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Social Strategy For Revolutionaries Charlene Li Vice President, Principal Analyst Co-author, Groundswell Forrester Research March 9, 2008

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The revolutionary – talk show host Shaun Daily

Definition Groundswell A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations

Groundswell A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations

Will you be a radical like Thomas Paine? Sparked American Revolution with “Common Sense” Joined the French Revolution and got thrown in jail Obituary: “He had lived long, did some good and much harm.”

Or a revolutionary like Thomas Jefferson? Wrote the Declaration of Independence Became the third President of the US Staunch defender of Thomas Paine

The dog days of 1776

Theme Making revolution stick will require frameworks and process

Agenda What process can be used to create a social strategy? How are revolutionaries creating social strategies? How should you get started?

What process can be used to create a social strategy?

How are revolutionaries creating social strategies?

How should you get started?

The four-step approach to the groundswell People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T

Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%

Age is also a major driver of adoption Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2006 Youth online survey Percent of each generation in each Social Technographics category

Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Listening Talking Energizing Supporting Embracing

Agenda What process can be used to create a social strategy? How are revolutionaries creating social strategies? How should you get started transforming your organization?

What process can be used to create a social strategy?

How are revolutionaries creating social strategies?

How should you get started transforming your organization?

Blendtec talks with viral videos Users can also add the video to their own sites Viewers record video responses Over 4.6 M views

George Wright, VP of Marketing spent $50

Dan Black, Director of Campus Recruiting for Ernst & Young

Ernst & Young listens – and talks with college students on Facebook

Gary Koelling and Steve Bendt, Best Buy

Blueshirtnation.com serves front line employees

Josh started Intelpedia on a spare server

Steve Fisher, VP of Platform, Salesforce.com

IdeaExchange built the case against sawbanners

Agenda What process can be used to create a social strategy? How are revolutionaries creating social strategies? How should you get started transforming your organization?

What process can be used to create a social strategy?

How are revolutionaries creating social strategies?

How should you get started transforming your organization?

The four-step approach to the groundswell People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T

Lionel Menchaca, Dell.com Background Product technician Product review PR Knew everyone

Dell’s blog didn’t get off to a good start

Michael Dell gave Lionel support

This audacious post set the tone for the blog

Dell executives review and implement customer suggestions

Dell uses a blog to talk to investors

Find and support your revolutionaries Find the people most passionate about developing relationships with the groundswell Educate your executives Put someone important in charge Define “the box” with policies and process Make it safe(r) to fail

Find the people most passionate about developing relationships with the groundswell

Educate your executives

Put someone important in charge

Define “the box” with policies and process

Make it safe(r) to fail

Final words of advice Making revolution stick will require frameworks and process Start small, but think big Make social strategy the responsibility of every single employee Be patient – cultural change takes time

Making revolution stick will require frameworks and process

Start small, but think big

Make social strategy the responsibility of every single employee

Be patient – cultural change takes time

Thank you Charlene Li +1 650.581.3833 [email_address] groundswell.forrester.com