groundswell - Charlene Li, Josh Bernoff

- the groundswell is a social trend
  in which people use technologies
  to get the things they need
  from each other insetad of from companies
- the book
  - groundswell
    winning in a world transformed by social technologies
  - authors
    - Charlene Li
      - @charleneli
    - Josh Bernoff
      - @jbernoff
  - http://www.forrester.com/Groundswell
  - -Xv:
    - :-)
      - easy to read
      - very nice strucre
      - good understanding of tech + change
      - provides ROI estimates
      - people-centric
    - :-(
      - too much faith in forrester'ssocial technographics profile?
      - wiki contributors == creators!!
      - cannot connect with the few attempts of humor
    - 1x1microcredit
- 1. landscape
  - the balance of power is changing
- 2. technologies
  concentrate on the relationships,
  not the technlogies
  - evaluating technologies
    - ?
      - who uses them
      - how they enable relationships
      - how they threaten institutional power
      - how you can use them
    - next one?
      - does it enable people to connect in new ways?
      - is it effortless to sign up for?
      - does it shift power from institutions to people?
      - does the communiuty generate enough content to sustain itself?
      - is it an open platform that invites partnership?
  - enablers
    - for people to
      - create
        
        blogs
        
        video + other user created content
      - connect
        
        social networks
        
        virtual words
      - collaborate
        
        wikis
        
        opens source projects
      - react to each other
        
        ratings and reviews
        
        forums
      - organize content
        
        tagging
      - deal with the info overload
        
        rss
        
        surprisingly low penetration
        
        8% in 2007 in the US
        
        widgets
- 3. social technographics profile
  - people
    - ladder
      - 1. creators
      - 1.5. conversationalists
      - 2. critics
      - 3. collectors
      - 4. joiners
      - 5. spectators
      - 6. inactives
      - http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
    - passion may break statistics
    - motivations
      - affinity
        
        keeping up with friendships
        
        making new friends
        
        pressure from friends
        
        affinity impulse
      - interest
        
        paying it forward
        
        altruistic impulse
        
        prurient impulse (lustful)
        
        creative impulse
        
        validation impulse
      - whatever!
- 4. strategies
  - POST method
    - People
      - b2b?
        
        businesspeople ar people!!
    - Objectives
      - listening
        
        extended research department
      - talking
        
        extended marketing department
      - energizing
        
        extended sales department
      - supporting
        
        extended support departemnt
      - embracing
        
        extended development department
    - Strategy
      - ?
        
        how will we enagage customers?
        
        how will the enagement grow over time?
      - rough plan: start small + room to grow
      - evaluate consequences: company will be changed!
      - put somebody important in charge
      - great care in selecting tech/agency partners
      - failure probable: back to POST to diagnose and fix
    - Technology
- 5. listening
  monitor customers' conversations with each other,
  to better understand them
  - your brand is whatever your customers say it is
  - what for?
    - find out what your brand stands for
    - undersatnd how buzz is shifting
    - find the sources of influence
    - manage PR crises
    - generate new product and marketing ideas
  - techniques
    - traditional market research
      - based on YOUR questions
      - what about what you don't ask?
    - homegrown (rocks vs sucks)
    - professional
      - private communities
        
        eg young males discussing about Axe
        
        Communispace
        
        $180.000 six month trial
      - brand monitoring
        
        BuzzMetrics
        
        Cymfony
        
        MotiveQuest
        
        $70.000 per project
    - -Xv: can this be crowdsourced?
  - examples
    - mini (bmw) and brand monitoring
      - market to existing customers
    - Sloan center and private community
    - AXE and private community
  - no-more-beign-stupid factor
    - stupid policies and products don't mix well with highly visible feedback
- 6. talking
  spread messages
  but not shouting (two way conversations)
  - techniques
    - viral videos
    - engage in social networks and user-generated content sites
      - are your customers there?
      - simpler if people love your brand
      - encourage interaction
        
        staff & $$
    - join the blogosphere
      - nobody can be forced to blog
      - be honest
    - create a community
      - have a good central idea?
      - sponsor an existing one?
      - long term
        
        staff & $$
  - what for?
    - awareness problem
      - viral
    - word-of-mouth problem
      - social networks
    - complexity problem
      - blogging
    - accessibility problem
      - customers not listening to you, but to one another
        
        communities
  - examples
    - Will it Blend? videos
    - Ernst&Young: looking for recruits in facebook
    - HP and blogging
    - procter's & gamble beinggirl.com
- 7. energizing
  make it possible for your enthusiastic customers
  to help sell each other
  - user -> marketer
    - word of mouth
      - belivable
      - self-reinforcing
      - self-spreading
      - can't be faked (?)
      - can be encouraged
  - techniques
    - ratings and reviews
  - ?
    - is it feasible for you?
      - commodities?
      - significant number of disatisfied customers?
      - no emotional connection with brand/product?
    - is it for your users? technographics
    - what is my customer problem?
      - vs my problem
    - are you willing to stick to it?
  - examples
    - BzzAgent: paid evangelists :-(
    - eBags: reviews (feed data to suppliers)
    - Constant Contact (email marketing for small business): new community + referral program
    - lego: lego ambassadors in existing community
  - communities
    - b2b communities are simpler
    - can get out of hand
- 8. supporting
  enable customers to support each other
  - forums, wikis and Q&A
  - user's "pyschic income"
    - reputation system
      - -Xv: allow opt out
  - bigger picture
    - whose problem?
      - yours?
      - your customer's!!
  - difficult take off
    - need traffic and activity
  - needs to be taken care of
    - ...but can have huge ROI
  - examples
    - CarePages.com for patients
    - dell, linksys, tv shows: forums
    - bearingpoint wiki
    - Yahoo Q&A
    - TurboTax: wiki on tax advice
    - bazaarvoice.com Integrated Ask&Answer
  - -Xv: groundswell or not, encourage bug reports
- 9. embracing - tapping innovation
  help customers work with each other to come up
  with ideas to improve your products and services
  - product/process development/improvement
    - faster
    - right priorities
    - better ideas
  - crowdsourcing != embracing
  - really listen!
    - really change!
  - encourage empathy
  - examples
    - priv community of dogs-are-people owners
    - dellideastorm.com
    - ideas.salesforce.com
    - Credit Mutuel: if i were a banker
      - good question
      - some free iPods
    - President's Choice pre-cooked dishes
- 10. transformed!
  - companies have product managers
    - where are the "customer managers"??!!
  - after listening ACT!
  - transparency
  - examples
    - Unilever and Dove.
    - Dell-hell
  - prepare a transformation
    - start small
    - educate your executives
    - get the right people
      - passion about starting a relationship!
    - agency/tech partners in sync
    - plan for the next step and fo the long term
- 11. inside your company
  - empowered rebels + supportive excutives
  - transparency
  - cannot be pushed
    - make people want to use the tech
    - make tech usable!!
  - examples
    - Best Buy and Blue Shirt Nation
    - Avenue A/razorfish and wikis
- 12. the future
  - groundswell thinking
    - remember it is a person-to-person thing
      - empathy
    - be a good listener
      - best listenres end up the smartest
    - be patient
    - be oportunistic
    - be flexible
    - be collaborative
    - be humble
- $Id: groundswell.mm 149 2010-10-22 04:08:50Z xverges@gmail.com $
  - mindmap.py:add_to_s3_index
  - mindmap.py:title=groundswell - Charlene Li, Josh Bernoff