Posts Tagged forrester
What we learned: How a few companies are successfully using the Groundswell Framework, and what exactly it is that they are doing.
Listening – companies must listen to what customers are saying to gain better understanding
- Starbucks: My Starbucks Idea (www.mystarbucksidea.com) – a place where registered users can provide ideas, feedback, and talk to each other about the drinks, the food, whatever; Starbucks also monitors twitter feeds and responds directly to customer complaints or questions.
- Sprint: monitors twitter feeds about the company.
- New York Times: The TimesPeople application (http://timespeople.nytimes.com/home/about/) allows users to share and recommend articles more easily than e-mail (which it also supports, though requires some fields have input).
- (Eventually listening) Comcast: Comcast began listening to and acting upon customer complaints at the customer blog Comcast Must Die (http://comcastmustdie.com/). Eventually won that user over by changing service levels and becoming a more customer friendly organization.
Talking – Through social interactive tools (blogs, forums, communities), begin spreading messages to customers
- Starbucks: gives feedback on ideas at its idea site (above), and responds to concerns via twitter.
Example: Anon. twitters: “wtf – i thought starbucks had free internets now… gotta love random open network connections.” 09:02 AM September 26, 2008. Starbucks replies: @anon a registered Starbucks card will get you 2 hours of free at&t wifi … at: http://www.starbucks.com/ca… 10:28 AM September 26, 2008.
- Sprint – responds to twitter concerns directly – see blog post from www.brandflakesforbreakfast.com attached at end of document.
- New York Times: Over 60 blogs with content updated at least daily – many with world class authors such as Steven Dubner. Also uses twitter to send out headlines to followers (subscribers.)
Energizing – Determine who the most energetic users are and leverage their enthusiasm for the brand; essentially making them brand evangelists
- Starbucks: uses a leaderboard at the idea site to recognize significant contributors of ideas; contributors and members can vote for the best ideas which are then sometimes product tested
- Lego: the LUGNET group, which meets online as well as in person, consists of 25 ambassadors for the product and these positions are highly sought after – the title is, in essence, a reward that further incentivizes positive word-of-mouth.
- Apple: uses a reputation function to identify high quality posters among the many thousands who frequent their support and help forums
Supporting – Help customers support each other; an example is Dell’s user generated support forums – people have a natural affinity to help
- BestBuy: BB took this in an inward-facing direction – they set up Blue Shirt Network – a site where employees can connect, share their concerns, and get support from one another
- Apple: has user forums where users help each other
Embracing – After companies have succeeded in the first four steps, engage customers in product development through active feedback principles
- Starbucks: At My Starbucks Idea customer ideas sometimes become reality, as with their new smoother, richer hot chocolate that was obviously in high demand; also reversed their removal of the breakfast sandwiches due to customer feedback – customers have, in turn, responded positively and feel more like part of a community.
- Dell: the Dell IdeaStorm site has promoted user ideas and embraced changes – a site admin provides updates and personally welcomes new users that become solid contributors – many user generated ideas become reality, thus providing more impetus for fans to contribute again and again.
My name is Darren Negraeff - I'm the Marketing Director for Zafin Labs - we create pricing and billing innovations for banks and financial institutions. When I'm not at work you can find me throwing a disc for my dog Sally or staring in wonder at my tomato plants. Or poring over a book - I love to read. These days I read mostly non-fiction, but I have an extensive library of fiction as well.
I'm interested in theory of the mind and cognitive science, how ideas spread through society, behavioural economics, advertising, internet marketing, and the rise of microcredit. I will try to keep to these topics, though wandering is inevitable.
Find me at:
- Analysis of a typical Facebook debate - 22 WordsPublished: June 25, 2011Source: twentytwowords.comMy Note: Hilarious and perfect all at once. There is no room for debate on that.Like it? Please share… Thanks!
- ARE YOU FAMILIAR WITH SQUIRREL TECHNIQUE?Published: June 18, 2011Source: Animals Being DicksMaster will be so pleased with our progress.
- Ten apps is all I needPublished: June 22, 2011Source: Signal vs. NoiseNokia’s new N9 phone based on MeeGo looks wonderful and according to Engadget, it’s a delight to use as well. But supposedly it’s dead...
- Tech journalists who make no sensePublished: June 23, 2011Source: Signal vs. NoiseI’m sure all fields have terrible reporting, but the shit that’s coming out of the tech world must be eligible for some sort of cake. Ta...
- Japanese Researchers Create Swimming EndoscopePublished: June 22, 2011Source: GeekosystemAdding to a long line of fascinating and generally horrifying things to be created by the Japanese, which includes artificial meat made fro...
- See all shared items
- Plugin by C. Murray Consulting
- Analysis of a typical Facebook debate - 22 Words
- Can Entrepreneurship Be Taught? | enFocus South Bend on The importance of T-shaped individuals
- R2DX | Quais São os Conhecimentos Necessários para Ser um Bom GP? on The importance of T-shaped individuals
- renovation on Four quotes to live by
- Zane Calamari on Life in a startup: five lessons learned three weeks in
- Ruth on There is learning in repetition: what cover letter writing has taught me about myself