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Social Strategies For Revolutionaries

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

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Social Strategies For Revolutionaries

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  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.

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