Blog Assignment #3.1 – How Connecting with the Groundswell Transforms your Company

According to chapter 11 in Groundswell: winning in a world transformed by social technologies by Charlene Li and Josh Bernoff, one of the major benefits a company receives when engaged with the groundswell is a mental shift; companies become more engaged with their customers by responding to their specific needs and wants. There are three essential elements involved with making this transformation:

  1. Important to take step by step
  2. Each of these stepping-stones leads in a natural progression to the next step
  3. You have to have executive support


Source: OK Dani (2014). Retreived from:

There are five ways a company can prepare for this transformation:

  1. Start small: Change takes time. Pick your battles strategically because you only have so much political power to use at a time
  2. Educate your executives: Launch an internal blog, social network and collaboration within a department to get them to demonstrate specific benefits
  3. Get the right people to run your strategy: Pick a person that has a passion for starting relationships with your customers, not the person who has the most time
  4. Get your agency and technology partners in sync: Get them to understand the groundswell
  5. Plan for the next step and for the long term: You want to know where this is going to take your company



Charlene Li, J. B. (2011). Groundswell. Boston: Harvard Business Review Press.

OK Dani (2014). Retreived from:


Blog Assignment #3 – Listening to the Groundswell


Source: Bad Language (2014). Retrieved from:

From my personal perspective, listening is to pay attention to, understand and interact with whom you are speaking with. After reading chapter 5 in Groundswell: winning in a world transformed by social technologies by Charlene Li and Josh Bernkoff, I realize that listening from a business perspective is much more than that. For businesses, listening is known as market research and it involves a lot of money. Businesses pay over $15 billion annually for market research. Companies use market research to look for answers to their questions and doing so can help businesses reveal new insights about their consumers and target market.

According to the groundswell, there are two types of listening strategies:

  1.  Set up your own private community
  2. Begin brand monitoring

Setting up your own community on a website such as Communispace, allows natural interaction in a setting where you can monitor and respond. Brand monitoring would involve hiring a specialist to monitor blogs, discussion forums and any feedback that could be relative to your business.

Listening to your consumers whether it’s through a private community or brand monitoring can be beneficial to your organization. According to groundswell there are six reasons why a company should listen:

  1. Find out what your brand stands for
  2. Understand how buzz is shifting
  3. Save research money; increase research responsiveness
  4. Find the sources of influence in your market
  5. Manage PR crisis
  6. Generate new product and marketing ideas

The company I have been relating my work in this course to is my current place of employment; Telus World of Science. At my work it is important to listen to our consumers as they influence important decisions such as hours of operation, what kind of special event nights to hold, and what major attractions to sign. We currently have an interactive presence on Twitter, Facebook and our own website where we are able to monitor what people are saying about us.


Charlene Li, J. B. (2011). Groundswell. Boston: Harvard Business Review Press.

Bad Language (2014). Retrieved from:



Blog Assignment #2 – The Social Technographic Profile

I find the Social Technological profile interesting because it can be used by companies to determine if their target market is online; which will in turn help them determine if marketing online is worthwhile or if they should seek another means of marketing. The Social Technological profile categorizes consumers into seven levels of participation online; including creators, conversationalists, critics, collectors, joiners, spectators and inactives. The following image describes each category and the characteristics that correspond with each.  


Source: Bernoff, J. (2008). Retrieved from

I don’t have any past experience with the Groundswell Social Technographic profile. I’ve never been responsible for a company’s online activity. However one day, I know I will be responsible for an organizations online presence so this information is of value to me. Based on the Social Technographic profile I fall under all of the categories; this also varies based on what website I am visiting. I am a creator because I now post to my blog on a regular basis, I also post videos on Instagram that I create myself. I am a conversationalist because I post status updates on Facebook and I am also a new member to Twitter. I am a critic because I do post reviews online about products and experiences I’ve enjoyed and also ones that have left me dissatisfied. I am recently a collector because I have figured out how to add useful RSS feeds to my blog. I am a joiner because I have maintained a profile on Facebook, Linkedin, Instagram, and now WordPress too! I am a spectator, mostly on YouTube, where I am subscribed to and watch a variety of channels. I’m also inactive on many of the websites I visit.

As an HR professional the Social Technographic will be helpful in determining where to post job advertisements. Depending on what kind of candidate I’m looking for. For an experienced candidate I would increase the age. It’s also helpful because it is specified to each country, although it would be more useful if it specified to a particular city or province. 

Companies looking to market their brands or products online should first research their target markets Social Technographic profile to determine what category they fall under. Once the company understands their target markets Social Technographic profile, they can then decide on and execute the best fit marketing strategy based on the profile.

At the Telus World of Science, we have a large number of target markets, which can vary based on what we are exhibiting. The science center is always a great place for moms to bring their children. For this assignment I’ve decided to focus on moms with young children as the target market.


 Source: Empowered. (2010). Retreived from

Using the Social Technographic profile tool on the Forrester website, I am able to determine what category Canadian females aged 25-34 fall under. Based on the information above, a majority of my target market consists of joiners and spectators. For Telus World of Science, this means that having a website, posting on social media websites, and having an overall online presence will be beneficial to the organization, as their target market has an evident online presence.


Bernoff, J. (2008). Retrieved from

Charlene Li, J. B. (2011). Groundswell. Boston: Harvard Business Review Press.

Empowered. (2010). Retrieved from



Blog Assignment #1

It took me a while to figure out how the WordPress website works. I’ve never created a blog before so this is a totally new experience to me. I am also a new member of Twitter, I created an account so I could link it to my blog. Surprisingly, I had no idea what an RSS feed was until I had to add it to my blog page. The instructions for adding RSS feed to my blog worried me, but it didn’t work out to be too much of a challenge. Although I’ve noticed RSS feed on webpages I didn’t know the technical term for it. I found it exciting that I could add a personalized live feed to my blog, I definitely learned something new.

I was interested by the idea of self-disclosure in the article “Users of the world unite! The challenges and opportunities of Social Media” by Andres Kaplan and Michael Haenlein. The article describes that in any kind of social interaction, people want to have control over the impressions people create of them. Basically people want others to like their self-presentation. Self-disclosure is the exposure of personal information, whether it is conscious or unconscious.  I personally feel that through Social Media websites it’s easy to maintain a positive self-presentation by reflecting on the social impact of a post prior to self-disclosing it on a Social Media website. Although not everyone has this mindset because some people get extremely personal on Facebook and I will be honest that how people present themselves on Social Media does affect what I think of them to some degree.

In my opinion, self-disclosure and self-presentation go hand in hand when using Social Media websites such as Facebook and Linkedin. What you choose to post about yourself, comment on, or like on these websites is what you are self-disclosing. What you choose to self-disclose on Social Media websites will in turn affect your self-presentation. Self-presentation can be impacted positively or negatively and depending on the critic, the information can be perceived differently. The way you choose to present yourself on social media will affect others opinion about you.

As a business student I know how important it is to maintain a positive image on the internet whether I’m using Linkedin or Facebook. I know that with the vast presence of Social Media in today’s workplace, the image I portray in my personal life can affect my professional life.  I understand that not only the information I self-disclose but also the information others disclose about me on Social Media websites can affect my professional image. I am selective when making posts on Social Media websites because I want to maintain a professional self-presentation.



Andreas Kaplan, M. H. (n.d.). Users of the world, untie! The challenges and opportunities of Social Media. Retrieved from Business Horizons: