Joining Josh Bernoff’s keynote in Chicago this morning from my living room was energizing! Leave it to Jeremiah Owyang to put his talents to use for our benefit. Jeremiah tweeted that he was broadcasting live & a few of us gathered in the ‘bluebird room’. I love chats in real time & it added a nice touch to be able to mingle with friends while waiting for it to start & ‘hear’ Jeremiah’s commentary.
The focus was on Groundswell: Winning in a World Transformed by Social Technologies, a book that analysts Charlene Li & Josh Bernoff have co-authored. Charlene joined us in the chat too answering questions today. (She gave the keynote yesterday). ‘Groundswell’ is in terms of what our customers are doing. Jeremiah referred to it as:
The “Revolution” is happening as customers take to arms using blogs, social networks, mobile devices, and microblogging tools. For the marketers trying to reach consumers, this is a scary, unknown land.
Yesterday was the definition & today’s purpose was to
focus on re channeling the social media energies, so consumer brands can adapt to the change in tide
The messages were of particular interest to me because next week I’m going to my home office as their Community Manager. The second person to hold this position at ACDSee. During my week there we will be exploring new strategies for both internal & external efforts. It’s a very exciting time for me! I lead the Technology Strategic planning in my 8 years in a regional library system, so I am experienced in effecting change management.
Josh had some great ideas that will help me next week. He transitions the traditional roles to the new marketplace:
- Research -> Listening
- Marketing -> Participation in the conversation (with them, not at!)
- Sales – > Energize the conversation, WOM
- Support -> Support each other
- Development – co- develop with the customers
I was jazzed because Jeremiah managed to have my question asked in front of the 1,000+ audience! It was:
How do you help staff embrace this change?
Josh answered it & Charlene offered her viewpoint in the chat:
- Know how to effect change management
- Executive championship eventually
I am excited & proud to be a part of a company that has the latter. ACDSee has been doing an excellent job of participating in the ‘groundswell’. I found Josh’s points relevant because last night I was working on my own presentation & had decided on basing it on 3 things: Listen, Understand, Respond (it’s all based on relationships). So it appears I’m on the right track.
The other great result of participating in this conference in this manner was that I gained a number of new connections at Twitter & on Facebook. That is also energizing. If you get the opportunity to join these types of events by video stream, I highly encourage you to try it. I think we’ll be seeing Jeremiah bringing Forrester resources to us in a new way.
Do you think there’s a revolution among the customers that we need to address in a new way?
*update* Jeremiah linked to an excellent overview of some sessions by John Eckman start here & go back thru the 5