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Slide 1: groundswell.forrester.com 1 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 2: Social Strategy For Revolutionaries Charlene Li Vice President, Principal Analyst Co-author, Groundswell Forrester Research March 9, 2008

Slide 3: 09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 4: HD-DVD Processing Key 4 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 5: 5 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 6: The revolutionary – talk show host Shaun Daily 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 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 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 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.” 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 9: Or a revolutionary like Thomas Jefferson? Wrote the Declaration of Independence Became the third President of the US Staunch defender of Thomas Paine 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 10: The dog days of 1776 10 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 11: Theme Making revolution stick will require frameworks and process 11 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 12: Agenda • What process can be used to create a social strategy? • How are revolutionaries creating social strategies? • How should you get started? 12 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 13: The four-step approach to the groundswell P People Assess your customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology Decide which social technologies to use 13 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 14: Adults Youth Creators 18% 39% The ladder of participation Critics 25% 43% Collectors 12% 14% Joiners 25% 58% Base: US online consumers Spectators 48% 66% Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey Inactives 44% 26% 14 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 15: Age is also a major driver of adoption Percent of each generation in each Social Technographics category Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2006 Youth online survey 15 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 16: Key roles and their groundswell objectives Roles Groundswell objectives Research Listening Marketing Talking Sales Energizing Support Supporting Development Embracing 16 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 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? 17 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 18: Blendtec talks with viral videos Over 4.6 M views Viewers record video responses Users can also add the video to their own sites 18 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 19: George Wright, VP of Marketing spent $50 19 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 20: Dan Black, Director of Campus Recruiting for Ernst & Young 20 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 21: Ernst & Young listens – and talks with college students on Facebook 21 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 22: Gary Koelling and Steve Bendt, Best Buy 22 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 23: Blueshirtnation.com serves front line employees 23 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 24: 24 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 25: Josh started Intelpedia on a spare server 25 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 26: Steve Fisher, VP of Platform, Salesforce.com 26 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 27: IdeaExchange built the case against sawbanners 27 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 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? 28 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 29: The four-step approach to the groundswell P People Assess your customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology Decide which social technologies to use 29 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 30: Lionel Menchaca, Dell.com Background Product technician Product review PR Knew everyone 30 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 31: Dell’s blog didn’t get off to a good start 31 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 32: Michael Dell gave Lionel support 32 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 33: This audacious post set the tone for the blog 33 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 34: Dell executives review and implement customer suggestions 34 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 35: Dell uses a blog to talk to investors 35 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 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 36 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 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 37 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 38: Thank you Charlene Li +1 650.581.3833 cli@forrester.com groundswell.forrester.com 38 contents © 2008 Entire Forrester Research, Inc. All rights reserved.