Inside your company : Corporate Culture & Relationships



Internal groundswell helps the organizations or businesses to create different ways of employee’s interactions and building connectivity. This type of participation through groundswell “promotes a listening culture from the top down and empower rebels from within your organization.” (Bernoff & Li, 2011, pg.244) Participation helps enable conversations, “the kind of dialogue that is comforting to people” because change isn’t always pleasant. (Bernoff & Li, 2011, pg. 240)

In the chapter “Inside your company” of Groundswell, social media strategy leaders, Charlene Li and Josh Bernoff describe how the same drift, which enables a company’s customers in the groundswell, can also enable its company’s employees. The chapter also elaborates how social technologies within companies can enhance the productivity of a global organization, with a glance into how this works at Best Buy, Organic, Bell Canada, Razorfish, and Intel.

The control and promptness of the groundswell within organizations or businesses are the ability that people find what they need from each other (Bernoff & Li, 2011). Employee participation plays a significant role as well. In corporations across the world, workers are uniting on internal social networks, collaborating on company wikis, and contributing to in-house idea exchanges. Some of these applications came from management, and others began as skunk-works projects, but what they have in common is this: they tap into the power of the groundswell of ideas among the people who truly know your business-your employees. It’s slightly scary to put such extensive power into the hands of workers, but if companies want to run faster and smarter, they should consider it. Healthy internal communication is central to the success of any business, whether the organization is a small startup or an established large enterprise.

Companies reap the benefits of empowerment when they abandon the traditional top-down control-based management model and embrace an involvement model that engages every employee in strategic thinking and provides them with resources and opportunities to provide their best work output (Scheid, 2011).

Here’s a video by Hire Story on how to overcome employee disengagement.

In the internal groundswell, the secret to success is culture. In any environment, it’s not about “technology implementation but about managing and changing the way organizations work, a change of a better active participation – of top echelons of management” (Bernoff & Li, 2011, pg.248). All these technologies require the involvement of the organization’s employees. It’s a process worth going for, and the ROI is even better. Internal groundswell helps an organization to create new ways for its employees to connect and work together. This participation through internal groundswell helps employees to invest in the company and feel a sense of accountability (Li & Bernoff, 2011, p.244).

Internal communications have grown significantly since the days of simple staff emails and newsletters. Instant messaging, support forums and intranets are now embedded in most organizations and represent a modern way for different departments, locations, and businesses to connect.

Healthy internal communication is central to the success of any company, whether the organization is a small startup or an established large enterprise.

Sujan Patel contributes in his article to on ten examples of companies with fantastic cultures. He mentions the versatile approaches taken by companies like Zappos, Warby, Chevron and others to accommodate a higher level of ownership.

In a nutshell, internal blogs, forums, and social networks allow organizations to unchain institutional knowledge by allowing employees to share questions, answers, and valuable information in open forums. Engaged employees are a competitive benefit in any industry, going above and beyond to make a quantifiable difference in their organizations.

Are you an engaged employee?

Thanks for reading




Bernoff, J. & Li, C. (2011). Groundswell Winning in a World Transformed by Social Technologies. Massachusetts, Boston: Forrester Research, Inc.

Scheid, J. (2011, Aug 24). How Employee Empowerment Has Pushed Companies Ahead. Retrieved 2016, from Bright Hub:




Energizing : The Power of Word of Mouth



Welcome Everyone !

As I have already introduced the importance of energizing in my previous blogs. In this blog, we will examine in-depth concepts of energizing customers or brand image and its connections for earning success.

As we all know that ‘word of mouth’ is a powerful brand amplifier, it’s also an advantageous aggressive strategy for obtaining results without media coverage.Charlene and Josh describe the three reasons for using’ word of mouth’’ as a successful stepping-stone (Li & Bernoff, p. 130).

Firstly, ‘word of mouth’ is a credible source. Customers trust each other from testimonials, recommendations, and opinions.

Secondly, its self- reinforcing, as when comprehending a dialect from one person we don’t lower our critical thinking shield armors. However, when we notice a point of view, address a product or hear brand insight from a renowned personality or more than 5-6 people, we tend to judge or change our perspective.

