This blog post will address the POST Method as it pertains to my current career path and business structure.
People:
In this section, as I understand it, you need to understand how your technographic profile likes to interact. The technographic I identified likes to create relationships and bonds so our strategy should recognize that and interact with them in a way that can cultivate relationships.
Objectives:
Simply, what should we be getting out of this? The five primary objectives outlined in the text are: listening, talking, energizing, supporting and embracing. Do we want to use the groundswell to research our customers? Do we want to use it to share messaging about our firm? Do we want to energize our customers, like an Apple customer? Do we want to create support mechanisms for our clients? We’re not ready to address embracing yet. I’d say our first point of entry under objectives should be talking in a more interactive fashion- right now we put a small amount of messaging out there, but we’re not interacting via conversation or encouraging conversation about our team. That should be our objective.
Strategy:
If I was to map out our rough plan today, how we would start small would be elevating ourselves from the ‘feedback’ button on our website to a Twitter profile to have genuine conversations with our partners, clients and pretty much anyone. Our success will be measured in metrics- interactions, favorites and retweets as well as followers. The next step would be deciding how to build on that success, which would need to be a collaborative discussion since it would require additional resources that I don’t individually command in our business group. I’m concerned about the recommendation to put someone important in charge of this… that’s hardly my role in our business group and something I may need to consider discussing with the partner that provided considering this initiative to me (mostly at my prodding that we needed to improve our online presence, so that should be interesting).
Technology:
My opinion is that phase one should be social profile- Twitter. If that proves to be successful, I’d suggest a blog of curated but evergreen financial content that can share our investment strategy in more depth.
Links to past posts:
References:
Charlene & Bernoff. J (2011). Groundswell, Winning in a World Transformed by Social Technologies. Harvard Business School Publishing: 60 Harvard Way, Boston Massachusetts