How connecting with the Groundswell transforms your company Chapter 10 How connecting with the Groundswell transforms your company ChadX2andJack
How the groundswell spreads with a customer-centric organization http://www.youtube.com/watch?v=iYhCn0jf46U
Three essential elements to transformation Take it step by step Each of these stepping stones leads in natural progression You have to have executive support
Unilever: letting go of control to win over the groundswell Dove’s Campaign for Real Beauty The Apprentice “Evolution” Video Dovenight.com
What can you learn from Unilever? Take small steps that have big impact. Have a vision and a plan. Build leaders in the plan.
How not to succeed in the groundswell Not Internalizing the value of blogging Can’t be afraid of loss of control over marketing messages and negative comments from customers Forcing groundswell thinking from the top
Dell: going through hell on the way to transformation In 2001 Dell began offshore customer support In 2005 Dell customer satisfaction began to decline Jeff Jarvis and Dell Hell In 2005 Dell profits began to decline
Dell: going through hell on the way to transformation cont… Dell enters the blogging world Michael Dell support Rough start to blogging Transforming Dell, one person at a time The transparent approach
What can be learned from Dell? It took a crisis or two to get Dell started Dell mastered one thing at a time, starting with listening Executive push and cover made the difference Authenticity was crucial
How organizations can prepare for a transformaiton First, start small Second, educate your executives Third, get the right people to run your strategy Fourth, get your agency and technology partners in sync Fifth, plan for the next step and for the long term