Groundswell of Dreams
“If you build it, they will come,” a simple and genius line from the movie “Field of Dreams”. The same idea applies to the groundswell.
The groundswell is the ideal place for people to support each other. Companies are beginning to learn that if they build a place for customer’s to connect and the subject or product is compelling enough the customers will join the network.
If you ask someone a question and they know the answer, usually they’ll respond. This simple question and answer game can cost millions for companies when they have telephone lines they use for customer service. But, companies such as Dell have learned that they can save by creating forums for customers to answer other customers’ questions.
Customers will connect with each other and therefore support the groundswell network they are on. What companies who harness these networks can do is listen to what their customers are saying and learn how they can grow as a company.
Hospitals have encouraged patients to join networks such as CarePages and CaringBridge so they can connect with family and friends when they are dealing with medical issues. These networks show how friends and family support patients, how patients support patients and many other connections. These sites let the patients and their families be able to deal with their medical issues instead of just being bombarded by friends and families.
Other networks who have honed in on the power of supportive networks are wikis. A very different aspect some people wouldn’t think of is that when people are able to voice their knowledge and opinions they can be compiled into wikis. Wikis are used in many different websites, they just have to be compelling websites, companies or topics and people begin to discuss and share.
Groundswell members not only need each other’s support they need your support as the company and the leading voice of the organization. Customers can keep things going for a while but it helps to comment or post a blog to keep the conversation going on the site.
As easily as you built it they came, but as quickly as customers get bored they can also leave and not visit your site if there isn’t something constantly happening.
Another thought to consider if you are thinking about building a community online is if there is already a community out there. If your customers have already created their own support community there is no need to create another, by listening in and watching that community you can learn a lot about what your customers are thinking.
But, if there is nothing out there for your company and you are going to build an online community there are a few things to know. In the book Groundswell their first tip is to start small and plan to get bigger. The second tip is reaching out to your most active customers and finding the enthusiast that will spark the community. Then plan on driving traffic to your community because no one knows your website exists, advertise and get the word out.
The last two tips are very important for getting your customers to come and stay. Building a reputation system for customers will make them want to be more involved so they are a more credible source on the site. As the company the last tip is simple, let your customers lead you. Customers know your products and know what they like and don’t like. Listen to them and follow their conversations over what went wrong or what was awesome about your product.
As simple as the quote is “if you build it, they will come.” There is work involved, but the movie “Field of Dreams” made the main character Ray work hard and sort out the kinks as well. Your company dreams can come true if you hone into the power of the groundswell.