Thirdly, it’s self-spreading. When a products or service speak for itself, it automatically gains customer interest & attention. Modern social circles provide an environment for sharing ideas, thoughts & criticisms that help in constructing customer retention.

“Marketers used to focus on the 4 P. You probably had them drilled into your head as you pursued your marketing degree. Well, now marketers need to concentrate on the three E’s: Engage, Equip, Empower. If you can master these, you can become the most beloved and talked about product in your category, which will ultimately lead to increased sales” (Whitler, 2014).

Groundswell talks about three basic techniques for connecting with your brand’s enthusiasts (Bernoff & Li, 2011, pg. 134):

Tap into customers’ with rating and reviews.

Since people read the reviews, buy the product/service, and consume it, they are a part of the word of mouth spreading culture which the book ‘Groundswell’ calls energizing the groundswell in a stress-free procedure. There is no prerequisite to set up accounts and maintain profiles pages. “96% of customers use online reviews to help them make purchases” (Bernoff & Li, 2011, pg. 138)

Create a community to energize your customers.

Be sure you know your organizations/business objectives are before hand. The main focus of control should be on analyzing and building customer relations. “Community is about reinforcing positive behaviors, encouraging new customers, and generating referrals.” (Bernoff & Li, 2011, pg.144)

Participate in and energize online communities of your brand enthusiasts.

The technique in which you strengthen customer ties relies on how you energize and want your business relationships to converse. Project strategies and technologies that match the relationships you already have with your client, if you do this skillfully you can get your customers to sell to each other too (Bernoff & Li, 2011, pg. 147).

Whether it’s a communication newsletter, a monthly notice, a reminder card for a once-over, or a holiday greeting postcard, set up a system for reaching out to the customers you already have. Dedicate time to creating and maintaining a database of contact information, including phone, email, and snail mail addresses. Contemplate Samsung, the smartphone manufacturer, has based its entire business model on understanding end-user needs. Its signature mobile phones are a less costly alternative to the iPhone, preserving the latter’s essential features while including some wholly inspired by customer demand, such as a combination keypad/hand writing option particularly suited for the Asian language. And though Samsung sells overwhelmingly through third-party distributors, it is a world-class marketer to its end-users, and today, sells more phones than Apple (Beck, 2013)


Here’s a small video on Word of Mouth Marketing(WOMM) by PhoenixChamber –


Fred Reichheld in his book “ The Ultimate Question” questions the likelihood of you recommending a company product or name to an acquaintance, colleague or someone you know. Fred Reichheld estimates the value of positive promotion by ‘word of mouth’ & addresses different ways of doubling (ROI) return on investment by primarily focusing on energizing customers (Reichheld, 2006).

Your company’s reputation is closely associated with the reliability of your products and service. The more reliable these are, the more likely your business is to have an auspicious reputation.


Hope you liked the read.






Beck, A. (2013, Aug 11). How A Deeper Customer Understanding Can Energize Innovation. Retrieved 2016, from Fast Company:

Li, C., & Bernoff, J. Groundswell. (H. B. Review, Ed.) Forrester Research.

Reichheld, F. (2006). The Ultimate Question ; Driving good profits and true growth. Retrieved April 16, 2016, from

Whitler, K. A. (2014, July 17). Why Word Of Mouth Marketing Is The Most Important Social Media. Retrieved 2016, from Forbes:



Twitter: The Essence of Microblogging

Are you ready to use your Twitter skills?

images (1)

Small businesses providing to a niche market or people from a certain location can use Twitter to bond with them. Not just that, businesses can also connect with their existing customers and interact with them to know more about how the company or brand is being perceived in the market.

Ann Smarty in her article mentions Dell, Starbucks, Ford and other examples of huge brands using Twitter (Smarty, 2008).


Big brands need no outline to get followers. But small business owners, who want more people to know about their product line or brand, should use Twitter to shape their brand. People typically prefer to interact with a person than with a logo, unless it is well known. So, if you own a small business that is stagnant in its early stages, it is better to design a personal profile first and then create a profile for your company. Once you profit the trust of your followers, you could introduce them to your brand and create a profile to create awareness about it.

