Talking and listening is same important in Groundswell

Reading Reflections #1

 

From reading capture two: one of the listenings to the Groundswell and talking with Groundswell, we will know the value of a brand belongs to the market, and not to the company. The company in this sense is a tool to create value for the brand. And why listening is so important, the Market research is very good at find answers to questions, at the same time, market research is listening to their customers’ questions. 

After reading, we can obtain the two ways to research the company’s questions. Wow, it’s amazing, if I don’t read this part, I still as a foolish person. If we want to research the public voice, or public require. We can google the product name along with the words. Or google blog search. Check out what the people who have tagged the company or the products on delicious are saying. 
Besides, we still can set up our own private community, customers can ask questions and obtain answers from the community. Also, the company should hire a company to listen to issues in order to research and solve any issues. We must know, listening from the neat reports is wasting time. The book uses the national comprehensive cancer network case for my study. People who fill out surveys don’t really care what happens next. Cancer patients in an ongoing community do. Cancer patients can get information about which Dr. I should choose and what should I do, besides, they can know what’s wrong with them. After research the official community, it can help them feel a little comfortable because nobody will trust the casual community. As the book shows the case, having your own community has significant advantages---you can ask members whatever you want. But that’s only one way to listen to the groundswell. 

 

The book also uses another case study for brand monitoring is called Mini USA. after reading, we will know, what should listen, and which is listening’s important parts.  

The first part is finding out what your brand stands for and find out what customer’s saying. 
The second part is starting listening you will have a baseline, keep listening you will understand change.
The third part is saving research money, if we survey once in a while, listening is more expensive, but if your company has a regular research budget, some of it should go to listening. 
The fourth part is finding the sources of influence in your market, and manage PR crisis, if the company is going to suffer an assault from the groundswell---a negative Youtube video, a rapidly spreading blog post, bad buzz on forums, you’ll hear about it earlier if you’re listening. 
Finally, generate new product and marketing ideas is still important. 

Obviously, when we read the book talks about listening, we can conclude that we should be listening to the costumer’s instant information and respond promptly. 

 

respond 

However, In addition to listening is essential, the talking as important as the listening. From reading, I feel deep emotion is create a presence that encourages interaction. fans can make interaction on Facebook or Twitter. 

HP is the good example for illustrate the important of talking. HP created Blog to have interaction with public, the benefit is that HP can now respond to its customers in the middle of the funnel. The dialogue is frequent and diverse with lots of updates, as bloggers respond to what they hear from their own customer, or from comments on the blog. These blogs generate trust because they’re personal statements from the executives. And they stimulate discussion among other buyers and bloggers because HP is an active participant in the blogosphere. 
From reading, we can learn when communities make sense, first, figure out whether your market really is a community, then make sure your form a community. With the social developing, social networks are the best solution for word-mouth problems.