“Socializing Virus”= committed, loyal, powered customers

Warning:An epidemic outbreak of Socializing Virus

Source: Internet, online Communities, Blogs, WWW groups, forums, Chat Rooms

Symptoms: increased information sharing, brand good will, customer knowledge and loyalty.

Outcome: Sustainable Business

The final outcome of this “Socializing Virus” is what every business entity is trying to achieve. Recently my brother purchased a new house in India and got it from his most desired Construction Company. Interesting fact to note here is my brother searched about the housing facilities online, all his research, feedback, background check and other necessary formalities was done online through social communities (Orkut and Yahoo groups) and Blogs. Hasn’t internet changed our lives, the way we think and act? People have started talking and discussing brands, products, services.

Sources (Mentioned Above) have changed us from Passive listeners to Active Participants. Traditionally it was one way information flow. When I got my first cell phone I was confused about which service provider to enroll with. Only source of information I had was television ads which were bombarded without knowing what actually people with my life style were looking for. But today I can go online, get opinion and feedback from active users and than make a decision. Also, when a mobile service provider was introducing a corporate plan for my company we were given chance to put forth our opinion, discuss options, share information, and ask questions and than respond accordingly. This not only got us reasonable, affordable and most featured plan for the given cost. In return, it gave them customers, like me, who were satisfied, happy and loyal to the provider.

A research done by “Accustream imedia research” shows that there were 22 billion views in 2007 for user generated content and is expected to rise to 34 billion in 2008. Companies are using this power to their advantage. Building relationship –that is, great PR for these companies. Companies are creating blogs inviting users to participate and interact. This in turn draws individuals to think, analyze, and put forth their ideas, views and beliefs helping businesses to understand and learn about its potential market. A research done by SNCR indicates that by 2012 spending on Conversational Marketing will outpace traditionally marketing.

Now look at these figures for social networking sites:

Face Book (2007)

1. 60 Million Active Users
2. 6^th Most trafficked site
3. International Growth: USA, Canada, Australia, turkey, Sweden, France, Hong Kong

MySpace (2007)

1. 110 Million Active Users
2. Country’s Trafficked Site on internet
3. International Growth: U.S., UK, Japan, Australia, France, Germany, Ireland, Italy,Spain, Mexico, Canada, Netherlands, New Zealand, , Latin America, Austria, Sweden, Norway, Denmark and Finland.

Isn’t it a significant change? It is important for businesses not to ignore this change and take full advantage of it.

Though we can not neglect the power of “Socializing Virus” we need to acknowledge the fact that this virus needs a meaningful environment to grow and flourish. These blogs and discussion forums, created by either companies themselves or their customers, needs to be interesting and significant to us. As in the case of Microsoft (reading from Text) this phenomenon is pulling out inside people to participate and respond. It’s important to have that level of understanding, trust and coordination among us (Customers) and these insiders. Its only when both these USERS(Employees and Customers) harmonize and understand each others world that conversation marketing , in my view, will reap long term and growing kinship.

References:

http://seems2shel.typepad.com/itseemstome/2004/10/conversational_.html

http://www.conversationmarketing.com/

http://www.conversationmarketing.com/2007/09/5_ways_internet_marketing_is_l.htm

http://crm.ittoolbox.com/documents/peer-publishing/conversational-marketing-4328

http://www.web-strategist.com/blog/2008/01/09/social-network-stats-facebook-myspace-reunion-jan-2008/