Time was when getting customers to buy your product or service was good enough. Repeat business was even better. Now we want them be our advocates -- without paying them.
From a marketing perspective, their word is invaluable in reaching other prospective customers. From a customer service perspective, their input on company-sponsored forums not only deflects expensive calls to contact centers, it deepens their loyalty.
But why would customers be willing to volunteer their time and how are companies enlisting them?
This new band of volunteer marketers and customer support experts rarely do it for money; that would turn what they do for fun or personal satisfaction into a job. Perhaps that's why Google pulled the plug on its online answer forum, and Yahoo's thrives; Google paid, and Yahoo doesn't. It has become customary for companies to devise a competition where participants vie for points, but even achieving a high score doesn't tell the whole story.
Maybe instead it is a feeling of helping or influencing others, showing off an expertise, being part of something, having new things to talk about or receiving new products and service before anyone else.
On the marketing side, organizations like the Word of Mouth Marketing Association and companies like BzzAgent have emerged to help businesses find these pitchmen and pitchwomen. These volunteers are tapped to promote new products through their network of family, friends, colleagues, and acquaintances. They are upfront about their affiliation, honest about their opinions and devoted to their products. Companies get loyal customers and genuine advocates, and customers get a sense of accomplishment.
The same spirit that drives individuals to spread the word also motivates others to contribute to company sponsored social networks.
Lithium for example builds and manages customer support forums for some very large companies like AT&T and Dell. Through experience, they have developed a set of profiles or personas that show how a new community member becomes a regular, established contributor. A successful community needs a large numbers of contributors at different levels to be self-sustaining.
According to Lithium, a member of an online community starts at the Initiate stage. Depending on his or her level of commitment, a community member will then become an Observer, Convert, Evangelist or ultimately Opinion Leader. For forums to work and customers to participate, companies must cede control. The results are more unpredictable and thanks to the Internet permanently searchable. But the payoff is loyal customers who may identify solutions that those inside the company had not considered.
Like word of mouth marketing, company forums tap an existing social networks. But customer support forums generally don't recruit participants. They operate online where face-to-face contact is rare. Word of mouth marketing on the other hand generally operates in person with an established social network.
It strikes me that building and sustaining online forums are more difficult than enlisting citizen marketers. Companies using forums must set up and tend to underlying infrastructure and monitor content for accuracy, tone and appropriateness.
Regardless of the degree of difficulty, however, having individuals pitch products and help others is an exciting new way to deepen a company's relationship with its customers. While it is always nice to rely on the kindness of strangers, companies have the added responsibility of nurturing this trust. They must avoid the temptation to take advantage of those who are willing to make such a personal commitment.
Let me get back to you.
Technorati Tags: Lithium; WOMMA; Word of Mouth Marketing Association; Customer Support; BzzAgent; Forums; Social Networks;link to original post