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Groundswell Strategy

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Defining Social Technolographics Profile

How to exploit Social Media as fully as possible poses a major challenge to many companies. To deal with such situation, market invented a new way to study the users of social media—the Social Technolographics Profiles. Different from the traditional market segmentation, this time researchers divide participants in the groundswell into subsets of consumers based on technology behaviors.

Understanding the Different Roles in Groundswell

The interests of groundswell participants may not be identical. An important task for companies, therefore, is to classify users according to their involvement in the groundswell. As illustrated in the diagram, participants can be categorized into six groups: Creators, Critics, Collectors, Joiners, Spectators, and Inactives.

groundswell

Each role represents the activities and explains the involvement level of people in the groundswell. The different activities and applications also reveal the many impulses that drive people to participate: from keeping or making friends to personal branding. As companies understand how social technologies are being adopted by any group of people, they can build an appropriate social strategy to advance their business agenda.

Putting Social Technolographics Profile in Practice

Based on the data on the Alexa website, browsers of kpmg.com are mostly high educated individuals between 25 to 34 years old. And according to Forrester Research, in general participation of this age group has a broader focus on Joiners and Spectators, 75% and 76% respectively in Canada. The US has roughly similar numbers. As a result, the company website should include social networks as its major feature. It also makes sense for KPMG to carry blogs, forums, and online videos–reactive forms of groundswell content on its website.  In fact, KPMG is doing a great job in this area. KMPG has been using Twitter feeds and Facebook page, LinkedIn and YouTube video to build connection with its partners, clients, and employees. In order to bring up the clicker rate of the younger group, the company also maintains a presence in Wikipedia so as to attract more attention to the business and the industry.

Alexa

Forrester

Forrester

The YouTube video below provides an overview on how KPMG utilizes Social media to improve its business functions.

References

Li, C. & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. Boston, Massachusetts: Harvard Business Review press
KPMG. (2012, August 1). KPMG social media guideline: Think global think social [Video]. Retrieved from http://www.youtube.com/user/KPMGGlobal?feature=watch

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