Twitter can be an excellent device for interacting with customers and market your goods. But it is an equally efficient tool for gathering customer feedback and their opinions about your company’s products and services.

Twitter allows you to send epigrammatic micro-messages to current and potential clients at any time of the day or night, with little or no objection to why and when you’re sending it. Twitter assists businesses to build meaningful connections with a relevant and engaged audience. Twitter shares the experience and essentials of trying Twitter ads for business promotions.

Hitesh Motwani in his article shares his concept of choosing Twitter over Facebook. One of the biggest advantages Twitter has over Facebook is the availability of numerous tools to analyze brand performance (Motwani, n.d.).

Belinda Parmar shares her article in Harvard Business Review on companies that get Twitter and others which not. Belinda quotes “ Companies of all stripes must understand that empathy isn’t just about customer support. It is also about how companies relate to their employees and the world as a whole. Social media is merely the most public and visible means to measure it” (Parmar, 2015).


For a company to boost up sales giving away coupon codes and special deals to users following your profile can also be an excellent way to attract more customers and build an online reputation for your brand.

If you have a company blog as a part of your SEO strategies, the paramount way to endorse a brand is through Twitter. However, Jack Dorsey, the co-founder of micro-blogging site Twitter says “ Be authentic, be genuine, talk about what you are doing every day to highlight your business” (Clifford, 2013).

People join Twitter typically for the purpose of talking. So companies can knock into that by interacting with their Twitter followers, asking for feedback on products, services or general concerns. Showing your clients on Twitter that you’re willing to listen reinforces their trust in your provision and brand and adds a personal touch to your business reputation.

Here’s a video for how to promote your small business on Twitter.


So, hatch those Twitter eggs for prosperity.

Goodbye for now : )





Clifford, C. (2013, June 20). Twitter’s Jack Dorsey on How Entrepreneurs Should Use Twitter. Retrieved 2016, from Entrepreneur:

Motwani, H. (n.d.). 10 Reasons Why You Should Choose Twitter Over Facebook. Retrieved 2016, from Aabaco Small Business:

Parmar, B. (2015, April 27). CORPORATE COMMUNICATIONS. Retrieved 2016, from Harvard Business Review:

Smarty, A. (2008, October 07). 16 Examples of Huge Brands Using Twitter for Business. Retrieved 2016, from Search Engine Journal:


Community Forums and Psychic Income


Charlene & Josh mentions in their chapter 7 of the book Groundswell “ Energizing the Groundswell”, the fundamentals are not just of talking & listening towards customer priorities and the social media tendencies, it’s about energizing your customers. Turning customers into a word of mouth machines that would spread your Business mission statement and its vision.

One of the most appreciated resources a teenage girl can have is an online helping community. BeingGirl is an online community by Procter & Gamble devoted to articles, videos, and advice columns about such prepubescent topics as periods, bras, acne, and dating.


Lego energizes its most enthusiast adults to spread their word about the products.


As Groundswell represents the first approach to social media for professionals, it is an excellent illustration of a business supporting system. It enables people to connect on fair communication grounds & makes interaction among user/provider to be easier.

Familiarly, as we recognized the concept of social media approach, the significance of talking and how people engage themselves in communities to help each other by trust reflects support. This support can be seen in several forms. For example, Dell supports forums, Yahoo Q&A and Apple FAQ support Pages.





What is Psychic Income? How is it Useful? defines psychic income as “the non-monetary or non-material satisfactions that accompany an occupation or economic activity.”

As we manage to let people support each other, it is also important that we control the environment of online discussions provided for our customers and brand followers.

When communicating with people in different online settings, it’s important to recognize the participation motive of the customers. Communication by an interactive dialogue with your most active customers, you draw them into your business development process, which makes them an integral part. By foresting collaboration with your customers, you create a constructive power of psychic income, which helps in building your business.

According to Bernoff & Li (2011), three key components are required to have a successful online forum.

(1) Your People

(2) Content

(3) Patience and Policy.

As an emergent business, you need to think of the online forum as both yours and your customers’ which lets you tap into their creative, altruistic, and validation impulses – the search for psychic income.

