1. 1. Understanding the Groundswell
1.1. A social trend in which people use technologies to get the things they need from each other rather than from traditional institutions.
1.2. Why now?
1.2.1. It comes from the collision of 3 forces
1.2.1.1. People
1.2.1.2. Technology
1.2.1.3. Economics
1.2.1.4. Concentrate on the relationships, not the technologies
1.3. The Social Technographics profile
1.3.1. Tool
1.3.1.1. To allow people in business to examine and then create strategies based on the groundswell tendencies of any group
2. 2. Tapping the Groundswell
2.1. 5 Objectives to pursue in the groundswell
2.1.1. Listening
2.1.2. Talking
2.1.3. Energizing
2.1.4. Supportive
2.1.5. Embracing
2.2. Planning Process
2.2.1. POST
2.2.1.1. People
2.2.1.2. Objectives
2.2.1.3. Strategy
2.2.1.4. Technology
3. 3. The Groundswell Transforms
3.1. How connecting to the groundswell transforms your company
3.1.1. Organizational mental shift
3.1.1.1. To work in the step with what costumer need & wants
3.1.1.1.1. 3 essential elements
3.2. How organizations can prepare for a transformation
3.2.1. Start small
3.2.2. Educate your executives
3.2.3. Get the right people run your strategy
3.2.4. Sync agency and technology partners
3.2.5. Plan for the next step and for the long term.