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Pluck On Social Commerce and Customer Interaction

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Glen Ford, Director of Product
What are the modern sources of coveted "relationship capital"?
1/14/2013, 10:00 AM

All successful businesses build equity in relationships. These can of course be with suppliers, regulators, the press, and others, but here I will focus on the most important relationship: the one with the consumer. 

We consumers encounter many sources of equity-builders: a quality product, an endearing commercial, good customer service, a Facebook post shared by a friend. But none is so compelling as interaction with other consumers and brand representatives on a digital property belonging to that brand. 
 
Why is that, do you think? It occurs to me that if I play Frisbee™ in the street among some neighbors' houses, it can be great fun. But then if they ask me into their back yards and we continue tossing the disc around—well, we are playing precisely the same game but somehow the emotional content is different. I'm now connected to my neighbor in a way I wasn't before. The deceptively simple elegance of that fact doesn't diminish its power.
 
The important worlds of print advertising, social media marketing, Facebook pages: these are the street. But the back yard is a brand's own digital destination, an enticing walled garden in which the consumer can trustingly explore products and other content. Communities come together here in this garden and meet a fascinating variety of people: brand advocates, neophytes they might help, and even the brand's own staff (clearly marked, of course, in order to retain their trustworthiness).
 
When we consumers enter that community, that walled garden, we build a relationship with your brand sub-rosa. The flow of ambient emotional capital then becomes relationship equity you have found anew in a customer.
 
So, it's clear that social media and UGC belong within your site—inside your walled garden. This is where the true relationship forms, after all, not on the street but in the home. 
 
Now, my extended metaphor sits here waiting for a couple of questions to be asked, so let's delay no longer. 
 
1) "How do I build my walled garden?" This actually has quite an easy answer. Deploy Pluck Forums when you need to get consumers talking to one another about product or service categories. Deploy Pluck Expert Blogs to get rich content from thoughtful and trustworthy people, be they members or staff. Deploy Pluck Reviews with its trust filters to get the most compelling information ever applied to the purchase funnel. And deploy Pluck Reactions to capture a user's purchase intent. (Other brands may have yet more applications to deploy to support their business case.) Moreover, you must stay in that garden with your guests. It is imperative that you be there to answer brand- and product-related questions. Now, you've not only built a nice garden, you've built substantial brand equity.
 
2) "How do I measure my impact on relationship equity?" I'm almost reluctant to say, this is quite easy as well. To return to the metaphor, how long did your new friends stay after they joined you in the backyard for some friendly disc tosses? Quite a while, of course, some even staying for dinner. Your online brand advocates will stay in the garden as well. They will visit often, and this can be measured by such anodyne tools as Google Analytics, but they will also contribute often; share other people's content to Facebook and Pinterest through Pluck's tools often; and message one another through our Persona often. Only by combining vanity measures like average time on site with the levels of UGC interaction done during that visit will you truly be able to gain an understanding of relationship equity.
 
Pluck's analytics tools will help you divine the truth of that connection, that relationship capital you've earned, in a way that a great system that happens to ignore owned social media simply cannot.
 
Tags: relationships , Facebook , walled , garden
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