The Groundswell Inside Your Company

We focused on how a company can listen to, talk to, and energize their customers in all of our previous posts but in chapter 12, we learn that it is equally important for a company to connect with their employees. Employees around the world in different organizations are "connecting on internal social networks, collaborating on wikis, and … Continue reading The Groundswell Inside Your Company


Energizing the Groundswell

According to Li and Bernoff, "energizing the base is a powerful way to use the groundswell to boost your business". This is due to the fact that when a customer is energized then they will become the viral marketer who lets others know about your brand, product or service. This is known as word of … Continue reading Energizing the Groundswell

Tapping the Groundswell with Twitter

In Chapter 10, Li & Bernoff highlight the important role of Twitter for firms that want to tap into the groundswell. While Twitter is a very simple and basic social media platform that limits its users to 140 character its advantages are that it is free, open, connects people, and gives them power (Li & … Continue reading Tapping the Groundswell with Twitter

Helping the Groundswell Support Itself

It can be expensive for a company to support its customers-- companies spend billions to run their telephone support centers (Li & Bernoff, 2011, pf 157). To reduce costs, companies started doing several things. First, they recognized they were able to post all their information up on their website and then direct their customers to … Continue reading Helping the Groundswell Support Itself

Talking with the Groundswell

An organization's marketing department is responsible for speaking to their customers; two of the most popular, and expensive, methods are advertising and public relations (Li & Bernoff, 2011, pg 101). However, research has indicated most of the money spent on advertising is spent on TV commercials. Why is this an issue? Well, TV advertisements are repetitive … Continue reading Talking with the Groundswell

Strategies for Tapping the Groundswell

The four-step planning process, known as the POST method, should be used by companies when building their groundswell strategy. The POST method stands for the people, objective, strategy, and technology (Li & Bernoff, 2011, pg. 67). People What are your customers already doing within the groundswell? This information can be found using the Social Technographics … Continue reading Strategies for Tapping the Groundswell

Connecting with the Groundswell to Transform your Company

  Companies should embrace the internet and fully utilize all that it has to offer as part of their marketing plans. A company really starts engaging with the groundswell when the internet becomes a vital part of the marketing plan.  A benefit of "engaging with the groundswell is that your organization goes through a mental … Continue reading Connecting with the Groundswell to Transform your Company