Groundswell: Winning in a World Transformed by Social TechnologiesGroundswell: Winning in a World Transformed by Social TechnologiesGroundswell_3e402b5b-40ca-4559-b835-134926091f21People use technologies to get things they need from each other instead of from companies._2e329406-eae7-4e51-95fa-b39b9e12aaa0To provide a clear perspective of the whole trend, not just pieces of it, with a clear set of strategic recommendations._7feb1aa2-2298-41c5-af65-b5428be7a9e3Person-to-Person ActivityGood ListeningPatienceOpportunismFlexibilityCollaborationHumilityResearch as ListeningMonitor customers' conversations with each other on an ongoing basis, instead of occasional surveys and focus groups_65e160eb-3cab-4b3a-a1e9-c5b2d9accd721Use the groundswell for research to better understand your customers. This goal is best suited for [organizations] seeking customer insights for use in marketing and development.Marketing as TalkingParticipate in and stimulate two-way conversations customers have with each other, not just outbound communications to customers_2b2c2771-fc51-471e-b07d-bf2d6c594bc42Use the groundswell to spread messages about your [organization]. Choose this goal if you're ready to extend your current digital marketing initiatives ... to a more interactive channel.Sales as EnergizingMake it possible for enthusiastic customers to help sell each other_d0a6f179-8ee6-4e84-bb34-2eda7c25e3ad3Find your most enthusiastic customers, and use the groundswell to supercharge the power of their word of mouth. This works best for [organizations] that know they have brand enthusiasts to energize.Support as SupportingEnable customers to support each other_755a2793-bbae-414f-80af-79f56edc81c34Set up groundswell tools to help your customers support each other. This is effective for [organizations] with significant support costs and customers who have a natural affinity for each other. Development as EmbracingHelp customers work with each other to come up with ideas to improve products and services_ced5c1fd-a4d0-48f0-b34a-f43132262eb55Integrate your customers into the way your business works, including using their help to design your products [and services]. This is the most challenging of the five goals, and it is best suited to [organizations] that have succeeded with one of the other four goals already.2010-02-08http://blogs.forrester.com/groundswell/ArthurColman (www.drybridge.com)colman@drybridge.com