Posted on May 11, 2008
Why Do You Want To Be Transparant, and How That Will Help Your Business Grow
BY STEPAN MAZUROV
If you are an ecommerce business, word of mouth marketing can help you grow it beyond the boundaries of your niche. Gary Vayerchuk, a guy in wine business, said something very interesting on Tues, May 6th show CNBC's Big Idea:
- Be who you are, be as transparent as possible.
- Don't play in your own playground, be active in communities that might find what you offer attractive.
- It is imperative to be involved in the social networks on the Internet and the real world
- We live in a world where every person's word of mouth reaches a lot more people.
Lets look at some examples of these at work.
Being Transparent , Diverse, and Active in Social Networks.
Companies that are talking back to their customers are becoming more transparent at it. They are the ones who openly acknowledge mistakes and quickly respond to complaints A lot of startups today are more and more engaged in the conversations of their customers. They are monitoring and answering questions on Twitter, getsatisfaction and responding to negative blog posts and comments. Craig Newmark posted a responce on our own very blog, and many other companies are aknowledging social networks.
While being transparent is a proven tool to get more attention and buzz, it is not a must have. There are a lot of successful companies out there that do not talk back. After all, the bigger the business, the harder it is for it to innovate. They talk in glamorous product announcements, commercials and press releases, they drink brand juice and spend millions covering up or downright denying their mistakes.
A World of Word of Mouth Marketing.
Word of Mouth is nothing new, NewEgg, Netflix, Apple, In-N-Out Burgers all had very strong growth partly due to word of mouth, but instead of talking back, they gained popularity through high quality of service, ease of use, competitive prices, elegance and tasty food - that's what makes good idea into a successful business. However, and this might sound crazy to some, talking back, fixing your mistakes and accepting your screw ups could be what brings quality of service up, makes product easier to use, lowers prices or create that absolutely amazing taste. Do not be afraid to try it.
Google Reader recently added ability to include a note with your shared items, and mentioned in their blog post that they monitor "Google Reader" on Twitter. Zappos has a special Twitter page set up and over 300 of their employees are encouraged to use Twitter, they host free parties, do contests and respond to peoples comments all through Twitter. John Fisher of Sticker Giant also tracks his and even his competitions name. All of those I have discovered through one of social networks, social events or at parties and gatherings, or simply put, due to word of mouth marketing.
While the question of "How do I talk back to my customers" is a subject for a whole different blog post, I would love to hear how you currently or plan to implement world of mouth into your business marketing plan? And if not, why not? Talk back and you can contribute to that post!
Hi Stepan,
This is yet another great post about the current trends in customer feedback and how companies are trying to deal with the fact the people are talking about them all over the web. As mentioned in your post, as Zappos is using Twitter to connect with customers, we are as well at twitter.com/suggestionbox. It's a great channel to connect with users, engage a community, provide announcements and just create valuable conversations.
I think you should definitely move ahead with the "How Do I Talk Back To Customers" post.