Wednesday, June 4, 2008

How the Groundswell Can Help Your Business

I had a chance to meet Charlene Li yesterday at the Under the Radar Conference at the Microsoft Campus in Mountain View, CA. Charlene is a Principal Analyst at Forrester Research and we've previously communicated over phone and emails.

I've been reading her book, co-authored by Josh Bernoff, called Groundswell. In their own words, Groundswell is a book 'with practical, data-based strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube. Featuring 25 full case studies, a complete road map for social strategy, and data from around the world.'

The book has a lot of relevant content for local business owners that, first of all, explain all these web terms, like Tagging, RSS, and Widgets, and how they can help your business. Many of the case studies come from big multi-national companies, but can and should be applied in your local markets. In Chapter 6, Talking with the Groundswell, Charlene and Josh profile Blendtec, a company that created a website called, spent $50 on five videos that became hits on YouTube and increased Blendtec's sale of blenders by 20%. The 'will it blend' website and videos drove traffic back to Blendtec's home website. Look below for the video:

The key is to think outside of the box! Every case study they site, try and relate it to your business and whether it could work. I've done that with MerchantCircle and found two scenarios I'd like to try out, one, using the example of BMW's Mini Cooper. Stay tuned!!!

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