Table of contents

PART I: UNDERSTANDING THE GROUNDSWELL

Chapter 1. Why the groundswell – and why now?

• The groundswell as a social trend
• CASE: Digg.com co-opted by its members
• Threats from the groundswell
• CASE: GM starts the FastLane blog

Chapter 2. Jujitsu and the technologies of the groundswell

• Concentrating on the trend, not the technologies
• Jujitsu: turn the groundswell to your advantage
• Description of all social technologies with data on usage around the world

Chapter 3. The Social Technographics® Profile

• Defines a data tool for analyzing social behavior of any group of customers
• CASE: A community for alpha moms
• Data and analysis for six examples: Gen Y, Japan/PC, politics, retail, seniors, health care

PART II. TAPPING THE GROUNDSWELL

Chapter 4: Strategies for tapping the groundswell

• The POST method: people, objectives, strategy, technologies
• The five objectives: listening, talking, energizing, supporting, embracing

Chapter 5: Listening to the groundswell

• Market research vs. groundswell insights
• CASE: Memorial Sloan-Kettering Cancer Center listens to cancer patients in a private community
• CASE: MINI USA uses brand monitoring, then markets to owners

Chapter 6: Talking with the groundswell

• Marketing is shouting; talking is a conversation
• CASE: Blendtec¿s viral video
• CASE: Ernst & Young recruits with Facebook
• CASE: HP blogs tame marketing complexity
• BOX: ROI of blogging
• CASE: Procter & Gamble reaches out to young girls with beinggirl.com

Chapter 7: Energizing the groundswell

• Helping your customers sell each other
• CASE: eBags creates luggage evangelists with ratings and reviews
• BOX: ROI of ratings and reviews
• CASE: Constant Contact drives referrals
• CASE: LEGO¿s brand ambassador program

Chapter 8: Helping the groundswell support itself

• People supporting each other to cut costs
• CASE: Massachusetts General Hospital¿s patient CarePages
• CASE: Dell saves with a support forum
• BOX: ROI of support forums
• CASE: BearingPoint¿s MIKE2.0 wiki

Chapter 9: Embracing the groundswell

• Your customers can help you design products
• CASE: Del Monte product insights from dog owner community
• CASE: salesforce.com¿s Idea Exchange
• CASE: Crédit Mutuel asks its customers for ideas
• CASE: Loblaw asks for feedback, continuously improves its grocery products

PART III: THE GROUNDSWELL TRANSFORMS

Chapter 10: How connecting with the groundswell transforms your company

• Transformation builds, step-by-step over a period of years
• CASE: Unilever's Dove transforms its marketing
• CASE: Dell puts customers in every process

Chapter 11: The groundswell within your company

• Tapping into groundswell power with employees
• CASE: Best Buy¿s Blue Shirt Nation
• CASE: AARF uses a wiki to boost efficiency
• CASE: Bell Canada¿s internal idea community

Chapter 12: The future of the groundswell

• CASE: Stormhoek winery lives and markets in the groundswell
• A working day in the future, transformed
• Principles for groundswell thinkers

Copyright © 2011-2012 Forrester Research, Inc.