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Social Strategies For Revolutionaries

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Charlene Li's speech at SXSW, March 9, 2008

Charlene Li's speech at SXSW, March 9, 2008

Published in: Education, Business

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  • Cloud Computing Magazine http://issuu.com/channelplanet/docs/cloudcomputingmagazine03
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  • Nice presentation. Thanks for sharing.
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  • Imposing show! Thanks for sharing. Phil from France
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  • <br /><object type="application/x-shockwave-flash" data="http://blip.tv/scripts/flash/showplayer.swf?enablejs=true&feedurl=http%3A%2F%2Fowenmack%2Eblip%2Etv%2Frss%2Fflash&file=http%3A%2F%2Fblip%2Etv%2Frss%2Fflash%2F725278&brandlink=http%3A%2F%2Fblip%2Etv%2F%3Futm%5Fsource%3Dbrandlink&brandname=blip%2Etv&showplayerpath=http%3A%2F%2Fblip%2Etv%2Fscripts%2Fflash%2Fshowplayer%2Eswf" width="350" height="288"><param name="movie" value="http://blip.tv/scripts/flash/showplayer.swf?enablejs=true&feedurl=http%3A%2F%2Fowenmack%2Eblip%2Etv%2Frss%2Fflash&file=http%3A%2F%2Fblip%2Etv%2Frss%2Fflash%2F725278&brandlink=http%3A%2F%2Fblip%2Etv%2F%3Futm%5Fsource%3Dbrandlink&brandname=blip%2Etv&showplayerpath=http%3A%2F%2Fblip%2Etv%2Fscripts%2Fflash%2Fshowplayer%2Eswf"></param><embed src="http://blip.tv/scripts/flash/showplayer.swf?enablejs=true&feedurl=http%3A%2F%2Fowenmack%2Eblip%2Etv%2Frss%2Fflash&file=http%3A%2F%2Fblip%2Etv%2Frss%2Fflash%2F725278&brandlink=http%3A%2F%2Fblip%2Etv%2F%3Futm%5Fsource%3Dbrandlink&brandname=blip%2Etv&showplayerpath=http%3A%2F%2Fblip%2Etv%2Fscripts%2Fflash%2Fshowplayer%2Eswf" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • here are some videos that I found on groundswell

    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/ddCCwkM6Ul0" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/ddCCwkM6Ul0"></param><embed src="http://www.youtube.com/v/ddCCwkM6Ul0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • Transcript

    • 1. groundswell.forrester.com
    • 2. Social Strategy For Revolutionaries Charlene Li Vice President, Principal Analyst Co-author, Groundswell Forrester Research March 9, 2008
    • 3. 09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0
    • 4. HD-DVD Processing Key
    • 5.  
    • 6. The revolutionary – talk show host Shaun Daily
    • 7. 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
    • 8. 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.”
    • 9. Or a revolutionary like Thomas Jefferson? Wrote the Declaration of Independence Became the third President of the US Staunch defender of Thomas Paine
    • 10. The dog days of 1776
    • 11. Theme Making revolution stick will require frameworks and process
    • 12. Agenda
      • What process can be used to create a social strategy?
      • How are revolutionaries creating social strategies?
      • How should you get started?
    • 13. 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
    • 14. 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%
    • 15. 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
    • 16. Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Listening Talking Energizing Supporting Embracing
    • 17. 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?
    • 18. Blendtec talks with viral videos Users can also add the video to their own sites Viewers record video responses Over 4.6 M views
    • 19. George Wright, VP of Marketing spent $50
    • 20. Dan Black, Director of Campus Recruiting for Ernst & Young
    • 21. Ernst & Young listens – and talks with college students on Facebook
    • 22. Gary Koelling and Steve Bendt, Best Buy
    • 23. Blueshirtnation.com serves front line employees
    • 24.  
    • 25. Josh started Intelpedia on a spare server
    • 26. Steve Fisher, VP of Platform, Salesforce.com
    • 27. IdeaExchange built the case against sawbanners
    • 28. 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?
    • 29. 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
    • 30. Lionel Menchaca, Dell.com Background Product technician Product review PR Knew everyone
    • 31. Dell’s blog didn’t get off to a good start
    • 32. Michael Dell gave Lionel support
    • 33. This audacious post set the tone for the blog
    • 34. Dell executives review and implement customer suggestions
    • 35. Dell uses a blog to talk to investors
    • 36. 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
    • 37. 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
    • 38. Thank you Charlene Li +1 650.581.3833 [email_address] groundswell.forrester.com