‘Psychic Income’ is often a stronger motivator than financial income (Smith & Taylor, 2004, p. 301)

For generating business insights, to saving money and to make customers happier it’s important to create customer support. Three points of examination are: Recognizing the problem, identifying how you will participate and lastly whether you should create a support community or join with an existing group (Li & Bernoff, p. 171).

Many companies are afraid to dive in online programs for community connections because they fear they will pollute the community discussions (Li & Bernoff, p. 174).

Here’s particular advice you can take with you now if you choose to start a community forum consider the succeeding four steps:

  1. Start small, but gradually build on it.
  1. Call out to your most active customer; you need them. They will become important leaders in your online community. You need traffic to your online community as effects don’t just happen instantaneously.
  1. Reputation is the key, and you need to build upon it.
  1. Follow the lead of your customers. They will lead the way and answer questions that researcher might not be able to find. For instance, what your company is doing right, or incorrect? It also helps to know whether the company needs features to add to an existing product and even brings forward new ideas for future goods and services.

Forums are a great way of linking and exchanging tips, so much so that it can even create discussion topics on how you could improve your product or services.

So hope you liked the Blog. Thanks for reading and if you like it feel free to share ☺

Goodbye for now




Li, C., & Bernoff, J. Groundswell. (H. B. Review, Ed.) Forrester Research.

Smith, P. R., & Taylor, J. (2004). Marketing Communications: An Integrated Approach (4rth Edition ed.). London: Kogan.






How Talking will change your Organization


Advertising and public relation departments of companies spend vast amounts when conveying their message to the customers.” Worldwide, marketers spent more than $400 billion on advertising in 2009”(Bernoff & Li, 2011).

Social Media Marketing is not only about what you do on social media. It is at least as much about what others do for you in social media. Once you get others to talk to you, you have half way won.

Alexis Ohanian mentions Greenpeace as a powerful example of a leading conversationalist in social media.



The traditional marketing funnel also known as product adoption or customer adoption process is a five-step progression (Awareness, Consideration, Preference, Action, Loyalty) that a consumer goes through before finally buying and accepting a company’s product or service(Bernoff & Li, 2011).

Marketing Funnel.jpg

Social technologies have extent the word-of-mouth at a mounting rate, which is affecting the influence “of regular people while diluting the value of traditional marketing.” (Bernoff & Li, 2011). To best respond to customer’ s concerns, groundswell social media approach gives the following techniques:

  • Post a viral video – Post a video online and to let people share it.
  • Engage in social networks and user-generated content sites.
  •  Join the blogosphere – Empowering Executives & Staff to write blogs and to listen & respond to another blog adequately.
  • Create a community – Engage with your customers and to dispense brand value.


But is social networking for everyone?

To cope with the rising social marketing trends and to know whether you should use social networking sites to talk to your prospective customers, groundswell approach offers the following four points of advice :

Using the Social Technographics Profile to verify that whether your customers are in social network or not – identifying whether they are joiners, critics, creators or just spectators or inactive groups.

Move forward if people love your brand – Having loyal followers that support companies name makes it easier for businesses to transcend into social media communities.

See what’s out there already – Recognize the existing groups in social media.

Create a presence that encourages interactions – To promote customer’s perception of a product or to upsell a product, companies need to develop a friendly message-sharing environment.

So preserve the Social Technographics Profile in mind when assessing the readiness of your target audience. As mentioned in my last week’s POST blog, to be successful remember always to start with people and objectives. Here are tens helpful tips to get you on the right track:

Begin by listening : Listen to what is being said out there about your organization before taking any action. Monitor the blogs within your industry, and its competitors.

Determine the goal for the blog : Screen and choose the right objectives for your company.

Estimate the ROI : How do you think your blog will pay off? Recognizing all costs of the business.

Develop a plan : How many authors will be writing the blogs? You’ll also need to figure out if you’ll have a single company blog or numerous.

Rehearse : Write a few posts before allowing them to go live. This enables you to explore what topics are important to people and ones you’ll be covering.

