Irresistable, ineradicable, fast-growing phenomenon Groundswell
Groundswell is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
The groundswell comes from the collision of three forces: people, who desire to connect; new interactive technologies, and online economics. Thats has revolutionized the way of communicates for buisness and have created a new era. Now companies can gain advantages from the groundswell.
The technologies of the groundswell:
people creating: blogs, user-generated content, and podcasts (Blogger.com)
people connecting: social networks and virtual worlds (Facebook)
people collaborating: Wikis and open source (Wikipedia)
people reacting to each other: forums, ratings, and reviews (Amazon)
people organizing content: tags (Del.icio.us)
accelerating consumption: RSS and Widgets
People have many reasons for participation in the groundswell, such as:
- Keeping up friendships
-Making new friends
-Succumbing to social pressure from existing friends
-Paying it forward
-The altruistic impulse
-The prupient impulse
-The validation impulse
-The affinity impulse
Many impulses drive people to parcipate. The key isn't trying to psych out all those motivations but to find the levers that you can pull to get your customers and employees to parcipiate "with you".
The Social Technographics Profile includes the following groups:
- Creators are omline consuners who at least once a month publish a blog or article online, maintain a Web page, or upload videos or audio to sites like YouTube.
-Critics react to other content online, posting comments on blogs or online forums, posting ratings or reviews, or editing wikis.
-Collectors save URLs and tags on a social-bookmarking service like del.icio.us, vote for sites on a service like Digg, or use RSS feeds on services like Blogines.
- Joiners participate in or maintain profiles on a social networking site like MySpace.
- Spectators consume what the rest produce - blogs, online videos, podcasts, forums, and reviews.
- Inactives - nonparticipants.
Autor have created an acronym for the four-step planning process, starting with questions, that you should use to build your groundswell strategy. Autor call it the POST method, for people, objectives, strategy, and technology. POSTis the foundation of groundswell thinking - a systematic framework for assembling your plan.
5 objectives that companies can pursue in the groundswell:
- Listening
- Talking
- Energizing
- Supporting
- Embracing
Each one can make a powerful impact on your company.
Creating and implementing a social strategy is hard, primarily because there are few precedents and role models to follow. This means you need to be constantly aware of the challenges and prepared to fix them. While there are many sources of failure, the most common relate to the four elements of the POST process - failures in assessing people's tendencies, a weak definition of objectives, failure to think through strategy, and poor technology implementation.
Each company must adopt the tactics that are right for its customers and its way of doing business and adapt as the technologies change. Copying others doesn't work because your company, your customers, and your goals are not the same as anybody else's.
There are six reasons for listening:
1. Find out what your brand stands for.
2. Understand how buzz is shifting.
3. Save research money; increase research responsiveness.
4. Find the sources of influence in your market.
5. Manage PR crises.
6. Generate new product and marketing ideas.
Some practical suggestions that will help you succeed with listening to the groundswell:
- check the Social Technographics Profile of your customers
- start small, think big
- make sure your listening vendor has dedicated an experiences team to your effort
- choose a senior person to interpret the information and intagrate it with other sources.
There are a lots of way to talk with groundswell, such as:
1. Post a viral video. Put a video online, and let people share it.
2. Engage in social networks and user-generated content sites. Creating a personality within social networking sites.
3. Join the blogosphere. Empower your executives or staff to write blogs.
4. Create a comminity. Communities are a powerful way to engage with your customers and deliver value to them.
10 suggestion for beginning the dialogue:
1. Start by listening.
2. Determine a goal for the blog.
3. Estimate the ROI.
4. Develop a plan.
5. Rehearse.
6. Develop an editorial procees.
7. Design the blog and its connection to your site.
8. Develop a marketing plan so people can find the blog.
9. Remember, blogging is more than writing.
10. Final advice: be honest.
Groundswell is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
The groundswell comes from the collision of three forces: people, who desire to connect; new interactive technologies, and online economics. Thats has revolutionized the way of communicates for buisness and have created a new era. Now companies can gain advantages from the groundswell.
The technologies of the groundswell:
people creating: blogs, user-generated content, and podcasts (Blogger.com)
people connecting: social networks and virtual worlds (Facebook)
people collaborating: Wikis and open source (Wikipedia)
people reacting to each other: forums, ratings, and reviews (Amazon)
people organizing content: tags (Del.icio.us)
accelerating consumption: RSS and Widgets
People have many reasons for participation in the groundswell, such as:
- Keeping up friendships
-Making new friends
-Succumbing to social pressure from existing friends
-Paying it forward
-The altruistic impulse
-The prupient impulse
-The validation impulse
-The affinity impulse
Many impulses drive people to parcipate. The key isn't trying to psych out all those motivations but to find the levers that you can pull to get your customers and employees to parcipiate "with you".
The Social Technographics Profile includes the following groups:
- Creators are omline consuners who at least once a month publish a blog or article online, maintain a Web page, or upload videos or audio to sites like YouTube.
-Critics react to other content online, posting comments on blogs or online forums, posting ratings or reviews, or editing wikis.
-Collectors save URLs and tags on a social-bookmarking service like del.icio.us, vote for sites on a service like Digg, or use RSS feeds on services like Blogines.
- Joiners participate in or maintain profiles on a social networking site like MySpace.
- Spectators consume what the rest produce - blogs, online videos, podcasts, forums, and reviews.
- Inactives - nonparticipants.
Autor have created an acronym for the four-step planning process, starting with questions, that you should use to build your groundswell strategy. Autor call it the POST method, for people, objectives, strategy, and technology. POSTis the foundation of groundswell thinking - a systematic framework for assembling your plan.
5 objectives that companies can pursue in the groundswell:
- Listening
- Talking
- Energizing
- Supporting
- Embracing
Each one can make a powerful impact on your company.
Creating and implementing a social strategy is hard, primarily because there are few precedents and role models to follow. This means you need to be constantly aware of the challenges and prepared to fix them. While there are many sources of failure, the most common relate to the four elements of the POST process - failures in assessing people's tendencies, a weak definition of objectives, failure to think through strategy, and poor technology implementation.
Each company must adopt the tactics that are right for its customers and its way of doing business and adapt as the technologies change. Copying others doesn't work because your company, your customers, and your goals are not the same as anybody else's.
There are six reasons for listening:
1. Find out what your brand stands for.
2. Understand how buzz is shifting.
3. Save research money; increase research responsiveness.
4. Find the sources of influence in your market.
5. Manage PR crises.
6. Generate new product and marketing ideas.
Some practical suggestions that will help you succeed with listening to the groundswell:
- check the Social Technographics Profile of your customers
- start small, think big
- make sure your listening vendor has dedicated an experiences team to your effort
- choose a senior person to interpret the information and intagrate it with other sources.
There are a lots of way to talk with groundswell, such as:
1. Post a viral video. Put a video online, and let people share it.
2. Engage in social networks and user-generated content sites. Creating a personality within social networking sites.
3. Join the blogosphere. Empower your executives or staff to write blogs.
4. Create a comminity. Communities are a powerful way to engage with your customers and deliver value to them.
10 suggestion for beginning the dialogue:
1. Start by listening.
2. Determine a goal for the blog.
3. Estimate the ROI.
4. Develop a plan.
5. Rehearse.
6. Develop an editorial procees.
7. Design the blog and its connection to your site.
8. Develop a marketing plan so people can find the blog.
9. Remember, blogging is more than writing.
10. Final advice: be honest.
Hi Michael, This is some great information. I am wondering if there is a way to integrate some photos or graphics to illustrate your key points. You have a good grasp of the readings. JF
ОтветитьУдалитьOk, I did it!
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