Groundswell Charlene Li & Josh

Bernoff

Summary for the Hyperlinked Library MOOC

#hyperlibmooc

Groundswell = “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions”

Technology + People = Groundswell

The Groundswell has changed the balance of power. Anyone with an Internet connection can create a site and start having a conversation. A company’s reputation is no longer in its own hands but those of the customers. The brand is what THE CUSTOMER says it is!

Three trends have created a new era for communication:

1. People’s desire to connect2. The advent of new and interactive

technology3. Online economics

Companies can connect with their users using this new technology or tap into conversations that are already happening

They can also encourage their users to become more active contributors

Does the technology you want to use pass the Groundswell test?

Does it let people connect in a new way?

Does it allow power to pass from the company to the user?

Does the community produce enough content to sustain itself?

Is it an open platform that is effortless to sign up for?

Stages of user behaviour online:

1.Inactives2.Spectators3.Joiners4.Collectors5.Critics6.Conversationalists7.Creators

Companies should aim to move users up through these stages so that they become active contributors to social media content

POST method:

People – assess how your customers will engage based on what they already do

Objectives – what are your goals with this project?

Strategy – how are you going to make it happen? How are you going to measure if it has happened?

Technology – pick the most appropriate tool for your needs based on the above

We need to empower employees to

contribute to the conversation rather

than having a dedicated team.

Everyone can get involved and everyone

has a voice which should be heard.

The sum of the parts = more than the whole

Listen to what your users are saying about you, get involved in the conversation and ACT ON IT!

All quotes from Groundswell : Winning in a World Transformed by Social Technologies. Charlene Li & Josh Bernoff. Harvard Business School Press, 2011.

All images from Clip Art

Presentation by Claire Sewell, 2013