Consumer Generated Content: Scared or Excited?
I’ve just returned from the IFA (International Franchise Association) Conference. Yesterday I moderated three roundtable discussions on the topic of Managing Your Online Brand Identity. We had lively discussion around a number of topics that pertained specifically to franchise and multiple unit retail operations. But, the most popular of topics related to any brand…
Consumer Generated Content. All of those people out there on the internet are talking about your brands and potentially shaping what others think about you. Each time, when the topic came up, there was an expression of concern around the table.
Why are we so scared when consumer generated content has been out there throughout history? Consumers have always talked to others about their brand experiences, and these discussions have always had an impact on shaping the brand. Why is it scary? Well, because now we don’t only tell our friends at the cocktail party on Saturday night or around the water cooler, we tell hundreds of thousands what we think with one blog post, review on a local search site or a video on YouTube. It’s going to happen whether you like it or not. So, stop being scared and re-adjust your thinking. Let’s get excited about the opportunity that it presents!
Consumer Generated Content (CGC)
C – Collect all the content out there that your customers and prospects are creating about you. Categorize it: Positive, Neutral, Negative. Take this as an opportunity to learn about what you are doing right and what you are doing wrong. Marketers pay top dollar for consumer research, focus groups etc. This is one huge ongoing research study and it’s free!
G – Generate a plan to engage. Who in your organization is most qualified to engage? Marketing, PR, Operations? Make it part of your routine. Do you have the bandwidth to do it yourself? Do you outsource? What are your rules of engagement? Be transparent and think “customer service.”
C – Converse. Join the conversation. Let’s take a negative review, for example. A customer has a bad experience. They are telling the world about it. Join the conversation. Guess what? You now have the opportunity to tell the world (and that customer) that you care!
Let’s get excited about the opportunities that Consumer Generated Content presents to your organization. It’s an incredible resource to help you manage your customer relationships, improve your product or service and to show the world that you are a brand that cares. Show them that you are part of the same open, honest and dynamic online community where they are so empowered to live.
What are you doing to manage your brand online? Share your story.
Tags: brand monitoring, managing your brand online, online reputation, social media, social media monitoring