Starbucks On Its Social Media Program
via vimeo.com
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Houlifans are recruited from a database of 600,000-plus customers who either visited the corporate Web site or signed up in-store for email coupons. Each must fill out a questionnaire that tests both their "brand love" and how socially active they are beyond the keyboard. HQ averages between 200 and 400 fans per restaurant, most of whom bring in friends once a week. "You can't buy that," Gulvik says.
1. It’s never been more important to have brand consistency by bridging offline and digital. If your online persona is built on trust, you better bring that same trust to the conference room.
2. Big marketing is still big marketing. The thing that’s different is companies are chipping away person by person instead of campaign by campaign.
3. Not enough resources are being committed to developing a holistic approach to marketing and word-of-mouth. When you get just a fragment of someone’s work week, the result is a fragmented strategy. Go figure.
4. Practitioners are getting better at building the business case for their initiatives, and ROI isn’t always the anchor. Texas Instruments knew that peer-to-peer collaboration would help its business. Could they tie specific numbers to that interaction before they built their community? Of course not.
5. There will be huge dollars spent in 2010 on understanding influence. We’ll only scratch the surface.
6. I should have put my Twitter handle on my business card.
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[Note: For a recap of the Texas Instruments case study presentation at the Word of Mouth SuperGenius conference, click here.]
Here's a few of Saul's tips.
- Sometimes less is more. People will talk about you more when you don’t talk so much about yourself. The more you keep your mouth shut, the better you’re doing.
- Communicate rather than sell. Always try to connect with the consumer on more than just a business level. As Saul says, business actually begins when you stop selling.
- Ask people to spread your message. Sometimes even the biggest fans don’t know how to talk about you or how important their word of mouth is to you.
"You will never have a better marketing moment than a real customer telling their friends. You'll never beat the novelty value and excitement of a first-time user."
Just got this from its PR firm:
"the creator of Word of Mouth Marketing (WOMM) products like the Tell-a-Friend Widget just became the first TRUSTe Certified social media sharing widget on the Internet."
"Instead of worrying about one-time clever promotions, think about how you can tell a story again and again and again."
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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