1 / 38

Social Strategies For Revolutionaries

Charlene Li's speech at SXSW, March 9, 2008

charleneli
Télécharger la présentation

Social Strategies For Revolutionaries

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. groundswell.forrester.com 1 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  2. Social Strategy For Revolutionaries Charlene Li Vice President, Principal Analyst Co-author, Groundswell Forrester Research March 9, 2008

  3. 09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  4. HD-DVD Processing Key 4 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  5. 5 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  6. The revolutionary – talk show host Shaun Daily 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  7. Definition ► 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 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  8. Will you be a radical like Thomas Paine? Sparked American Revolution with “Common Sense” Joined the French Revolution and got thrown in jail Obituary: “He had lived long, did some good and much harm.” 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  9. Or a revolutionary like Thomas Jefferson? Wrote the Declaration of Independence Became the third President of the US Staunch defender of Thomas Paine 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  10. The dog days of 1776 10 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  11. Theme Making revolution stick will require frameworks and process 11 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  12. Agenda • What process can be used to create a social strategy? • How are revolutionaries creating social strategies? • How should you get started? 12 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  13. The four-step approach to the groundswell P O S People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change 13 Entire contents © 2008 Forrester Research, Inc. All rights reserved. T Technology Decide which social technologies to use

  14. Adults Youth Creators 18% 39% The ladder of participation Critics 25% 43% 12% 14% Collectors 25% 58% Joiners 48% 66% Spectators Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey 44% 26% Inactives 14 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  15. Age is also a major driver of adoption Percent of each generation in each Social Technographics category Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2006 Youth online survey 15 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  16. Key roles and their groundswell objectives Roles Groundswell objectives Research Listening Marketing Talking Sales Energizing Support Supporting Development Embracing 16 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  17. Agenda • What process can be used to create a social strategy? • How are revolutionaries creating social strategies? • How should you get started transforming your organization? 17 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  18. Blendtec talks with viral videos Over 4.6 M views Viewers record video responses Users can also add the video to their own sites 18 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  19. George Wright, VP of Marketing spent $50 19 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  20. Dan Black, Director of Campus Recruiting for Ernst & Young 20 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  21. Ernst & Young listens – and talks with college students on Facebook 21 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  22. Gary Koelling and Steve Bendt, Best Buy 22 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  23. Blueshirtnation.com serves front line employees 23 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  24. 24 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  25. Josh started Intelpedia on a spare server 25 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  26. Steve Fisher, VP of Platform, Salesforce.com 26 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  27. IdeaExchange built the case against sawbanners 27 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  28. Agenda • What process can be used to create a social strategy? • How are revolutionaries creating social strategies? • How should you get started transforming your organization? 28 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  29. The four-step approach to the groundswell P O S People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change 29 Entire contents © 2008 Forrester Research, Inc. All rights reserved. T Technology Decide which social technologies to use

  30. Lionel Menchaca, Dell.com Background Product technician Product review PR Knew everyone 30 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  31. Dell’s blog didn’t get off to a good start 31 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  32. Michael Dell gave Lionel support 32 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  33. This audacious post set the tone for the blog 33 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  34. Dell executives review and implement customer suggestions 34 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  35. Dell uses a blog to talk to investors 35 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  36. Find and support your revolutionaries • Find the people most passionate about developing relationships with the groundswell • Educate your executives • Put someone important in charge • Define “the box” with policies and process • Make it safe(r) to fail 36 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  37. Final words of advice • Making revolution stick will require frameworks and process • Start small, but think big • Make social strategy the responsibility of every single employee • Be patient – cultural change takes time 37 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

  38. Thank you Charlene Li +1 650.581.3833 cli@forrester.com groundswell.forrester.com 38 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

More Related