Word of mouth is one of the most powerful forms of marketing. According to the Groundswell, it is ‘believable, self reinforcing, and self-spreading.’ I find this very true, how many times has you made the decision to buy something because of a recommendation of a friend or family? As well, if you are satisfied with a product or service, you will want to tell everyone how good the product/service, and how it has changed your life. At the end of the day, most people want to buy a product with confidence because a trusted source has let them know that it’s ok.
How does word of mouth marketing translate into the Groundswell? In Chapter seven of the Groundswell, the author states energizing the Groundswell as “tapping into the power of word of mouth by connecting with and turning on, your most committed customers.” This means rewarding customers who publicly praise your product.
The Groundswell states three basic techniques for connecting with your brand’s enthusiasts:
1. Tap into customer’s enthusiasm with ratings and reviews.
2. Create a community to energize your customers.
3. Participate in and energize online communities of your brand enthusiasts.
TELUS connects with brand enthusiasts through their Twitter, Facebook, and blog. I was looking at their Facebook in particular and most of the posts on the company’s wall were replied to by a TELUS rep whether or not the comments were good or bad. As well, the comment was usually to talk to them in a private message or for the customer to give them their phone number in order to give them a personal call.
TELUS could energize the Groundswell by rewarding the customers who offer praise with some sort of physical token of appreciation but since TELUS is such a huge company, this may not be realistic.