groundswell.forrester.com
Social Strategy For Revolutionaries Charlene Li Vice President, Principal Analyst Co-author,  Groundswell Forrester Resear...
09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0
HD-DVD Processing Key
 
The revolutionary – talk show host Shaun Daily
Definition <ul><li>Groundswell A social trend in which people use technologies to get the things they need from each other...
Will you be a radical like Thomas Paine? Sparked American Revolution with “Common Sense” Joined the French Revolution and ...
Or a revolutionary like Thomas Jefferson? Wrote the Declaration of Independence Became the third President of the US Staun...
The dog days of 1776
Theme Making revolution stick  will require frameworks and process
Agenda <ul><li>What process can be used to create a social strategy? </li></ul><ul><li>How are revolutionaries creating so...
The four-step approach to the groundswell People   Assess your customers’ social activities Objectives  Decide what you wa...
Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Base: US online consumers Source: NAC...
Age is also a major driver of adoption Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographi...
Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Liste...
Agenda <ul><li>What process can be used to create a social strategy? </li></ul><ul><li>How are revolutionaries creating so...
Blendtec talks with viral videos Users can also add the video to their  own sites Viewers record video responses Over 4.6 ...
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 <ul><li>What process can be used to create a social strategy? </li></ul><ul><li>How are revolutionaries creating so...
The four-step approach to the groundswell People   Assess your customers’ social activities Objectives  Decide what you wa...
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 <ul><ul><li>Find the people most passionate about developing relationships with the ...
Final words of advice <ul><li>Making revolution stick will require frameworks  and process  </li></ul><ul><li>Start small,...
Thank you Charlene Li +1 650.581.3833 [email_address] groundswell.forrester.com
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Social Strategies For Revolutionaries

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

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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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  • Social Strategies For Revolutionaries

    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 <ul><li>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 </li></ul>
    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 <ul><li>What process can be used to create a social strategy? </li></ul><ul><li>How are revolutionaries creating social strategies? </li></ul><ul><li>How should you get started? </li></ul>
    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 <ul><li>What process can be used to create a social strategy? </li></ul><ul><li>How are revolutionaries creating social strategies? </li></ul><ul><li>How should you get started transforming your organization? </li></ul>
    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 <ul><li>What process can be used to create a social strategy? </li></ul><ul><li>How are revolutionaries creating social strategies? </li></ul><ul><li>How should you get started transforming your organization? </li></ul>
    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 <ul><ul><li>Find the people most passionate about developing relationships with the groundswell </li></ul></ul><ul><ul><li>Educate your executives </li></ul></ul><ul><ul><li>Put someone important in charge </li></ul></ul><ul><li>Define “the box” with policies and process </li></ul><ul><li>Make it safe(r) to fail </li></ul>
    37. Final words of advice <ul><li>Making revolution stick will require frameworks and process </li></ul><ul><li>Start small, but think big </li></ul><ul><li>Make social strategy the responsibility of every single employee </li></ul><ul><li>Be patient – cultural change takes time </li></ul>
    38. Thank you Charlene Li +1 650.581.3833 [email_address] groundswell.forrester.com

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