Synopsis[ edit ] The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. Listening: Businesses should listen to their customers to understand what the market is looking for in their products. In order to do this, a company needs to find out if their customers are using social technologies and how they are using them. One common method is participation in social networks. Supporting: Businesses can harness the support of their own employees by creating internal social applications for them to connect with the brand, also known as enterprise social software.
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This article aims to provide a synopsis and takeaway strategy that would also benefit those interested in affiliate marketing. The book, Groundswell: Winning in a World Transformed by Social Technologies, is best characterized as a roadmap on social technologies and relationships. Li, Three powering forces exist in a groundswell, they are: People, Technology and Economics. People are social by human nature and tend to pack in numbers, especially around the unknown, and seek for information to help them make a decision.
Social media technologies enable an environment where people can interact on-line with questions and comments, as freely as they wish; around any topic they seem to have an interest. When people converge on the Internet around a certain topic, the groundswell effect happens and traffic to a target site swells in short order. This traffic is considered economically valuable to the Organization who owns the site, should they have a positive relationship with its constituency, which translates into increased brand awareness, increased sales of products and services, or a cause furthered in the desired manner.
Should they have a negative relationship with their constituency, this can spell a public relations nightmare, in terms of a swell in brand attacks, decreased sales of products and services, or a crisis that is considered embarrassing to the brand. Social technologies are changing the manner of which companies are interacting with their constituency and they are spending big money trying to determine the best course of action to engage.
There are generally four types of social technologies to fit different objectives. For example, a brand might want to attract awareness because they feel a vast number of people do not know of their services or capabilities, which in this case, the brand may wish to use viral videos.
Unlike commercials, where people do not have a choice to watch, viral videos are usually watched because people want to watch them. Blogs offer brands an avenue to communicate with their constituency on complex topics, and Communities provide an environment where people depend on other people for their information.
As in any relationship, it is best to listen first, and then respond. It is not about the one trick pony, the silver bullet, the shot gun approach, it is about learning and constant responsiveness.
Social technologies enable affiliate marketers to have conversations, yet it is incumbent upon those that wish to drive the conversation to listen and learn real-time about their constituency, and being responsive with meaningful and trustworthy content. Sometimes that means enabling the constituency to have conversations with each other, as they would most likely trust each other more so than the brand.
Constant responsiveness is also a key dimension, as conversations will go on forever, after all, we are humans. The authors provide an interesting visual tool to identify the types of people who generally use social technologies, in the manner of a ladder.
Each rung represents a type of user, with the top rung of the ladder being the Creator, the next rung being the Critics, the next rung being the Collectors, the next rung being the Joiners, the next rung being the Spectators, and the bottom rung being the Inactives.
I found this tool to be quite helpful and easy to understand as it enables a degree of situational awareness when planning which technologies to use with a certain customer segment, as well as their psychology. Of the six types, I learned the key types are the Creators, Critics and Spectators.
Takeaway Strategy for Affiliate Marketing Affiliate Marketers should seek to be Creators with meaningful product and conversation, and by doing so, the Critics and Spectators will be influenced.
Top affiliate marketers provide working models Technology and build private groups, selling products in a specific niche, providing valuable information. Top affiliate marketers work hard to provide value to their private group People , their groundswell grows, and they make money Economics. Do not re-invent the wheel, just follow the model to success. Affiliate Marketers should therefore aim to enable an on-line strategy: to create a strong trusted relationship with your membership; to learn what topics your membership is interested in exploring; to inform your membership on subjects meaningful to your niche; to earn an audience; to build a groundswell — the money will follow.
Source: Li, C. If you liked this article, be sure to share it with your group of friends. A quick note about my blog: Hey, Steve here. This a veteran-owned blog, and is about promoting quality products and services - internet marketing made easy.
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LI BERNOFF GROUNDSWELL PDF
Gardagar Essentially it is a guide for marketing in an Internet driven world; it highlights the same principles of offline grounsdwell — understanding the needs of the target audience and interacting with it accordingly — with inputs on what efforts are needed to achieve the business goals in a more open and interactive medium that is only growing in importance everyday. The groundswell spread marketing messages through Digg and YouTube with a small budget and little marketing experience. Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li In so doing, the authors advise business leaders to master groundswell thinking because the technologies are ever shifting and ever growing. The only thing that really saved it was the real-life stories the authors included. They give numerous examples of tools Groundswell is a great book to help people understand the revolutionary social technology bernocf that are occurring, why they are happening, and how to tap into it and transform your business. They discuss Twitter as a new technology that is bound to catch on and there is no mention of several very popular tools.
Building a Groundswell for Your Business
Bernoff is still there. Groundswell: Winning in a World Transformed by Social Technologies I thought the authors wrote convincingly about blogging — how companies should approach the idea, how to maintain a good blog, and how to interact with consumers on blogs. Concrete examples and case studies provide additional substance and make the information easily digestible, enabling you to create actionable steps to move your company into the groundswell. They should have a groundswe,l track record of application building, community building, and social media awareness to understand the emergent nature and responsiviness needed for a social media strategy.