Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Groundwell: Winning in a World Transformed by Social Technologies


Published on

A groundswell is rising among your customers. Are you ready?

groundswellRight now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon — the groundswell — that has created a permanent, long-lasting shift in the way the world works. Most companies see it as a threat.

You can see it as an opportunity.

In Groundswell, two of Forrester Research's top analysts show you how to turn the force of customers connecting to your own advantage...

To know more click here:

Published in: Technology
  • I pasted a website that might be helpful to you: ⇒ ⇐ Good luck!
    Are you sure you want to  Yes  No
    Your message goes here
  • What will you do with your winnings? An extra £3,000 per week goes a very long way... And of course WE DO ALL THE WORK FOR YOU. When we know EXACTLY how you should bet, we pass that information onto you and then you make money. It really is that easy! From just two minutes betting each morning you'll be making more than £400 every single day! ☀☀☀
    Are you sure you want to  Yes  No
    Your message goes here
  • Profit Maximiser redefined the notion of exploiting bookie offers as a longer-term, rather than a one-off opportunity. Seasoned users report steady month-by-month profits and support each other through a famously busy, private facebook group. The winner of our best matched betting product oscar has matured into something very, very special. ➤➤
    Are you sure you want to  Yes  No
    Your message goes here
  • I think this is such an incredible product: Profit Maximiser will make you money. Profit Maximiser will save you time. In a nutshell: Really is as simple as that. Give it a go and feel safe in the fact that there's a 30-day money back guarantee included if for any reason you don't get on with it. £1 trial for 14 days followed by a £96 + VAT. Cancel anytime. learn more... ◆◆◆
    Are you sure you want to  Yes  No
    Your message goes here
  • High paying jobs on Facebook? $25 per hour, start immediately ★★★
    Are you sure you want to  Yes  No
    Your message goes here

Groundwell: Winning in a World Transformed by Social Technologies

  1. 1. Creating a Coherent Social Strategy for Business Charlene Li & Josh Bernoff Co-authors, Groundswell VPs, Forrester Research
  2. 2. Businesses expect to participate % of companies adopting Web 2.0 tools in 2008
  3. 3. Web 2.0 approach-avoidance syndrome <ul><li>Symptoms </li></ul><ul><ul><li>Obsessive interest in the blogosphere, Facebook, YouTube, Twitter, FriendFeed . . . </li></ul></ul><ul><ul><li>Excessive salivation upon hearing of successful corporate applications </li></ul></ul><ul><ul><li>Checking TechCrunch and Techmeme hourly </li></ul></ul><ul><ul><li>Increasing nervousness answering bosses’ and colleagues’ questions about “Web 2.0 strategy” </li></ul></ul><ul><ul><li>Asking your teens “What’s up with this MySpace thing?” </li></ul></ul><ul><ul><ul><li>And taking careful notes on the answer </li></ul></ul></ul>
  4. 4. Definition <ul><li>Groundswell A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations </li></ul>
  5. 5. Where are you on this scale? Corporatist <ul><li>Online activities must deliver business benefits </li></ul>Purist <ul><li>People are the most powerful force on the Net </li></ul>Pragmatist <ul><li>People are in charge, but corporations can benefit </li></ul>
  6. 6. Theme Objectives are the key to successful social strategy
  7. 7. 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
  8. 8. The Social Technographics Ladder Groups include people participating in at least one of the activities monthly. Base: US online adults Source: Forrester Q2 2007 Social Technographics Survey Profile your customers at Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above 18% 25% 12% 25% 48% 44%
  9. 9. Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Listening Talking Energizing Supporting Embracing
  10. 10. Listening to dog owners (Del Monte)
  11. 11. A conversation with customers Del 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.
  12. 12. The result: a successful product launch . . .
  13. 13. Let’s talk about tampons
  14. 14. P&G talks with young girls
  15. 15. energizes brides
  16. 16. The widget now appears on my page
  17. 17. Supporting front line employees at Best Buy
  18. 18. Starbucks solicits ideas
  19. 19. And then posts on a “blog” to close the loop
  20. 20. Cr é dit Mutuel’s “suggestion box”
  21. 21. ROI of executive blog (year one) $353K Total value $69K Support savings $37K Blog word of mouth $240K Press stories $7K Advertising visibility Value $285K Total costs $170K Content production and review $50K Brand monitoring service $30K Platform and IT $35K Planning and training Cost
  22. 22. Keys to success for pragmatists <ul><li>Start with your customers </li></ul><ul><li>Choose an objective you can measure </li></ul><ul><li>Line up executive backing </li></ul><ul><li>Romance the naysayers </li></ul><ul><li>Start small, think big </li></ul>
  23. 23. Summary <ul><li>Pragmatists bring companies and the groundswell together </li></ul><ul><li>Objectives are the key to successful social strategy </li></ul><ul><li>Use POST to frame your strategy </li></ul><ul><li>Line up backers, and think big </li></ul>
  24. 24. Thank you Charlene Li Josh Bernoff +1 650.581.3833 +1 617.613.5789 [email_address] [email_address]