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Slide 1: Creating a Coherent Social Strategy for Business Charlene Li & Josh Bernoff Co-authors, Groundswell VPs, Forrester Research groundswell.forrester.com 1 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 2: Businesses expect to participate % of companies adopting Web 2.0 tools in 2008 2 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 3: Web 2.0 approach-avoidance syndrome • Symptoms » Obsessive interest in the blogosphere, Facebook, YouTube, Twitter, FriendFeed . . . » Excessive salivation upon hearing of successful corporate applications » Checking TechCrunch and Techmeme hourly » Increasing nervousness answering bosses’ and colleagues’ questions about “Web 2.0 strategy” » Asking your teens “What’s up with this MySpace thing?” – And taking careful notes on the answer 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 4: Definition ► Groundswell A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations 4 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 5: Where are you on this scale? Corporatist Pragmatist Purist • Online activities • People are • People are the must deliver in charge, but most powerful business benefits corporations force on the can benefit Net 5 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 6: Theme Objectives are the key to successful social strategy 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 7: 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 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 8: The Social Technographics Ladder Publish a blog Publish your own Web pages 18% Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services 25% Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds 12% Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site 25% Joiners Visit social networking sites Profile your Read blogs Watch video from other users customers at 48% Spectators Listen to podcasts groundswell.forrester.com Read online forums Read customer ratings/reviews Base: US online adults Source: Forrester Q2 2007 Inactives None of the above 44% Social Technographics Survey 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Groups include people participating in at least one of the activities monthly.

Slide 9: Key roles and their groundswell objectives Roles Groundswell objectives Research Listening Marketing Talking Sales Energizing Support Supporting Development Embracing 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Slide 10: Listening to dog owners (Del Monte) 10 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 11: A conversation with customers Del Monte: What does your dog eat for breakfast? George: . . . she would definitely want bacon and eggs and she would want ketchup on her eggs. She loves ketchup!!! Del Monte: Would you buy more treats if they had vitamins and minerals as ingredients?” George: I would buy healthier treats over ones that didn’t have vitamins and minerals. . . . I try to look for amino acids and omega 3 and fish oils. 11 contents © 2008 Forrester Research, Inc. All rights reserved. Entire

Slide 12: The result: a successful product launch . . . 12 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 13: Let’s talk about tampons 13 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 14: P&G talks with young girls 14 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 15: Brides.com energizes brides 15 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 16: The widget now appears on my page 16 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 17: Supporting front line employees at Best Buy 17 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 18: Starbucks solicits ideas 18 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 19: And then posts on a “blog” to close the loop 19 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 20: Crédit Mutuel’s “suggestion box” 20 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 21: ROI of executive blog (year one) Cost Value Planning and training $35K Advertising visibility $7K Platform and IT $30K Press stories $240K Brand monitoring service $50K Blog word of mouth $37K Content production and $170K Support savings $69K review Total costs $285K Total value $353K 21 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 22: Keys to success for pragmatists • Start with your customers • Choose an objective you can measure • Line up executive backing • Romance the naysayers • Start small, think big 22 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 23: Summary • Pragmatists bring companies and the groundswell together • Objectives are the key to successful social strategy • Use POST to frame your strategy • Line up backers, and think big 23 contents © 2008 Entire Forrester Research, Inc. All rights reserved.

Slide 24: Thank you Charlene Li Josh Bernoff +1 650.581.3833 +1 617.613.5789 cli@forrester.com jbernoff@forrester.com groundswell.forrester.com 24 contents © 2008 Entire Forrester Research, Inc. All rights reserved.