Groundswell Ideas

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

Slide 2: Groundswell ideas Helping clients using the ideas in Groundswell Josh Bernoff Vice President, Principal Analyst Forrester Research

Slide 3: 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 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 4: 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) 4 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

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

Slide 6: 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 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 7: This is your company . . . 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 8: . . . these are your customers in the groundswell 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 9: This is you and your customers in the groundswell 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 10: Adults Youth Creators Ladder of 18% 39% social participation Critics 25% 43% Collectors 12% 14% Joiners 25% 58% Spectators 48% 66% Inactives 44% 26% 10 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 11: Social Technographics Profile of a group Online Index Business Travelers adults Online adults = 100 Creators 28% 150 Critics 34% 136 Collectors 21% 176 Joiners 30% 120 Spectators 59% 121 Inactives 35% 80 Base: US online adults. Business travelers = more than one trip in last 90 days Source: North American Social Technographics® Online Survey, Q2 2007 11 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 12: 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 12 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 13: Key roles and their groundswell objectives Roles Groundswell objectives Research Listening Marketing Talking Sales Energizing Support Supporting Development Embracing 13 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 14: Thank you Josh Bernoff +1 617.613.5789 jbernoff@forrester.com groundswell.forrester.com 14 contents © 2008 Entire Forrester Research, Inc. All rights reserved.