Chapter Two: Jujitsu and the Technologies of the Groundswell
Groundswell is broken down into three parts. Part one focuses on understanding the Groundswell. In this post we summarize chapter two 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.
Featured Video
Social Media Revolution 2 (Refresh) produced by Eric Qualman
Video Timeline
00:10 Is Social Media a Fad? Or the biggest shift in the Industrial Revolution? Updated stats on how many of us are using Social Media.
00:45 The rate of adoption of social media as compared to other global trends in communications. Doing business in China? If so, have you heard about QQ and Renren? Online education better then face to face? Seems that way. Fastest growing demographic in Facebook? It’s 55-65 year old females.
01:46 Mobility and social media. Email out of vogue for students and universities providing mobile devices like eReaders, iPads and tablets.
02:10 Stats on YouTube as a search engine, Wikipedia, blogs and word of mouth/mouse
02:43 How user generating content is affecting search results
03:05 Social search becoming more important to people then Google search. Social networks allow people to create peer networks which are used to help people conduct research and make buying decisions.
03:16 Some thoughts about traditional media and social media and ROI. Search to be replaced by “Find”.
03:49 Social media is not a fad, it’s a way we communicate. A better way to sell as well as buy? Successful companies in Social Media act more like Dale Carnegie and less like Mad Men. Will your company exist in five years from now without using social media?
Top Five Things We Learned
1) Does this Groundswell thing fit with you and your company?
First, how open is management to the idea of engaging online? Do they understand FULLY what this means? Second, do your customers engage in social media activities now and if so how would it make sense for them to engage with you? Third, can you provide something of meaningful value to your customers that also legitimately ties and relates to what you offer?
2) It takes knowledge, time, skills, experience and commitment.
The management team of your company need to become engaged themselves in social media (chances are that they are not). Leaders lead by example. They need to become knowledgeable, commit their time, build their own skills and experience social media. One way to do this is find a few 20 something employees and have them teach, mentor and potentially lead management in this area.
3) Start slow and focus first on listening and learning
It could be that your best social media bet is in the industries that your customers are in and not your own. Be sure to invest time and effort focused on learning, listening and sharing. Don’t run out and start a blog, a community, start tweeting or a create Facebook page tomorrow.
4) This is still very new - we are all learning and there are no experts
There is social media roadkill out there including: Walmart, Motrin, & Pepsi. They are learning opportunities for all of us.
5) Content, Community, Capacity!
We now have inboxes for email, tweets and RSS feeds! There is now an abundant supply of information, access to people who want to help and share. What we now must do is think about how we can use the information, the people and the tools to be productive and deliver value.
Related Posts
Groundswell, Chapter One: Why the Groundswell and Why Now?
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