Reflection #1

       Let me help you understand the Groundswell by Charlene Li and Josh Bernoff, through Adidas and their community.

Chapter 1 to 4

              If the Groundswell is a concept totally new for you, as it is for me, let me give you the exact definition from the Book Groundswell by Charlene Li and Josh Bernoff: “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” (pg 9).

              Now we mentioned the most important fact, I would like to show you what I decided are key points of these chapters. I will Adidas as an example.

              Groundswell is the collision of 3 factors: People, Technology and Economics (pg 10).

              People. Adidas is represented in different social media such as Instagram, Facebook, Tweeter, among others. We as customers can follow them, comment on posts, and most importantly, give them reviews to improve in any possible way. Customers also help the brand by uploading pictures of them with Adidas´s products.

              Technology refers to social media, blogs, forums, videos or inclusive apps. Adidas not only provides a shop online app, but they also have movile apps like Tango. It is a soccer community to improve skills and creativity. Adidas Confirmed gives us early access to the new sneakers that they launch. Runtastic, is a community that help us achieve our health and fitness goals. These apps bring people together and help us create, be part of a community and build loyalty to the brand. In a few words, Adidas = Technology. 

              Notifications are very important, too. They can alert us about events, new designs, discounts, apps, and any other information that they might want to share with their customers.

            Economics (Traffic equals money). Imagine how many people are using the apps, the web site, or even blogs. As mentioned in the book, “Every $100,000 spent in advertising drove twenty-six thousand people to become more likely to buy, based on their exposure to Adidas’s MySpace page” (pg 106). According to Market Evolution.

            Now let analyze how we all help to the Groundswell.

              According to Charlene Li and Josh Bernoff (pg 41)  we as participants behave in different ways, depending on our involvement in technology.

              Creators.  We, that create blogs and have a conversation with the community on a topic that will depend on what each of us wants to share or talk about. For example, Sneakerhead.

              Critics. We are critics when we write reviews in the online stores or comment on blogs.

              Collectors. We are collectors if we vote for web pages or blogs. An example in the book is Digg (pg 3), where people vote for the most popular news. Example: #Adidasshoes.

              Joiners. We, who have profiles in Facebook, Instagram and MySpace.

              Spectators. We are spectators, if we only read blogs, forums, reviews or watch videos, but never respond to them.

              Inactives. None of the above.

Finally, the POST Method (pg 67).

              People. How to approach our niche based on what they are doing, like blogs, forums and videos. Adidas approached them by web site, apps, blogs and social media.

              Objectives. Define what we want for our company, increase followers or sales, market share. Adidas wants to know about what we like and what we are in to; this way they can suggest sneakers or sport apparel we wish we have in our closet. So, the objective to facilitate a shop online is been accomplished. In addition, it helps us reduce the time we spent looking for what we want if they already narrow the search. We feel Adidas knows us and is giving us customer service, just by making this process easier. 

                           

              Strategy.  Define the relationship we want with the customers, write reviews, tag the company, share our videos, ads or posts. The ads from Adidas are so amazing and different that they make us look through all of them non-stop in one day. They emphasize diversity, working all together and value creativity. This ad inspired me. Take a peek bellow!

              Technology. Decide which technology use. Blogs, forums, web site, apps, you-tube, social media, etc. As we can see above, Adidas know their niches and know how to get to them.

              Final Tips:

• Find your community in the groundswell.
• Listen what they are saying about your product or service.
• Define your objectives.
• Approach your community, in the way they want to be approach and not how you think is the correct one.
• And most important, can be terrifying but is worth it!

              In my experience, Adidas is very complete and easy to use, especially for people that have a little problem with technology like me. I like easy, simple and informative. Actually, this research was amazing and I think you might like it, too.

              Have you use the Adidas Apps?  Do you think they are useful? Please share this information with us and any other comment is welcome.

Thank you for reading this blog.

                             P.