What is the Groundswell?
"A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations”
Rather than sitting idly by as the Groundswell impacts your brand (whether you like it or not), managers can leverage the phenomenon in order to energize their communities and drive sales.
Energizing by building brand communities: Fiskars
The Crafts division of Fiskars Corp caught onto the trend early in 2006 when it identified four key influencers and asked them to recruit an active online brand community in exchange for a welcome craft kit.
In just five months, online discussion of Fiskar's products increased by over 400% and was made up of more than 1,400 ambassadors.
By simply finding a way to leverage how consumers are naturally interacting and by providing a small, relevant incentive, Fiskar was able to bring new life to its brand by energizing its community.
Energizing by employing brand ambassadors: Keurig
This program led to countless positive reviews, created conversation around the brand, provided opportunities to disseminate coupon codes, and offered access to influencers' relevant communities when launching promotional contests.
What can you do for your brand?
Before you pour more marketing dollars into your next traditional campaign, consider the energy you might inject into your brand community if you take the time to create something that comes from the consumer, like building an online community or developing an ambassador program.