Groundswell Ideas


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The big ideas behind the book "Groundswell"

Published in: Business, Technology

Groundswell Ideas

  2. Josh Bernoff Vice President, Principal Analyst Forrester Research Groundswell ideas Helping clients using the ideas in Groundswell
  3. What is Groundswell? <ul><li>A book by Charlene Li and Josh Bernoff, available April 2008 from Harvard Business Press </li></ul><ul><li>A new way of thinking about online social phenomena and trends </li></ul><ul><li>A set of strategies for companies engaging with customers through social technologies </li></ul><ul><li>A discipline that Forrester can use with clients, and clients can use with customers, to gain business advantage </li></ul>
  4. Major Groundswell themes <ul><li>Increasingly, people use technologies to get the things they need from each other, rather than from traditional institutions like corporations </li></ul><ul><li>This trend is broader than the individual technologies that make it up </li></ul><ul><li>Companies can turn the trend to their advantage </li></ul><ul><li>Determine first what your customers are ready for and your objective; only then can you pick a strategy </li></ul><ul><li>(cont’d) </li></ul>
  5. Major Groundswell themes (2) <ul><li>Groundswell strategies can be deliver powerful, measurable returns in research, marketing, sales, support, and product development </li></ul><ul><li>Companies succeeding with these strategies must give up control to reap these powerful advantages </li></ul><ul><li>Many of these same techniques can be used with your employees, not just your customers </li></ul><ul><li>Engaging with the groundswell will eventually transform your company into one that is more and more customer-focused </li></ul>
  6. Powerful groundswell tools <ul><li>Social Technographics Profile: analyze the social profile of your customer base </li></ul><ul><li>POST method: a systematic process for social strategy development </li></ul><ul><li>Listening, talking, energizing, supporting, embracing – five strategies to create advantage from the groundswell </li></ul>
  7. This is your company . . .
  8. . . . these are your customers in the groundswell
  9. This is you and your customers in the groundswell
  10. Creators Critics Collectors Joiners Spectators Inactives Ladder of social participation Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%
  11. 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
  12. 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
  13. Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Listening Talking Energizing Supporting Embracing
  14. Thank you Josh Bernoff +1 617.613.5789 [email_address]