1. The GroundswellCharlene Li | Josh BernoffIST 400 | New Media & Social Technologies iSchoolSyracuse UniversityEric Hansen | ethansen+ist@gmail.com

2. OutlineThe Groundswell POST Swell Strategies Earthquakes and Other Shifts 3. The Groundswell 4. The Groundswell:A social trend in which people use technologies to get the things they need from each other; rather than from traditional institutions like corporations. 5. The Groundswell: A social trend in which people use technologies to get the things they need from each other; rather than from traditional institutions like corporations. AInstitution B Path of least resistance 6. Why Now? 7. POST 8. POST PeopleObjectives Strategy Technology???????????????????????????????? Credit: Charlene Li and Josh Bernoff 9. PeopleWhat are your publics ready for? What are their Social Technographics? How close is their current behavior to the desired behavior? Do you have accurate data on them? 10. Objectives What do you want to achieve? Listening / research? Talking / messaging? Energizing / empowering? Supporting / peering? Embracing / collaborating? 11. StrategyHow will you change the relationship between you and your publics? What value propositions will incentivize your publics? What risks need to be mitigated? 12. TechnologyWhat tool(s) will appeal to your people? Does it already exist? Will it provide all the features you need? 13. Swell Strategies 14. Swell Strategies 15. Room to Grow Start with a small, limited-scope strategy, with room to grow Time is not your friend: prioritize speed of implementation (weeks) Plan to revise, not abandon, every 6 - 12 months 16. Assess Risks + Outcomes Which disruptions do you need to face, and which should you avoid? Imagine your org. after the desired change, how will it affect others? How will this affect your other important relationships and processes? 17. Get Big CheeseBacking A high-level executive should have responsibility for success/failure Choose someone based on both their scope and your objectives Schedule regular, high-level briengs 18. Choose Partners WiselyMake sure any agency understands yourbrand and objectivesHave they completed similar projectsbefore? Were they successful?How well do they adapt to changingtechnology trends? 19. Earthquakes and Other Shifts 20. There is no right way 21. Thank You 22. Video/ Photo Credits http://ickr.com/photos/edans/ http://youtube.com/watch?v=hwvNhu61_fo http://ickr.com/photos/localsurfer/ http://ickr.com/photos/briansolis/ http://ickr.com/photos/bdebaca/ http://ickr.com/photos/graciepoo/ http://blogs.forrester.com/charleneli/2007/12/ the-post-method.html http://ickr.com/photos/namullim/ 23. Video/ Photo Credits http://ickr.com/photos/tomcool/ http://ickr.com/photos/thomasmilne/ http://ickr.com/photos/broterham http://ickr.com/photos/uibriain/ http://ickr.com/photos/carradine65/ http://blogs.forrester.com/charleneli/2007/08/ wal-marts-faceb.html http://www.forbes.com/digitalentertainment/ 2006/10/02/myspace-walmart-youtube-tech- media-cx_rr_1003walmart.html 24. Video/ Photo Credits http://www.lednine.com/category/portfolio/ http://ickr.com/photos/atomic_mutton/