Reading Reflection #1

With the rapid development of technology, our lives and surroundings have been changing a lot and would definitely result in a much more transparent society.  As the author mentioned, people's desire to connect, new interactive technologies, and online economics have led us in a new era that has changed the balance of power. People are enjoying a fast and convenient social contact on an unlimited stage -- internet, and this results in a strong power.

This is groundswell -- in book Groundswell says, "a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations."
People could draw strength from each other.

As you can guess, it seems like this social trend would only threat institutions one way; however, companies could also benefit from the groundswell which would potentially enable them to be better engaging with their customers. 

During Olympic 2012, nike has increased 166,718 new Facebook fans versus 80,761 for its strong competitor, Adidas. What happened to Nike? What made Nike success even though Adidas was the official sponsor? Here is the truth. Nike created a campaign called "Find your Greatness" by focusing the normal people that "greatness is for all of us".  In the video below Nike tells her customers what is greatness, and this is what Olympic means to Nike and to normal people.

The majority normal people were deeply touched by a strong connection with the campaign. Nike gain the  audience's trust and build groundswell. In Charlene Li and Josh Bernoff's book, Groundswell, there are Five Objectives that companies can pursue in the groundswell, they are listening, talking, energizing, supporting and embracing. In the Nike Olympic case, they listen to their customers who love life, never stop to try one's best, they talking to customers by redefine "greatness" in order to energize their customers, people accept this definition and support this new meaning, Nike is no longer a brand, it is also a way of life, people endorse Nike and become fans.

In the book, Groundswell, Li and Bernoff also introduced Social Technographics Profile, which provides the right channels for companies to connect with their customers. Also, a four-step planning process -- POST method  teaches companies how to play Jujitsu well in the groundswell and reach the market needs, for people, objectives, strategy, and technology.

Like all the media, social media is a channel, which connects customers with companies, makes companies become real, and builds community between these two. If you still not aware of how strong social media and groundswell are, why not check out this video, and get ready to "social"with customers.