How-to: Engaging with Consumers
5 Tips from Northeastern University's Walter Carl
As consumers desire more control over their engagement with corporations -- and as their distrust for the messages from those corporations grows -- word of mouth is becoming increasingly important. Walter Carl, Assistant Professor in the Department of Communications at Northeastern University, shares his five tips on how to engage with consumers.
Tip #1. Recognize how consumers talk about you
People talk about companies as part of their everyday lives. From your point of view, remember that WOM is about marketing. For the consumer, it's simply about engaging in everyday relationships.
Tip #2. Involve consumers early on
Effective relationships happen when people feel involved. They want to be listened to, and they want behind-the-scenes access. Talk to them early, and give them reasons to be invested.
Tip #3. Look for WOM that's already happening
Provide new ideas and services to encourage WOM that is already happening. This might include inviting them to shoot photos and upload them to your site, having contests or events, or a "virtual community playground," Carl explains.
Tip #4. Remember, WOM is both methodology and philosophy
When you think of a WOM campaign, it's a short-term strategy, and it's an important one. But the broader philosophy goes back to consumer engagement, and it's ongoing. Create feedback loops so that you can be responsive to feedback, continually monitoring it and then using it in product design. Incorporate it not just in marketing, but throughout the organization.
Tip #5. Measure/assess online and offline
It's easy, and obvious, to track online through message boards, blogs, etc. But about 80 percent of WOM takes place offline. Have your brand advocates report back: what kinds of conversations are they having with people? What are they saying? Use focus groups as well.
Before beginning a WOM campaign, consider the metrics you will use to measure success. Don't forget your own employees: have them rate themselves and each other on how they're doing when it comes to getting and listening to customer feedback.
More about Walter:
Read Walter's WOMBAT presentation (PDF download)
