The Groundswell
Charlene Li | Josh Bernoff
IST 400 | New Media & Social Technologies
iSchool
Syracuse University
Eric Hansen | ethansen+ist@gmail.com

Outline
The “Groundswell”
POST
‘Swell Strategies
Earthquakes and Other Shifts

The “Groundswell”

The 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.

The 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.
A Institution B
Path of least resistance

Why Now?

POST

POST
People Objectives Strategy Technology
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Credit: Charlene Li and Josh Bernoff

People
What are your publics ready for?
What are their Social Technographics?
How close is their current behavior
to the desired behavior?
Do you have accurate data on them?

Objectives
What do you want to achieve?
Listening / research?
Talking / messaging?
Energizing / empowering?
Supporting / peering?
Embracing / collaborating?

Strategy
How will you change the relationship
between you and your publics?
What value propositions will
incentivize your publics?
What risks need to be mitigated?

Technology
What tool(s) will appeal to your
people?
Does it already exist?
Will it provide all the features you
need?

‘Swell Strategies

‘Swell Strategies

Room to Grow
Start with a small, limited-scope
strategy, with room to grow
Time is not your friend: prioritize
speed of implementation (weeks)
Plan to revise, not abandon, every
6 - 12 months

Assess Risks +
Outcomes
Which disruptions do you need to
face, and which should you avoid?
Imagine your org. after the desired
change, how will it affect others?
How will this affect your other
important relationships and
processes?

Get “Big Cheese”
Backing
A high-level executive should have
responsibility for success/failure
Choose someone based on both
their scope and your objectives
Schedule regular, high-level briefings

Choose Partners Wisely
Make sure any agency understands your
brand and objectives
Have they completed similar projects
before? Were they successful?
How well do they adapt to changing
technology trends?

Earthquakes and Other Shifts

There is no right way

Thank You

Video/ Photo Credits
• http://flickr.com/photos/edans/
• http://youtube.com/watch?v=hwvNhu61_fo
• http://flickr.com/photos/localsurfer/
• http://flickr.com/photos/briansolis/
• http://flickr.com/photos/bdebaca/
• http://flickr.com/photos/graciepoo/
• http://blogs.forrester.com/charleneli/2007/12/
the-post-method.html
• http://flickr.com/photos/namullim/

Video/ Photo Credits
• http://flickr.com/photos/tomcool/
• http://flickr.com/photos/thomasmilne/
• http://flickr.com/photos/broterham
• http://flickr.com/photos/uibriain/
• http://flickr.com/photos/carradine65/
• http://blogs.forrester.com/charleneli/2007/08/
wal-marts-faceb.html
• http://www.forbes.com/digitalentertainment/
2006/10/02/myspace-walmart-youtube-tech-
media-cx_rr_1003walmart.html

Video/ Photo Credits
• http://www.lednine.com/category/portfolio/
• http://flickr.com/photos/atomic_mutton/