There are many interesting examples throughout Chapter
11 and Chapter 12 like previous chapters.
These examples predate today’s situation.
The book presents some ways for development
groundswell inside a company and shows why companies need to be empowered,
connected, and more committed on a day-to-day basis. The authors ask and answer
by examples of Dell: “If Dell can get its customers to support each other and
salesforce.com can get its customers to prioritize feature suggestions, why
can’t your employees work together in the same way? They can” (page 216).
Readers can look at three kinds of internal
groundswell applications: idea exchange at Bell Canada; the community at Best
Buy; and wikis at Avenue A/Razorfish, Organic, and Intel.
We as future specialists of social media should
aspire to participants of social collaboration to find our application
valuable or usable, and if they can't find we should better fix the
situation first, rather than force it on the rest of the organization. We should
find and encourage the “rebels” as well. We should attempt to provide political
and technical resources for rebels, help them figure out where in the
organization change can happen most quickly – and where it will be resisted.
In conclusion the authors present seven lessons that
will help us make this necessary transition to groundswell thinking. Be flexible is one of the lessons. That's mean permanently regulation to and learning from social media events. 7th lesson is be humble. Additionally as I read in "Good to great" by Jim Collins we should be self-effacing, reserved, personal humility then our professional will allows us to achieve great result.
In my opinion, if we have small local business in village and we engage with two cows to produce milk for several clients. Something like that:
Hardly ever we need include in groundswell. Because our business so small that we can not spend our time and our money for internet.
But if we have high target to become
one of the biggest
producer in a city/region like that:
And if we need to increase quantity of clients definitely we need research big audience.
In the first step - we should understand how many people and
who in our target audience. Because our classification works in different
business:
We understand that this classification depends on age and
life style respondents.
In second step we should research our competitors,
(competitive review, step-analysis, positioning)
And if we want to smash rivals very effective way like that:
Groundswell helps us done it in a legitimate way!
As written in the last pages of Groundswell we should aim
to be good listeners as well as to be patients, be opportunistic, be flexible, collaborative. We should also remember that the groundswell is about
person-to-person activity, and the last advice is to be humble. All advice
includes deep understanding.
Furthermore we should define objectives that our company can
pursue in the groundswell:
- Listening
- Talking
- Energizing
- Supporting
- Embracing
Each one can make a powerful impact on our company.
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