Energizing the Groundswell -> Better Online Shopping Experience

Whether you're a Adult Lego fanatic, a confused pre-teen girl, or just a penny pinching college student like me, I guarantee you this: there is a place for you in the internet.  I'm sure even the most anti-mainstream, non-conformist, couch-surfing of hipsters can find a place where they love to post their musings to a online community of followers (even though they probably won't admit it).  In other words (or rather, Li and Bernoff's words), the Groundswell has swelled enough to reach anyone, anywhere, at any time--and it's only continuing to grow.

Although this is great news from a marketing perspective, Chapters 7 through 10 of Groundswell show why many approach this phenomenon with cautious optimism--and righteously so.  On the bright side, the opinion of customers, which would often fall between the cracks of company bureaucracy, can now be directly read and interpreted according to what they have to say on your website's comment board.  Furthermore, if your customers like what you're doing, they will easily--rather, willingly--do the marketing for you, which is arguably one of the most persuasive channels of communication out there.  By executing traditional PR and marketing techniques via social media, you can easily help your Groundswell help you, and Li and Bernoff argue that all you need to do is this: 1) Give your customers what they want or something that can help them, 2) Create a community to get energized about your product, and 3) Innovate with the help of your consumer base.  It really is that easy!

However (and here is where the cautious optimism comes in), many refuse to accept is that their Groundswell community is no longer an idle consumer base, but rather an integral part of their sales, marketing, development and innovation initiatives.  And on top of that, some are terrified about the possibility that a simple viral video or a forum on a blog can destroy their company's reputation--after all, when it's online, it's there forever (do you remember the Domino's prank and how much it damaged Domino's credibility?  See below).  But see, crises happen all the time, and damage control (yes, even in the internet) is possible.  And, as Li and Bernoff reiterate many times in the book, there is no point fighting it--we just have to embrace this fact, and instead try to get a handle the uncontrollable viral power Groundswell contains.  It will be interesting to see if the book contains a chapter on what to do when the Groundswell starts to turn against you and your company.

While reading the book, I was reminded of a store that I frequently visit which has really embraced social media to create a symbiotic relationship with its customers.  As risque as this store's history has been, it seems as though those behind the American Apparel website have been living religiously by the Groundswell manual and have thus garnered an extremely positive reputation with their online customers.  From their blog, Twitter, Facebook, ebay pages, and even live-chat options, the American Apparel site contains multiple web 2.0 platforms where they can interact with their customers, listen to their feedback, and even give promotional discounts and giveaways.  Furthermore, through the use of social media they also make shopping online, which can usually be hit-or-miss, a very easy and interactive experience.

Not too long ago, I was looking to purchase the cotton spandex jersey leotard from AA (see above), but was a bit on the fence about it.  How would I wear it?  Is it worth the pricetag?  What was its functionality?  What was the best color to choose?  What size should I even get?  I knew the wisest move was to go to the store to try it on, but since the nearest store was all the way in Boston, I figured I'd first check the website to see if they had anything more to say about it.  What a pleasant surprise!  There were over 400 ratings for this item from all over the world, and people were saying everything they could about it.

Some really helpful comments sounded like this:

* Jen, USA - This is a very comfy piece. I got this as a bonus when I ordered a bunch of stuff. Its a medium but I wish it was a small. Im a 32a so the top was loose but the rest of it fit like a dream. I wonder if the small would be too tight on the bottom. I'm 5 feet and 100lbs but i am pear shaped. I pair this with the interlock high waist skirts and it looks great.

* Natalie, UK - Ari, because you're petite its best for you to buy an xs, because you're small in length as well as in width. Your likely to find that the small will be slightly too big -definitely in the shoulders and bottom half of the leotard (the crotch and bum area) as there is a considerable change in these two areas when going a size up or down in most of AA's clothing. xxx

 * Whitney, Australia - I am 5 foot 3 & 115lbs: I got it in a size Small in Black. I do ballet every week - it's a beautiful leotard & if you want, you can wear it under some nice jeans and go out. I totally recommend it!!

AA didn't stop there.  They even have picture gallery below the item description, where people who have purchased the item can submit a picture of how they incorporate it in an outfit.  This is actually the first time I have ever seen anything like this feature, and have actually visited the AA website several times after purchasing an item to get some outfit ideas.

After spending over an hour browsing their website, I ended up buying the leotard, and loved it so much I also gave it five stars, a positive comment, and on top of that, told all my friends about this easy online shopping experience.  It is now clear to me that AA followed the laws of Groundswell perfectly: they were able to give customers what they need to know, build a community and energize them through ratings and comments, and innovate itself through creative outfit ideas and submitted photos from users.  For a store that has such unique and eclectic designs like American Apparel, it just seems apt that they would also be as creative with their marketing techniques--but I still really enjoy reading Groundswell and finding Li and Bernoff's helpful guidelines being used in many of the successful social media players out there.