13 April 2007 ~ 0 Comments                                       

What all companies should be doing.

Josh Bernoff, over at my fabulous former employer Forrester, is working on a book related to just about everything I am talking about here. He’s got a great post up laying out the major sections of Groundswell, which he is writing with Charlene Li. (Who I helped out with RSS research back in the magical early days before syndication took off.) Here, again, is another great example of the philosophy I am trying to leverage with Etch Connection (or The Etch Connection or etchConnection) and my fanciful product development scheme.

LISTENING. Finding out what your customers are really saying. Best tools are brand monitoring, private communities like Communispace, ratings/reviews.

SPEAKING. Connecting with your customers in new ways, extending PR and marketing. Best tools are blogs, podcasts, participation in MySpace/YouTube and other user-generated media.

ENERGIZING. Getting your best customers to evangelize your products. Best tools are public communities and ratings/reviews.

SUPPORTING. Helping customers solve their own and each other’s problems. Best tools are blogs, forums, wikis.

EMBRACING. Working with your customers to make products better. Best tools are communities, user-generated media.

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