groundswell.forrester.com

Josh Bernoff Vice President, Principal Analyst Forrester Research Groundswell ideas Helping clients using the ideas in Groundswell

What is Groundswell? A book by Charlene Li and Josh Bernoff, available April 2008 from Harvard Business Press A new way of thinking about online social phenomena and trends A set of strategies for companies engaging with customers through social technologies A discipline that Forrester can use with clients, and clients can use with customers, to gain business advantage

A book by Charlene Li and Josh Bernoff, available April 2008 from Harvard Business Press

A new way of thinking about online social phenomena and trends

A set of strategies for companies engaging with customers through social technologies

A discipline that Forrester can use with clients, and clients can use with customers, to gain business advantage

Major Groundswell themes Increasingly, people use technologies to get the things they need from each other, rather than from traditional institutions like corporations This trend is broader than the individual technologies that make it up Companies can turn the trend to their advantage Determine first what your customers are ready for and your objective; only then can you pick a strategy (cont’d)

Increasingly, people use technologies to get the things they need from each other, rather than from traditional institutions like corporations

This trend is broader than the individual technologies that make it up

Companies can turn the trend to their advantage

Determine first what your customers are ready for and your objective; only then can you pick a strategy

(cont’d)

Major Groundswell themes (2) Groundswell strategies can be deliver powerful, measurable returns in research, marketing, sales, support, and product development Companies succeeding with these strategies must give up control to reap these powerful advantages Many of these same techniques can be used with your employees, not just your customers Engaging with the groundswell will eventually transform your company into one that is more and more customer-focused

Groundswell strategies can be deliver powerful, measurable returns in research, marketing, sales, support, and product development

Companies succeeding with these strategies must give up control to reap these powerful advantages

Many of these same techniques can be used with your employees, not just your customers

Engaging with the groundswell will eventually transform your company into one that is more and more customer-focused

Powerful groundswell tools Social Technographics Profile: analyze the social profile of your customer base POST method: a systematic process for social strategy development Listening, talking, energizing, supporting, embracing – five strategies to create advantage from the groundswell

Social Technographics Profile: analyze the social profile of your customer base

POST method: a systematic process for social strategy development

Listening, talking, energizing, supporting, embracing – five strategies to create advantage from the groundswell

This is your company . . .

. . . these are your customers in the groundswell

This is you and your customers in the groundswell

Creators Critics Collectors Joiners Spectators Inactives Ladder of social participation Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%

Social Technographics Profile of a group Base: US online adults. Business travelers = more than one trip in last 90 days Source: North American Social Technographics ® Online Survey, Q2 2007 Business Travelers Index Online adults = 100 150 136 176 120 121 80 Online adults

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

Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Listening Talking Energizing Supporting Embracing

Thank you Josh Bernoff +1 617.613.5789 [email_address] groundswell.forrester.com