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groundswell.forrester.com
Josh Bernoff Vice President, Principal Analyst Forrester Research Groundswell ideas Helping clients using the ideas in  Gr...
What is Groundswell? <ul><li>A book by Charlene Li and Josh Bernoff, available April 2008 from Harvard Business Press </li...
Major Groundswell themes <ul><li>Increasingly, people use technologies to get the things they need from each other, rather...
Major Groundswell themes (2) <ul><li>Groundswell strategies can be deliver powerful, measurable returns in research, marke...
Powerful groundswell tools <ul><li>Social Technographics Profile: analyze the social profile of your customer base </li></...
This is your company . . .
. . . these are your customers in the groundswell
This is you  and  your customers in the groundswell
Creators Critics Collectors Joiners Spectators Inactives Ladder of social participation Adults Youth 18% 39% 25% 43% 12% 1...
Social Technographics Profile of a group  Base: US online adults. Business travelers = more than one trip in last 90 days ...
The four-step approach to the groundswell People   Assess your customers’ social activities Objectives  Decide what you wa...
Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Liste...
Thank you Josh Bernoff +1 617.613.5789 [email_address] groundswell.forrester.com
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Creators Critics Collectors Joiners Spectators Groundswell Ideas

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Creators Critics Collectors Joiners Spectators Inactives Ladder of social participation Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%

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