Confessions of a Shopaholic Turned Social Media Success

(Confessions of a Shopaholic, YouTube)

I like to shop – for things I need, for things I want, and sometimes, for things I don’t know I want until I see them.  I consider myself retail savvy, but I’ve learned a lot from my impulsive past.  I try to avoid buyer’s regret and for a long time that meant I also avoided shopping online.  I changed my mind recently and social media is a big part of the reason why.

Better Comparison Shopping - Practically any item you could want to purchase is available online.  Instead of traveling from one store to the next wasting gas, time and energy you can usually find exactly what you want in a few clicks.  And before you buy, you can use the reviews of other shoppers to help you decide.

"People are far more willing to trust each other than a company." (Li and Bernoff, 158)

 was offering a free smart phone with a new contract around Christmas and I was ready to buy.  I just didn’t know what phone was right for me.  I narrowed it down to two products and compared the specifications. 



HTC Droid Incredible 2





Samsung Galaxy



After looking at the few details I understood and cared about, I decided that I liked the design and camera quality of the HTC better.  The only drawback is that it operates on 3G, while the Samsung has 4G capabilities. Since that isn’t my area of expertise, the customer ratings and reviews were the real tie-breaker.

  

78 people responded to Best Buy's request for feedback on just 2 phones - that's a lot of information with more credibility than I could get from just one employee.

 Besides a better overall rating for HTC, most of the reviews confirmed that it has “great picture quality.”  Meanwhile, the Samsung had a lot of complaints (even in the positive reviews) that the screen freezes and the network has trouble switching out of 4G in areas where it isn’t available. 

I ended up buying the HTC, and like 87% of the customers who reviewed the phone, I also recommended it to others.  My aunt ended up buying one for herself and her husband.  So Best Buy got three sales and the customer feedback eliminated most of the work.  Charlene Li and Josh Bernoff’s book, Groundswell calls this use of social media to better market products “energizing the base. “ 

 Free Fashion Advice - With so many shopping options online, it can be hard to make a decision on your own.  Sometimes what you’re really shopping for is a good opinion.



 is one of my favorite sites.  I usually go there when I’ve seen a style I like, but I’m looking for a better price or a different color.  It also acts as a social networking site where you can create your own looks, join groups run by other members, and give and receive tips by commenting on shared looks.

I shared this look today and I’m excited to see what suggestions other members might have.

Don’t get me wrong.  I still visit plenty of stores in person.  But there’s something nice about shopping with the help of social media.  Have you tried it?  Have you been energized by a particular brand or product to participate in the groundswell?

“Word of mouth works because:  it’s believable; it’s self-reinforcing; it’s self-spreading.” (130)

 

 

Social Media: Creating Conversations

If it can pulverize an iPhone, Blendtec’s Total Blender - featured in the Will it Blend video series - will definitely do the job with your fruits and veggies.  A 2 minute video demonstration was posted on YouTube back in 2007 and has been viewed nearly 10.5 million times since.

Check out the slow-motion replay at 0:38!

After proclaiming the finished product “iSmoke,” Blendtec CEO Tom Dickinson invites viewers to learn more about the blender and submit suggestions for future videos at the Will it Blend minisite.  It’s like a low-budget infomercial gone viral, but it’s also interactive.  According to Charlene Li and Josh Bernoff’s book Groundswell, it’s a great example of social media marketing.

“Blendtec had exploited the groundswell’s viral potential for marketing messages.” (Li and Bernoff, 100)

One the biggest lessons I’ve learned from reading this social media guide, is that people are the most important factor in any online interaction.  Would as many people watch a video showing how the quality of eye glasses is tested?  Maybe, maybe not.  Li and Bernoff say “there is no one ‘right way’ to engage with the groundswell.” (75)  But you’re more likely to succeed if you follow the POST method.  The acronym is a step-by-step process of how to approach social media; it stands for People, Objectives, Strategy and Technology.

Read more: The POST Method by: Josh Bernoff

So how do you find out about people?  It starts with developing a Social Technographics Profile.  In chapter four of Groundswell, the authors describe 6 categories of social media participation: Creators, Critics, Collectors, Joiners, Spectators and Inactives.

