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Georgia Southern University

Reading Notes: Groundswell Ch. 7-9 February 15, 2010

Filed under: PRCA 3030,Reading Notes — aschlum1 @ 5:48 pm

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

Ch. 7- Energizing the Groundswell

  • Why does word of mouth succeed? It is believable, It is self-reinforcing, and It is self-spreading
  • Three basic techniques for connecting with you brand’s enthusiasts:
  1. Tap into customers’ enthusiasm with ratings and reviews
  2. Create a community to energize your customers
  3. Participate in and energize online communities of your brand enthusiasts
  • Five steps for applying the techniques of energizing your own organization:
  1. Figure out if you want to energize the groundswell
  2. Check the social technographics profile of your customers
  3. Ask yourself, “What is my customer’s problem?”
  4. Pick a strategy that fits your customers’ social technographics profile and problems
  5. Don’t start unless you can stick around for the long haul

Ch. 8- Helping the Groundswell Support Itself

  • Traditional support versus groundswell support
  • How to profit from answers
  • Helping the groundswell support itself: what it means for your company
  • Groundswell support needs your participation
  • Practical advice for getting started with a community
  1. Start small, but plan for a larger presence
  2. Reach out to your most active customers
  3. Plan to drive traffic to your community
  4. Build in a reputation system
  5. Let your customers lead you

Ch. 9- Embracing the Groundswell

  • Embracing your customers is a new kind of development– “your customers are chomping at the bit to tell you what to do”
  • Innovating faster is powerful because customers don’t take long to tell you what they want and with customers in the loop, innovation happens more quickly because you can make continuous improvements.
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