Groundswell: Chapters 4-6

January 31, 2010 at 10:48 am (PRCA 3030, Reading Notes)

Chapter 4

There is a four-step planning process for building your groundswell strategy. The acronym is POST.

  1. People. Asses how your customers will engage, based on what they are already doing.
  2. Objectives. What are your goals?
  3. Strategy. You can plan for the desired changes up front, as ell as measuring them once strategy is under way.
  4. Technology. What applications should you build?

Five objectives that companies can pursue:

  1. Listening
  2. Talking
  3. Energizing
  4. Supporting
  5. Embracing

Chapter 5

There are two ways to listen to the groundswell:

  1. Set up your own private community. A private community is like a c ontinuously running, huge, engaged focus group. This is a natural interaction in a setting where you can listen in.
  2. Begin brand monitoring. Hire a company to listen to the Internet (blogs, discussion forums, YouTube, and everything else). Have the company put all the information into summary reports  and then push out the information to certain departments (i.e. customer service).

Why you should listen to the groundswell:

  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 crisis.
  6. Generate new product and marketing ideas.

Tips on how to succeed with groundswell listening:

  • Check the social technographics profile of your customers.
  • Start small, think big.
  • Make sure your listening vendor has dedicated an experienced team to your effort.
  • Choose a senior program to interpret the information and integrate it with other sources.

Chapter 6

Techniques for talking with the groundswell:

  1. Post a viral video.
  2. Engage in social networks and user-generated content sites.
  3. Join the blogosphere.
  4. Create a community.

Tips for successful blogging:

  • Start by listening.
  • Determine a goal for the blog.
  • Estimate the ROI (return on investment).
  • Develop a plan.
  • Rehearse.
  • Develop an editorial process.
  • Design the blog and its connection to your site.
  • Develop a marketing plan so people can find the blog.
  • Remember, blogging is more than writing.
  • Final advice: be honest.

Note: Please refer to my previous post for information about the source of these notes.

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