It’s about the social glue, and not necessarily your products
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People want to talk about common interests and passions -- their social glue -- and not solely your products.
So when engaging with them in a community or through other conversational marketing techniques, focus the conversation around what they care most about.
Dove didn’t just research what women liked in skin products. They opened up the conversation to what women really cared about: self-esteem, their bodies, frustrations with the beauty industry.
Through listening to passionate conversations around issues related to your products, you will find invaluable new ideas on how to more quickly develop innovative products, campaigns, and ways to build loyal customers and advocates.
Diane Hessan is CEO of Communispace, specializes in creating online customer communities. Read full bio.