Beyond what I wrote in my last post, groundswell is about engaging with your members/customers in a way that is more about them, than it is about you.
“Your brand is what your customers say it is" (page 79)It is more about listening to them and allowing them to interact with each other and with you, than about delivering well-crafted marketing messages and hosting highly-scripted events. It should be more you listening than you talking. More about what they are interested in and want to learn, than what you have to sell.
It is scary because it means giving up some control. But the pay off is that you'll get insights into your customer/member needs, thoughts and emotions that might not have been possible to get otherwise. Those insights can and should feed into the thinking of how you run your organization, develop products and provide service.
P.O.S.T. Planning Process
| People | Who you want to target and how you expect to engage them |
| Objectives | What you expect to achieve and what consumers/members expect to get |
| Strategy | How you will connect with consumers/members |
| Technology | What applications you will use |
If done right, groundswell is a direct feed of what is in the hearts and minds of customers/members to you.
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