Last post I wrote about what the POST process is, and including the objectives that companies can successfully use in the Groundswell. The five objectives i briefly spoke about are listening, talking, energizing, supporting, and embracing.
In today’s blog post I will be focusing on the objective talking. In chapter 6 of the Groundswell (2011) by Charlene Li and Josh Bernoff, talks about different techniques in entering the Groundswell as a speaker and not so much of a listener. Talking differs from marketing in the sense that, marketing is where you are basically shouting and showing awareness for the buyers, whereas talking accounts for the same factors but also compensates loyalty and building that relationship with the buyers.
Techniques for talking with the groundswell:
- Post a viral video
- Engage in social networks and user-generated content sites
- Join the blogosphere
- Creating a community
All these techniques allow for a talking based environment instead of straight marketing. Posting a viral video allows you to express your thoughts and creating a discussion with the public, and having that video shared can get your message across a lot of people. Engaging in social networks does similar to sharing a video, you are able to share your thoughts and opinions and get your message across people. Also engaging in social networks has the advantage in engaging and keeping up with news that is relevant to your industry of choice. Joining a blogosphere allows you to generate awareness and help respond to customers quicker. In the Groundswell (2011) textbook it explains how HP uses a blog for each product, where you are able to post questions and get immediate responses, updates and creating discussions. This allows if other customers have similar questions and need answers fast they can just read the blog. Creating a community has its benefits as well by engaging in the discussion and having the ability to respond back to customers with value and not with a shout.
In my preferred industry after I graduate from NAIT, I can use these objectives in the industry. Like I repeatedly have said that I want to go into the Government of Alberta and using these objectives may not be a huge advantage to me, since i want to be in a more of the business field. Although the objectives can give me such a great advantage by helping me get the jobs that I want. In my previous post about social networking I can try and keep up with the Government of Alberta on Facebook, LinkedIn and Twitter.
Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. (expanded and revised edition). Boston: Harvard Business Review School Press.