1. How connecting with the Groundswell transforms your company
Chapter 10
How connecting with the Groundswell transforms your company
ChadX2andJack

2. How the groundswell spreads with a customer-centric organization

3. 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

4. Unilever: letting go of control to win over the groundswell
Dove’s Campaign for Real Beauty
The Apprentice
“Evolution” Video
Dovenight.com

5. What can you learn from Unilever?
Take small steps that have big impact.
Have a vision and a plan.
Build leaders in the plan.

6. 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

7. 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

8. 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

9. 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

10. 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