56 online community building lessons learned from 20 years experience, by Vanessa DiMauro, CEO Leader Networks.
Archives for May 2014
Who do you trust?
How do companies break through the incredibly high volume of marketing noise to sustain awareness, relevance and preference with consumers? What do consumers care about — and respond to most positively through their actions and choices — when it comes to brand engagement? If consumer loyalty and advocacy are signs of trust, what shapes trust between consumers and a company or brand? What are the characteristics and motivations of the social consumer? What moves them from likes to wants to needs to love it, gotta have it?
Our view is this: consumer choices are increasingly driven by new factors of influence which are not entirely driven by the image that a company markets or projects , but rather, through the demonstrated impact of its actions and behaviors. This is core to our hypothesis about what motivates the social consumer to act.
Ironically, as more so-called experts raise their voices, the value of sharing real expertise has only grown–but now the challenge becomes creating the right context for that sharing. To be a credible thought partner, brands need to know who their real tribes are and learn what they care about. Create a clean, well-lighted place–or, better yet, join one that already exists. Give up a little control. Worry a little less about yourself. Stop being so damn smart and start being a little more human. In an era when everybody seems to be yelling, a little quiet confidence can go a long way.