If you are in retail, marketing, or any type of business where people's reviews can impact your revenue, then this book is a must-read. The face of advertising and the consumer is changing. Whether it I am an avid user of the soicial networking and this book has validated some of my thoughts on facebook. This author is very insightful and she knows what she is talking about. Boston-based Josh Bernoff , a longtime Forrester vice president, created Technographics segmentation - a breakthrough classification of consumers based on how we approach technology.
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I read it in the summer and was very impressed with their process for tapping into the participative web and how it naturally extended the social media framework that we've been building here at Communicopia for over two years now. Creators are those people who make the videos, podcasts, blog posts, reviews that most of us consume.
In the ecosystem of participants, Creators are the least plentiful and arguably the most important. Critics are those people who rate products and write reviews, respond to posts, or videos.
These are the people who animate the conversation around content and are another high value contributor to social media campaigns. Collectors are those who collect and categorize content.
They find articles of interest, submit the link to these sites, categorize the content, and leave it for critics and spectators to enjoy and comment on. Other examples of collecting are tagging, subscribing to RSS news feeds, adding to del. Joiners are those participants who have profiles on social networking sites such as MySpace, LinkedIn, and Facebook.
Their level of participation is limited to maintaining their profile, uploading pictures, linking to family and friend profiles, and the like.
Spectators are the majority of participants. They may lightly participate on social media sites, like Digg, but mostly consume the videos, the posts and comments, podcasts, forum material, etc. A healthy participant ecosystem will have all segments of the social technographic breakdown but weighted on some profile types more than others.
Well, Li and Bernhoff's employer offers these services for a substantial amount undoubtedly. But what about us who want to do it on the cheap? There are tools like Forresters' Social Technographic Profile Tool , surveys , demographic and competitive analysis sites that can help form a picture of where your audience's behavior my lay. These tools may not be as definitive as a Forrester Research report but it's better than assuming you know what's right for your target audience.
Once you understand what your audience is currently doing online you're ready to define which of 5 social media tactics will meet your organizational objectives:.
Listening focuses on hearing what people are saying about your organization online. Your organization could monitor blogs through Technorati, monitoring tags and descriptions at Del. Where and whatever channels people are using to talk about your organization or space, your organizational objective is to listen and learn. I'd also add that listening is an insightful place to begin your social media planning. If your organization isn't new, there are bound to be some blog posts, articles, comments, some chatter about your organization.
Before you jump into the social media realm it'll serve you well to listen to any conversations currently taking place. I'll write a post on monitoring the various channels in the future. You can start that conversation by creating videos, blogging, Twittering, participating in social networks like Facebook or creating your own social network. This strategy is not right for every organization. For example, Walmart created a situation for itself when they created a Facebook group and negative comments came rolling in.
The next tactic focuses on energizing people to create buzz or endorsements around your product, service, or organization. Energizing people is done through providing features like review and rating systems, encouraging creators who like your organization or product or service to publish about you.
Think of Apple when you think of this approach—people passionately blog about Apple products, people read about those posts or reviews, they converse amongst their friends about the products using the reviews as supporting material, they buy the product and sing the same praise. Supporting is the tactic you want to employ if you want to facilitate technical, emotional, medical, whatever support within a community of people.
A great example of this is the Tyze website right here in Vancouver. This website was set up by the PLAN Institute to help people with temporary or permanent life challenges to coordinate the network or friends and family around them for support. The Tyze website lets people schedule appointments, plan tasks, connect with others in the network, and connect with each other.
From a financial perspective, facilitating people to support each other will free up dollars and resources within your organization. The last tactic of Embracing is employed if your organization wants to foster the collective wisdom, knowledge, and ingenuity of your audience to improve your product or service. Over the last year this website has sought advice from people on what the next President should do 'on day one' of his presidency.
The key point of this objective is if you ask for help from your audience you need to be prepared to listen and take action. As you can see, your task is to determine which of listening, talking, energizing, supporting, or embracing is the best way to facilitate the conversations that are already happening or needed between your audience members to bring about meeting your organization's business objectives. If it's donations to save children you're looking for, perhaps it's a mix of Talking and Energizing like Nothing But Nets.
If it's mobilizing a group to help each other, Supporting would be right. They created Tyze to support their organizational imperative, "…create networks, develop resources, cultivate innovation and promote thinking to foster the contribution of people who are isolated and marginalized. What is there can be found throughout the book in the case studies and words of advice from the authors.
I'll add some of their thoughts as well as my own. The biggest piece of advice from the authors is the consideration you must pay to how listening, talking, energizing, supporting, or embracing your audience can reach the outcomes you and your audience hope for. To ensure you don't completely miss the mark the authors suggest you start out small and allow for growth or change as the community of participants gather.
At some point, along with all the positive effects, there will surface negative feedback, comments, or situations that will need to be addressed. A clear plan on how you will respond needs to be in place. Other questions also need to be addressed. As stated above, you need to choose somebody in your organization that has the authority to lead this bold endeavor and a vested interest in its success. Their head is on the block after all, plus can directly monitor the organizational impact of the strategy, and keep the top dog abreast of the status.
This last part of the POST process is deciding what technology will help you activate the community of people interested in your mission. The technology needs to be scalable and flexible as circumstances and strategy change the needs of the organization. The vendor who provides that solution also needs to have the same qualities. They should have a proven track record of application building, community building, and social media awareness to understand the emergent nature and responsiviness needed for a social media strategy.
Jeez, what more can I say? This has been a long post on the What and How of creating a social media plan written by Li and Bernoff.
Give yourself a pat on the back if you finished this post. If you're interested in Why you might employ a social media strategy, Jason has a few articles that dig into that. Meet your organizational objectives Once you understand what your audience is currently doing online you're ready to define which of 5 social media tactics will meet your organizational objectives: Listening Talking Energizing Supporting , and Embracing Listening focuses on hearing what people are saying about your organization online.
What resources need to be put in place for support? Will the social technologies be incorporated into your organization's website of live offsite? Who will lead the charge? What performance indicators can be put in place? How often do you assess the tactics? Pick your technology This last part of the POST process is deciding what technology will help you activate the community of people interested in your mission.
To sum up Jeez, what more can I say? Reaching Younger Donors in a Web 2. Do you see any gaps? Share on Facebook Share. Share on Twitter Tweet. Share on Google Plus Share. Share on LinkedIn Share. July 11, Our latest free campaign tools:.
How to Tap into Social Media — A Summary of Groundswell
I read it in the summer and was very impressed with their process for tapping into the participative web and how it naturally extended the social media framework that we've been building here at Communicopia for over two years now. Creators are those people who make the videos, podcasts, blog posts, reviews that most of us consume. In the ecosystem of participants, Creators are the least plentiful and arguably the most important. Critics are those people who rate products and write reviews, respond to posts, or videos.
Groundswell: Winning in a World Transformed by Social Technologies
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