Develop an editorial process : Immediate steps should be taken such as reviewing and amending posts.

Design the blog and its connection to your site : Design the way you think your blog will communicate to your audience, and ponder linking the company’s homepage to the blog. This will increase site traffic, organization reputation and raise awareness.

Develop a marketing plan so people can find the blog : This is where traditional marketing kicks in. Perhaps, emails to your customers and ads in magazines would be the best option for your organization.

Your business might be on Facebook, Twitter, Pinterest, LinkedIn, or anywhere else. But by posting links with relevant visuals of your blog articles on your social sites, your company give your social followers a reason to click through to your website.


Thanks for reading my post.

Goodbye for now




Bernoff, J. & Li, C. (2011). Groundswell Winning in a World Transformed by Social Technologies. Massachusetts, Boston: Forrester Research, Inc.

Post Process – The Social Media Strategic Cure.

The question we need to ask is how Groundswell can get more fruitful regarding building online communities?


Are you ready to make a difference in the online social sphere?

Sometimes choosing Social Technology can become a difficult task, and can result to become a Groundswell approach-avoidance syndrome.

To cure this problem groundswell offers a POST Process.

Today several corporations fail to address some key points when tackling with changing customer trends and market calls. To simplify the rationality of choosing the right social, technological process, Groundswell offers POST (People, Objective, Strategy, and Technology, a step-by-step instruction guide to secure a strategy for success.


People – Chapter four of Groundswell states that it’s important to address how our customers will engage based on their demographic records. For example, gives an insight detail on the online demographics such as gamers interactions, 2015 home broadband users, etc.


Sensitive user data like that can help businesses customize their organizational strategies to provide a specialized approach towards communities.

An Objective-leading goal of companies to build awareness or interests should be mapped with customers need accordingly.

PlayStation’s Sony has done an outstanding job by providing an online space for gamers to connect. One of the necessary strength is Sony giving customers a platform for user-generated content creation, which signifies a virtually unlimited capability and scale in user generated content that both retains and adds values to both building awareness and at strengthening touch points of point customer purchases.


Strategy-“Businesses don’t interact. People do” (Bernoff & Li, 2011 page. 70). Groundswell co-relates the prominence of management scheme systems of companies with its audiences. Re-constructing, maintaining and expanding customer relation commands building of a participating community. Harley-Davidson has its exclusive community called Harley Owners Group. It sets an excellent example of creating a connection tunnel for enthusiastic interactive users. HOG is a particular community. Harley-Davidson enthusiasts share more than their loyalty to a brand. For them, it represents a way of life, a culture, and it is one that can be found all over the world (Hong, 2015).


Technology- Technology helps you activate the community of individuals that supports your interests & missions. Choosing the right technology is essential for building intercommunication & Brand synergies.

Richard Millington shares 15 Good Examples of Thriving Online Communities like Mumsnet, Teachers connect, etc.


So are you ready to build long-term social media strengths?





Bernoff, J. & Li, C. (2011). Groundswell Winning in a World Transformed by Social Technologies. Massachusetts, Boston: Forrester Research, Inc.


Hong, P. (2015, Jan 15). 10 Exceptional Examples Of Brand Communities. Retrieved Mar 13, 2016, from


Social Media Rubric for Organizational Transformation

Hello, guys !


Are you willing to connect with the social community for prosperity?

Applicable participation in social media often requires a foremost change in organizational culture. Many organizations lack understanding of ‘ The new ‘ business world and are not competently prepared to reap the benefits and manage the risks of social media.
The science of transformation involves ensuring that the organizational systems and practices are in place to support the implementation of the social media strategy.

Nowadays maintaining brand reputation is becoming a ‘knotty’ challenge.
The test is for organizations to participate proficiently in ways that benefit their brands and their customers in the ‘Internet’ spaces, which are unbounded, and therefore requiring indirect manipulation. Today customer confusion and disappointments are arising when companies’ brand presence is inconsistent across various channels. Rather than merely accepting what brands tell them, consumers today are turning to their “trusted” consumer interactive websites for direction about their value of purchase.
Dell uses social media to listen, learn and engage with our customers. Dell claims that ‘ through social media, Dell customers take part in more than 25,000 conversations about Dell every day” (Dell, 2016).


