P.O.S.T.
   STRATEGIC THINKING
PRECEDES SOCIAL RESULTS
JOSH BERNOFF
  Senior Vice President,
    Idea Development
   Forrester Research




  CHARLENE LI
Independent Thought Lea...
WHAT IS THE GROUNDSWELL?



“A SOCIAL TREND IN WHICH PEOPLE USE
TECHNOLOGIES TO GET THE THINGS THAT
THEY NEED FROM EACH OT...
WHAT IS THE GROUNDSWELL?




“PEOPLE DON’T LISTEN TO MARKETERS ANY
MORE, THEY LISTEN TO PEOPLE”
 - SETH GODIN
WHAT IS THE GROUNDSWELL?




“PEOPLE DON’T LISTEN TO MARKETERS,
THEY LISTEN TO THE MARKET”
WHO IS IN THE GROUNDSWELL?
P.O.S.T.



PEOPLE

OBJECTIVES

STRATEGY

TECHNOLOGY
PEOPLE


WHAT ARE YOUR CUSTOMERS READY FOR?

HOW WILL YOUR CUSTOMERS ENGAGE WITH YOU BASED
ON WHAT THEY’RE ALREADY DOING T...
SOCIAL TECHNOGRAPHICS

LADDER OF
PARTICIPATION

  INACTIVES

  SPECTATORS

  JOINERS

  COLLECTORS

  CRITICS

  CREATORS
The Social Technographics™ Ladder
 Social Technographics classifies                                           Creators
 pe...
The Social Technographics ™ Ladder
                                                                                       ...
The Social Technographics ™ Ladder
                                                                                       ...
The Social Technographics ™ Ladder
                                                                                       ...
The Social Technographics ™ Ladder
                                                                                       ...
The Social Technographics ™ Ladder
                                                                                       ...
The Social Technographics ™ Ladder
                                                                                       ...
The Social Technographics ™ Ladder
                                                                                       ...
SOCIAL TECHNOGRAPHICS
PROFILE OF YOUNG AMERICAN MEN & WOMEN
SOCIAL TECHNOGRAPHICS
 PROFILE OF OF BUSINESS TRAVELLERS
OBJECTIVES


WHAT ARE YOUR GOALS?

ARE YOU INTERESTED IN “TALKING” WITH YOUR
AUDIENCE OR “LISTENING” TO WHAT THEY’RE SAYIN...
5 MAIN OBJECTIVES

LISTENING - MONITORING YOUR CUSTOMERS
CONVERSATIONS

TALKING - PARTICIPATING WITH AND STIMULATING 2-
WA...
STRATEGY


HOW DO YOU WANT RELATIONSHIPS WITH YOUR
CUSTOMERS TO CHANGE?

DO YOU WANT CUSTOMERS TO CARRY YOUR MESSAGE
TO OT...
TECHNOLOGY


WHAT APPLICATIONS SHOULD YOU BUILD?

WHAT SOCIAL MEDIA TOOLS SHOULD YOU EMPLOY?

    BLOGS, WIKIS, PHOTO SHAR...
CASE STUDY
ERNST & YOUNG CAREERS ON FACEBOOK
CASE STUDY
   INBFLAT
STEVE GROVES


DIRECTOR OF DIGITAL MEDIA, THE LONDON FREE PRESS

STEVE.GROVES@SUNMEDIA.CA

TWITTER: @STEVEATLFPRESS

LINKE...
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P.O.S.T. - Strategic Thinking
 Precedes Social Results

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Presentation on the POST methodology for creating a social media strategy for an organization. POST is a central concept in the book Groundswell by Charlene Li and Josh Bernoff.

Presented at the SMarts London conference on November 14th, 2009 in London, Ontario.

