GroundSwell

GroundSwellChapter 2

David ObotGeorge MenziesMichael MarxIntro Into GroundswellTechnology is changing constantlyGroundswells focuses on the relationships, not the technology.Networking between individuals.

Principles For Mastering GroundswellConcentrate on the relationships, Not the technologies

The way people connect with each other- community that is created-determines how the power shiftsExamples of Groundswell TechnologiesBlogs Self Expression for ones personal events Group of journal entries Most popular among the Groundswell TechnologiesBuilding relationships between the writer and the readers.Top 25 Blogs Read Of The Month of Feb.Top 25 Most Popular BlogsBlogs have the most influence on companies-OfficeMax- OfficeMax Inc. (OMX): Blog - Business Exchange

Social NetworkingThe Basics: MySpace and FacebookOver tens of millions users.Participation : One in every 4 Americans.AdvantagesNetworks created customer base.Increased awareness DisadvantagesTime- Consuming

The Wiki ThreatThe greatest threat presented by Wikis is in the form of Wikipedia.Wikipedia is an online encyclopedia that allows readers to edit it contentThis poses a threat because readers edit the description of your company in a way contrary to your preferred imageForums, Ratings, ReviewsThese form a threat because these are usually accurate interpretations of a companies product or service.If that product or service does not live up to its claim then other in the online community can see that productIt can result lower sales and damage the companys imageForums, Ratings, ReviewsThese form a threat because these are usually accurate interpretations of a companies product or service.If that product or service does not live up to its claim then other in the online community can see that productIt can result lower sales and damage the companys imageWikiHawaiian word for quick

Sites that support multiple contributors with a shared responsibility for creating and maintaining content

Largest and best known: WikipediaClassic example of groundswell power

Forums, Ratings, and ReviewsOlder than just about any other social technologyForums- basically a slow motion conversation allowing people to respond online. AOLYahooRatings and Reviews- Boosts buy rates for businesses

TagsTAGS ARE EVERYWHERE!!!!7% Of American Internet use tags

THREATEN INSTITUTIONAL POWER???No control over how people will clissify you or your products.Subway (Health food, or Fast food)

RSS & WIDGETSBetween everyday emails, facebook updates, blog posts, YouTube videos, and all kinds of tagged items, one could easily become overwhelmed

Gives people the ability to consume and process more social content, accelerate the action of the groundswell.

HOW THEY WORKRSS- Really simple SyndicationTool that brings you updatesInstead of going to every blog site or auction site, RSS brings the updates to you2 elements- Transmitter and ReaderWidgets- mini app. that connect to the internetSpecific Functions (located on desktop)Weather widgetGas price widget

Focusing on RelationshipsWhen Evaluating a new technology ask yourself

Does it allow people to connect to each other in a new way?Is it effortless to sign up for?Does it shift power from institutions to people?Does the community generate enough content to sustain itself?Is it an open platform that invites partnership?

Obviously, more goes in to evaluating new technologies, however, technologies that get the answer yes to these questions tend to take off.

THE END