11 - How Connecting with the Groundswell Transforms Your Company

Chapter eleven opens with the story of Rob Master, once the U.S. marketing directors for skin care products under the brand Unilever. In 2001, the company spent over $2.1 billion on marketing in the U.S. with 40% covering media such as television, print, and the web. However, in 2006, Unilever released a 75-second video advertising Dove's new "evolution" campaign. This video was one of their first steps into the groundswell and proved to be successful reaching over 5 million people in under one year. This is when the authors begin to question the difference and origins of a company switching from a billion dollar marketing sector to a low-cost ad on YouTube.

The groundswell's execution is divided into three essential elements. The first element is that of steps. It is crucial to take the turn in steps, starting with a mental transition. The second step revolves around well planned strategies and a vision. The third step is the execution of executive support, as upper management is crucial in shaping the groundswell. Planning, however, is a crucial factor. The authors go onto explain an eight month groundswell attempt where upper-level management began blogging for eight months with no vision or strategy which either led to disaster, or forgotten somewhere in a company blog.

As the chapter progresses, the authors begin to dive into a case of Dell. At first, the authors take a look a Dell's entrance into the groundswell, which was entitled a trial-by-fire crisis. For example, a customer named Jeff had bought a Dell computer along with a four year (in-home) service. After receiving a defective product, Dell had fallen short of their warranty and had sent him yet another lemon, with no actual "in-home" service. Jeff then, began posting/blogging about the above issue leading to negative feedback on Dell's end, eventually changing the concept of "buyers beware" to "sellers beware". With the addition of social media marketing o the market, a modern business cannot make false promises, as they might eventually destroy themselves in the end due to a negative groundswell effect. Eventually, Dell would end up listening and tracking blog posts which is the first step in forming a strategy. Whether its responding to a fragile issue such as a flaming notebook or an issue such as a defect, Dell began listening...and blogging. In 2007, Dell took a turn by replacing their CEO, and taking a full turn towards the groundswell, by learning from their mistakes.