This post is the 2nd of many to come that feature key elements and talking points found in the book 'Groundswell' by Charlene Li and Josh Bernoff. I was astounded by the incredible material found in this book and thought to write down my thoughts on what I belief are important to know benefits of social marketing utilization.
In the book, they discuss how the Forrester Research group has seen in numerous cases that the engaging nature of using social marketing sends corporations through a mental shift. I've seen this first hand with the many clients I've worked with on social marketing consulting.
Essentially you begin to focus more on your customers needs and wants vs the corporations needs and wants. This comes as a direct result of becoming engulfed with the groundswell of customer engagement. What does that mean? Well, we all know that putting your customer's needs in front of your corporations needs and wants will lead to a more successful company. You can't create a product or service and then manipulate your customers needs and wants until they line up with your product offering. Social marketing allows companies to tap into areas of the customer consciousness that was never possible in the past or came at a high cost.
Although the Case Study below is NOT in the book 'Groundswell' I feel it's one of the best examples I've heard of in a while in regards to how social marketing technologies have changed the status quo in life.
Case Study: Ebbsfleet United Football Club
They are a football club (soccer for the American's) from England called Ebbsfleet United.
Since February 2008, the club has been owned by the web-based venture MyFootballClub, whose members may vote on team selection and player transfers, instead of those decisions being made exclusively by the club's management and staff as at most other clubs. Imagine becoming part owner of your favorite sports team by paying $60 a year. They're the first and only football club in the world owned and run by a website community of a little over 30,000 worldwide members. YOU call the shots, pick the players, and manage the club the way YOU want it. If that isn't POWER to the PEOPLE I don't know what is.
How's it work?
MyFootballClub's premise is to allow its paid members to control the club through a democratic voting process conducted over the web. It only costs $60 a year, and you'd be joining a community of 30,000 living in over 80 countries. Attendance to the games have increased and they're now obtaining followers that they NEVER would have reached had they not made the most of the social web of online communities.
Why important?
The expansion of the mind is such an important feat that we must strive for on a regular basis. Thinking outside of the box is what will take this us to the next level, reach new heights, and solve our world's issues. If we can all learn from these ideas while beginning to stretch our imagination I'm sure we'll all build incredible life altering things.
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