AllieSchlumper's Blog

Georgia Southern University

Reading Notes: Groundswell, Ch. 4-6 February 3, 2010

Filed under: PRCA 3030,Reading Notes — aschlum1 @ 2:12 am

The following notes are from the textbook Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff.

For chapters 4-6, I have listed some of the key points that I have learned from each of the chapters.

Chapter 4- Tapping the Groundswell

  • POST Method- four step planning process

people, objectives, strategy, and technology– foundation of groundswell thinking

  • 5 objectives companies can pursue in the groundswell

listening, talking, energizing, supporting, embracing

  • Strategies and suggestions that come up when you are pursuing an objective
  1. Create a plan that starts small but has room to grow
  2. Think through the consequences of your strategy
  3. Put somebody important in charge of it
  4. Use great care in selecting your technology and agency partners

Chapter 5- Listening to the groundswell

  • Listen to the customer and the customer’s input
  • LISTEN to everything– listening to the groundswell can help you to discover new information
  • 2 listening strategies:
  1. Set up your own private community
  2. Begin brand monitoring
  • Listening can be very powerful and it can have different meanings to different people
  • 6 reasons why your organization must get started:
  1. Find out what your brand stands for
  2. Understand how buzz is shifting
  3. Save research money; increase research responsiveness
  4. Find the sources of influence in your market
  5. Manage PR crises
  6. Generate new product and marketing ideas
  • Listening will help you succeed and change your organization

Chapter 6- Talking with the groundswell

  • Talking to the groundswell IS different from marketing
  • Various techniques for talking to the groundswell– post a viral video, engage in social networks and user-generated content sites, join the blogosphere, create a community
  • How to be a successful blogger? Listen, determine a goal, estimate ROI, develop plan, rehearse, develop editorial process, design blog, develop marketing plan, remember blogging is more important than writting, be HONEST!
  • Conversations will change the way you think about marking
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