Forget Twitter (and other social spaces) and focus on product reviews? I'm not so sure. AdAge dropped this article over the weekend and while product reviews are undoubtedly a fantastic way to gain customer feedback, Twitter can be used to directly gain product feedback and in a much more creative way.@PHILIPS_VS is a great example of a brand using 140 characters to directly ask consumers for ideas on new product features and how to test their current products. At www.philipsvs.com people can submit "140 characters of genius" and if Philips digs it, they'll make it happen. The contest started a little over a week ago and players with the best ideas will have a chance at winning a sexy big screen.
A major concern from retailers is that social conversations, notably the ones on Twitter, are not structured enough to extract the information needed to directly impact sales. In this case, Philips created their own structure for what would otherwise be chaos in comparison to traditional product reviews. From "I love five dollar footlongs" to "I hate Comcast", people are naturally sharing their opinions on Twitter and other social sites. Creating an avenue for the conversation will open the door for new product feedback that would might never be addressed via traditional product reviews.
IHF to @nguyenduong for the tip
1 comment:
I agree Erin, it shouldn't be a case of either / or, but and / and. The two serve completely different purposes.
For the one - product reviews - you get more considered (sometimes) and detailed critiques.
For the other - tweets - you have immediacy and the gut feel expressed in 140 characters. And that gut feel can quickly gather steam if not dealt with fairly quickly
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