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September 15 2010
The world is changing. Today the opinions of clients make or break brands. Socialization of negative feedback is more prolific and influential than we have ever seen.
This is the message Sandy Carter, Vice President Software Business Partners for IBMbrought to a WITI keynote address. Her seminar was titled, “Ecosystems, Partners and Social Media: A 10 Minute Warning.”
She began with a personal story about Foursquare. For those who do not know, Foursquare is a location-based social networking game. Sandy uses this technology to “check-in” to various hotels, restaurants and local hot-spots to share her location and preferences with her Foursquare friends.
Once, Sandy came across a certain hotel that was offering a discount, and so she booked a room at that quoted price. When she arrived at the hotel, they quoted a higher rate. Disappointed, she socialized that this hotel could not be trusted to stick with advertised prices. Within a minute the supervisor come out of her office and said, “We will adjust your price, if you stop tweeting.” So what did Sandy do? She got on Foursquare and become the mayor of the hotel to promote it.
The power of consumers talking to other consumers is clear, and powerful.