Consumers who purchase and use the products /services of companies decide its زيادة متابعين تيك توك or failure. But in most of the cases, customer involvement in product/ service development process is negligible or limited. Since success of the products/ services is mainly dependent on its customer acceptance, it’s highly logical to involve them in each process of development when creating offerings for them.
Social media has made it easy to access the loyal customers/ prospects and it is imperative for companies to leverage this platform while developing offerings. Following are some strategies that can help companies develop offerings using social media.
Build community of loyal/prospect customers
Building a strong community of social media users from target demography could help organizations to continuously generate market intelligence. This could help organization to build the base of loyal customers and prospects to generate ideas and conduct a market test… To build confidence and a sense of belongingness among the group members and encourage them for proactive participation into product development process, companies should provide continuous feedback and recognition for the contribution made by each member of the community.
Generating ideas and screening
Social media platform users such as Facebook, Twitter, Goolge+, Pinterest etc. profoundly leverage these platforms to discuss their experiences with products or services of the companies they use or consume. Companies can use this data to conduct sentiment analysis to know the positive, negative or neutral sentiments about products/ services to get a sense of performance of current market offerings. Consumers also discuss the delight features that they expect in offerings on social media such as discussion forums, blogs etc. They contribute in terms of product reviews with good and bad things about the market offerings. Such discussions and customer feedback can be analyzed further using natural language processing to extract the desired features that customer want to see in offering.
Poll and Survey tools of the social media platforms can effectively be used to conduct market research. Companies can develop a specific questionnaire intended to understand the customer wants and get information on desirable features, expected purpose, expectations and affordability directly.
Business Case
New offering development program needs to be supported by a strong business case. Social media user’s profile information could be a good source to understand the details about the loyal customers or prospects such as region, age, gender, profession, etc. Natural language processing can help to dig further to get insights about users such as what is his/ her lifestyle, what is his/ her buying behavior and usage pattern, personal traits such as whether he/ she is a leader/ influencer etc. This information could be utilized as a base to understand the size of the target market opportunities.
Market Testing
Companies can select community members who had contributed significantly during the idea generation process to test the product. They can send the product to members for trials and ask them to fill online feedback form with pre-defined testing parameters.
Commercialization
Companies can run targeted promotional campaign on social media platforms to generate awareness about their products/services. Community members could further act as brand ambassadors of the companies to promote company offerings to other communities they are part of, by sharing their experience and company promotional campaigns.
Our Take
Social Analytics tools such as Sentiment Analysis platform can perform a semantic analysis of social media content to identify required sentiments pertaining to the domain and problem statement. This platform can be customized to generate vertical specific market intelligence on target customers and competitors.
Addition of program management capabilities to manage surveys, polls, product/service testing, team collaboration could facilitate the product development team to function is more agile and organized way.
