Presenters: William Caputo Ryan Barr Matthew Piatko 1 Presentation Overview Introduction Chapter 1: Why the Groundswell – and Why Now Chapter 2: Jujitsu and the Technologies of the Groundswell Chapter 3: The Social Technographics Profile Q&A “Why We Wrote This Book” To 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 we’ve 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 what’s happening. What’s In This Book Chapter 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. What’s In This Book Chapter 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. What’s In This Book Chapter 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. What’s In This Book Chapter 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. Digg.com Example Kevin Rose at the age of 27 established an online news commentary site. HD DVD Hack code was published as a story on the Rose’s website AACS order him to take it down (cease and desist) He took down the story It kept popping back up The “people” would not let this story go Other Examples of People On The Net Taking Over Pilot 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 line…I am tired of these MF snakes on this MF plane… Jennifer Laycock – wanted to raise money…T shirt – the other white milk…Pork Board protested…Realized it was a PR disaster – caved in and actually donated money. Dunkin Donuts – “Truth about Dunkin Donuts” What 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 examples The 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 pan The groundswell comes from the collision of three forces: people, technology, and economics 1st People – People have always depended on each other. People have always rebelled against institutional power. 2nd Technology – The way people interact has changed. People’s connections are fast and ubiquitous. 3rd Economics – 2007 Web era advertising reached 14.6 billion. Why you should care about the groundswell Theodore Sturgeon wrote “Microcosmic God” Neoteric – group of scientifically created people – new generation every 8 days. Scientist in the book studied them to see how they overcome obstacles This 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 can’t Beat Them Some businesses aren’t eroding away, trying to fight the groundswell. They are thriving in it. Bob Lutz GM Example – Blogging To turn the technologies to your advantage, you need to understand them. Chapter 2 explains the neat trick of making the groundswell your ally. Jujitsu and the Technologies of the Groundswell Groundswell is like Jujitsu Use your opponent’s strength for your advantage Manual for managers to learn techniques Learn about the new forces at work (online) Tools to engage those forces Learn technique to use those forces to your advantage Big Principle vs. Component Technologies Technologies are details Important to understand the technologies Technologies rapidly change Understanding the technology is not enough The basic principle for mastering groundswell Concentrate on the relationships, not the technologies People Creating People create through blogs and podcasts Build relationships through comments and links Potentially dangerous because they are not regulated, and can mix fact and opinion Use technologies to search blogs and video sites about your company; participate People Communicating People connect through social networking sites MySpace/Facebook/Second Life Facilitate relationships virtually through technology These sites are time consuming; for individuals Participate by creating a company profile Test-drive a Pontiac in Second Life People Collaborating Collaboration can be facilitated by Wiki’s People contribute their knowledge with others Wiki’s enable relationships through “talk pages” where members discuss or argue Wikipedia is the 8th most popular site on the web Shows the power of Groundswell Monitor pages that reference or contain information about the company…and update People Reacting People react through forums, ratings, and reviews Forums predate the internet; people discuss through forums on virtually every topic Reviews/Ratings (Amazon/Rotten Tomatoes) Relationships form through discussion and response to posts A threat because influencing experts is not enough anymore People Organizing Content Creating a taxonomy to organize content; tags Folksonomy - opinions of the people matter, not the experts No control over how someone tags or classifies a product Research how people tag the company; tag your own company RSS and Widgets RSS (Really Simple Syndication) – brings the updates to you instead of looking for them Internet Explorer & Firefox are readers Gadgets are widgets for Windows/Google Widgets are also on phones and web pages RSS is the lubricant for groundswell Enables people to stay more connected through various blogs, SNS’s, forums, etc. UPS widget on desktop tracks packages (Europe) Evaluating New Technologies The 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? The Social Technographics Profile Different users contribute differently Creators Critics Collectors Joiners Spectators Inactives The Social Technographics Profile Using these profiles, companies build a social strategy Based on demographics Based on groundswell contributions Different for each strategy Example: Alpha Moms are critics The Social Technographics Profile The 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 Profile Profiling for a variety of demographics Youth vs. Elderly Different countries Political parties Male vs. Female Alpha moms Cancer patients Why People Participate? Keep up friendships Paying it forward The creative impulse The validation impulse The biggest challenge in the groundswell is accomplishing a useful business goal with your clear strategy.