In my last blog, I discussed the 4-step P.O.S.T. process and how one could use its strategy for tapping into the groundswell. The second step in the process is “Objectives” and I touched on one of them in Listening to the Groundswell a few weeks back. Today I am going to write about the second objective, Talking (Li & Bernoff, 2011).
I have explained in the POST blog how the objective of “Talking” would be my technique for the wine store already but never really explained its purpose. In the book Groundswell, it is stated that a company needs to understand what its communication problem is when adapting social media tools, or in other words, what are you trying to do? Do you have an awareness problem and people don’t really know about your business or maybe a word-of-mouth problem, where it would be useful if people talked to one another. Maybe you have an accessibility problem where you can reach out to your customers for support and clarification. For my wine shop I have decided that there is a complexity problem and by giving information to share about products and practices I can solve this (Li & Bernoff, 2011).
When talking to consumers of wine, they generally have the same questions and concerns, such as the value, quality, and origin. These are not the only questions but they do tend to come up when approaching a customer. I feel they are unprepared when choosing a wine and make decisions based on spontaneous judgement that results in cognitive dissonance. Many do not want to ask for help because they feel their questions are silly or too simple for a fine wine sommelier. An idea to incorporate a weekly blog that would allow me to communicate with my customers was discussed in my last article. More importantly, it would allow me to educate my clientele and provide answers to the more common questions that may hamper their decisions. The overall purpose of the blog will be to reassure people before, during, and after a sale (Li & Bernoff, 2011).
Li, C., & Bernoff, J. (2011). Groundswell, Winning in a World Tranformed By Social Technologies. Boston, Massachusetts , USA: Harvard Business School Publishing.
Ann. (2015, 05 29). Laugh For Today. Retrieved from Ann’s Entitled Life: http://www.annsentitledlife.com/laugh-for-today/laugh-for-today-521/