Groundswell refers to social trends where people use technologies to get what they need from each other rather than corporations. In an economic crisis, it is more difficult to convince consumers and word of mouth becomes essential. The document discusses how companies can participate in the groundswell by assessing their customers' social activities, deciding objectives, planning strategies, and using appropriate social technologies. It provides examples of how companies can take on roles like listening, talking, energizing customers, and supporting customers through social media.

1. Groundswell Het belang en de invloed van sociale netwerken in de strategie en marketingmix

2. Economische crisis Moeilijker de consument te overtuigen Word of Mouth is essentieel ! Awareness Consideration Preference Purchase Loyalty Eyeballs Traditional media Direct marketing

3. Economische crisis Bedrijven verhogen uitgaven in kanalen die word of mouth als resultaat hebben.

4. Het begrip ‘groundswell’ Charlene Li & Josh Bernoff: “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” bv. Facebook, Netlog, Twitter, Second Life …

5. Het begrip ‘groundswell’ UGC Wikis RSS IM Forums Blogs Podcasting Gadgets Widgets XML Buzz Personal portals Twitter Social Networks

6. I trust … Recommendations from friends/family Consumer opinions posted online Requested email updates Ads in newspapers Ads on TV Ads on radio Ads in magazines Branded Web sites Search engine ads Web banner ads Ads on mobile phones 0% 20% 40% 60% 80% 100%

7. Nachtmerrie voor bedrijven

9. Je merk wordt bepaald door de consument In jouw voordeel gebruiken door: Deelnemen aan de (C2C-) conversatie

10. This is your company…

11. These are your customers in the groundswell…

12. This is your company and itscustomers in the groundswell

13. Hoe kunnen bedrijven deelnemen? P PeopleAssess your customers’ social activities O ObjectivesDecide what you want to accomplish S StrategyPlan for how relationships with customers will change T TechnologyDecide which social technologies to use

14. People P Creators European online adults Young online European consumers 10% 39% Critics 19% 57% Collectors 9% 17% Joiners 13% 52% 40% 81% Spectators 53% 14% Inactives O S T The Social Technographics ladder

15. People P O S T European Online Adults Bron: European online adults. Source: European Benchmark Mail Survey, Q2 2008

16. People P O S T Global Online Adults Bron: European online adults. Source: European Benchmark Mail Survey, Q2 2008

17. People: Case Lego AFOL: Adult Friends of Lego P O S T

18. People: Case Lego Eric Kingsley P O S T

19. People: Case Lego Joe Comeau P O S T

20. People: Case Lego Linda Dallas P O S T

21. People Besluit Er zijn verschillende soorten mensen, die op een verschillende manier participeren. Elke groep is belangrijk. Focus richten op Creators en Critics, die op hun beurt de rest beïnvloeden. P O S T

22. Objectives Voornaamste rollen en de daarbij horende doelstellingen: P Listening Talking Energizing Supporting O S T Groundswell objectives Roles Research Marketing Sales Support

23. Research ----------> Listening P O S T Learning from what your customers are saying

24. Research ----------> Listening Del Monte: blog “I love my dog” P O S T

25. Een conversatie met klanten P O S T Del Monte: What does your dog eat for breakfast? George: . . . she would definitely want bacon and eggs and she would want ketchup on her eggs. She loves ketchup!!! Del Monte: Would you buy more treats if they had vitamins and minerals as ingredients?” George: I would buy healthier treats over ones that didn’t have vitamins and minerals. . . . I try to look for amino acids and omega 3 and fish oils. Research ----------> Listening

26. Succesvolle product development door het luisteren naar de consument. P O S T Research ----------> Listening

27. Marketing ----------> Talking P O S T Two-way conversation, not just shouting

28. Marketing ----------> Talking P O S T

29. Marketing ----------> Talking P O S T

30. Sales ----------> Energizing P O S T Helping your best customers to recruit others

31. Sales ----------> Energizing P O S T

32. Sales ----------> Energizing Demografie Gem. leeftijd 45,6 jaar (Midlife crisis) Hard rockers en advocaten Traditionele, Amerikaanse stijl “Geluid van de Harley” P O S T

33. Sales ----------> Energizing “Customers are more effective in spreading the word, because they are more enthousiastic than the marketing department.” (Josh Bernoff) P O S T

34. Sales ----------> Energizing P O S T

35. Sales ----------> Energizing P O S T

36. Support ----------> Supporting P O S T Enabling your customers to support each other

38. Pages Viewed: 1,111,675

39. Total Online Minutes: 473,113“I actually enjoy helping people. That’s what got me hooked: when you help people and they say ‘Thank you’.”

40. Strategy Consistentie, consistentie, consistentie, consistentie, … P O S T

41. Technology Afhankelijk van: Strategie Doelstellingen Doelpubliek P O S T

42. Wat hebben we geleerd vandaag? In een recessie kunnen sociale netwerken je effectiefste media zijn. Consumenten beslissenwat merken betekenen. Analyseer: People Objectives Strategy Technology