According to Charlene Li & Josh Bernoff, Dell faced initial obstacles, in the beginning, the phase of Social connection, but Dell mastered the Relationship Art by listening to consumer blogs, forums. ‘Executive push’ and ‘Brand Authenticity’ were the driving forces for their accomplishments (Li & Bernoff, p. 229).


Dell is a true example of an employer promoting personal branding. Their social media policy states, “Be Nice, Have Fun, and Connect… Social Media is a place to have conversations and build connections, whether you’re doing it for Dell or yourself”(Social Media Policy, 2011).

Chapter 11 of Groundswell prepares organizations for facing modern complexities. It gives a step-by-step instructional guidance for organizational transformation and in founding solid social connections (Li & Bernoff, pp. 230,231).

Start Small – In proceeding corporate success, organizations need to allocate their power & resources efficiently. All strategies and tactics are required to be pre- calculated weighing the many outcomes.

Training Executives – Positive results demand collaborative effort Injunctions. As Social technologies are always for a spin, all members of an organization are needed to be in routine updated on newer applications, mediums, and customer’s social behaviors.

Strategy Administration Officer – Issuance, revision or implementation of Corporate Development strategies should be only authorized under a supervised professional, who skillfully understands the company’s mechanism.

• Synchronization – It is precisely vital to observe social mediums, apps & trends for market realization. For a company to outperform in its affairs, and to develop itself cohesively, synchronization is the key to understanding consumer relations.

Planning for the future – Changes that are brought into a companies formation, or amendments into an agencies actions should be documented cogently. Newer projects bringing advancements should be steady as compared to old ideas and lead to employee & customer satisfactions.


Dell. (2016). Dell on Social Media. Retrieved Feb 28, 2016, from Dell: Dell on Social Media. (n.d.). Retrieved February 28, 2016, from
Li, C., & Bernoff, J. Groundswell. (H. B. Review, Ed.) Forrester Research.
Social Media Policy. (2011). Retrieved Feb 28, 2016, from Dell:

Groundswell Listening – Social Media Preparation Class 101

Welcome back everyone!!

So, how important is it to monitor our customers??


Social media listening is becoming an important customer intelligence gizmo. There are numerous ways to use social media to gain insight, including monitoring online customer support forums &chats, and using software tools to gather comments from social channels. Social media has transformed the way we market our businesses.

During planning PR campaigns, social media monitoring is essential at several stages, including: market research, competitor analysis, and getting a refined insight into the target audience categories.

Through Social Media Listening we can:

  • Collect Intel on the competition
  • Find Solutions to improve our Business
  • Set new business goals based on customer preferences
  • Avoid brand image downfall

Synchronizing manufacturing, operational and marketing goals to provide greater outputs can be a bit challenging for companies! As social media managers, we need to analyze, and listen to customer needs to achieve our aims. Listening to your audience’s reaction to your latest marketing campaign, product or publication will help you enormously to improve your products or services, as you can better tailor them to the needs expressed. Furthermore, as businesses we can accurately evaluate our advertising campaigns, study hot chat topics, discover market gaps, answer to negative & leverage positive posts.

Launching of newer technologies and growing market drifts makes it difficult to choose the right listening tool. However, some of the trending listening application that can useful for your brand are (Jain, 2010): Google Alerts, Google Trends, Google Insights, Yahoo Sideline,Twilert ,Twazzap, Twittorati, Omgili , Board Tracker, Technorati, Trendrr

To change the power structure of an organization by integrating listening results into the decision-making process, Groundswell suggests the following listening plan (Bernoff & Li, 2011 pg.95 -96):

 Check the Social Technographics profile of your customer – To outlay strategies based on percentile of customer base/classification (critics, conversationalists, etc).

Start small, think big – To effectively utilize funds. Start by monitoring a single brand.

Make sure your listening vendor has dedicated an experienced team to your effort – To put an experience team in charge, which would help you create, and manage the information coming in and out to understand the results.

