today, we will discuss chapters 5 to 8 and hopefully we will get a pretty good idea how we can listen, talk, energize and support the Groundswell.

Chapter 5; Li and Bernoff said in the book: “Your brand is whatever your customers say it is”.

              When we talk about our product or service, is very important to know that customers decide who we are and how they define us. Listening what is being said about us is very important and we need to make time for internet browsers. What they are saying? Blogs, forums, reviews, social media is the focus. Do customers like to talk about us-even when they criticize or write a bad review? We need to listen to their opinions and take this feedback to improve; let them know that their opinions matter and that we care.

According to Li and Bernoff, there are 2 listening strategies:

·    Set up your own private community.

·    Begin brand monitoring

 J. Crew has reviews in their products and star ratings. They also add another great feature: people can say if the product they bought runs smaller or bigger than the regular sizes. In other words, they want to listen to you and hear  what you think of their product, materials and designs. You matter.

Chapter 6; Li and Bernoff share with us the techniques for talking with the Groundswell:

1.   Post a viral video.

2.   Engage in social networks and users-generated content sites.

3.   Join the blogosphere

4.   Create a community

              After listening to the Groundswell, we need to let them know that we actually did our homework. In other words, you wrote to us and now we want to talk with you. We need to respond to their comments and suggestions of what we could do better. So, we need to communicate with them in creative ways and measure the outcome in order to find out if with this approach we are making a difference. J. Crew has a channel in you-tube where they share video campaigns, how to mix and match their products, their fabrics, new arrivals, etc. They even help men with their hair style promoting J. Crew Fellow Barber.

                                         

Chapter 7; The Groundswell talk about 3 techniques for energizing enthusiasts:

·    Tap into customers’ enthusiasm with ratings and reviews

·    Create a community to energize your customers

·    Participate in and energize online communities of your brand

              It is not important if we create a blog on our website or if we join one. What matters is to participate in it. When we decide to listen and talk with our customers, we start a relationship. We are partners working together to improve our brand. You help me and we help you. We will encourage you to tell us what you think and what your community think about us. The J. Crew website has bloggers that comment and use their brand. They promote these blogs and encourage them to be enthusiasts. Isn’t it amazing that a brand promotes you as a blogger? How do they value your opinion? Here are a couple of bloggers in J. Crew website:

Chapter 8; Li and Bernoff say: “Psychic rewards come in several varieties, including good feelings from altruism, validation and belonging to a community”.

              We, as a company, need to know that the Groundswell is energized by passion, knowledge and sense of community. Once we have started or join one, we can see that, without our involvement, customers create a way to communicate with people that share the same interests. Now we need to be part of it; to participate in it and get involve with them, answer their questions or respond at suggestions. This will encourage them to keep writing and develop different topics of your brand. Customers can strengthen the brand with word of mouth if we satisfy their necessities and make them feel valued. J. Crew motivated their customers by choosing College Ambassadors. Students apply in the stores and they get to be The College Representative and be part of the J. Crew team.

              As Li and Bernoff said: “You end up collaborating with your customers to create better products. That’s taking the power of psychic income and building it into your business.”

       We need to create a relationship with our customers in the Groundswell. Communication is the tool that will help us improve and grow our business, if we really get involved and take the time to listen, talk, energize and support the Groundswell.

              Do you help your brand improve their products? Would you like if your favorite brands tell you and respond your concerns or opinions? Share with us and let us know any other comments.

              Thank you for reading my post.

              P.

“Compromise, communication and consistency are needed in all relationships, not just romantic ones.”

              (Quotes from Pinterest)