There is something fairly revelatory about my mother’s new purchase… a Lexus “this is not an SUV” SUV hatchback. I have zero green commentary, I have zero bourgeois commentary… I have nothing negative to say guys… calm down. It is a practical car for her needs, the “endless errand running”-“take too much on” go-getter. That is fine.
What is interesting is that she has owned multiple mercedes’ since her 1990 economy purchase of a Honda Accord.
I don’t think this says anything about Lexus per se… possibly that their online brand was strong. But what really shook me was that my mom, a NON web 2.0/user generated content/ social media woman actually turned to the net to resolve her ongoing problem with Mercedes.
SO… here is the story of a non web 2.0 user and how she actually used web 2.0:
She first researched her Mercedes dealer and noted the results were incredibly poor. She then researched her new Lexus dealer, and found striking and positive comments.
(When I say “research”, I mean typing specific, exact keywords in google; then perusing the different sites that popped up, namely Yelp).
She would look through the comments…. recognizing that some people were just extreme, ignorant, bad mouthing, or unhappy. She actually knew to mentally cull the wheat from the chaff as a matter of unconscious habit. This is sometimes suggested as a dent in the social review model, in that casual users don’t “get” to filter reviews, so I found it of interest she casually mentioned she was ignoring bad reviews.
She then found a number of places through that same manner, grouped them all together…. and had them directly bid for her business on the exact model she wanted.
I know this sounds deliberate and literal, but these habits are constantly questioned… so I thought I would throw it out there. It is utterly simplistic, and not a real case study, to be sure….. derrrrrrrrr.
But it is amazing how social media and user generated review sites are becoming relevant even to the completely passive internet users.
Also, not only that it creates an outlet for unhappy clients… but, what’s more, it offers a place for clients to get massive amounts of research and real “case studies” before buying. Very simplifying for the consumer, and very empowering.
For the strong, pervasive, talented brands as well…. it is an amazing opportunity to have that one to one direct marketing ability… and I mean DIRECT, at your disposal.
As for the weaker brands, don’t pay attention. Trust me. It’s scary. Sorry Mercedes.
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