Published in: Business, Technology
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  • As I prepared to come out here to speak I couldn’t help but find irony in a room full of people waiting to hear me speak about social media. Less than 2 years ago I was actively involved in a project to block social networks from all computers at my former employer’s.
  • These aren’t my ideas or methods. When I was trying to decide on my next career move when this book was released last May.
  • According to Josh and Charlene. Music from friends, products via eBay, movies via BitTorrent, entertainment via YouTube. Power resides with the masses again.
  • Brilliant marketing expert Seth Godin wrote this quote.
    Largely a business strategy presentation but applicable to not-for-profits and the arts community. Exchange term ‘subscriber’ or ‘patron’ for ‘customer’.
  • people don’t listen to Marketers, they listen to the market
  • Source here is 2007 data. Look how out of date it looks already.
  • People
    Objectives
    Strategy
    Technology
  • Based on the reviews that we did we determined that commenting on our site and ‘liking’ on Facebook would be attractive for our readers.
  • Inactives neither create nor consume social content of any kind. Joiners are in Facebook. Collectors organize content using RSS feeds, vote on sites like Digg.
  • Social Technographics classifies people according to how they use social technologies
  • Creators make social content go. They write blogs or upload video, music, or text
  • Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles
  • Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com
  • Joiners connect in social networks like MySpace and Facebook
  • Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews
  • Inactives neither create nor consumer social content of any kind
  • By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers
  • Example #1 - Men and Women 18-27.
  • Example #2 - Another way to look is Business Travellers
  • The clarity of your objectives will make or break your strategy. You need a reason to enter the groundswell.
  • Listening = Research. Talking = Marketing. Energizing = Sales. Supporting = Support. Embracing = Development.
  • We wanted Londoners to become more engaged with each other. We wanted to start the conversation and provide a forum for readers to exchange views.
  • Firm has to hire 3,500 new grads each year. 74% of college students are JOINERS. Objective was to TALK with candidates and enabled them to talk to each other. STRAT was to change the onboarding process. TECH was Facebook.
  • Collaborative musical project by Darren Solomon. People he was trying to reach were CREATORS. Objective was to EMBRACE a group of collaborators as part of a musical collaboration. Strategy was largely experimental collaboration. Technology was YouTube UGC.
  • P.O.S.T. - Strategic Thinking
 Precedes Social Results

