I was listening to the Audiobook version of Groundswell this Christmas and surprisingly found the book really useful as an educational tool.
And for that I recommend it to anyone who isn’t already an expert, and of course its a great gift to your best clients.
As an excerpt I thought I’d highlight some thoughts from the book regarding choosing technique for talking with the Groundswell. (freely interpreted by me :o)
- – If your only aim is to get free distribution of marketing or advertising content, do a “viral”.
– If you want to extend your brand reach but are uncertain of how much you will be able to invest in it, create a social network profile and see how you adopt to it
– If your company is prepared and set for joining the conversation, start a blog, or blogs
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. Engage several people from all parts of the company and engage readers through ongoing conversations.
– If you want full blown engagement with your customers, turning them into participants. And are willing to invest in sharing and participating with them, build a community.
As the book explores these four concepts they become more diluted and nuanced. But they can serve as a good starting point for inexperienced and curious marketers who want to find the right technique for their company.