People are talking, alright. Talking about you.
About how you suck, or how you went the extra mile. About what it is they see in you, or why they are about to give up on the relationship.
They are your customers, your prospects, your market.
On February 20, Stuart MacDonald came to Ottawa to speak at Social Media Breakfast, and his talk was stirring. The founder of TripHarbor.com (also the founder of Expedia Canada, and later Chief Marketing Officer for Expedia.com) discussed travel as a perfect example of a market that is inherently social, and discussed how brands (in travel, and other industries) can and should tap into that power.
For travelers, the actual trip is only the beginning. Many travelers invest as much energy on sharing the details, from war stories about airlines, to comparing deals and prices. Travelers want to share insider information, tips, and even their photos with like-minded travelers.
[Aside: What are the other markets where this is true? Books, for sure. Others? I know I don't buy an appliance without searching online for feedback about the make or model. Is any brand or retailer facilitating that discussion?]
Some nuggets from Stuart's talk:
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Lonely Planetguides (which I note has added forums and user content on its site) originated in 1975 as a traveler-to-traveler advisory guide with insider tips. It was printed and stapled together and circulated among like-minded friends. Travelers today are doing the same thing. All that has changed is where and how the information is circulated.
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Sites, like Tripadvisor, when they first added user reviews, had no idea how huge that feature would be, with both consumers and contributors of the information.
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Dealing with user feedback can be a challenge. With enough traction, the unfair negative stuff gets neutralized by other contributors. The best recommendation engines have started adding in profile information, so that people can filter reviews by traveler profile (eg. traveling with kids v. a romantic get-away.)
It was a great and energizing session. I look forward to the next one!
Thanks to @sylc and everyone else that helps to put these together.
[Photo borrowed from Stuart MacDonald's Twitter profile!]