    1. 1. P.O.S.T. STRATEGIC THINKING PRECEDES SOCIAL RESULTS
    2. 2. JOSH BERNOFF Senior Vice President, Idea Development Forrester Research CHARLENE LI Independent Thought Leader The Altimeter
    3. 3. WHAT IS THE GROUNDSWELL? “A SOCIAL TREND IN WHICH PEOPLE USE TECHNOLOGIES TO GET THE THINGS THAT THEY NEED FROM EACH OTHER, RATHER THAN FROM TRADITIONAL INSTITUTIONS LIKE CORPORATIONS.”
    4. 4. WHAT IS THE GROUNDSWELL? “PEOPLE DON’T LISTEN TO MARKETERS ANY MORE, THEY LISTEN TO PEOPLE” - SETH GODIN
    5. 5. WHAT IS THE GROUNDSWELL? “PEOPLE DON’T LISTEN TO MARKETERS, THEY LISTEN TO THE MARKET”
    6. 6. WHO IS IN THE GROUNDSWELL?
    7. 7. P.O.S.T. PEOPLE OBJECTIVES STRATEGY TECHNOLOGY
    8. 8. PEOPLE WHAT ARE YOUR CUSTOMERS READY FOR? HOW WILL YOUR CUSTOMERS ENGAGE WITH YOU BASED ON WHAT THEY’RE ALREADY DOING TODAY DON’T BUILD A SOCIAL NETWORKING SITE IF YOUR AUDIENCE IS MORE LIKELY TO WRITE REVIEWS OR PROVIDE RATINGS
    9. 9. SOCIAL TECHNOGRAPHICS LADDER OF PARTICIPATION INACTIVES SPECTATORS JOINERS COLLECTORS CRITICS CREATORS
    10. 10. The Social Technographics™ Ladder Social Technographics classifies Creators people according to how they use social technologies. Forrester can quantify the Critics number of online consumers within these groups using our consumer surveys. Collectors Joiners Spectators Inactives 10 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    11. 11. The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators make social content go. Creators Upload video you created They write blogs or upload video, Upload audio/music you created Write articles or stories and post them music, or text. 11 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Groups include people participating in at least one of the activities monthly.
    12. 12. The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Critics respond to content from Post ratings/reviews of products/services others. They post reviews, Comment on someone else’s blog Critics comment on blogs, participate in Contribute to online forums Contribute to/edit articles in a wiki forums, and edit wiki articles. 12 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Groups include people participating in at least one of the activities monthly.
    13. 13. The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Collectors organize content for themselves or others using RSS Use RSS feeds Add “tags” to Web pages or photos feeds, tags, and voting sites like Collectors “Vote” for Web sites online Digg.com 13 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Groups include people participating in at least one of the activities monthly.
    14. 14. The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Joiners connect in social networks Maintain profile on a social networking site like MySpace and Facebook Joiners Visit social networking sites 14 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Groups include people participating in at least one of the activities monthly.
    15. 15. The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Spectators consumer social Read blogs content including blogs, user- Watch video from other users Listen to podcasts Spectators generated video, podcasts, forums, Read online forums Read customer ratings/reviews or reviews 15 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Groups include people participating in at least one of the activities monthly.
    16. 16. The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviews Inactives neither create nor consumer social content of any Inactives None of the above kind 16 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Groups include people participating in at least one of the activities monthly.
    17. 17. The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Taken together, these groups Creators Upload video you created make up the ecosystem that Upload audio/music you created Write articles or stories and post them forms the groundswell. Post ratings/reviews of products/services By examining how they are Critics Comment on someone else’s blog Contribute to online forums represented in any subgroup, Contribute to/edit articles in a wiki strategists can determine which sorts of strategies make sense to Use RSS feeds reach their customers. Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above 17 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Groups include people participating in at least one of the activities monthly.
    18. 18. SOCIAL TECHNOGRAPHICS PROFILE OF YOUNG AMERICAN MEN & WOMEN
    19. 19. SOCIAL TECHNOGRAPHICS PROFILE OF OF BUSINESS TRAVELLERS
    20. 20. OBJECTIVES WHAT ARE YOUR GOALS? ARE YOU INTERESTED IN “TALKING” WITH YOUR AUDIENCE OR “LISTENING” TO WHAT THEY’RE SAYING ABOUT YOU? ARE YOU TRYING TO GENERATE INCREASED SALES BY ENERGIZING YOUR BEST CUSTOMERS
    21. 21. 5 MAIN OBJECTIVES LISTENING - MONITORING YOUR CUSTOMERS CONVERSATIONS TALKING - PARTICIPATING WITH AND STIMULATING 2- WAY CONVERSATION WITH CUSTOMERS ENERGIZING - ALLOW ENTHUSIASTIC CUSTOMERS TO HELP SELL EACH OTHER SUPPORTING - ENABLE YOUR CUSTOMERS TO SUPPORT EACH OTHER EMBRACING - ENABLING YOUR CUSTOMERS TO HELP YOU IMPROVE PRODUCTS OR SERVICES
    22. 22. STRATEGY HOW DO YOU WANT RELATIONSHIPS WITH YOUR CUSTOMERS TO CHANGE? DO YOU WANT CUSTOMERS TO CARRY YOUR MESSAGE TO OTHERS IN YOUR MARKET? DO YOU WANT THEM TO BECOME MORE ENGAGED WITH YOUR COMPANY? RALLY SUPPORT FOR YOUR PLANS INTERNALLY
    23. 23. TECHNOLOGY WHAT APPLICATIONS SHOULD YOU BUILD? WHAT SOCIAL MEDIA TOOLS SHOULD YOU EMPLOY? BLOGS, WIKIS, PHOTO SHARING, SOCIAL NETWORKS, MICRO-BLOGS, ETC. BEGIN THIS ACTIVITY ONLY AFTER HAVING ANSWERED THE PEOPLE, OBJECTIVES AND STRATEGIES QUESTIONS
    24. 24. CASE STUDY ERNST & YOUNG CAREERS ON FACEBOOK
    25. 25. CASE STUDY INBFLAT
    26. 26. STEVE GROVES DIRECTOR OF DIGITAL MEDIA, THE LONDON FREE PRESS STEVE.GROVES@SUNMEDIA.CA TWITTER: @STEVEATLFPRESS LINKEDIN: WWW.LINKEDIN.COM/IN/STEVENHGROVES BLOG: WWW.LFPRESSLABS.COM

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