Choose a senior person to interpret the information and integrate it with other sources -Appointing a dedicated staffer to integrate the insights from listening to create a complete market picture.

Adidas is a renowned multi national sports brand, which holds an innovative corporate environment. It is my dream to assist them in progression, and to be a part of their marketing team. Amongst the top successful companies, Adidas is the one who knows how to engage with customers on different social media platforms.

Twitter: @adidasUS




Adidas examines its customer’s needs and re-designs itself accordingly. Adidas monitors its conversationalists on shoe community websites and live chat forums, where they review and discuss the latest products (Get Human, n.d.).

shoe community.jpg

adidas live chat support.jpg

Adidas has such a strong social media presence and does a great job in promoting the brand through these channels. With over 1.82 million followers, Adidas Originals does a great job in tracking their brand mentions and replying to every tweet that gives opinions or feedback on their Twitter posts or products (Fernando, 2014).



The Adidas Group has been around for 80 years, and this global sportswear brand remains innovative, cutting edge, and cool. That’s because adidas listens. Consumer expectations have changed, and adidas is becoming an omni-channel business where customers can get exactly the shoe they want across all channels and consumer touch points (SAP, n.d.).

adidas group blog.jpg


So, what is your listening strategy?

Hope, you enjoyed the Blog






Bernoff, J. & Li, C. (2011). Groundswell Winning in a World Transformed by Social Technologies. Massachusetts, Boston: Forrester Research, Inc.


Fernando, D. (2014, July 03). Top 20 Brands That Know How To Engage With Customers On Twitter. Retrieved Feb 14, 2016, from Woorank Blog:

Get Human. (n.d.). Adidas Live Chat. Retrieved Feb 14, 2016, from Get Human:

Jain, S. (2010, Sep 30). 25 Ways to Listen to Customers on Social Media. Retrieved Feb 14, 2015, from Social Media Today:

SAP. (n.d.). Adidas Group, Customer Snapshot. Retrieved Feb 14, 2016, from SAP:



Social Technographic Profiles – Understanding the ‘ Tools to Success’.

Welcome Readers!!


Based on online participation and users interface relationships, our online sphere is divided into a number of different segments. Every person using the Internet contributes in building up online communities. Through creating blogs, posting reviews, watching content videos, writing testimonials, or either sharing pages, and expanding social circle, we somehow add up to the online social sphere. Social Technographic profiles are grounded into distinctive groups, which are formulated on the basis of online engagements and actions.

By studying the different classifications of online publics, companies today are able to understand their demographics more professionally. Marketers, R&D, and human resources can now alter their products & services to consumer behaviours by observing their online portfolios of interests & activities.

Groundswell classifies these Technographic profiles into the following sub categories (Bernoff & Li, 2011 pg. 43):

  • Creators
  • Conversationalists
  • Critics
  • Collectors
  • Joiners
  • Spectators
  • Inactives

The Social Technographic Profile is a great tool for structuring growth strategies, establishing brand recognition, and in creating customer retention.

Chapter 3 of Groundswell demonstrates how enterprises, organizations & firms can use Technographic profiles, and responds with applicable tactics (Bernoff & Li, 2011 pg. 41).

Nate Elliot in Forrester’s Youtube Channel describes Social Technographics in a small video .

In this blog I would be exhibiting an example of how growing charitable & humane organizations of Edmonton, such as HART, can use these social technographic profiles for their institutional advancements.

The Humane Animal Rescue Team (Hart) is a non-profit organization committed in rescuing stray, abandoned, and unwanted dogs from rural area surrounded Edmonton (HART, n.d). In order for HART to gain more volunteers, sponsors, adopters, and foster homes, HART needs to identify its key publics. As it’s a non – profit organization, its audience’s range from 17 – 65 ages, approximate. According to Empowered Forrester Research, Joiners, creators, critics, collectors and Spectators percentile range is highest in Canada for the class age 18 – 24. Whereas, percentile range for Inactive participants is substantially more in class age of 55 and above (Forrester, n.d).

forrester customer

AGE 25 – 34 (Forrester, n.d)

Forrester Research 55 +.jpg

AGE 55 + (Forrester, n.d)

To productively intake this information into higher output, Hart can emphasize on strategizing around the Joiners, critics and Spectators. Joiners are one of the swiftest developing groups in this classification, functioning through social networking sites like Instagram, Facebook, Etc., Joiners can help in spreading HART’s motto. Being lively on social media is vital and can help improve the organization’s position by creating and maintaining a strong profile.HART can stress out their message by putting in creative podcasts, and Vlogs (Video Bogs) for its spectators in online forums, Twitter, and blogging platforms like WordPress. Whereas, HART can generate positive ratings from its critics by coming forward to newer online social podiums like Google Hangouts.

