Energizing the Groundswell: Using Social Technology to Turn Your Most Enthusiastic Customers into Evangelists
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- Synopsis
- When political candidates get their supporters riled up and spreading the word, we call it "energizing the base." It's the same with companies and their customers. Energizing the base is a powerful way to take advantage of the groundswell and amplify the "buzz" around your products and services. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff illustrate this key strategy- charging up your best customers and enabling them-using social media technologies-to recruit their peers through positive word of mouth. The techniques highlighted in this chapter are ratings, reviews, and online communities, with case studies featuring online retailer eBags, email services company Constant Contact, and toy company Lego. This chapter was originally published as Chapter 7 of "Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies."
- Copyright:
- 2011
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/03/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.