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Social Strategy For Revolutionaries Charlene Li Vice President, Principal Analyst Co-author,  Groundswell Forrester Research March 9, 2008
09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0
HD-DVD Processing Key
 
The revolutionary – talk show host Shaun Daily
Definition ,[object Object]
Will you be a radical like Thomas Paine? Sparked American Revolution with “Common Sense” Joined the French Revolution and got thrown in jail Obituary: “He had lived long, did some good and much harm.”
Or a revolutionary like Thomas Jefferson? Wrote the Declaration of Independence Became the third President of the US Staunch defender of Thomas Paine
The dog days of 1776
Theme Making revolution stick  will require frameworks and process
Agenda ,[object Object],[object Object],[object Object]
The four-step approach to the groundswell People   Assess your customers’ social activities Objectives  Decide what you want to accomplish Strategy   Plan for how relationships with customers will change Technology   Decide which social technologies to use P O S T
Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%
Age is also a major driver of adoption Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2006 Youth online survey Percent of each generation in each Social Technographics category
Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Listening Talking Energizing Supporting Embracing
Agenda ,[object Object],[object Object],[object Object]
Blendtec talks with viral videos Users can also add the video to their  own sites Viewers record video responses Over 4.6 M views
George Wright, VP of Marketing spent $50
Dan Black, Director of Campus Recruiting for Ernst & Young
Ernst & Young listens – and talks with college students on Facebook
Gary Koelling and Steve Bendt, Best Buy
Blueshirtnation.com serves front line employees
 
Josh started Intelpedia on a spare server
Steve Fisher, VP of Platform, Salesforce.com
IdeaExchange built the case against sawbanners
Agenda ,[object Object],[object Object],[object Object]
The four-step approach to the groundswell People   Assess your customers’ social activities Objectives  Decide what you want to accomplish Strategy   Plan for how relationships with customers will change Technology   Decide which social technologies to use P O S T
Lionel Menchaca, Dell.com Background Product technician Product review PR Knew everyone
Dell’s blog didn’t get off to a good start
Michael Dell gave Lionel support
This audacious post set the tone for the blog
Dell executives review and implement  customer suggestions
Dell uses a blog to talk to investors
Find and support your revolutionaries ,[object Object],[object Object],[object Object],[object Object],[object Object]
Final words of advice ,[object Object],[object Object],[object Object],[object Object]
Thank you Charlene Li +1 650.581.3833 [email_address] groundswell.forrester.com

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