How do you keep the buzz going?  Getting started is the first step, but by no means can it be the last.  If you’re lucky, the buzz will roll by itself; but don’t count on it – or sometimes it goes in the wrong direction (yikes!).  The number of ways to keep the buzz rolling in the right direction are limited only by your imagination and daring.  Below are some ideas to get you started:

Contests and Giveaways

Contests and giveaways are a hallmark of trad-marketing and they work just as well for online C2C buzz.

In its simplest form, many web sites/blogs/podcasts/emailers offer a giveaway, often an exclusive ebook or informative white paper, to anyone who signs up or buys.  Customers are more likely to surrender guarded personal information and consume your message if they receive something of value in return.

Fortunately, Web 2.0 means we can devise some fresh new options for contests and giveaways.  For example:

• WD40 – Wow!  Imagine being able to create a Fan Club around your product.  This may not be possible for a lot of companies or products, but, if you got it, flaunt it – lots of giveaways, lots of talk.

• Webkinz Toys – Sometimes the giveaway doesn’t need to be tangible.  Webkinz offers a unique online experience when you buy one of their plush toys.  This works on so many levels it’s scary.

• Corner Bakery Café – A simple, low cost story contest that also works on a number of levels.  First, it engages their customers. Second, the stories will highlight the customer experience, which is really what Corner Bakery Café is selling. Third, it gets the conversation going.

• Nestlé – Their Nesquik “How do you Shake It?” Video Contest has attracted over 300 entries – many of them with tens of thousands of views. – not to mention all the comments, links – BUZZ!

Other Ways to Keep the C2C Buzz Going

Again, virtually limitless; so, again, some examples:

• Lego – has enlisted many lead customers to help design and test new products.  In doing so, they not only develop products, they develop buzz AND reward their best customers – a win, win, win situation!

• Aston-Martin – Yes, THAT Aston-Martin.  They just kept their ear to the buzz, connected in a thoughtful way and ended up putting their C2C marketing into high gear.

• TripAdvisor.com – They provide travel recommendations for vacations, travel guides, hotels, etc..  Their popular FaceBook application, which allows users to record and share the places they have visited, gives them product research, audience research and promotes their buzz – that’s three birds with one stone!

• Ford Models – Use the MySpace events calendar to promote talent searches.

When all the options are analyzed, after providing good customer service, the most important thing companies can do to keep the buzz going is to stick with it.  Listen.  Contribute.  Respond.  Regularly.

There are still relatively few companies that practice any sort of formal C2C marketing.  It’s a competitive advantage that builds upon and improves your customer service (your most important product!)  It puts your customers on your sales and marketing team – so why aren’t more companies doing it?

Tags: C2C, C2C-marketing, online-marketing, viral-marketing
Posted in Sales & Marketing