SnapGroups Is Getting Good Reviews
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Interesting she mentions Lithium and Helpstream but no Telligent. And I even spoke to Forrester before this was published. Perhaps the convo didn't go as well as I thought.
Rubbermaid recently tapped customer ratings and reviews in the design process for a new line of sink mats. The new mats received a wide range of reviews on the site, including feedback on materials, size, and durability. The brand manager who was launching the mats used the comments to influence the end product design. Following the launch of the new sink mat, Rubbermaid reached out to customers who had previously posted a negative review to offer a sample of the new sink mat that had been redesigned based on their feedback. The response from these customers was overwhelmingly positive about the Rubbermaid approach and brand.
By listening closely to its customers, Rubbermaid has also been able to identify areas where consumers need additional assistance or guidance in order to make a product work best for them. For example, an analysis of reviews of the popular Produce Saver™ food storage containers revealed that some consumers didn’t understand how to use the product properly. Rubbermaid added use and care instructions to its Web site, dramatically increasing the average star rating. In a similar instance, Rubbermaid changed the product copy on an outdoor shed to include information on ordering accessories through customer service after reviewers consistently said they didn’t know how to buy these extras.
While butter brands of the world now have their work cut out for them, I'm hoping they'll leverage Facebook, YouTube, Twitter, or their own media as mere interaction vehicles while devoting their attention to understanding the essence of consumer engagement within the media. Only then can they design experiences that shape conversation, to then understand how those conversations have shaped their brand.
TechSupport Marketplace is a new Microsoft site that will bring together “Customers who are having a problem and independent Experts with the skills and ability to troubleshoot and help resolve those problems. In return for helping Customers with their computer problems in a one on one manner, the Experts earn some money directly from the Customer they are helping,” according to an e-mail message about the program cited by Kakkar.
The social aspect of the program seems to have helped sales. The Mountain View (Calif.) company has sold 1 million units of QuickBooks at $200 apiece, boosting the software's market share by 4 points, to 94%.
While Jive and Lithium are the ones mentioned in this Wall Street Journal piece, Telligent also has a strong story when it comes to the integration of mobile environments and things like online forums and groups.
A good example, and one the WSJ briefly alludes to, is having the capability to use email to push messages back and forth to a customer's online forums. But that scenario isn't just a no-brainer for external communities. It's also big when you're introducing online applications inside the firewall to a group of new users. By allowing a company's employees to use their mobile phones, you don't have to disrupt the way they're communicating today.
We typically set up groups internally and users can create and receive updates on their mobile devices when new information is available. As users get comfortable with that approach, they'll often move to more sophisticated subscription options like RSS feeds or personalized widgets.
While I'd rarely be against the development of a full-blown iPhone app in this context, I think the way mobile's evolving, most access will be browser-based.
Dedicated applications will bring their own merit though, perhaps providing offline access, exclusive content and the "official" brand feel that a richer client app might provide. Either way, the mantra should be flexibility. If your customer can't tell your online forum is anchored to your website, that's probably a good thing.
I ran across one of Denuo's recent projects this morning after the agency followed me on Twitter. It's launched a program called Betacup, with the goal of eliminating the waste of disposable coffee cups. The way they've launched it is a living case study of online community and social activism.
They've made it really easy to get involved, stay involved and spread the word about something they're passionate about. I noticed they're also using a fund-raising platform called Kickstarter, (below) which is nicely integrated into the Betacup site. It's great to see a socially responsible effort that's not just a campaign, but a narrative of what one agency is really doing to spur change. Bravo.
Betacup from the betacup on Vimeo.
Founder of the Dearing Group LLC., a consultancy focused on communications and sustainability.
George can be reached via email at george@dearinggroup.com or on social networks like Twitter, Facebook and Friendfeed. Subscribe to this site via RSS here.
Note: All content on this site is the personal opinion of George Dearing and doesn't represent the views of my past, current or future employers or their clients.
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