What is groundswell phenomenon
By Vaibhav Agarwal
Forrester Research analysts Charlene Li and Josh Bernoff [ authors of Groundswell: Winning in a World Transformed by Social Technology, published by Harvard Business ] define the “groundswell” as “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”
They also stress that the clarity of your objectives will make or break your strategy and that there are five primary objectives that companies can successfully pursue in the groundswell:
- Listening: Use the goundswell for research and to better understand your customers.
- Talking: Use the groundswell to spread messages about your company.
- Energising: Find your most enthusiastic customers, and use the groundswell to supercharge the power of their word of mouth.
- Supporting: Set up groundswell tools to help your customers support each other.
- Embracing: Integrate customers into the way your business works, including using their help to design your products.