Topic 3 Groundswell

the book of Groundswell tells us what is 'groudswell', what is it for? what kind of strategy use in it. In brief, Groundswell have two objects, one is that it is a new way of thinking about online social phenomena and trends, the other one is a set of strategies for companies engaging with customers through social technologies.

There are some major Groundswell themes:

• Increasingly, people use technologies to get the things they from each other, rather than from traditional institutions like corporations.
• This trend is broader than the individual technologies that make it up.
• Companies can turn the trend to their advantage.
• Determine first what your customers are ready for and tour objective; only then can you pick a strategy.
• Groundswell strategies can be deliver powerful, measurable returns in research, marketing, sales, support, and product development.
• Companies succeeding with these strategies must give up control to reap these powerful advantages.
• Many of these same techniques can be used with your employees, not just your customers.
• Engaging with the groundswell will eventually transform your company into one that is more and more customer-focused.

Besides, you should know some power tools to approach to Groundswell

1. Social technographics profile: analyze the social profile of your customer base
2. POST method: a systematic process for social strategy development

 When you know who your customers are, where they hang out online and what they are doing, coupled with identifying what your company wants out of a social media plan, then and only then you can focus on what technologies are the most appropriate for you to use. If you are able to keep to this model to create an effective and well though out social media strategy, any anxiety toward the Groundswell will, hopefully, subside.

 

resources: josh B, (Groundswell ideas), mar17, 2008

http://adrsocialmedia.wordpress.com/2011/09/20/creating-an-effective-social-media-strategy-in-the-groundswell/