The new book for my PR class is
called “Real-Time Marketing and PR” by David Meerman Scott. It is about how
the business world is changing from mass media and big business to a mass chat
room that holds conversations about billions of different companies, tools,
trades, pitches, case studies, screw-ups and products all at once.
This creation of fast and
meaningful information and relationship building now requires fast and agile
communication everywhere by businesses as Scott has said throughout the first
five chapters. On page 22 Scott says “Breaking news on company sites and blogs
is an important real-time technique because it gives your greatest supporters
first access to the information.” What does this mean? Energizing! This
real-time technique means to get the information out to be read, tweeted,
emailed and liked by the loyal customers who follow the company and can attest
to how wonderful it is. So let customers energize in the moment and let
them know the company is listening to their promotions and appreciate their feedback.
Like Taco Bell. Taco Bell is one of
the best example of energizers in this
real-time environment. I follow Taco Bell on Twitter (@TacoBell), and it is constantly
tweeting new products and deals and responding to, or re-tweeting, its energizers’
love and satisfaction.
Money cannot buy a following. Taco Bell understands energizers are loyal customers that help build product love and credibility. To get that energy level, real-time conversations and postings on multiple platforms like company websites, blogs and Twitter feeds are what builds the relationships companies should seek.
No comments:
Post a Comment