Jeremiah is up at Cluetrain @ 10.
POST methodology
- People – Assess your customers’ ‘Social Technographics’ profile
- Objectives – Decide what you want to accomplish
- Strategy – Plan for how relationships with customer will change
- Technology – Decide which social technologies to use
NOTE: "It’s POST, not ‘TSOP’ … it doesn’t start with technology"
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How to deal with detractors?
Best practice … have a crisis strategy in place. More on how to deal with detractors here.
Five types of detractors:
- Legitimate complainer
- Competitor
- Engaged critic
- Flamer
- Troublemaker
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Adoption models
- "The Tower" – Purely centralized adoption of social media tools
- "The Tire" – Uncoordinated adoption at the edge of the organization
- "Hub & Spoke" – Central resource, but people can be flexible at the edge
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Jeremiah’s Recommendations
- Act like a host at a part, rather than a cop
- Power is in the hands of the community
- Put the needs of the members first, followed by marketing objectives