3. Understand the rules. Kosciewicz allows his customers to mention competitors’ products on Eastwood’s forums. He has a philosophy of never censoring the conversations, based on the idea that reading negative comments shows him how the company can improve.
4. Find and court the influencers. Influencers are people whose opinions are taken seriously by the community as a whole. Kosciewicz noted that his best customers aren’t necessarily his best influencers. He finds influencers using customer surveys, and by monitoring customer reviews and the forums. “Anyone who expresses opinions on your site is a potential influencer,” Kosciewicz pointed out. “Don’t be afraid of critics. If you meet their needs, they can be great advocates.” He recommended courting influencers with free samples, early access to new items or special offers.
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Word of Mouth Marketing: How to Establish a Successful Online Social Community Around Your Brand
3. Understand the rules. Kosciewicz allows his customers to mention competitors’ products on Eastwood’s forums. He has a philosophy of never censoring the conversations, based on the idea that reading negative comments shows him how the company can improve.
4. Find and court the influencers. Influencers are people whose opinions are taken seriously by the community as a whole. Kosciewicz noted that his best customers aren’t necessarily his best influencers. He finds influencers using customer surveys, and by monitoring customer reviews and the forums. “Anyone who expresses opinions on your site is a potential influencer,” Kosciewicz pointed out. “Don’t be afraid of critics. If you meet their needs, they can be great advocates.” He recommended courting influencers with free samples, early access to new items or special offers.