Chapter three introduces the idea of social profiling by referencing three AFOL's (adult fans of Legos). Their names are Eric Kingsley who creates through use of the web, Joe Comeau who reacts, and Linda Dallas who ends up reading the overall outcome of generated social content. The three people mentioned above represent large and symbolic roles within the groundswell strategy.
The overall theme of chapter three is the separation of participants, and understanding its power. The social ladder is made of seven core positions. The main focus lies within the creators, conversationalists, critics, collectors, joiners, spectators, and the inactives. All the categories listed work off one another in the social ladder and remain crucial in forming a groundswell strategy. Throughout the chapter, we are presented with a number of info-graphics displaying differences in gender, age, disease, and region that measure use of SSN's, blogs, podcasts, followed by detailed comparisons of the social ladder. A majority of the graphics show an increased number in joiners, spectators, and collectors in many countries. The comparisons bring up a number of potential marketing tactics where social media such as Facebook, Twitter, or Blogs can help/push global awareness of a brand.
As demonstrated in the NEC/Fujitsu comparison, groundswell will generate positive feedback if used in a proper way. Although NEC had a friendly website and catalog, Fujitsu was busy building a customer relationship through use of Facebook, a more direct path to their audience.
Good recap, Alex. Tell me, while Fujitsu was building the relationship with customers via Facebook, how do you think they may have to engage a new generation of users (Generation Z) who has been raised in a society where they have everything they need to know near-instantaneously? Do you think Gen-Z will create a new kind of technographic, and if so, what might it look like?
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