Reading Notes: Groundswell ch. 7-9

For information on the book Groundswell, please visit my earlier post.

Chapter 7 : Energize your Groundswell!

Why word of mouth succeeds:

  • It’s believable
  • It’s self-reinforcing
  • it’s self-spreading

“People believe other people more than media.”

5 Steps to Energize your own organization

  1. Figure out if you want to energize the groundswell
  2. Check the social technographics profile of your customers
  3. Ask yourself, “what is my customer’s problem?”
  4. Pick a strategy that fits your customers’ social technographics profile and problems
  5. Don’t start unless you can stick around for the long haul

Chapter 8: Helping the Groundswell Support Itself

People are willing to spend lots of time helping each other.

Is a Wiki for you?

  • You need people
  • You need content
  • You need patience and loyalty

**Check to see if there is already an existing community for your customers**(such as the TiVo Community)

Tips to building a community:

  • Start small, but plan for a larger presence.
  • Reach out to your most active customers.
  • Plan to drive traffic to your community.
  • Build a reputation system.
  • Let your customers lead you.

Chapter 9: Embracing the Groundswell

By embracing, you can move faster, for two reasons.

  1. Customers don’t take long to tell you what they want.
  2. When customers are in the loop, innovation happens more quickly.

People notice.


February 8, 2010. PRCA 3030, Reading Notes.

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