Groundswell refers to social trends where people use technologies to get what they need from each other rather than corporations. In an economic crisis, it is more difficult to convince consumers and word of mouth becomes essential. The document discusses how companies can participate in the groundswell by assessing their customers' social activities, deciding objectives, planning strategies, and using appropriate social technologies. It provides examples of how companies can take on roles like listening, talking, energizing customers, and supporting customers through social media.

1. GroundswellHet belang en de invloed van sociale netwerken in de strategie en marketingmix

2. Economische crisisMoeilijker de consument te overtuigenWord of Mouth is essentieel !AwarenessConsiderationPreferencePurchaseLoyaltyEyeballsTraditionalmediaDirectmarketing

3. Economische crisisBedrijven verhogen uitgaven in kanalen die word of mouth als resultaat hebben.

4. Het begrip ‘groundswell’Charlene Li & Josh Bernoff:“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” bv. Facebook, Netlog, Twitter, Second Life …

5. Het begrip ‘groundswell’UGCWikisRSSIMForumsBlogsPodcastingGadgetsWidgetsXMLBuzzPersonal portalsTwitterSocial Networks

6. I trust … Recommendations from friends/familyConsumer opinions posted onlineRequested email updatesAds in newspapersAds on TVAds on radioAds in magazinesBranded Web sitesSearch engine adsWeb banner adsAds on mobile phones0%20%40%60%80%100%

7. Nachtmerrie voor bedrijven

9. Je merk wordt bepaald door de consumentIn jouw voordeel gebruiken door:Deelnemen aan de (C2C-) conversatie

10. This is your company…

11. These are your customers in the groundswell…

12. This is your company and itscustomers in the groundswell

13. Hoe kunnen bedrijven deelnemen?PPeopleAssess your customers’ social activitiesOObjectivesDecide what you want to accomplishSStrategyPlan for how relationships with customers will changeTTechnologyDecide which social technologies to use

14. PeoplePCreatorsEuropean online adultsYoung online European consumers10%39%Critics19%57%Collectors9%17%Joiners13%52%40%81%Spectators53%14%InactivesOSTThe Social Technographics ladder

15. PeoplePOSTEuropean Online AdultsBron: European online adults. Source: European Benchmark Mail Survey, Q2 2008

16. PeoplePOSTGlobal Online AdultsBron: European online adults. Source: European Benchmark Mail Survey, Q2 2008

17. People: Case LegoAFOL: Adult Friends of LegoPOST

18. People: Case LegoEric KingsleyPOST

19. People: Case LegoJoe ComeauPOST

20. People: Case LegoLinda DallasPOST

21. PeopleBesluitEr zijn verschillende soorten mensen, die op een verschillende manier participeren.Elke groep is belangrijk.Focus richten op Creators en Critics, die op hun beurt de rest beïnvloeden.POST

22. ObjectivesVoornaamste rollen en de daarbij horende doelstellingen:PListeningTalkingEnergizingSupportingOSTGroundswell objectivesRolesResearchMarketingSalesSupport

23. Research ----------> ListeningPOSTLearning from whatyour customers aresaying

24. Research ----------> ListeningDel Monte: blog “I love my dog”POST

25. Een conversatie met klantenPOSTDel 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. Research ----------> Listening

26. Succesvolle product development door het luisteren naar de consument.POSTResearch ----------> Listening

27. Marketing ----------> TalkingPOSTTwo-way conversation,not just shouting

28. Marketing ----------> TalkingPOST

29. Marketing ----------> TalkingPOST

30. Sales ----------> EnergizingPOSTHelping your best customersto recruit others

31. Sales ----------> EnergizingPOST

32. Sales ----------> EnergizingDemografie Gem. leeftijd 45,6 jaar (Midlife crisis)Hard rockers en advocatenTraditionele, Amerikaanse stijl“Geluid van de Harley”POST

33. Sales ----------> Energizing“Customers are more effective in spreading the word, because they are more enthousiastic than the marketing department.” (Josh Bernoff)POST

34. Sales ----------> EnergizingPOST

35. Sales ----------> EnergizingPOST

36. Support ----------> SupportingPOSTEnablingyour customersto supporteach other

37. Support ----------> Supporting“Predator” op het Dell Community ForumPOSTPosts since 1999: 20,452

38. Pages Viewed: 1,111,675

39. Total Online Minutes: 473,113“I actually enjoy helping people. That’s what got me hooked: when you help people and they say ‘Thank you’.”

40. StrategyConsistentie, consistentie, consistentie, consistentie, … POST