Energizing the groundswell

After reading chapter 7 from the “groundswell”, there are five steps that for applying the techniques of energizing to our own company. They are as follows:

  1. Figure out if you want to energize the groundswell
  2. Check the social technographics profile of your customers
  3. Ask yourself, “what is my customer’s problem?”
  4. Pick a strategy that fits your customers’ social technographics profile and problems
  5. Don’t start unless you can stick around for the long haul

(Li & Bernoff, 2011, p.148-149)


The company like Apple, they do have a strong brand and emotional connections with their customers. Those customers of Apple, they have been talk about the products all the time, they really want to know the quality of the products and the functionality of the products and all kinds of the problems like these. There is no doubt that Apple should energize the groundswell, this will bring the company more benefits. However, before we decided to do energizing the groundswell, the company has to check the social technographics profile, and make sure what kind of people would be your customers. Once the company knows the customer types, they have to find out the problems that their customers will have and pick a appropriate strategy to deal with them. Apple, as a leading technology of electronic equipment suppliers, they need to face many problems, such as the technical issues of their products, the maneuverability of the product function and so on. As a result, choose a suitable strategy to deal with these kind of problems is very important. In the end, is also very important that be sure to energize the groundswell is applicable to the company in a long run time.



Li, C. & Bernoff, J.  (2011) Groundswell: winning in a world transformed by social technologies. Boston, MA: Harvard Business School Publishing


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