- Groundswell
charlene li is vice president & principal analyst at forrester research covering social computing and technologies. she is undoubtedly one of the most often quoted analysts on all things dealing with social computing and commerce on the web. after reading a review copy of “groundswell – winning in a world transformed by social technologies” i’ve been referring every chance i get. following is an interview with charlene about the book and her insights into key questions for companies trying to demystify the social web.with the book coming out may 1st, can you offer a little about what the concept of “groundswell” is all about? please describe the social technographics profile, its genesis and what goals do you intend to accomplish with the book?“groundswell” is the social trend that happens when people start connecting with each other via social technologies. the result: they start getting what they need from each other, rather than from companies. that’s incredibly disruptive to businesses who adhere to traditional ways of managing and marketing.the goal of the book is to put in one place the frameworks, data, and case studies that can help companies not only deal with, but thrive in the groundswell. here’s an example: one of the key problems companies have is that they don’t understand how people act in the groundswell. to that end, we created the social technographics profile, which categorizes the way people participate into six areas, ranging from inactive and spectators to critics and creators. the profile helps companies understand how people are connecting with one another and the extent of their participation. you’ll want to craft a different social strategy if you have a target audience that has a higher proportion of spectators than creators.so much of social technology and media engagement is centered on listening – not something many people, let alone companies, are very good at. what are some of the significant corporate cultural shifts and behaviors that you see as necessary to understanding, energizing and embracing the groundswell?we lay out in the book five key objectives that you can achieve by tapping into the groundswell: listening, talking, energizing, supporting, and embracing. all of these activities are being done today, but as you say, they aren’t always effective and in many ways, some existing techniques are becoming obsolete. companies need to realize that they have to give up control — or as i like to think, the semblance of control — in order to engage with the customers and employees in the groundswell. it’s really, really hard, and most companies don’t “get it” initially. and even if you do get engaged, you’ll constantly be making mistakes and learning along the way.so we offer a few words of advice on how to do this:never forget that the groundswell is about person-to-person activity. you are not speaking as “the company”, but as a person. most companies don’t know how to do this, and it takes a lot of practice to find that voice and feel comfortable with it. be a good listener. all companies say they listen to their customers, but do they really listen and let people know that they are listening? be patient. this takes a long time because you are going to be transforming your company, one person at a time. be opportunistic. start small with the people who are most passionate about building relationships with customers. be flexible. you never know what’s going to happen so you have to constantly adjust your thinking and learn. be collaborative. you need people from up and down the management chain to buy-in. most importantly, be humble. remember that you are not as powerful as the groundswell. if you forget this, they will let you know. clever and nimble companies that have successfully leveraged the internet and marketing online have become formidable alternatives to larger, legacy competitors. it would seem that those companies that can best adapt to and engage social technologies like blogging, reviews, social networking and media will gain even more of an advantage. what advice do you have for companies with a “wait and see” perspective?don’t wait too long! some companies think that they can wait until the technology is “proven” or when it becomes “safer” to engage. they want ample “proof” that these technologies work and that there is a proven roi associated with these efforts. i think it’s a cop out, a way to dismiss these technologies as experimental and early, rather than taking a closer, deeper look to understand the power they bring.adapting these new technologies is really, really hard work, so any company that does have a “wait and see” attitude is going to behind the curve in another year or two. they don’t have to get involved in a big way, but make sure that there is are a few people who are at the least listening to the groundswell of your customers and employees with these new technologies. you can’t go wrong by listening, even if you’re not actively engaging. otherwise, you’ll miss the markers of when it’s the right time and place for you to jump in. source: online marketing part i: understanding the groundswell why the groundswell -- and why now? jujitsu and the technologies of the groundswell the social technographics profile part ii: tapping the groundswell strategies for tapping the groundswell listening to the groundswell talking with the groundswell energizing the groundswell helping the groundswell to support itself embracing the groundswell part iii: the groundswell transforms the groundswell in your company: marketing the groundswell in your company: it the future of the groundswell
- やってみます。
cheers,
susan
- ネパールの内戦後の精神保健ケアと研究について文献
child led indicators: pilot testing a child participation tool for psychosocial support programs for former child soldiers in nepal. intervention, 2009, 7, 92-109.
- 今夏、スマイル発売！
co-produced by mark linett and alan boyd, all of the smile sessions’ physical and digital configurations will include an assembled album of core tracks, while the box set delves much deeper into the sessions, adding early song drafts, alternate takes, instrumental and vocals-only mixes, and studio chatter. the smile sessions invites the listener into the studio to experience the album's creation, with producer, singer and bassist brian wilson's vision leading the way as he guides his fellow beach boys, singer mike love, drummer dennis wilson, lead guitarist carl wilson, rhythm guitarist al jardine, and newest member bruce johnston (who'd replaced brian wilson in the touring group during 1965), through the legendary sessions.
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