groundswell (Reading Reflection #1)

I'm so excited about this book, groundswell, by Charlene Li and Josh Bernoff!   The Social Technographics ladder helps us understand the way people  participate online.  This is an important step in understanding the groundswell and how to use it effectively in social media marketing and communication.

figure 3-2 (page 43)

The 2006 Mini USA case study stood out to me as a great example of how listening to the groundswell (and taking a chance) works.  After monitoring and analyzing online discussions, Mini's head of marketing, Trudy Hardy, was given the freedom to market to current owners rather than to prospective buyers.  Among other things included in the campaign, Mini Takes the States was launched, organizing a series of rallies for Mini owners across America.  This was so successful in creating buzz, the rallies are still held every year.

I belonged to a classic car club for Chevelle owners several years ago, so i related to the notion about Mini owners connecting with each other.  We didn't have the internet way back then, or maybe/probably our club would have been posting photos and videos of our outings and our club might have become much more than it was.