This is the second in a series of articles we will be releasing relaying thoughts and ideas from the Internet Retailer Conference in Chicago, which occurred June 5th through June 7th. Peter Kosciewicz, Director of E-Commerce for the Eastwood Company, and Chris Saito, Senior Director, Shopping Products for Yahoo! Shopping, had a display entitled ?Social Networking: The Peer Pursuasion Marketing Tool.?
According to Kosciewicz, the Web today has grown into an ?architecture of participation? that facilitates social networking through devices such as blogs, wikis, RSS, podcasts, and many. Forrester Research has published studies that show that traditional marketing is keeping to fall behind believability. For instance, in 2002, 78% of respondents in a survey said that ads are a good direction to check astir a new merchandise. In 2004, that number had dropped to 46%. In 2002, 14% of respondents agrees that companies broadly evidence the commit. As pitiful as 14% is, in 2004, it had declined even further ? down to 7%. Social networking as a entails of commercializing overpowers this lack of consumer confidence because it relies on the word of the consumer rather than the word of the producer. Research from Datamonitor reported that 85% of repondents in a survey indicated that word-of-mouth from friends, family, or confreres is a lot of trustworthy than corporate-generated content.
So how do you take reward of societal networking to deal more intersection? Simple-minded ? you open yourself up. You plant the seeds of a community to grow up around your site by using twists such as blogs, customer reviews, and forums to give a voice to your clients or future clients. The caveat is that you must be high quality. You must have high quality service and a high quality product. If not, avoid this commercializing method.
Kosciewicz outlined four crucial linguistic rule* for using social networking on your web site:
1. Guide but don?t control.
2. Never censor.
3. Don?t be afraid of the negative.
4. Don?t be paranoid.
If you open up a forum on your site but then curtail what live are allowed to say, such as removing bases that are electronegative toward your company or that mention your competitors, then you?ll do a lot of impairment than estimable to your reputation. Use negativity as a way to improve your business. If dwell are disconfirming, view that as feedback and act on it. Make changes, and then let your profession know just about it. Don?t worry about your community talking about your competition. Your attitude has to be that you are the most adept, so why worry about it?
As a community develops around your web site, certain appendages will establish themselves as more powerful than others. They will be more outspoken, and will be the ones who frequently respond to other people. Domesticate these members, because they can be powerful allies. Once you?ve keyed out the more potent members of your community, contact them regularly, give them complimentary merchandise, turn their acquaintance. Fertilise your influencers information, and they?ll circulate it for you. But don?t make it appear that you?re exclusively mattered to fashionable them because they may help you sell stuff. You need to be genuine.
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