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Mastering the Groundswell: Harnessing Relationships in the Digital Age

In Chapter 2 of "Groundswell," authors David Obot, George Menzies, and Michael Marx discuss the pivotal role of relationships amidst evolving technologies. They emphasize that genuine community connection shapes how power is distributed in society. The chapter explores various groundswell technologies, including blogs and social networking platforms, highlighting their influence on businesses and the potential threats posed by user-generated content like wikis and reviews. By focusing on relationship-building rather than mere technological advancement, organizations can thrive in a digitally connected world.

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Mastering the Groundswell: Harnessing Relationships in the Digital Age

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  1. GroundSwell Chapter 2 David Obot George Menzies Michael Marx

  2. Intro Into Groundswell • Technology is changing constantly • Groundswells focuses on the relationships, not the technology. • Networking between individuals.

  3. Principles For Mastering Groundswell • Concentrate on the relationships, Not the technologies • The way people connect with each other- community that is created-determines how the power shifts

  4. Examples of Groundswell Technologies • Blogs • Self Expression for one’s personal events • Group of journal entries • Most popular among the Groundswell Technologies • Building relationships between the writer and the readers. Top 25 Blogs Read Of The Month of Feb. Top 25 Most Popular Blogs Blogs have the most influence on companies -OfficeMax- OfficeMax Inc. (OMX): Blog - Business Exchange

  5. Social Networking • The Basics: MySpace and Facebook • Over tens of millions users. • Participation : One in every 4 Americans. Advantages • Networks created customer base. • Increased awareness Disadvantages • Time- Consuming

  6. The Wiki Threat • The greatest threat presented by Wikis is in the form of Wikipedia. • Wikipedia is an online encyclopedia that allows readers to edit it content • This poses a threat because readers edit the description of your company in a way contrary to your preferred image

  7. Forums, Ratings, Reviews • These form a threat because these are usually accurate interpretations of a companies product or service. • If that product or service does not live up to its claim then other in the online community can see that product • It can result lower sales and damage the company’s image

  8. Forums, Ratings, Reviews • These form a threat because these are usually accurate interpretations of a companies product or service. • If that product or service does not live up to its claim then other in the online community can see that product • It can result lower sales and damage the company’s image

  9. Wiki • Hawaiian word for quick • Sites that support multiple contributors with a shared responsibility for creating and maintaining content • Largest and best known: Wikipedia • Classic example of groundswell power

  10. Forums, Ratings, and Reviews • Older than just about any other social technology • Forums- basically a slow motion conversation allowing people to respond online. • AOL • Yahoo • Ratings and Reviews- Boosts buy rates for businesses

  11. Tags • TAGS ARE EVERYWHERE!!!! • 7% Of American Internet use tags • THREATEN INSTITUTIONAL POWER??? • No control over how people will clissify you or your products. • Subway (Health food, or Fast food)

  12. RSS & WIDGETS • Between everyday emails, facebook updates, blog posts, YouTube videos, and all kinds of tagged items, one could easily become overwhelmed • Gives people the ability to consume and process more social content, accelerate the action of the groundswell.

  13. HOW THEY WORK • RSS- Really simple Syndication • Tool that brings you updates • Instead of going to every blog site or auction site, RSS brings the updates to you • 2 elements- Transmitter and Reader • Widgets- mini app. that connect to the internet • Specific Functions (located on desktop) • Weather widget • Gas price widget

  14. Focusing on Relationships • When Evaluating a new technology ask yourself • Does it allow people to connect to each other in a new way? • Is it effortless to sign up for? • Does it shift power from institutions to people? • Does the community generate enough content to sustain itself? • Is it an open platform that invites partnership? • Obviously, more goes in to evaluating new technologies, however, technologies that get the answer “yes” to these questions tend to take off.

  15. THE END

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