Slide 1

Groundswell Chapters 1, 2 & 3Presenters: William Caputo Ryan BarrMatthew Piatko1Presentation OverviewIntroductionChapter 1: Why the Groundswell and Why Now Chapter 2: Jujitsu and the Technologies of the Groundswell Chapter 3: The Social Technographics Profile Q & AIntroductionWhy We Wrote This BookTo provide strategy advice to clients all over the world. To give our clients and the world a clear perspective on the whole trend, not just pieces of it, with a clear set of strategic recommendations. They also wanted to bring to bear the assets weve accumulated from analyzing the effects of technology on business for more than a decade: consumer data, real client stories, and focus on measurable business success. Package their advice up in a highly readable format, with real stories of the people who make the groundswell such an amazing place, to provide little insight into the psychology behind whats happening. Whats In This BookChapter 1: Why the Groundswell and Why Now is a call to action. In it we show how the groundswell can threaten institutions like companies and brands as customers draw strength from each other. Chapter 2: Jujitsu and the Technologies of the Groundswell lays out our basic premise that you can turn the groundswell to your advantage, like a jujitsu master who turns the force on his opponent to his own advantage. In this chapter we describe the component technologies of the groundswell and show both how they threaten companies and how you can benefit from them. Finally, we analyze how to evaluate new technologies. Chapter 3: The Social Technographics Profile introduces a key data tool. The Social Tehnographics Profile lets you examine any group of people Australians, first-time mothers, or your customer base and see in exactly what ways that group is participating in the groundswell. This type of analysis should be a primary element of any groundswell strategy. Whats In This BookChapter 4: Strategies for Tapping the Groundswell starts the second part of the book, focusing on strategy. We define the four step POST process for creating strategies people, objectives, strategy, and technology and reveal why starting with technologies is a mistake. And because objectives are paramount to success, we define the five primary objectives for groundswell strategy: listening, talking, energizing, supporting, and embracing. Each of these described in the chapters that follow, with an emphasis on the ROI of each technique. Chapter 5: Listening to the Groundswell explains who to use the groundswell for research purposes with tools like private communities and brand monitoring. We demonstrate with case studies from the National Comprehensive Cancer Network and the car company Mini. Chapter 6: Talking with the Groundswell shows how to use the groundswell for marketing and PR, with techniques like user-generated video, blogs, and communities. Whats In This BookChapter 7: Energizing the Groundswell illustrates a key stranger charging up your best customer and enabling them to recruit their peers. Chapter 8: Helping the Groundswell Support Itself is about saving money and gaining insight by helping your customer support each other. Chapter 9: Embracing the Groundswell explains how to accomplish the most powerful goal of all including your customers as collaborators in your company. Whats In This BookChapter 10: How connecting with the Groundswell Transforms Your Company starts the third part of the book, focusing on transformation. It pulls all the previous techniques together and answers this questions: how can I get my company positioned to embrace groundswell thinking?Chapter 11: The Groundswell Inside Your company examines how the same trends that empower customers in the groundswell also empower employees in your company. Chapter 12: The future of the groundswell forecasts the next steps in the groundswell trend. Well tell you how demographic and technology forces will create a disaggregated, collaborative, fluid world with the next ten years; how it will affect companies; and what you should do to prepare. Chapter 1 Why the groundswell and why now?Digg.com ExampleKevin Rose at the age of 27 established an online news commentary site. HD DVD Hack code was published as a story on the Roses websiteAACS order him to take it down (cease and desist)He took down the storyIt kept popping back upThe people would not let this story go

