Groundswell

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Melih Arat's lecture at Epoka University

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Groundswell

  1. 1. Groundswell Winning in a world transformed by social technologies by Charlene Li and Josh Bernoff Melih Arat melih@meliharat.com
  2. 2. Melih Arat melih@meliharat.com
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  4. 4. www.digg.com Melih Arat melih@meliharat.com
  5. 5. The Moral of the story Melih Arat melih@meliharat.com
  6. 6. Melih Arat melih@meliharat.com Streisand Effect
  7. 7. Creating the content Melih Arat melih@meliharat.com
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  11. 11. Melih Arat melih@meliharat.com Groundswell is
  12. 12. GM – Fast Lane Blog – Control Your Destiny or Someone else will Melih Arat melih@meliharat.com
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  16. 16. Evaluating technology Melih Arat melih@meliharat.com  Does it enable people to connect with each other?  Is it effortless to sign up?  Does it shift power from institutions to people?  Does the community generate enough content to sustain itself?  Is it an open platform that invites partnership?
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  22. 22. A Seminar byMelih Arat melih@meliharat.com POST • People – Who are they in terms of internet participation? • Objectives – Generating sales? – Better operations? • Strategy – Customers carry your messages – Customers as employees • Technology – The Applications Melih Arat melih@meliharat.com
  23. 23. A Seminar byMelih Arat melih@meliharat.com Five Objectives • Listen to your customer – Market research real time • Talk to them – Blogging, facebook profiles etc. • Energize – testimonials • Support – Communities • Embrace – İntegrate the customer to the business Melih Arat melih@meliharat.com
  24. 24. Melih Arat melih@meliharat.com
  25. 25. Listening Melih Arat melih@meliharat.com  Set up your own private community  Begin brand monitoring
  26. 26. Listening Melih Arat melih@meliharat.com  Find out what your brand stands for?  Understand how business is shifting?  Increase responsiveness  Learn the influencers (youtube, hellium, facebook)  Manage PR Crisis  Who is your customers (check the Social Technographics Profile of your customer)  Start small, think big!
  27. 27. Talking Techniques Melih Arat melih@meliharat.com  Post a viral video  Engage in social networks and user generated content sites  Join the blogoshpere  Create a community
  28. 28. Tips for Succesful Blogging Melih Arat melih@meliharat.com  Start by listening  Determine a goal for the blog (community)  Estimate the Return (brand image)  Develop a plan (company blog or what?)  Rehearse (test before fly)  Editorial Process (editor/s)  Link it to company page  Promotion of blog  Have Dialogue!  Be honest
  29. 29. Energizing / testimonial / e-bag Melih Arat melih@meliharat.com  Word of Mouth  It’s believable  It’s self-reinforcing  It’s self spreading
  30. 30. www.ebags.com the zipper story Melih Arat melih@meliharat.com
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  33. 33. Melih Arat melih@meliharat.com Ben Ellermann – USA Matija Grguric – Croatia Philip Heinrich – USA Tom Jacobs – Belgium Sung-Wan Kim – South Korea Christian Krutzfeldt – Germany Igor Makarov – Russia Lino Martins – USA Don Reitz – USA Wagner Cavalli – Brazil Harald Roossien – The Netherlands Yoshikazu Saito – Japan James Shields – Ireland Yuchen Shih – Taiwan Pedro Silva – Portugal Ludo Soete – Belgium Stacy Sterling – USA Saso Tomat – Slovenia Jenn Wagner – Canada Marcin Witkiewicz – Poland Cagri Yuz – Turkey Dan Rubin – USA Marco Chiappa – Italy John Langrish – Canada Lluis Gibert – Spain Verena Schaden – Austria Fernando Correia – Portugal Svend Erik Saksun – Denmark Matija Puzar - Norway Mikael Sjostedt – Sweden Tsang Yiu Keung – Hong Kong Tim Gould – Australia Andrew Bulthaupt – USA Patrick Begin – Canada Sue Ann Barber – Australia Sebastian Arts – The Netherlands Heiner Berg – Germany Norbert Black – Canada Pitsanu Boonyarit – Thailand Pijarn Charoensri – Thailand Benn Coifman – USA Yvonne Doyle – United Kingdom The 2010 LEGO Ambassador Group consists of the following members:
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  35. 35. Blueshirtnation / Creating a Community within the company / BESTBUY Melih Arat melih@meliharat.com
  36. 36. The Corporate Road Map for Groundswell Melih Arat melih@meliharat.com  First, start small  Educate your executives  Get the right people to run your strategy  Get your technology partners and agency sync.  Plan for the next step and for the long term

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