A recent BusinessWeek article about chocolate of all things got me thinking this week about how B2B communicators can make better use of digital media and social networking. The article reported that Godiva Chocolatier is using its online social network to pump its most loyal customers for information that is helping it sell more high-end products, despite the recession.
By listening to what was being said in the online network, Godiva learned that its customers want baskets for under $25 and individual chocolates for “not much more than the price of a cappuccino.” Acting on this feedback, it created hot-selling products such as a $5.50 chocolate lollipop for Valentines’ day.
There’s a very important word in the paragraph above — listening. You see, Godiva understands that digital media and social networking is all about two-way communication. All too often, I’m afraid, companies look at digital and social media simply as a way to push information to their target audience. Or worse, they avoid these forums altogether because they fear losing control over the online conversation. Godiva is also nimble enough — and smart enough — to act on the feedback it receives with viable solutions for its customers.
OK, I know what you are thinking: My business is nothing like Godiva’s. While that’s probably very true, there are many ways you can reap similar benefits by using digital and social media to collect valuable intelligence for your business. Create a blog, participate in networking sites such as LinkedIn, get active on Twitter, post online “quickpolls” on your Web site and/or use interactive webinars — these are just a few examples of how you can do it. What’s most important is that you consider these tools in the context of the value they can bring to your customers and/or employees.
So, what I learned from my chocolate foray is that inspiration for better communicators can be found anywhere — even on a box of chocolates. What do candy and chemicals have in common? A lot as it relates to the importance of meaningful customer dialogue. B2B communicators who actively engage their customers will be in for some “tasty” results. The keys are getting involved, tailoring the forum to your audience, encouraging open communication, actively listening to what is being said, and taking action on that insight.
Bon appetit!
Brian you hit the nail on the head! While the web certainly provides clients with an opportunity to reach targeted audiences, like no other medium, it’s the two-way communication that has made it so unique. Clients need to be willing to listen to and not just talk at their audiences. Pushing content out is one thing but you want to pull engaged viewers in whether it be to increase website traffic, provide feedback, subscribe, donate, invest, whatever the goal. Producing good video content helps to start the process. Thanks for sharing the Godiva story. It’s always helpful to learn how companies are effectively using the web. Feel free to visit News Broadcast Network’s content sharing site Newsinfusion.com – where we search optimize and syndicate our client’s content, to help them extend reach online. Web 2.0 has certainly empowered PR professionals with endless, strategic opportunities for helping clients build and enhance brand awareness.