Other Examples of People On The Net Taking OverPilot Gabrielle Adelman took photos of the CA coastline Streisand protest Her protest spurred an increase in demand. YouTube video posted by law student Brian Finkelstein (Comcast technician who fell asleep)Snakes on a plane Jackson lineI am tired of these MF snakes on this MF planeJennifer Laycock wanted to raise moneyT shirt the other white milkPork Board protestedRealized it was a PR disaster caved in and actually donated money. Dunkin Donuts Truth about Dunkin DonutsWhat is the groundswell?A social trend in which people use technologies to get things they need from each other, rather than from traditional institutions like corporations. MySpace, EBay, Craigslist, Bit Torrent examplesThe trend of people connecting with and depending on each other is clearly accelerating. Why the groundswell is happening now?The groundswell trend is not a flash in the panThe groundswell comes from the collision of three forces: people, technology, and economics1st People People have always depended on each other. People have always rebelled against institutional power. 2nd Technology The way people interact has changed. Peoples connections are fast and ubiquitous. 3rd Economics 2007 Web era advertising reached 14.6 billion. Why you should care about the groundswellTheodore Sturgeon wrote Microcosmic GodNeoteric group of scientifically created people new generation every 8 days. Scientist in the book studied them to see how they overcome obstaclesThis study shows how being fast is important. The first one to get out there can establish the market. The groundswell has changed the balance of power. If ignored, the groundswell can eat up your profit margins, cut down your market share, and marginalize your sources of strength. If you cant Beat ThemSome businesses arent eroding away, trying to fight the groundswell. They are thriving in it. Bob Lutz GM Example BloggingTo turn the technologies to your advantage, you need to understand them. Chapter 2 explains the neat trick of making the groundswell your ally. Chapter 2Jujitsu and the Technologies of the Groundswell Jujitsu and the Technologiesof the GroundswellGroundswell is like JujitsuUse your opponents strength for your advantageManual for managers to learn techniquesLearn about the new forces at work (online)Tools to engage those forcesLearn technique to use those forces to your advantageBig Principle vs. Component TechnologiesTechnologies are detailsImportant to understand the technologiesTechnologies rapidly changeUnderstanding the technology is not enoughThe basic principle for mastering groundswellConcentrate on the relationships, not the technologiesPeople CreatingPeople create through blogs and podcastsBuild relationships through comments and linksPotentially dangerous because they are not regulated, and can mix fact and opinionUse technologies to search blogs and video sites about your company; participate

People CommunicatingPeople connect through social networking sitesMySpace/Facebook/Second LifeFacilitate relationships virtually through technologyThese sites are time consuming; for individualsParticipate by creating a company profileTest-drive a Pontiac in Second LifePeople CollaboratingCollaboration can be facilitated by WikisPeople contribute their knowledge with othersWikis enable relationships through talk pages where members discuss or argueWikipedia is the 8th most popular site on the webShows the power of GroundswellMonitor pages that reference or contain information about the companyand updatePeople ReactingPeople react through forums, ratings, and reviewsForums predate the internet; people discuss through forums on virtually every topicReviews/Ratings (Amazon/Rotten Tomatoes)Relationships form through discussion and response to postsA threat because influencing experts is not enough anymorePeople Organizing ContentCreating a taxonomy to organize content; tagsFolksonomy - opinions of the people matter, not the expertsNo control over how someone tags or classifies a productResearch how people tag the company; tag your own companyRSS and WidgetsRSS (Really Simple Syndication) brings the updates to you instead of looking for themInternet Explorer & Firefox are readersGadgets are widgets for Windows/GoogleWidgets are also on phones and web pagesRSS is the lubricant for groundswellEnables people to stay more connected through various blogs, SNSs, forums, etc.UPS widget on desktop tracks packages (Europe)

Evaluating New TechnologiesThe groundswell test:Does it enable people to connect with each other in new ways?Is it Effortless to sign up for?Does it shift power from institutions to people?Does the community generate enough content to sustain itself?Is it an open platform that invites partnerships?Chapter 3The Social Technographics Profile The Social Technographics ProfileDifferent users contribute differentlyCreatorsCriticsCollectorsJoinersSpectatorsInactivesThe Social Technographics ProfileUsing these profiles, companies build a social strategyBased on demographicsBased on groundswell contributionsDifferent for each strategyExample: Alpha Moms are criticsThe Social Technographics ProfileThe desire to connect, create, stay in touch, and help other people is the fundamental universal emotion that drives people to the groundswell.

The Social Technographics ProfileProfiling for a variety of demographicsYouth vs. ElderlyDifferent countriesPolitical partiesMale vs. FemaleAlpha momsCancer patientsWhy People Participate?Keep up friendshipsPaying it forwardThe creative impulseThe validation impulse

The biggest challenge in the groundswell is accomplishing a useful business goal with your clear strategy.