Pete Blackshaw – Social Media. Where we are today. Where we’re going.
Pete is the author of the book, Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000.
In the days before the Internet, (if you’re old enough to remember those days), a consumer who had a great experience with a brand would tell a few people. If they had a bad experience, they would tell as many people as they could.
Pete said that Web 2.0 has created all kinds of opportunities for consumers to voice their opinions, rants, and raves online. The difference today is that consumers are making their voices heard before an audience of millions.
“Consumers derive gratification from sharing pain with others,” he explained, “but consumers are also willing advocates.” In other words, consumers will also “share the love” if they have a good experience with a product or service.
The referral spectrum
Pete defined the “referral spectrum” as the various methods people are using to communicate their experiences online:
- Reviewing products
- Feedback/complaint sites – e.g., planetfeedback.com
- Product mentions on blogs or Twitter
- Message boards
- Testimonials in communities – e.g. Yelp.com
- Answering questions
- Video demonstrations
Pete’s message was very clear: Consumers are controlling the conversation, and businesses can no longer afford to ignore these online influencers. He said businesses need to get back to the basics – customer service, creating loyalty – things that many successful business have been doing all along.
Pete Blackshaw’s 6 Drivers of Brand Credibility
- Trust – confidence, consistency, integrity, authority
- Authenticity – as advertised, real & sincere, real people, informal
- Transparency – let the sun shine in, easy to learn, easy to discover, no secrets
- Affirmation – playback, reinforcement, search results, community, accountability
- Listening – empathy, welcome mat, humility (we can learn), absorbing feedback
- Responsiveness – follow-up, invitational marketing, solidifying the solution, dignifying feedback
Think about it. These ideas aren’t really new. Businesses should already be adhering to these principles. But now with brands in the hands of consumers, it’s just more imperative that businesses either get with the program, or they will eventually fail.
Pete’s final words of wisdom: “The future of marketing is about marketing to marketers.” Good point. We the consumers are now the marketers.
Next post: Kendra Ramirez – Social Media and Sales
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