Chapter Four: Strategies for Tapping the Groundswell
Groundswell is broken down into three parts. Part two, chapters 4-9, focuses on understanding the Groundswell. In this post we summarize chapter four and provide some interesting content and a link to our blook report private site. The site features links to the people, companies and stories talked about in this chapter. In this chapter the POST methodology is introduced along with five key objectives ideal for social media and community development.
Feature Presentation: The Groundswell POST Process
Slide by Slide
Slide 2: Corporate adoption of Web 2.0 technologies, 2008
Slide 3: Web 2.0 Approach-Avoidance syndrome symptons
Slide 10: The POST framework or four step approach to the groundswell
Slide 12: Functional roles in your company and how they align with five groundswell objectives
Slides 13-23: Case studies
Slide 24: ROI of an Executive Blog
Slide 25: Keys to success
Feature Video: Groundswell Business Strategies
Video Timeline
:25 It is time for companies to get involved in the groundswell
:55 Four step approach to getting involved. Key is to do these steps in the right order. Don’t start with technology.
2:00 Josh sounds a bit like a pirate (argh)
2:15 A long moment of silence. Not knowing objectives is a sign you’re not ready
2:40 Five objectives. Josh covers the “Listening” objective with a real world case study about MD Anderson
Top Three Things We Learned
1) Follow the four step planning process.
2) Your Groundswell objectives must align with your corporate objectives
They’ll need to see that the groundswell objective align with the broader company objectives and most likely its culture (mission and values). Create integration points with key business functional areas (sales, marketing, admin, operations etc) and processes.
3) Start small, do it fast, listen, learn and be prepared to adjust...but stay committed
Related Posts
PART ONE: Understanding the Groundswell
Chapter One: Why the Groundswell and why Now?
Chapter Two: Jujitsu and the Technologies of the Groundswell
Chapter Three: The Social Technographics Profile®
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