Some people fall into multiple catergories - what are you?

According to their research on U.S. adults who are online, the most people – roughly 48% of those surveyed in 2007 - are considered spectators, who “consume what others produce.” (45)  So it makes sense that the most common groundswell activity is watching videos from other users.  Of course most companies would try to develop a more specific profile based on their consumer’s age, country and gender.

Try it now: Social Technographics Profile Tool

As you saw, Blendtec found its social media niche hooking consumers – and other viral video fans – with its online demos.  But the company has capitalized on that success by creating a conversation with customers.  After all, it was a viewer’s idea to blend the iPhone.  The company not only listens to suggestions, but also shares news, live demonstration dates, health tips and recipes on the Will it Blog section of its website.

 “Conversations require work, but they do influence people […] – and not just those who comment, but those who read those comments.” (102)

Sometimes these conversations can be tricky, just ask Facebook.  The social networking site is no stranger to backlash when it comes to layout changes.  It happened when the news feed was introduced and it’s happening again with the upcoming mandatory adoption of Timeline.

Read more: Facebook Timeline:  Disliked by the Masses by: Alissa Skelton

But this time around you actually can ask Facebook – you just might not get a direct response.  In an attempt to be proactive, the company created a Facebook Timeline page where it shares new features and talks about different privacy settings.  The posts get a lot of comments – a good mix of complaints and questions.  Facebook may not have the time to answer everyone, but it has done a lot to prepare users for the change.

Are you ready for Timeline?  Would you delete your account because of this change?

A Cyber Celebration: The start of a life in social media

Baby Bryce

The call came at 3:51 a.m. on January 19.  After nine months of anticipation, my nephew Bryce was ready to join the world.  As my parents and I awaited his arrival at the hospital, our friends and extended family were finding out from Facebook that the baby was on his way.  Minutes after his birth, I changed my status to announce that I was an aunt and uploaded a picture to my wall.  Relatives in Michigan, New York and Washington D.C. instantaneously responded with “Likes” and messages of congratulations.  But they weren’t the only ones.  Friends of friends, former co-workers and people I only know online also commented on the exciting news.  It was a celebration that could only have taken place online.

My first picture as "Auntie Ashley"

Forget a formal announcement or an exhausting list of phone calls, when you have big news to share, social media is the fastest and easiest way to do it.  According to the book Groundswell, this technology thrives because people have an “eternal desire to connect.”  What better reason to connect than the joy of a new baby?

With more than 800 million users, Facebook is one of the biggest names in social media.  It’s the site I use the most, but definitely not the only one.  Throughout my sister’s pregnancy, I regularly checked out her profile on thebump.com.  The social networking site helps expectant mothers share their experiences with each other and provides unlimited resources to answer all their pregnancy questions.  But anyone can log on and track the baby’s growth or find out where mommy and daddy are registered.

Social media websites are also helpful in choosing a baby name.  My sister and brother-in-law had very specific requirements:  it couldn’t end in “n” because that wouldn’t work with their last name, they didn’t want something too popular or too weird and they wanted a possible nickname.  When we came across Bryce on BabyNames.com (I say “we” because my whole family was involved in the process), it showed us its ranking among U.S. Births and a rating by members.

 A good name, but not too popular!

We turned to Yahoo! Answers when no one could think of a middle name.   In response to the question “What’s a good middle name for Bryce?” we found an older post where nearly 30 people had made suggestions.  My brother-in-law came up with Avery, which like many of the answers started with an “A” and had two syllables.

Would you let strangers help name your baby?

Now that Bryce is here, we’ve continued sharing special moments of his life on social media.  His first photo shoot - hundreds of pictures taken by a family friend - are posted on shutterfly.com.  My brother-in-law prefers to tweet some adorable candids using the Instagram app on his iphone.

With so much information about Bryce already available online, it’s hard to believe he’s only two weeks old.  I wonder how much will be out there when he’s my age?  And who will be able to see it?  Will baby pictures show up when a future employer searches for his name?  In some sense, his entire life will be captured by social media.  Is that a good thing?  A bad thing?