Don't jump into social media just because everyone else seems to be doing it. Follow the POST process for best results. Portions of this presentation are reprinted by permission of Harvard Business Press. Adapted from Groundswell: Winning in a World Transformed by Social Technologies. Copyright © 2008 Forrester Research, Inc.; All Rights Reserved.

1. GROUNDSWELL

2. BUSINESSES EXPECT TO PARTICIPATE % of companies adopting Web 2.0 tools in 2008

7. THE FOUR-STEP APPROACH TO THE GROUNDSWELL P People Assess your customers’ social activities

8. THE FOUR-STEP APPROACH TO THE GROUNDSWELL People Assess your customers’ social activities Objectives Decide what you want to accomplish P O

9. THE FOUR-STEP APPROACH TO THE GROUNDSWELL People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change P O S

10. THE FOUR-STEP APPROACH TO THE GROUNDSWELL People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T

11. Groups include people participating in at least one of the activities monthly. The Social Technographics ™ Ladder Base: US online adults Source: Forrester Q2 2007 Social Technographics Survey Profile your customers at groundswell.forrester.com Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above 18% 25% 12% 25% 48% 44%

12. KEY ROLES AND THEIR GROUNDSWELL OBJECTIVES

13. LISTENING TO DOG OWNERS (DEL MONTE)

14. A CONVERSATION WITH CUSTOMERS 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.

15. THE RESULT: A SUCCESSFUL PRODUCT LAUNCH . . .

16. LET’S TALK ABOUT TAMPONS

17. P&G TALKS WITH YOUNG GIRLS

18. BRIDES.COM ENERGIZES BRIDES

19. THE WIDGET NOW APPEARS ON MY PAGE

20. SUPPORTING FRONT LINE EMPLOYEES AT BEST BUY

21. STARBUCKS SOLICITS IDEAS

22. AND THEN POSTS ON A BLOG TO CLOSE THE LOOP

23. CR É DIT MUTUEL’S “SUGGESTION BOX”

24. ROI OF EXECUTIVE BLOG (YEAR ONE) Value Advertising visibility $7K Press stories $240K Blog word of mouth $37K Support savings $69K Total value $353K Cost Planning and training $35K Platform and IT $30K Brand monitoring service $50K Content production and review $170K Total costs $285K