Marketing News Radio: Building Digital Customer Communities
It’s no doubt that the Web continues to play a critical role in our ability to connect with customers and prospects. And since these two communities are online and active, the challenge for us marketers is to find a way to be in THEIR space, and also create spaces that foster dialogue, interaction, and ultimately increase our company's profitability.
I asked social Web marketing guru Larry Weber to join me on today's program. Larry has spent the last three decades building global communications companies including Weber Shandwick Worldwide, and the W2 Group. He is also the founder of the the Massachusetts Innovation and Technology Exchange.
In addition to discussing the key differences between traditional and new media marketing, Larry's book identifies seven key steps in a process to build a digital community. They include creating a customer map, recruiting members, find the right online conduit strategy, moving from a monologue to a dialogue, measure the community's involvement, promote your community, and finally, always improve your community's benefits.
Specifically to the creation of a customer map, my show last week is a great resource. I interviewed Josh Bernoff of Forrester Research and co-author of the book Groundswell. On their Web site is a fabulous tool for identifying what your customers are doing online. Combining that information into a customer map is the key first step -- and often one marketes overlook.
Some of Larry's favorite Web sites he mentioned as resources for marketers include: ittoolbox.com and technorati.com. He also suggested we can learn from examples of great digital communities that already exist such as blogher.com .
What is most striking about the social Web is that though we as marketers may be driving, our customers are navigating. We must take their lead and really listen to what is valuable to them. Controlling the message is out. Transparency is in.
- David Kinard, PCM
Host, Marketing News Radio
In addition to discussing the key differences between traditional and new media marketing, Larry's book identifies seven key steps in a process to build a digital community. They include creating a customer map, recruiting members, find the right online conduit strategy, moving from a monologue to a dialogue, measure the community's involvement, promote your community, and finally, always improve your community's benefits.
Specifically to the creation of a customer map, my show last week is a great resource. I interviewed Josh Bernoff of Forrester Research and co-author of the book Groundswell. On their Web site is a fabulous tool for identifying what your customers are doing online. Combining that information into a customer map is the key first step -- and often one marketes overlook.
Some of Larry's favorite Web sites he mentioned as resources for marketers include: ittoolbox.com and technorati.com. He also suggested we can learn from examples of great digital communities that already exist such as blogher.com .
What is most striking about the social Web is that though we as marketers may be driving, our customers are navigating. We must take their lead and really listen to what is valuable to them. Controlling the message is out. Transparency is in.
- David Kinard, PCM
Host, Marketing News Radio
