Objectives? How About Saving Over Two Million Dollars

            Chapter 10 stated that Dove spent two and a half MILLION dollars on a 30-second Superbowl ad. Two and a half million! That is a good chunk of change even for a large company like Dove. We all like to see a good Superbowl commercial but at the same time most of the public watching is going back to get more buffalo chicken dip during commercials. Honestly I like a good Superbowl commercial but I am just going to forget it a few weeks later when the Cincinnati Reds’ spring season starts. So was the commercial worth the millions of dollars for the 30-seconds I watched?

            The chapter went on further to say that Dove’s “Evolution” video on Youtube cost a whopping $0 .00 and it has gotten 4, 940,130 views on it so far. It is worth a watch to if you want to see it here.  A business cannot pay for that type of widespread publicity…and Dove literally didn’t.

            This is just one example of the power of the Groundswell and how versatile it can become.

The authors pointed out the Groundswell is measurable. Actually to be successful in the Groundswell you must have objectives. What do you want to accomplish with the blog, Twitter account, Youtube video series, etc? Chapter 12 actually suggests making a three-year outlook of where the company is trying to go towards and one of the most important and frequent trends would be building a relationship with the customer. That is what the Groundswell is about and what a company should strive towards.