The groundswell POST strategy is used by following the four steps planning process to build your groundswell strategy. “POST is the foundation of groundswell thinking” (Li & Bernoff, 2011). The POST strategy involves analyzing the following:
- People – What are your customers ready for? The Social Technographics Profile that I discussed in my previous blog post is intended to answer this question. The Social Technographic Profile will indicate what your target market is already doing online. It is important to know how your customers are engaged online in order to formulate the appropriate strategy.
- Objectives – What are your goals? The clarity of your objectives will determine the total success or total failure your strategy. According to Li and Bernoff, there are five primary objectives that organizations successfully pursue in the groundswell. The five primary objectives include:
- Listening – Involves using the groundswell for research to better understand your customers. This objective proves successful for companies seeking customer feedback to use for marketing or development purposes.
- Talking – Involves using the groundswell to spread messages about your organization. Companies are successful when using this objective if they are ready extend their current marketing practices to a more interactive channel.
- Energizing – Involves finding your enthusiastic customers to engage online. This objective promotes the power of word of mouth. This strategy is most successful in companies that have brand enthusiasts to energize.
- Supporting – Involves establishing a groundswell tool that will allow your customers to support each other. This strategy proves successful in companies who have customers with a natural attraction to connect with one another.
- Embracing – Involves integrating your customers into the way your organization works. This can include using their help to design products or services. According to Li and Bernoff, this is the most challenging out of the five primary strategies; companies who have already successfully obtained one of the other four primary strategies are most successful with embracing their customers.
- Strategy – How do you want relationships with your customers to change? Do you want them to carry messages to others in your market? Do you want them to be more engaged within your company? Answering this question will help you take the appropriate steps for desired change.
- Technology – What applications should you build? Once you’ve answered the questions from the previous three steps you can then decide on the appropriate technologies to incorporate in your company. Technologies include social media, blogs, wikis etc.
Source: Fore Golf Properties. Retrieved from: http://www.foregolfproperties.com/impacted-38-tax-selling-home/confused-figure-with-question-marks/
Fore Golf Properties. Retrieved from: http://www.foregolfproperties.com/impacted-38-tax-selling-home/confused-figure-with-question-marks/
Li, C., & Bernoff, J. (2011). Groundswell winning in a world transformed by social technologies. Boston: Harvard Business Review Press.