On Wednesday, Jan. 24, WOMMA hosted a teleconference featuring two experts -- John Bell of Ogilvy Public Relations Worldwide's 360° Digital Influence and Lenovo's David Churbuck -- with experience not only creating word of mouth, but also sustaining it. Their preferred tool for fueling ongoing dialog with customers? Co-creation.
Inviting customers to comment in a blog is one way to carry on a social conversation and build connections, according to Bell and Churbuck; even today, it is a big step for some companies, and the wrong step for many. There is, however, an even bolder move by which to engage your customers that involves co-creation programs in which you invite your customers to help you make your products and services better and more relevant.
Bell and Churbuck discussed the four type of co-creation -- co-created marketing, co-created products and services, co-created corporate responsibility programs, and co-created brands -- and offered examples of each. Buzz is great, they said, but brief; companies must create lasting conversations with their customers via co-creation in order to build brands that people truly love.
Featured Speakers:
- John Bell, Managing Director, 360° Digital Influence, Ogilvy Public Relations Worldwide
- David Churbuck, Vice President, Global Web Marketing, Lenovo
Topics discussed during the call:
- Co-created advertisements and consumer-generated media
- Crowd sourcing and crowd funding, whereby consumers don't only create products, but fund them, too, via partial ownership in the company
- Message boards and social networks
- Customer rewards
- Contests and promotions
Case studies discussed:
- Chevy Tahoe
- Lenovo's ThinkPad
- Ladybank Distillery
- Nike +
- BabyCenter.com
Did you miss this valuable teleconference?
Members can download the audio for free now in the WOMMA Member Center!