Reading Notes: Groundswell Ch. 4-6

For Book information please visit my previous post.

Chapter 4:

  • 4 step planning process to build your groundswell: POST
  1. People: Your consumers
  2. Objectives: Your goals
  3. Strategy: Your relationships
  4. Technology: Your applications

5 Objectives to pursue in Goundswell

  1. Listening
  2. Talking
  3. Energizing
  4. Supporting
  5. Embracing

“There is no one ‘right way’ to engage with the groundswell.”

Chapter 5:

How to listen to the Groundswell-

a. Set up your own private community

b. Begin brand monitoring

Why listen?

  1. Find out what your brand stands for
  2. Understand how Buzz is shifting
  3. Save research money; increase research responsiveness
  4. Find the sources of influences in your market
  5. Manage PR crises
  6. Generate new product and marketing ideas

How it will change your organization:

-It will change the power structure.

-The instant availability of information can become addicting.

Chapter 6:

Talking to the Groundswell

  1. Post a viral video.
  2. Engage in social networks and user-generated content sites.
  3. Join the blogosphere.
  4. Create a community.

Blendtec did this with YouTube videos of blenders blended outrageous objects.

Tips for Successful blogging:

  1. Start by listening
  2. Determine a goal for the blog
  3. Estimate the ROI
  4. Develop a plan
  5. Rehearse
  6. Develop an editorial process
  7. Design the blog and its connection to your site
  8. Develop a marketing plan so people can find the blog
  9. Remember, bloggeing is more than writing

January 31, 2010. PRCA 3030, Reading Notes.

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