Guest Speaker Troy Pattee, @troypattee
My notes from his visit to #BYUMBA #SMMBYU
Brand managers are choosing to work with someone who has a presence or influence in social media (like a blogger) in order to take advantage of her network and experience to achieve strong word-of-mouth advertising in their community.
Brands have moved away a little from the Michael Jordan and Tiger Woods type of influencer endorsements now a days. Because though they are famous, they are not personally known. Using someone who is personally connected to a community to get the word out can generate interest with a much stronger trust in the promoter. This influencer is “Lesser Known . . . But has an active following”. It can create some really interesting news on your product since Brands cannot control or tell social media how to talk about it.
How do these social media people generate word of mouth advertising?
Product reviews (Can be boring)
Giveaways (Flooding the market, removing purity and credibility)
Monitoring your social media channels to respond to comments, concerns, questions about your brand is critical as well. Comcast is very good about this and creating positiveexperiences with the brand, they monitor and react so that positive buzz and not negative buzz is filling the channels. This is super important to save sales and relationships before a customer leaves and goes somewhere else.
McDonalds retweets the negative experiences of customer’s but also with a link to how they resolved it. These are things that give you a good reputation and loyalty from all of your followers.
.Use your “Real-Time Focus Groups”