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Groundswell

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Melih Arat's lecture at Epoka University

Melih Arat's lecture at Epoka University

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  • 1. GroundswellWinning in a worldtransformedbysocialtechnologiesbyCharleneLiandJoshBernoff
    Melih Arat
    melih@meliharat.com
  • 2. Melih Arat
    melih@meliharat.com
  • 3. Melih Arat
    melih@meliharat.com
  • 4. www.digg.com
    Melih Arat
    melih@meliharat.com
  • 5. The Moral of thestory
    Melih Arat
    melih@meliharat.com
  • 6. Melih Arat
    melih@meliharat.com
    Streisand Effect
  • 7. Creatingthecontent
    Melih Arat
    melih@meliharat.com
  • 8. Melih Arat
    melih@meliharat.com
  • 9. Melih Arat
    melih@meliharat.com
  • 10. Melih Arat
    melih@meliharat.com
  • 11. Melih Arat
    melih@meliharat.com
    Groundswell is
  • 12. GM – FastLaneBlog – ControlYourDestinyorSomeone else will
    Melih Arat
    melih@meliharat.com
  • 13. Melih Arat
    melih@meliharat.com
  • 14. Melih Arat
    melih@meliharat.com
  • 15. Melih Arat
    melih@meliharat.com
  • 16. Evaluatingtechnology
    Melih Arat
    melih@meliharat.com
    Does it enablepeopletoconnectwitheachother?
    Is it effortlesstosignup?
    Does it shiftpowerfrominstitutionstopeople?
    Doesthecommunitygenerateenoughcontenttosustainitself?
    Is it an open platform thatinvitespartnership?
  • 17. Melih Arat
    melih@meliharat.com
  • 18. Melih Arat
    melih@meliharat.com
  • 19. Melih Arat
    melih@meliharat.com
  • 20. Melih Arat
    melih@meliharat.com
  • 21. Melih Arat
    melih@meliharat.com
  • 22. POST
    People
    Whoarethey in terms of internet participation?
    Objectives
    Generatingsales?
    Betteroperations?
    Strategy
    Customerscarryyourmessages
    Customers as employees
    Technology
    TheApplications
    Melih Arat
    melih@meliharat.com
  • 23. FiveObjectives
    Listen toyourcustomer
    Market researchreal time
    Talk tothem
    Blogging, facebookprofilesetc.
    Energize
    testimonials
    Support
    Communities
    Embrace
    İntegratethecustomertothebusiness
    Melih Arat melih@meliharat.com
  • 24. Melih Arat
    melih@meliharat.com
  • 25. Listening
    Melih Arat
    melih@meliharat.com
    Set upyourownprivatecommunity
    Beginbrandmonitoring
  • 26. Listening
    Melih Arat
    melih@meliharat.com
    Findoutwhatyourbrandstandsfor?
    Understandhowbusiness is shifting?
    Increaseresponsiveness
    Learntheinfluencers (youtube, hellium, facebook)
    Manage PR Crisis
    Who is yourcustomers (checktheSocialTechnographics Profile of yourcustomer)
    Start small, thinkbig!
  • 27. TalkingTechniques
    Melih Arat
    melih@meliharat.com
    Post a viral video
    Engage in socialnetworksandusergeneratedcontentsites
    Jointheblogoshpere
    Create a community
  • 28. TipsforSuccesfulBlogging
    Melih Arat
    melih@meliharat.com
    Start bylistening
    Determine a goalfortheblog (community)
    EstimatetheReturn (brandimage)
    Develop a plan (companyblogorwhat?)
    Rehearse (test beforefly)
    EditorialProcess (editor/s)
    Link it tocompanypage
    Promotion of blog
    HaveDialogue!
    Be honest
  • 29. Energizing / testimonial / e-bag
    Melih Arat
    melih@meliharat.com
    Word of Mouth
    It’sbelievable
    It’s self-reinforcing
    It’s self spreading
  • 30. www.ebags.com thezipperstory
    Melih Arat
    melih@meliharat.com
  • 31. Melih Arat
    melih@meliharat.com
  • 32. Melih Arat
    melih@meliharat.com
  • 33. Melih Arat
    melih@meliharat.com
    The 2010 LEGO AmbassadorGroupconsists of thefollowingmembers:
    Ben Ellermann – USAMatijaGrguric – Croatia
    PhilipHeinrich – USATomJacobs – BelgiumSung-Wan Kim – South KoreaChristianKrutzfeldt – GermanyIgorMakarov – RussiaLinoMartins – USADon Reitz – USAWagner Cavalli – BrazilHaraldRoossien – TheNetherlandsYoshikazuSaito – JapanJames Shields – IrelandYuchenShih – TaiwanPedroSilva – PortugalLudoSoete – BelgiumStacySterling – USASasoTomat – SloveniaJenn Wagner – CanadaMarcinWitkiewicz – PolandCagriYuz – Turkey
    Dan Rubin – USAMarcoChiappa – ItalyJohn Langrish – CanadaLluisGibert – SpainVerenaSchaden – AustriaFernandoCorreia – PortugalSvend Erik Saksun – DenmarkMatijaPuzar - NorwayMikaelSjostedt – SwedenTsangYiuKeung – Hong KongTim Gould – AustraliaAndrew Bulthaupt – USAPatrickBegin – CanadaSueAnnBarber – AustraliaSebastianArts – TheNetherlandsHeinerBerg – GermanyNorbertBlack – CanadaPitsanuBoonyarit – ThailandPijarnCharoensri – Thailand
    BennCoifman – USAYvonneDoyle – United Kingdom
  • 34. Melih Arat
    melih@meliharat.com
  • 35. Blueshirtnation / Creating a Communitywithinthecompany / BESTBUY
    Melih Arat
    melih@meliharat.com
  • 36. TheCorporateRoadMapforGroundswell
    Melih Arat
    melih@meliharat.com
    First, start small
    Educateyourexecutives
    Gettherightpeopletorunyourstrategy
    Getyourtechnologypartnersandagencysync.
    Plan forthenext step andforthelongterm