For this B2C case study, I have chosen to highlight the example set by Canadian parenting expert Alyson Schafer. Seamlessly, it seems, she manages to maintain a fresh, engaging presence through several online forums while also meeting her audience in the printed pages and television programs often frequented by parents.
This is no small feat. As far as I can tell, she is a one woman show – I remember calling the phone number on her website for a question on booking tickets to her upcoming event, thinking it would be answered by someone representing Alyson Schafer Inc., and the lady herself answered! So I would not be surprised in the slightest to learn that she is the master of her brand online as well.
Still, one wonders how she can so successfully deliver impeccably timed blog posts, live chats on Facebook, emails and tweets about parenting issues on my mind now, or that peak my interest. I believe she accomplishes this by being incredibly personable even online, and by really listening to the worries, questions and advice being sought by her audience. She is also accessible – responding to tweets, emails and comments on her Facebook page lickety split. Finally, she delivers her content in easily digestible bits – she knows her online audience doesn’t have time to read a dissertation on bedtime routines – and she has an uncanny ability to deliver both empathy and advice timely and succinctly. A long time follower of hers for the smart advice she provides, I now have a new reason to appreciate her work!