In their recent book, Groundswell, Forrester researchers Charlene Li and Josh Bernoff report that 25% of U.S. online consumers visit social networking sites, 18% participate in discussion forums, 25% read ratings and reviews, and 11% post ratings and reviews. Figures for Europe, Japan, and South Korea are on the same order. These are big numbers, which promise to get bigger.
Many consumer packaged goods (CPG) companies have discovered the value of social media. They engage customers on their blogs, forums, wikis, and private online communities to introduce and promote brands, invite new product ideas, obtain feedback on existing products, and provide customer service. But there is one area where CPG companies could do much more to capitalize on the social media opportunity: packaging.
Already, an enormous amount of social media chatter revolves around the packaging of consumer goods. Unfortunately, little of it is facilitated by the companies that make the products. A few examples:
Harness the power of social media for packaging
Participation in social media has quickly become a business necessity.
Mar 26, 2009
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