1. Week 3
Communica5on Technology Development
Listening to the Groundswell
Joanne Tjahyana, S.Kom, M.Mm

2. Listening to the Groundswell
Your brand is what the
customers say it is
( Bernoff and Li, 2008 )

3. Market Research
• Companies pay over $15 billion annually for
market research.
• Surveys: mail, phone, internet survey
• Focus groups
• Designed to answer ques5ons, not to reveal
consumer insights
• NEW INSIGHTS from Groundswell

4. The Social Technograpics Ladder
• Creators
• Cri5cs
• Collectors
• Joiners
• Spectators
• Inac5ves

5. The Social
Technograpics
Ladder:
New category:
Conversa5onalists

6. The Social Technograpics Ladder

7. US Internet
Ac5vi5es

8. US Mobile
Internet
ac5vi5es

9. Two listening strategies
• Set up community
• Brand monitoring

10. Community & Brand Monitoring
Case Studies
Help Starbucks Survive Brand AWacks

11. Set Up Community (Starbucks Case Study)
hWp://mystarbucksidea.force.com

12. Set Up Community (Starbucks Case Study)
hWp://twiWer.com/starbucks

13. Set Up Community (Starbucks Case Study)
hWp://twiWer.com/MyStarbucksIdea

14. Set Up Community
Starbucks
Campaign
pos5ng the newest
Starbucks Posters with
#starbucks
at twitpic.com

15. Set Up Community ‐ Starbucks Campaign
pos5ng the newest Starbucks Posters to @starbucks
at twitpic.com

16. Community Vs Hate Campaign
• Stop Starbucks
hWp://stopstarbucks.com/

17. Community Vs Hate Campaign

18. Starbucks TwiWer Campaign Hijacked

19. Community Vs Hate Campaign
hWp://www.youtube.com/watch?v=L58EKo9XYiE

20. Starbucks Community Responses

21. Starbucks Community Responses

22. Starbucks Community Responses
Starbucks Campaign Hijack only got 9 entries
and 75 views each
Starbucks is men5oned on TwiWer
about 10 5mes per minute everyday

23. Starbucks Community Responses
"The boWom line for us: We're the first to admit
that we don't control the conversa5on about
Starbucks. The bad news for this campaign is
neither do they. Ul5mately the community
decides and we believe that's a beau5ful thing"
MaWhew Guiste
(Starbucks Social Media manager)

24. Community & Brand Monitoring
Case Studies – Dell Go Green

25. Community & Brand Monitoring
Case Studies – Domino’s Pizza Workers

26. Listening Tools
• Google alerts
• Tweet beep
• Social men5on
• TwiWer
• Facebook friend feed
• Black type
• Technora5

27. References
• Li, C. and Bernoff, J. (2008). Groundswell:
Winning in a world transformed by social
technologies. USA: Harvard Business.

28. Proposal Presenta5on
• Company Profile
• Recent Condi5on
– Listen ( are there any community / brand
monitoring)
– Par5cipa5on in the Groundswell
• User Personas / Target Audience
• The Plan
– Based on Re