If Web 2.0 marketing is about listening to customers, just WHO do you listen to?
Kathy Sierra created (when she was blogging), what I believe to be an essential bit of reading for any wannabe Web 2.0 marketer and sums it up very nicely in just one illustration below:
As a new-age or social media marketeer, you want to let the community guide you. You want to earn your community’s trust and respect by (at least!) look as if you are listening to them.
But then you realise that there are 10,000 opinions and suggestions about what to do with your product, how to improve it, what colour to make it etc., you suddenly realise why conventional marketing dictated to the customer!
Kathy suggests some great ways of handling these comments by categorising as many groups as possible and suggesting ways in which they could be treated.
Essential reading for anyone pondering letting go of your brand to your customers.