Actually, everything is now dubbed “2.0” Web 2.0 X Relationships Retail 2.0 Finance 2.0 Travel 2.0 Telco 2.0 Hospitality 2.0 Health 2.0
Forrester calls this . . . Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Press, 2008 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:
More than half of US online consumers research health-related topics online July 11, 2008, “The Social Technographics® Of US Online Health Information Seekers”
Online health information seekers focus on specific conditions and medications July 11, 2008, “The Social Technographics® Of US Online Health Information Seekers”
Forrester’s Social Technographics® ladder Base: US online consumers Source: North American S ocial Technographics® Survey, Q2 2007 Note: Groups include people participating in at least one of the activities monthly.
The Social Technographics of online health information seekers July 11, 2008, “The Social Technographics® Of US Online Health Information Seekers”
Health 2.0 is about real people helping each other with real health problems . . .
. . . the online ecosystem is as diverse as we are!
Source: Yahoo! Health (http://health.yahoo.com/)
Detroit Medical Center posts educational videos on YouTube . . .
. . . as a way to freely promote its medical video library Source: Detroit Medical Center (http://dmc.org/)
Does the groundswell matter to you? YES! Because your customers are defining your brands , products , and services . . .
The good . . . Southwest Airlines engaged with a passionate customer base on a blog and turned a downloadable widget into more than $130M in revenue within 18 months of launch! Source: Southwest Airlines Blog (http://blogsouthwest.com/)
The bad . . . Source: Health Insurance Horror Stories (http://www.bluecrosssucks.com/consumer.htm), YouTube (http://www.youtube.com/watch?v=PkGUU_ggO3k), and Bank of America Sucks (http://www.bankofamericasux.com/)
And the ugly . . . This is now the leading result that YouTube returns when searching for “Comcast”, with more than 1.2 million viewers. Source: YouTube (http://www.youtube.com/watch?v=CvVp7b5gzqU)
So, the only remaining questions . . . <ul><li>Are you going to be part of the conversation? </li></ul><ul><li>How can you develop a social strategy to extract real business value? </li></ul>
Follow the POST method <ul><li>P eople: </li></ul><ul><ul><li>Understand the nature of your customers’ social activities online. </li></ul></ul><ul><li>O bjectives: </li></ul><ul><ul><li>Decide what the business goals of your social strategy will be. </li></ul></ul><ul><li>S trategy: </li></ul><ul><ul><li>Recognize and plan for how your customer relationships will change. </li></ul></ul><ul><li>T echnology: </li></ul><ul><ul><li>Determine which technologies will meet you business goals your customers’ needs. </li></ul></ul>