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

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

6. The revolutionary – talk show host Shaun Daily

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

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

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

25. Josh started Intelpedia on a spare server

26. Steve Fisher, VP of Platform, Salesforce.com

27. IdeaExchange built the case against sawbanners

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

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