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Chapter from: "Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies"
Published by: Harvard Business Publishing
Published in: 2011

Abstract

When political candidates get their supporters riled up and spreading the word, we call it ‘energizing the base.’ It's the same with companies and their customers. Energizing the base is a powerful way to take advantage of the groundswell and amplify the ‘buzz’ around your products and services. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff illustrate this key strategy - charging up your best customers and enabling them - using social media technologies - to recruit their peers through positive word of mouth. The techniques highlighted in this chapter are ratings, reviews, and on-line communities, with case studies featuring on-line retailer eBags, email services company Constant Contact, and toy company Lego. This chapter was originally published as Chapter 7 of ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies.’ This chapter is excerpted from ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies'.

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Abstract

When political candidates get their supporters riled up and spreading the word, we call it ‘energizing the base.’ It's the same with companies and their customers. Energizing the base is a powerful way to take advantage of the groundswell and amplify the ‘buzz’ around your products and services. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff illustrate this key strategy - charging up your best customers and enabling them - using social media technologies - to recruit their peers through positive word of mouth. The techniques highlighted in this chapter are ratings, reviews, and on-line communities, with case studies featuring on-line retailer eBags, email services company Constant Contact, and toy company Lego. This chapter was originally published as Chapter 7 of ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies.’ This chapter is excerpted from ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies'.

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