Comments on: Empowering Your Community

By: Kim klaver

Kim klaver — Fri, 09 Jun 2006 03:58:53 +0000

Hi Mack — good piece.
I am all for the marketers being part of the community they’re trying to market to. We have a nutritional supplements company because we are nutrition fanatics, so we are part of the nutrition nuts community.
However, I wonder if once part of a community, it’s OK to take advantage of your community of customers, the way P&G is with their new program of bribing their women customers to talk up their products to their friends – words masquerading as transparent word of mouth – and for what, a case of soap or coupons?
That’s a good way to lose your respect in the community, I think. You? The post on it is here: http://kimklaverblogs.blogspot.com/2006/06/what-pg-can-learn-from-network_08.html

By: Mack Collier

Mack Collier — Thu, 01 Jun 2006 20:13:01 +0000

“The bar is set pretty high–and like you say, Marketing WITH people as opposed to AT them is a good way to plant the seeds of community. And maybe those seeds grow into a “viral garden”? ”
David you’re so smart, I’ll overlook the fact that you keep calling me ‘Mac’

By: David Armano

David Armano — Wed, 31 May 2006 22:08:08 +0000

“With so many options and choices available, today’s customers will often join and leave communities with the shifting of the breeze. If one product isn’t meeting your wants and needs, dump them and go with one of their 20 direct competitors.”
Mac, these words could not ring more true. It’s why marketers need to facilitate community and companies, innovate their offerings in order to thrive. Funnny how these worlds come together, the marketing and product.
The bar is set pretty high–and like you say, Marketing WITH people as opposed to AT them is a good way to plant the seeds of community. And maybe those seeds grow into a “viral garden”?

By: Jordan

Jordan — Wed, 31 May 2006 18:59:59 +0000

The reality is that markets are starting to expect that kind of conversation with companies.
Not everyone will get a free book in the mail- but the swift, personal response to your emails is the kind of exchange that is fast becoming par for the course.

By: Ben Yoskovitz

Ben Yoskovitz — Wed, 31 May 2006 14:17:26 +0000

I would also say that it feels absolutely AMAZING when people do the marketing for you, when people talk positively about you and your product/service, when people are willing to openly promote you.
I think you should take a certain pride in the fact that people are willing to help out, it’s a great sign. And the more open you are, the more they’ll help. The more they help, the more you’ll succeed.
I agree that it can be scary, but when you promote yourself it doesn’t give you the same feeling as when someone else does it, willingly, for you.