Presenter(s):Charlene Li, Josh Bernoff - Shey

Groundswell: not just about Web2 tech, its about people connecting with each other - Shey

Example of concerns: YouTube video of Comcast tech sleeping on couch. First result for searching "Comcast" in YT. - Shey

Another example: CaliforniaCoastline.org photo of Barb Streisand house -- spread all over the net due to threat of lawsuit. - Shey

Another: Jericho and CBS -- 20,000 tons of nuts sent?? One of the dangers of the medium -- still not enough viewers to support the show. - Shey

Groundswell is the trend of consumers getting info from each other and not corp. - Shey

Objectives are the key to a successful social strategy: thinking about what you want to accomplish, NOT the technology. - Shey

Without objectives, you can't measure, and your social strategy will fail - Shey

POST: People, Objectives, Strategy, Technology -- in that order - Shey

1. Who - Shey

2. What you want to accomplish - Shey

3. Understand how you expect the customer relationship to change - Shey

4. Choose tech based on objectives and the people you want to reach - Shey

Social Technographics: Inactives, Spectators, Joiners, Collectors, Critics, Creators - Shey

Key Roles and Groundswell Objectives: - Shey

Research --> Listening e.g. DelMonte's I love my dog community-- wanted to hear what customers were saying -- package testing as well - Shey

Marketing --> Talking (2-way communication) e.g. Blendtec and blending the iPod -- $50 worth of materials = over 5,000,000 views on YouTube. Sales jumped by 20%. e.g. 2 = P&G BeingGirl.com -- getting customers to talk about uncomfortable subject (tampons) -- P&G says the community is 4x as effective reaching their market. e.g.3 Tivo joining an existing, vibrant community instead of creating their own. - Shey

Sales --> Energizing (getting your most passionate customers to do the selling for you) e.g. Brides.com = a MySpace microsite about being a Bride -- getting Brides and their friends involved. Countdown widget on Myspace page. Link from widget back to Brides.com microsite, easy to add. The people most passionate are selling the service. e.g3 -- ExpoTV uses reviews to energize customers. Some customers more technical than others, bargain hunters vs shopaholic -- ExpoTV lets you find like minded ppl - Shey

Support --> Supporting (support provided by your own customers) e.g. Dell community -- 1 member has 473,113 min, 22,508 posts -- saving Dell a chunk of change -- because he loves helping. e.g2. Best Buy - Blue Shirt Nation support front line workers -- employees talk to each other -- saving time by sharing info - Shey

Development --> Embracing (allowing customers to give their ideas) e.g. Starbucks - My Starbucks Idea. Community submits ideas and vote on them (Wi-Fi) -- they also get feedback on ideas they go through with. e.g.2 - French bank puts up suggestion box. Put up a few on the site to get feedback - Shey

ROI of executive blog - year 1 - total costs: 285K - total value: 353K - Shey

Dell Hell (re: Jeff Jarvis) and Dell laptop on fire. (caused 75% of all comments about Dell were negative) -- started blog resolution program. Complaints on blog were address much quicker than usual avenues - Shey

Dell eventually decided to join the conversation and improve their communication and image. Michael Dell gave it support -- managed to address flaming notebook. - Shey

Dell executives review and implement customer suggestions - IdeaStorm. Decided to ship Dells wit Linux based on feedback. - Shey

Dell also uses a blog to talk to investors - DellShares. - Shey

Overall Dell's customer contact has grown and 75% negative comments are now 50/50 and getting better. - Shey

Keys to sucess: Start with your customers. Choose and objective you can measure. Line up executive backing. Romance the naysayers. Start small, think big. - Shey

END - Shey

This was really cool Shey - thanks for doing it! - Hutch Carpenter

@Shey - awesome recap and an interesting use of friendfeed. - Rob Diana

thanks, no problem. I found it really informative - Shey

Very cool Shey! Thanks for the creative idea. I tried to take notes during yesterday's Scoble/FriendFeed video, but I only thought of it half-way through. - Mitchell Tsai

I had asked a question at the end of the webinar but there wasn't enough time to get to. But I just got an email from the folks at Forrester with an answer for my question. I had asked more details about the blog example from which they calculated ROI. Their answer: It's based on the GM Fastlane blog. For details you'll need to see the case study. - Shey

Link to GM Fastblog: http://fastlane.gmblogs.com/ - Shey

Link to Case Study: http://www.forrester.com/Researc... - Shey

Link to answers to all participant questions: http://blogs.forrester.com/charlen... - Shey