SEO Checking softwares like Site – Analyzer provide information on a website design, performance, and accessibility, which can help improve website quality for the conversationalists.

Douglas Karr in his article 25 Awesome Social Media Tools categorizes 5 types of tools for social media management: Social Listening, Social Conversation, Social Marketing, Social Analytics and Social Influencer.

For example :

social listening

If these tools are used in synergy with the Technographic profiles, associations like HART can achieve tremendous accomplishments.


Hope you guys enjoyed the read.   🙂








Bernoff, J. & Li, C. (2011). Groundswell Winning in a World Transformed by Social Technologies. Massachusetts, Boston: Forrester Research, Inc


Forrester. (n.d). Social Technographics Profile. Retrieved Feb 07, 2016, from Empowered:


HART. (n.d). What We Do. Retrieved Feb 7, 2016, from Humane Animal Rescue Team:



Power that Binds the Global Users – Social Media

Social media communication concept
Kiev, Ukraine – May 20, 2013 – Hand pointing on keyboard with social media logotype collection of well-known social network brand’s placed on keyboard buttons. Include Facebook, YouTube, Twitter, Google Plus, Instagram and more other logos.

Hello Readers, welcome to my first Social Media & Marketing Blog.

So, why is Social Media the top agenda??

Nowadays, Social Media is the primary link between people, which outs to be the pillar that supports our every day needs. To understand the notion better, we need to consider the fundamentals of social media. Social Media has become an easy setting medium for corporations to penetrate into international arenas, and to extend market reach inexpensively. It acts as a digital engagement strategy when interacting with audiences. Entrepreneurs are now able to attain tons of publicity without exposing themselves to the media. Whereas, we people are able communicate with the click of a button!!

Andreas M. Kaplan & Michael Haenlein in their article classifies Social Media in 6 different categories. (Pg.62)

  • Collaboration projects
  • Blogs
  • Content communities
  • Social networking sites
  • Virtual game worlds
  • Virtual social worlds


social media classification.jpgSource

Social networking sites like Facebook, LinkedIn and Instagram are the most popular amongst people, which help us to connect and share our values, interests & backgrounds. Services that allow users to share media content such as videos, pictures and music like YouTube, Flickr, etc are great tools for gathering mass attention & recognition. Whereas, popular sites like Twitter are a great tool for Microblogging and broadcasting short updates. Virtual social worlds like Second Life are advancing Technologies, which might also become the crossover of ideas for upcoming younger generations. However, as important it is to understand the social platform, it is also critical to acknowledge the other aspects of the social medium that we use. As mentioned by Li and Bernoff in their book Groundswell, technologies change out rapidly, it is ‘we’ who have to adjust around them and understand that this surge will transform the way we think of social interactions, and hopefully impact the world for the better. (li & Bernoff )


Jamie Turner in his article Top 52 Media Platforms mentions particular channels and applications that we as Tech Savvy individuals need to incorporate in our lives. Personally, I do agree that Social Media is changing rapidly, and as we are going from a realm of simply tweeting about our pets, talking about our lives, to new interactive dimensions; we do need to understand and familiarize ourselves with the future significance of these technologies.

Thank you,

Jatinder Bajwa



Kaplan, A & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media [Online PDF- pages 59-68]. Business Horizons: Kelly School of Business. Retrieved

Li, C., & Bernoff , J. Groundswell. (H. B. Review, Ed.) Forrester Research. LinkedIn. (n.d.). Investors LinkedIn. Retrieved Jan 24, 2016, from LinkedIn: