Chapter 2 David Obot George Menzies Michael Marx

 Technology is changing constantly  Groundswells focuses on the relationships, not the technology.  Networking between individuals.

 Concentrate on the relationships, Not the technologies  The way people connect with each other- community that is created-determines how the power shifts

 Blogs  Self Expression for one’s personal events  Group of journal entries  Most popular among the Groundswell Technologies  Building relationships between the writer and the readers. Top 25 Blogs Read Of The Month of Feb. Top 25 Most Popular Blogs Blogs have the most influence on companies -OfficeMax- OfficeMax Inc. (OMX): Blog - Business ExchangeOfficeMax Inc. (OMX): Blog - Business Exchange

 The Basics: MySpace and Facebook  Over tens of millions users.  Participation : One in every 4 Americans. Advantages  Networks created customer base.  Increased awareness Disadvantages  Time- Consuming

The greatest threat presented by Wikis is in the form of Wikipedia. Wikipedia is an online encyclopedia that allows readers to edit it content This poses a threat because readers edit the description of your company in a way contrary to your preferred image

These form a threat because these are usually accurate interpretations of a companies product or service. If that product or service does not live up to its claim then other in the online community can see that product It can result lower sales and damage the company’s image

These form a threat because these are usually accurate interpretations of a companies product or service. If that product or service does not live up to its claim then other in the online community can see that product It can result lower sales and damage the company’s image

 Hawaiian word for quick  Sites that support multiple contributors with a shared responsibility for creating and maintaining content  Largest and best known: Wikipedia  Classic example of groundswell power

 Older than just about any other social technology  Forums- basically a slow motion conversation allowing people to respond online.  AOL  Yahoo  Ratings and Reviews- Boosts buy rates for businesses

 TAGS ARE EVERYWHERE!!!!  7% Of American Internet use tags  THREATEN INSTITUTIONAL POWER???  No control over how people will clissify you or your products.  Subway (Health food, or Fast food)

 Between everyday s, facebook updates, blog posts, YouTube videos, and all kinds of tagged items, one could easily become overwhelmed  Gives people the ability to consume and process more social content, accelerate the action of the groundswell.

 RSS - Really simple Syndication  Tool that brings you updates  Instead of going to every blog site or auction site, RSS brings the updates to you  2 elements- Transmitter and Reader  Widgets - mini app. that connect to the internet  Specific Functions (located on desktop)  Weather widget  Gas price widget

 When Evaluating a new technology ask yourself  Does it allow people to connect to each other in a new way?  Is it effortless to sign up for?  Does it shift power from institutions to people?  Does the community generate enough content to sustain itself?  Is it an open platform that invites partnership?  Obviously, more goes in to evaluating new technologies, however, technologies that get the answer “yes” to these questions tend to take off.