8. 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.”
9. Or a revolutionary like Thomas Jefferson? Wrote the Declaration of Independence Became the third President of the US Staunch defender of Thomas Paine
13. 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
14. 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%
15. 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
16. Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Listening Talking Energizing Supporting Embracing
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18. Blendtec talks with viral videos Users can also add the video to their own sites Viewers record video responses Over 4.6 M views
29. 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